Founded by the esteemed Taiwanese beauty expert, Mr. Kevin, basiik champions a philosophy centred on purity and safety in hair and skincare. Designed for consumers who prioritise quality, health, and well-being, basiik has rapidly gained popularity among women of all ages, as well as younger demographics. Headquartered in Taiwan, the brand strategically serves the wider Asia-Pacific region, offering seamless delivery to key markets including Hong Kong, Singapore, and Malaysia.
basiik partnered with Omnichat, an official Meta Business Partner renowned for its capability to create seamless, omnichannel customer journeys. Omnichat achieves this by expertly unifying disparate communication channels – including WhatsApp, Facebook Messenger, Instagram Direct, LINE, WeChat, and website live chat – into a single, manageable platform. To streamline service and enhance engagement in the Hong Kong market, basiik implemented Omnichat’s WhatsApp solution, leveraging WhatsApp Broadcasts, coupon modules, and automated chatbots to deliver highly personalised customer interactions at scale, directly contributing to increased engagement and a significant uplift in sales.
In Taiwan, basiik has fully embraced Omnichat to drive its digital transformation, unifying LINE, Facebook, and Instagram customer service into a single, integrated platform. By transforming its LINE Official Account into a mini-website, basiik facilitates instant and dynamic customer interactions. The implementation of chatbots has further reduced customer service workload by 50%. This optimisation not only enhanced service quality and response times but also crucially empowered human agents to dedicate their expertise to more complex, high-value customer consultations, ultimately resulting in increased sales conversions and a marked decrease in customer complaints.
Furthermore, basiik’s strategic marketing approach, which includes abandoned cart remarketing, gamification, and live streaming, continues to attract new customers and sustain stable growth. The partnership with Omnichat has been instrumental in driving sales growth while refining membership management and precision marketing strategies, ensuring basiik’s continued success in the competitive beauty market.
Focusing now on the highly successful Taiwan market strategy, let’s delve deeper into how basiik specifically leverages its Omnichat-powered LINE Official Account to fuel business growth and foster lasting customer loyalty.
Purity at the core: a brand built on trust and wellbeing
Founded by the esteemed Taiwanese hair and skin expert, Mr. Kevin, basiik embodies a philosophy rooted in purity and safety. The name, reminiscent of “basic,” cleverly incorporates two “i”s, signifying that true needs stem from within and reflecting the brand’s unwavering commitment to the principle: “ingredient is important.” basiik focuses on using safe, transparent ingredients and production processes, with Kevin overseeing the quality control to ensure that products are free from harmful chemicals, soap bases, artificial colours, or fragrances. The brand is dedicated to creating healthy scalp environments and naturally resilient hair, with SGS-certified products that are safe for sensitive skin and even suitable for pregnant women.
Kevin’s popularity soared through his appearances on the show “Queen”, where he accumulated a large following. These dedicated followers supported him throughout the creation of basiik, sharing his values of quality of life and attention to detail, and gravitating towards pure and effective products. Their active engagement extends beyond mere support; they provide invaluable feedback following new product launches, playing a crucial role in the brand’s iterative development – a partnership basiik deeply cherishes.
While basiik’s primary audience comprises discerning women aged 35 to 55 who value quality and efficacy, the brand’s targeted strategies are successfully attracting a vibrant, younger demographic in their twenties. Central to basiik’s ethos is a commitment to actively listening to customer feedback, ensuring continuous product enhancement and alignment with evolving consumer needs.
Challenges and opportunities: Cross-platform integration and membership management, creating a mini-website on LINE
As basiik expanded, the increasing diversity of social media platforms and the growing need for sophisticated membership management presented significant operational challenges. Integrating customer service, community engagement, and marketing efforts across fragmented channels became crucial. While Kevin’s personal reputation effectively drove initial traffic, basiik recognised the necessity for advanced digital tools to streamline the subsequent stages: order conversion, customer service delivery, customer relationship management (CRM), and marketing communications. These tools were vital to support sustained business growth and team efficiency.
In its quest for the ideal solution, basiik sought a platform capable of integrating LINE, Facebook, and Instagram customer service into a single, cohesive system while transforming LINE into an intuitive mini-website for seamless customer interaction. After evaluating multiple options, basiik discovered that Omnichat’s powerful omnichannel integration and robust customer service capabilities made it the perfect partner to accelerate their digital growth.
Streamlined Customer Service: Enhancing Efficiency and Satisfaction through Integration & Automation
Omnichat’s seamless integration of customer service channels delivered immediate efficiency gains for basiik. By deploying automated replies for common queries and providing after-hours support, basiik achieved uninterrupted 24/7 service. Crucially, this strategic implementation led to a reduction in overall customer service workload by over 50%, allowing the team to allocate resources more effectively while enhancing overall customer satisfaction.
Omnichat’s user-friendly backend empowers the customer service team with instant access to customer binding information, membership details, order statuses, and benefits. Agents can also seamlessly share product links directly within the chat interface, guiding customers towards convenient purchases and boosting conversion rates. While LINE has become the preferred support channel for many customers over the past year, basiik strategically retains live agents to offer personalised assistance, particularly for older customers less familiar with digital tools, ensuring an inclusive and supportive service network.
Bridging APAC Markets: Omnichat’s Cross-Border WhatsApp Solution
Leveraging Kevin’s extensive influence, basiik garnered significant interest from across Southeast Asia. However, differing communication preferences – primarily LINE in Taiwan versus WhatsApp in many SEA markets – posed a barrier to providing consistent, high-quality international customer service. To overcome this fragmentation, basiik utilised Omnichat’s specialised cross-border WhatsApp Business Solution. This enabled the seamless integration of WhatsApp alongside other key social platforms into their centralised management system, dramatically improving service efficiency and ensuring a unified, branded customer experience for basiik’s expanding international clientele.
Website remarketing: Customise customer journeys to achieve a ROAS of 200+
Omnichat’s advanced marketing features provide deep insights into customer behaviour, enabling precise and highly personalised communication:
– Track customer behaviour for tailored marketing：
When a visitor browses the website without adding products to their cart, the system analyses their browsing patterns and recommends relevant products based on their interests. By identifying hesitant shoppers and tagging them accordingly, the system delivers strategic product suggestions, encouraging them to add items to their cart and complete their purchase.
– Abandoned cart remarketing：
If a customer adds products to their cart but does not complete checkout, the system automatically triggers two well-timed reminders. The first reminder, sent within an hour of cart abandonment, gently encourages them to return to checkout by providing a direct product link via the product catalog for a seamless shopping experience. The second reminder, sent after 12 hours, includes an exclusive discount incentive, motivating the customer to finalise their purchase.
Adhering to the principle that “technology stems from human nature,” basiik’s implementation of these behaviour-driven, personalised communication journeys has yielded remarkable results, achieving an impressive Return on Ad Spend (ROAS) exceeding 200.
Chatbot utilisation: Enhancing service and driving member growth
Enhance customer experience with automated Chatbots
Diverging from purely revenue-focused automation, basiik prioritises using technology to elevate customer service. Recognising the specialised nature of their shampoos, basiik employs interactive Chatbots proactively. Customers can engage in a simple guided process to identify their specific scalp type (e.g., dry, oily, combination), after which the Chatbot provides tailored product recommendations. This ensures customers make informed choices suited to their needs. Additionally, the Chatbot offers instant responses to product queries during off-hours or peak promotional periods, significantly reducing wait times and enhancing customer satisfaction.
Optimise marketing journeys for sustainable growth
In designing marketing journeys, basiik strategically focuses on increasing LINE Official Account member bindings rather than immediate sales conversion. Automated reminders prompt customers to complete the binding process at optimal moments, while the system intelligently tags and segments those less inclined to bind—ensuring targeted engagement without unnecessary disruptions.
By concentrating LINE broadcasts on key events and product launches, basiik maintains a consistent 1-2% growth in binding rates each month. This not only enhances customer engagement but also lays a strong foundation for long-term revenue growth.
Interactive marketing: Synergy of Gamification, Live Streaming, and Founder IP
Omnichat’s gamification modules, known for their high click-through rates and strong interactivity, have become a powerful tool for driving member engagement. basiik maximises this potential by leveraging Kevin’s influential presence in major marketing campaigns, using live streaming to encourage followers to join LINE friends while engaging new customers through interactive games. This dynamic combination of live streaming and gamification has played a key role in converting traffic into loyal customers.
The engaging nature of the games also encourages daily website visits from loyal followers, boosting site traffic and activity levels consistently. Even between large campaigns, basiik continues using gamification to attract new members, ensuring steady LINE community growth.
Leveraging data & future-proofing growth with Omnichat
Through Omnichat, basiik has successfully turned its LINE Official Account into a primary platform for customer interaction, enhancing service efficiency and customer loyalty. Omnichat’s detailed user manuals and responsive customer support provide invaluable assistance to the team.
Looking ahead, basiik is excited to fully harness Omnichat’s powerful features to enhance customer journey applications. By leveraging these capabilities, basiik aims to transform loyal customers into a sustainable revenue stream, creating a stable, trust-driven financial model. For instance, by implementing an automated customer journey, the brand can proactively remind customers to repurchase based on their purchasing cycles, significantly increasing repurchase rates and fostering long-term brand loyalty.
Omnichat is immensely grateful for basiik’s continued partnership and insightful feedback. We look forward to supporting their future growth and collectively championing the core brand value that “ingredients are important” across the wider market.
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