Rajkot is a hub for jewellery, and one of the many local players is Vikings Jewellery. Operating out of Aji Dem Chowkdi, they sell imitation and fashion jewellery, rings, bali earrings, necklaces, mangalsutra sets, bangles, bracelets and payal to individual and wholesale buyers in Gujarat and beyond. New designs arrive in the catalogues almost weekly, with pricing displayed on a per-piece or per-pair basis. The majority of buyers are individual customers purchasing on behalf of organisations, particularly ahead of the wedding season and Rakhi.
The catalogues were not the issue.
The issue was everything that happened after a customer requested the price list.
Old Processes were Eating Into Orders
The way in which the orders used to be received before Bizzriser was on WhatsApp Business API, primarily through voice calls and individual WhatsApp chats, with responses typed out manually.
This had worked well for them while the audience was small. But as customers grew, these methods failed them.
New designs would sit in the inventory for days or even weeks at a time as sharing involved manually forwarding images to hundreds of contacts saved in WhatsApp one chat at a time. Bulk order inquiries would get a response the next day, and by then, the wholesale or big buyers had already chosen another brand that responded quicker to their request. There was no way to share a festive offer with all customers without it raising suspicion as it would require sending a notification to each one individually. Order tracking and payment reminders had to be manually sent to customers as WhatsApp Business API did not support automation, consuming precious time that could have been invested in core operations.
Despite their product, the entire process around it made scaling impossible.
Things that Bizzriser Changed For The Better
Bizzriser transitioned them on WhatsApp Business API, optimising their entire process to leverage its broadcast feature to its maximum without requiring customers to download a new app or switch numbers.
Several features stood out that helped the business grow exponentially.
Catalogue announcements that go viral.
New collection launches, combo offers and seasonal clearances are shared across segments as WhatsApp broadcasts, with tailored messages being sent to wholesalers and individual buyers. This way, a wholesale buyer does not get a message with individual pricing by mistake.
Self-sustaining order process.
WhatsApp users can browse the catalogues and place the order directly through WhatsApp with guided replies. Every order confirmation, payment reminder, tracking and delivery update is sent out automatically as well.
Instant reply to big inquiries.
When a prospective large buyer asks any questions related to MOQs or wholesale pricing, the message gets an instant response, with the human only coming on the scene when the customer has finalised the order amount and details.
Festive campaign scheduling.
The WhatsApp marketing or sales campaigns that run around the wedding season and Rakhi are created ahead of time and sent across different segments of customers at different times, ensuring no message is labelled spam while maintaining a steady stream of messages throughout the festive shopping window.
Everything from order confirmation to delivery update is automated as well, without human interference.
The Growth Metrics Speak For Themselves
The impact of these optimisations could be seen in the number of orders within the first two festive seasons, not just in satisfaction but in sheer numbers as well.
WhatsApp driven revenue grew over three times within the first five months. Response time to MOQ and wholesale inquiries dropped drastically by roughly 68 percent since almost every message got an instant reply. Repeat sales grew to 42 percent since most customers were notified of the arrival of new collections instead of having to wait for the next reply. Monthly WhatsApp orders crossed 2,400, compared to just a few hundreds before.
The increase in the number of WhatsApp messages around Rakhi and the wedding season, primarily the broadcasts, accounted for the majority of the growth, which is understandable. These two are the peak seasons for Vikings Jewellery, both in terms of revenue and the number of inquiries they receive, and the biggest challenge before Bizzriser was managing these inquiries efficiently to stop the slow reply from affecting sales.
In their words:
“Previously we were losing out on a lot of orders because we couldn't reply on time, especially during the rakhi and wedding season. Now the initial response goes out automatically and our team only steps in when the buyer is ready to go ahead. It has dramatically improved our sales and customer satisfaction.”
Why it is a Great Case Study For Other WhatsApp Sellers
WhatsApp as a sales channel is all about speed and convenience for the buyer. They want to be able to see the product, enquire about price and get an instant reply before moving on to the next business. Bizzriser allowed Vikings Jewellery to build this experience at scale, with every reply feeling personal and every broadcast being segmented, so the right message reaches the right customer.
This is precisely what other WhatsApp sellers should aspire to as well. Speed and convenience are table stakes to build trust on the platform.
Bizzriser helps Indian small businesses maximise the potential of WhatsApp Business API to build their WhatsApp sales channel around catalogue announcements, automated order process and seasonal marketing.