Introduction & Context:
Romarino is a premium leather shoes brand based in Casablanca, Morocco, renowned for its handcrafted quality and refined design. The brand targets fashion-forward men and women looking for timeless, durable footwear that reflects elegance and craftsmanship.
While Romarino’s products were well-loved, their growth was limited by the manual nature of their main sales and communication channel—WhatsApp. With no dedicated email marketing and limited automation, the brand needed to streamline customer interactions, reduce friction in the buyer journey, and scale its operations without sacrificing its high-touch, personalized approach.
Initial Challenges:
– Manual WhatsApp Sales Process: Every inquiry, size check, and order confirmation was handled one-by-one.
– Slow Response Times: Customers waited over 2 hours for replies, often leading to cold leads.
– Lack of Personalization & Segmentation: No system to tailor responses or follow-ups based on previous buyer behavior.
The Challenge (Pain Point & Problem Statement):
Romarino wanted to automate its sales funnel on WhatsApp without compromising its premium brand image or personalized service.
Quantifiable Pain Points:
– Average Response Time: 2h 10m
– Abandoned Conversations: 38%
– Order Conversion Rate (from WhatsApp): 9.6%
– Average Time to Close a Sale: 26 minutes
Category
AI Agents & Marketing Automation
Clients
Romarino
Location
Morocco
Led & Executed by:
Mohamed Chourouki
The Strategy & Execution (Step-by-Step Breakdown of Actions Taken):
To solve this, we deployed an AI-powered sales assistant tailored specifically for WhatsApp, using a no-code stack built with N8N, GPT-4, and WhatsApp Cloud API.
Phase 1: Building the AI Sales Agent
– Trained GPT-4 on Romarino’s shoe collections, sizing guide, return policy, tone of voice, and FAQs.
– Configured N8N workflows to route inquiries to GPT-4 and escalate complex queries to human agents.
Phase 2: Smart Lead Qualification & Product Recommendations
– AI captured sizing preferences, style interests (e.g. loafers vs. derbies), and delivery location.
– Qualified leads were tagged for quick handoff or closed autonomously when possible.
Phase 3: Abandoned Chat Recovery
– AI re-engaged users who left mid-conversation with reminders like “Your size is still in stock” or limited-time offers.
Phase 4: Personalized WhatsApp Broadcasts
– Segmented audiences based on style preferences (e.g. classic vs. modern), past purchases, and location.
– Sent product drop alerts, seasonal lookbooks, and flash sales via compliant templates.
Phase 5: Tracking & Optimization
– Created dashboards for chat-to-sale tracking, bounce rates, and agent handover metrics.
The Challenges & Roadblocks:
1. Language Variety (French, Arabic, Darija): Customers used multiple languages in chats.
– Solution: Trained GPT to understand context in all three and detect language preferences.
2. Skepticism Toward Automated Replies: Users were cautious with AI assistants for premium products.
– Solution: Clear branding as “Romarino Assistant” and seamless transfer to human agents increased trust.
3. Stock Synchronization: AI sometimes recommended items that were out of stock.
– Solution: Linked real-time inventory system via API into the automation stack.
The Results & Impact (Before vs. After Data Comparison):
Key KPI Improvements:
– Average Response Time:
– Before: 2h 10m
– After: 5m
– Order Conversion Rate (WhatsApp):
– Before: 9.6%
– After: 34% (+254%)
– Abandoned Conversations:
– Before: 38%
– After: 17% (-55%)
– Average Time to Close a Sale:
– Before: 26 minutes
– After: 9 minutes (-65%)
– Sales Volume via WhatsApp:
– Before: Baseline
– After: 3.5x monthly increase from automation & AI support
Key Takeaways & Lessons Learned:
1. AI Can Scale Luxury Service: When trained properly, AI delivers fast, elegant responses true to the brand voice.
2. WhatsApp = A Powerful Sales Funnel: With automation, Romarino turned their primary chat channel into a sales engine.
3. Multilingual Context Is Key: Adapting for local language and slang built customer comfort.
4. Segmented Outreach Wins: Targeted product drops and lookbooks boosted re-engagement dramatically.
5. Speed = Trust: Fast replies improved confidence, leading to faster conversions.
Conclusion & Final Thoughts:
By combining AI-powered chat automation with human empathy and premium branding, Romarino redefined how luxury footwear can be sold at scale through conversational commerce.
Scalability Potential:
– Launch bilingual agents across Facebook Messenger and Instagram DM.
– Add AI-guided virtual fitting assistant to improve sizing accuracy.
– Expand personalized broadcast campaigns for new product drops.
This case proves that AI isn’t just for SaaS—it can empower craftsmanship brands like Romarino to serve more customers, more efficiently, with the elegance their audience expects.
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