How to Automate Business Processes: Experience of Gulliver, Poison Drop and Other Retailers

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7 Examples of Triggers for Communications and Customer Service
06.03.2024 ⏱ 13 minutes
How to Automate Business Processes: Experience of Gulliver, Poison Drop and Other Retailers
Triggers are special automation functions that react to a certain event and perform an action. For example, they set a task to call a client back, send a notification about the delivery of an order, or launch a reactivation mailing. They help automate business processes in sales, marketing, and customer service.

Using the example of Gulliver, Poison Drop, 2scoop, and latvia phone numbers other companies, we will tell you how to use triggers to free up managers' time, increase conversion to purchase, and retain a client.
Gulliver: set up a call chain and increased conversion to purchase


2scoop: Launched Triggered Mailings and Increased Repeat Sales


TO BODY: set up order statuses and learned how to retain customers


OILAND: automated sending of messages to messengers and improved the quality of service


SantehSmart: Transferred routine to triggers and freed up managers’ time


Poison Drop: Simplifying Order Notifications While Maintaining Customer Focus


Ecobar: Strengthened communications with clients and made them more targeted


How to set up triggers in RetailCRM

Gulliver: set up a call chain and increased conversion to purchase
Managers confirm 60% of orders in the Gulliver Market store by phone. But it is not always possible to get through on the first try. To ensure that employees do not forget to contact the client again, a trigger chain has been set up. It helps to increase the percentage of confirmed orders and conversion to purchase.

Gulliver Market Case: Reduced Load on ERP and Automated Service

Gulliver Market dialing chain diagram in RetailCRM
Gulliver Market dialing chain diagram in RetailCRM
How it works:

1. If the manager fails to reach the customer on the first try, he/she specifies the order status as “Failed to call”, and the trigger sends the buyer an SMS.

2. After 3 hours, the trigger changes the status from “Failed to call” to “Requires approval” and sends the manager a notification. The chain is repeated 3 times.

3. If the manager fails to reach the buyer on the 4th try, the trigger cancels the order and sends the client a notification.
2scoop: Launched Triggered Mailings and Increased Repeat Sales
Before RetailCRM, the sports nutrition chain 2scoop sent newsletters via the SMS.RU service. They were set up manually and could take a whole day. Another problem was the low conversion rate of newsletters - there was no way to segment customers by purchase history, so everyone was sent the same message.

When the company implemented RetailCRM, customers were divided into segments and personalized trigger newsletters were launched for each. For example, these:

Bought once. The peculiarity of the niche is that 50% of customers leave after the first purchase. These are the people who decided to do sports at the moment, but quickly lost motivation. They are sent SMS with welcome bonuses, told about the advantages of the loyalty program and given a discount on the next purchase.

Bought 2-3 times, then disappeared. They try to "wake up" such customers: 74 days after the purchase, a trigger is triggered and the buyer receives a message with a reminder to replenish stocks and a discount. This is how the company reduces the outflow of customers to marketplaces: the price with a discount at 2scoop is lower.