Challenge
Wajos GmbH is known for its premium delicatessen products – from aromatic oils and liqueurs to fine spices. The company wanted to optimize its digital customer journey and, above all, better engage first-time buyers right after their initial purchase. Traditional email welcome flows had delivered solid results in the past but fell far short of expectations: low open rates, limited interactions, and hardly any immediate repeat purchases.
The central question was: How can we excite new customers immediately and drive repeat purchases – without adding extra marketing overhead?
Solution
Together with Chatarmin, Wajos implemented an automated WhatsApp Welcome Flow.
The strategy was built around three key elements:
- Direct contact – new customers received a personal WhatsApp message immediately after their first purchase.
- Personalized content – product tips, usage ideas, and recommendations tailored to their shopping cart.
- Purchase incentives – smart cross- and upsell offers embedded right into the flow.
Setting up the flow took only a few hours – and the impact was immediate.
Results
The numbers speak for themselves:
- 📈 WhatsApp Revenue: €6,316.37
- 💶 WhatsApp Costs: €49.07
- 🔥 Return on WhatsApp Spend (ROWS): 128.7x
- 🎯 Conversion Rate: 11.31%
With WhatsApp, Wajos not only achieved significantly higher engagement and purchase rates compared to email but also delivered a ROI far above market benchmarks in the DACH region.
Conclusion
The Wajos case shows:
WhatsApp isn’t a “nice-to-have” channel – it’s a real revenue driver.
With a simple welcome flow, the company successfully activated new customers and achieved an impressive 128.7x return on spend.
👉 For brands in the DACH region looking to optimize their customer journey, WhatsApp marketing with Chatarmin is the fastest way to measurable growth.