Segment 01
Inactive customers
Lapsed_30_DaysCustomers who have purchased before but have not placed an order in the past 30 days.
- Recognize their previous relationship.
- Offer a welcome-back incentive.
- Primary win-back audience.
WhatsApp marketing project · Scenario 02
Good coffee.
Good coffee.
Great reasons
to come back.
A customer-retention campaign for Brew & Bite Café, designed to turn quiet customers into happy repeat customers through thoughtful WhatsApp communication.
Business: Brew & Bite CaféGoal: Increase repeat ordersChannel: WhatsApp
A little treat is waiting ☕
15% off your next order
Task 01 · Audience definitionThree groups.
Three groups.
One warmer welcome.
Segmenting customers by purchase behavior makes each message more relevant. These tags are proposed CRM labels for the fictional café.
Segment 02
Occasional customers
Occasional_CustomersCustomers who have ordered more than once but do not visit or order regularly.
- Share new menu highlights.
- Suggest popular combinations.
- Encourage more frequent visits.
Segment 03
Loyal customers
Loyal_Repeat_BuyersFrequent customers with a consistent history of repeat purchases.
- Reward continued loyalty.
- Introduce referral incentives.
- Share early access to new items.
Primary campaign audience
Retention firstLapsed_30_Days — previous customers who have not ordered in the last month. They already know the café, making a relevant win-back message a practical retention approach.
Task 02 · WhatsApp templateA friendly nudge,
A friendly nudge,
not another ad.
A short, personal message gives inactive customers a clear reason to reconnect and makes the next step easy.
Task 03 · Chatbot designThree keywords.
Three keywords.
Instant answers.
Explore the sample chatbot by selecting a keyword. Each trigger returns a prepared response to a common customer question.
This is a front-end demonstration of the proposed conversation. A live chatbot requires a WhatsApp Business Platform provider or compatible automation tool.
Task 04 · Campaign launch methodStart with the
Start with the
customers you know.
Choose the channel based on the objective. For this campaign, the café needs to reactivate an existing, permission-based customer audience.
WhatsApp Broadcast
SelectedSend one-to-many campaign messages to eligible existing customers. Best aligned with a focused customer win-back campaign.
CSV contact upload
Supporting optionUseful for organizing and importing customer records into a compatible CRM or messaging platform. Uploading a file alone does not send messages.
Meta Ads
AcquisitionUseful for reaching new audiences or running click-to-WhatsApp ads, but less direct for this existing-customer reactivation objective.
WhatsApp Business API
At scaleSupports advanced integrations, approved templates and automated messaging through a platform or solution provider. More suitable as operations grow.
Why broadcast?
A direct route to repeat orders.
The café already has a relationship with these customers. A relevant offer can remind them of the brand and make ordering convenient.
- Filter customers by the Lapsed_30_Days tag.
- Send only to customers who opted in to marketing.
- Personalize the greeting and offer details.
- Measure replies, coupon use and repeat purchases.
WhatsApp Business app broadcast delivery can depend on recipients having saved the business number. For larger campaigns, use the WhatsApp Business Platform, approved templates where required, and applicable consent rules.
Task 05 · Automation journeyFrom “hello”
From “hello”
to another order.
The journey connects customer segmentation, a WhatsApp campaign, automated assistance and a completed purchase.
Existing customer
Past café customer has not ordered recently.
Apply tag
Identify the Lapsed_30_Days segment.
Send broadcast
Share the personalized 15% offer.
Chatbot reply
Respond to MENU, PRICE or OFFER.
Product enquiry
Customer explores menu and prices.
Place order
Customer uses COMEBACK15 and buys.
Repeat buyer
Record purchase and update segment.
Retention loop: After a completed purchase, update the customer's tag to reflect their latest activity. Future campaigns can then be based on fresh purchase behavior rather than repeatedly sending the same win-back message.
Delivery rateWere messages delivered?
Reply rateDid customers engage?
Redemption rateWas the coupon used?
Repeat ordersDid purchases increase?
Campaign summaryMake every return
Make every return
feel like a warm welcome.
The Brew & Bite campaign combines behavior-based customer tags, a personalized WhatsApp offer, keyword-triggered chatbot replies and a broadcast launch strategy. Its purpose is simple: reconnect with inactive customers, make ordering easy and encourage repeat purchases.
BREW
& BITE
RETENTION
CAMPAIGN
& BITE
RETENTION
CAMPAIGN
Academic project concept. Brew & Bite Café is a fictional brand. The menu, prices, discount and campaign conditions are illustrative examples created for this assignment, not actual commercial offers. The chatbot shown is a website demo, not a connected WhatsApp bot. Marketing messages should be sent only with appropriate customer consent and in accordance with WhatsApp policies and local laws.