Builders Warehouse is the leading destination for DIY, home improvement, and building materials, providing customers with everything they need to create the spaces they imagine. From browsing and shopping to learning new skills and finding expert advice, Builders offers a comprehensive solution under one trusted brand. The Builders promise is simple: whatever you need to improve your home or business, we provide the tools, materials, and knowledge to help you make it happen. With a growing footprint across Southern Africa, Builders has expanded beyond South Africa to serve customers in Botswana, Mozambique, and Zambia. In early 2017, Builders Online was launched, offering convenient e-commerce functionality to customers. Whether for homeowners, DIY enthusiasts, small business owners, or large contractors, Builders delivers the products, services, and expertise to meet their needs, helping them build, improve, and thrive.
Company WebsiteRead moreCompany Size
5,000+ employees employees
Location
Johannesburg, South Africa
Products Used
Channel: WhatsApp
Products: Chat Flow
Products: Chat Desk
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Table of Contents
Builders Warehouse, part of Massmart and powered by Walmart, is South Africa’s leading home improvement and building materials retailer. Known for helping customers improve their homes with quality products, the company is also committed to making the customer experience as seamless as possible.
One area Builders identified for improvement was the post-purchase journey for large appliances, such as air conditioners. Customers often struggled with installation, either attempting difficult DIY setups or facing delays in securing professional support. This friction created not only frustration for customers but also a missed opportunity for Builders to extend its value beyond the sale.
We chose WhatsApp because it’s a channel our customers already trust and use daily. By reaching out shortly after a purchase, we were able to support our customers exactly when they needed help and in a way that feels personal and not intrusive. It’s made the post-purchase experience far more convenient and relevant for our customers.
Challenge - The Struggle After Purchase
The core challenge for Builders was to bridge the gap between purchase and installation. Customers who had just bought appliances wanted immediate, reliable help, but the process of arranging installation was often fragmented and time-consuming. For first-time buyers or less technically inclined users, this created stress and dissatisfaction.
For Builders, this also meant lost revenue. Without a convenient way to upsell services at the right moment, the company was leaving money on the table. Builders needed a solution that was timely, convenient, and customer centric. One that could meet buyers on a channel they already trusted.
Solution - How WhatsApp Transformed the Post-Purchase Experience
Builders partnered with Clickatell to design a WhatsApp journey triggered immediately after a qualifying purchase. Within hours of buying an appliance, customers received a personalized WhatsApp message thanking them for their purchase and offering support with installation.
From there, the experience was simple and conversational. Customers could respond within WhatsApp, connect with a live agent, and receive details of a professional installation service. The entire process, from price confirmation to scheduling, and follow-up messages provided next steps, all took place within the same WhatsApp thread.
By integrating WhatsApp into the post-purchase journey, Builders removed the friction customers previously faced, while also creating a new, convenient revenue stream.
Engagement:
70% of customers contacted engaged via WhatsApp
Conversions:
27% of engaged customers purchased installation services
60x higher conversion rate compared to in-store upsell attempts
Customer Impact:
Convenient, frictionless post-purchase experience
Trusted, personal communication in a channel customers use daily
Result - Dramatic Uptake, High Engagement and Strong Conversion
The response to the WhatsApp journey was overwhelmingly positive. Customers welcomed the timely, relevant outreach and appreciated the convenience of being offered installation support on a channel they already used daily.
The numbers tell the story: 70% of customers contacted engaged with the WhatsApp message, and more than a quarter of those went on to purchase the installation service. Compared to in-store upselling, the WhatsApp channel delivered a 60x higher conversion rate. The initiative not only improved customer satisfaction but also drove measurable incremental revenue, proving that chat can extend value well beyond the point of sale.
Learnings - Why Timing, Channel Familiarity and Customer-Centricity Matter
The Builders Warehouse experience highlights how powerful WhatsApp can be when designed around the customer’s moment of need. By making the post-purchase journey seamless, the company improved customer satisfaction while also unlocking significant new revenue opportunities.
This success reinforces that WhatsApp is more than a service channel, it is a powerful driver of both engagement and commerce. When paired with a clear strategy and a trusted partner like Clickatell, it can transform the way retailers connect with their customers.
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