Si Gara Gara Dimsum

About The Brand

Industry
Food & Beverages
Year
2022-2023
Services
CRM

Si Gara Gara Dimsum is a homemade food and beverage brand based in Bandung, Indonesia, specializing in freshly made dimsum and signature chili oil. The products are distributed through Instagram, WhatsApp, Gojek, and Shopee. Dimsum deliveries are limited to a 15 km radius to maintain freshness, while chili oil is available for delivery nationwide. The brand also supports B2B growth through reseller partnerships.

goals

Customer Retention

Encourage recurring orders from loyal customers—especially for dimsum—by sending timely WhatsApp reminders and exclusive offers, increasing purchase frequency within the 15 km delivery radius.

Nationwide Growth

Leverage email campaigns and push notifications to grow national sales of chili oil by nurturing interest from first-time buyers and upselling to past customers across Indonesia.

Reseller Network Expansion

Use segmented WhatsApp broadcasts and email drip campaigns to educate and recruit stay-at-home moms interested in becoming resellers, emphasizing the ease of selling without needing stock or upfront investment.

Customer Journey Personalization

Automate communication flows across email, WhatsApp, and web push to deliver relevant messages at each stage—such as onboarding new customers, recovering abandoned carts, and converting Shopee or Gojek buyers into direct-order customers via Instagram or WhatsApp.

CHALLENGES

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Manual Follow-Up

Without automation tools, customer follow-up for repeat purchases and reseller onboarding is done manually, leading to inconsistent communication and missed opportunities.

Low Reseller Awareness

Many potential resellers, especially stay-at-home moms, are unaware of the opportunity due to the lack of targeted messaging.

Fragmented Buyer Data

Customer data from Instagram and WhatsApp is not centralized, making it difficult to personalize messages or identify high-potential repeat buyers.

SOLUTIONS

WhatsApp Campaign

Used a very affordable tool called Botmaster to send regular WhatsApp messages like promo alerts, menu updates, and reseller invitations—helping the brand stay in touch with customers and leads, even without using costly automation platforms.

Reseller Funnel Development

  • Build a clear and simple system to attract and follow up with reseller leads—especially stay-at-home moms—by using free tools like Mailchimp (for email), Webpushr (for website notifications), and Botmaster (for WhatsApp).

  • Launched a special campaign to reach potential resellers around Bandung (15 km radius), testing responses from men and women, with messages focusing on how they can sell without needing to buy stock or handle shipping.

Cross-Channel Message Sync

Worked closely with Meta Ads and social media specialists to create eye-catching campaigns and clear content that was consistent on all platforms—Instagram, WhatsApp, email, and web notifications—making sure that people who saw the ads would also get helpful follow-up messages to encourage action.

  • Ran a chili oil campaign targeting all of Indonesia, showing how it’s handmade and available for nationwide delivery.

  • Ran a dimsum campaign for local delivery (within 15 km), offering both ready-to-eat and frozen options, and tested messaging for both male and female audiences.

Customer Segmentation

Collected customer details from Shopee, Instagram, WhatsApp, and Gojek orders to group buyers based on their preferences (e.g. frozen vs. ready-to-eat, chili oil buyers, resellers, etc.) and sent them more relevant messages using free versions of Mailchimp, Webpushr, and Botmaster.

Behavioral-Based Campaign

Planned special reminders and promotions during moments people are most likely to order—like weekends, lunch hours, or festive days.

These were sent using free tools across WhatsApp, email, and website pop-ups, helping the brand stay top of mind without a high marketing budget.

RESULTS

  • Conducted 3 push notification campaigns with an average CTR of 47,70%.
  • 74.6% average click-to-open rate (CTOR) from five WhatsApp campaigns showed strong message engagement and helped drive consistent daily orders.
  • By launching 3 segmented campaigns based on interest and occupation, the brand reached stay-at-home moms more effectively, converting more WhatsApp viewers into loyal customers.
  • Weekly email marketing campaigns with 54.6% average CTOR effectively introduced the reseller opportunity to warm audiences.

  • Push notifications inviting reseller sign-ups saw a 47.7% click-through rate across three campaigns, helping generate traffic with zero advertising cost.

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CONCLUSIONS

Retargeting Strategy

Sending messages through WhatsApp, email, and push notifications during peak mealtime hours has proven effective in increasing repeat orders within the 15 km delivery area.

To maximize this, set up simple automated messages, triggered by customer behavior such as cart abandonment or purchase history. Continue testing message variations to discover which tone and format convert best, using insights from top-performing Meta Ads and Shopee promotions.

Reseller Growth Program

Initial reseller campaigns successfully attracted interest, especially from stay-at-home moms. To build loyalty and drive more sign-ups, create a supportive community with regular online meetups, basic sales training, and success-sharing sessions.

Collect testimonials and event content to share on Instagram and WhatsApp, showing how easy it is to earn without holding stock—this builds credibility and encourages others to join.

Product Line Expansion

Nationwide demand for the chili oil is strong, but offering only one product can limit growth and repeat sales. Start introducing new variations (e.g., different spice levels or bundle packs) to boost order size and customer excitement.

Use email and WhatsApp surveys to test customer interest before launching, and promote new options with seasonal campaigns to keep the brand fresh and engaging.