MAGGY, Grupo RICA’s Digital Sales Assistant, has successfully registered 45% of its customer base and increased the average ticket size

88%

of registered stores made at least one purchase through this channel.

+30K

stores registered

+7pp

in the NPS of clients that use MAGGY

Context

Grupo Rica is a Mexican company that, for over 80 years, has been dedicated to the production and distribution of beverages. It is led by Miguel Angel Guizado Aguirre as the General Director. The group is one of the 8 bottlers of the Coca-Cola Mexican Industry, with a presence in the states of Hidalgo, Morelos, and Puebla. It has a solid infrastructure and logistical capacity that allows it to meet the needs of its customers.Despite having a robust operation, the group faced the need to create new revenue and sales channels, as well as drive growth, all while addressing challenges related to improving customer relationships and personalization.With the goal of solving these issues, Grupo Rica found the perfect partner in Yalo to develop the ideal solution. They opted for the creation of their own intelligent agent, which customers can use through WhatsApp.

The challenge

Grupo RICA needed to evolve its service model to better connect with its customers by personalizing its messaging even further. It was necessary to implement a hybrid service model that combined physical and digital approaches.

This approach limited the agility of the business and made it difficult to establish direct connections with end customers. Rica needed to build a closer relationship with its consumers, regardless of the channel, in order to increase conversions and sales, while also supporting its sales team and developing new marketing channels.

The Solution

Grupo Rica chose to develop an omnichannel ecosystem that would allow for multiple touchpoints with its end customers. Together with Yalo, Grupo Rica developed its own intelligent agent, MAGGY, which transformed WhatsApp into a direct communication channel between the company and stores.

This allowed the company to better understand its customers through data analysis from this new channel and to send personalized product recommendations based on customer information, as well as promotions and discounts.

Through MAGGY, the company was also able to directly present the most strategic and profitable products in its portfolio, which increased its revenues and ensured that small retailers became familiar with its entire product mix—something that was not previously possible when relying solely on the sales force.

Results

In nine months, Grupo Rica achieved:

Increase in NPS

Stores using MAGGY recorded a 7pp increase in NPS compared to stores not using the channel.

High number of active stores

Stores using MAGGY recorded a 7pp increase in NPS compared to stores not using the channel.

Customer loyalty

88% of registered stores made at least one purchase through this channel.

Customer loyalty

88% of registered stores made at least one purchase through this channel.

Benefits

In nine months, Grupo Rica achieved:

Higher NPS and conversion

Customer satisfaction with the group improved with the use of MAGGY, and conversion rates among customers using the solution were higher compared to others, leading to better loyalty.

Hyper-personalized
experiences

With the use of artificial intelligence and customer profile analysis, every interaction can be hyper-personalized, from product recommendations to unique promotions and discounts. This increases engagement, as all interactions are strategic, and the content is relevant to the customer.

More strategic
sales force

By delegating more operational tasks to MAGGY, Grupo Rica’s sales force was able to focus on building better relationships with customers and taking on a more consultative role.

Conclusion

The implementation of MAGGY was a true success for Grupo Rica, resulting in improvements in both sales and customer satisfaction. The opening of this channel also helped customers increase their own sales with a complete portfolio that meets consumer needs while improving execution, promoting product turnover. As a result, customers can grow their sales and profits.

Thanks to this, the company was able to drive its growth and get closer to its customers, gaining full visibility into who they are and accessing data that enables more strategic business decisions.

MAGGY, Grupo RICA’s Digital Sales Assistant, has successfully registered 45% of its customer base and increased the average ticket size

Context

The challenge

The Solution

Results

Increase in NPS

High number of active stores

Customer loyalty

Customer loyalty

Benefits

Higher NPS and conversion

Hyper-personalized experiences

More strategic sales force

Conclusion

Thanks to this, the company was able to drive its growth and get closer to its customers, gaining full visibility into who they are and accessing data that enables more strategic business decisions.

Hyper-personalized
experiences

More strategic
sales force