As Taiwan’s largest online nutritionist platform, Cofit aims to eradicate obesity and the three-highs around the world by helping people change their habits for a healthier life. To more effectively reach its target audiences and improve its user experience, Cofit chose to adopt Appier’s solution, which enables the brand to leverage cross-channel marketing strategies to drive engagement and growth. The following sections detail how Cofit utilized Appier’s technology to optimize its service flow and achieve sales growth. The brand also shares its future plans for AI applications in cross-channel marketing.
Cofit adopted Appier’s BotBonnie conversational marketing platform and designed a comprehensive automated service flow for new customers. From joining the LINE OA and booking an appointment to the initial 1-on-1 consultation with a nutritionist, the automated system provided customers with reminders for every step of the way, ensuring that they were always able to receive the guidance and support they needed. This not only significantly increased Cofit’s booking completion rate, but also reduced customer no-shows and created a smoother service flow. As a result, Cofit saw great improvement in overall customer experience and brand trust. Cofit’s automated multi-phase reminder system also ensured more precise and efficient service. The brand was able to better manage customers’ expectations, as well as offer personalized suggestions and plans to further boost customer satisfaction and loyalty. Cofit has continued to optimize its automations with the help of data analyses and customer feedback, ensuring the performance, efficiency, and accessibility of the service flow.
Cofit leveraged conversational marketing to convert potential customers into paying customers with great success. By delivering timely discounts and auto-replies to FAQs in LINE, Cofit was able to significantly reduce customers’ time to decision and drive them to purchase at the right time. This not only resulted in higher conversion rates, but also brought around 150 thousand [1] in automatic revenue growth during the expansion period. In addition, Cofit also identified customers who had not made repeat purchases and retargeted them with holiday campaigns and promotions. This was effective in boosted repurchase rates and resulted in 7.2x [2] revenue growth.
Cofit also leveraged conversational marketing and A/B testing to continue optimizing its message formats by finding the messages and promotions that were most effective in attracting customer interest. These tests enabled Cofit to more accurately pinpoint customers’ needs and offer more tailored plans.
Cofit also utilized its health points and tiered membership programs to deliver personalized messages to different members. This increased customer stickiness and loyalty and enabled the brand to build a long-term customer relations management system. Furthermore, Cofit was able to precisely segment its customers based on behaviors, which allowed the brand to design campaigns specific to different segments for better campaign performance and precision. This ensured that customers would always receive the highest quality of service in each interaction, thus enhancing their reliance and trust in the brand and ultimately helping Cofit maintain revenue growth.
Cofit has continued to explore and utilize more AI technologies to enhance its cross-channel marketing strategies. In the future, Cofit plans to continue its partnership with Appier and discover more opportunities for AI-driven marketing that will help it engage customers more effectively and further boost revenue growth.
For example, when customers view a product but do not purchase, the brand will be able to maintain communication with these customers via LINE and deliver discounts to push them to checkout. In addition, by encouraging repurchase through its loyalty program and integrating engagement data, the brand can continue to maintain its customer relations and deliver personalized messages based on membership tier.
Cofit’s cross-channel marketing strategy also integrated multiple marketing tools and platforms, including social media, email, and push notifications. With this comprehensive marketing network, Cofit was able to boost both its brand visibility and the frequency of engagement with customers, which enabled the brand to get the most out of every campaign. Through these efforts, Cofit not only improved its customer experience, but also achieved sustainable sales growth and strengthened its competitiveness among market rivals.
[1] Data collection period: 2023/11/17-2024/5/31
[2] Data collection period: 2024/01/13-2024/1/31