Aline Paes Ferreira’s nursery decorating plans were already in full swing when she discovered Scandinavian knot pillows online.
“I fell in love, as they were so beautiful,” she says, describing the interwoven fabric designs, which were unknown in her native Brazil, and the perfect complement for her baby’s new room.
Having left her job as a secretary to be a full-time mom after giving birth to her daughter, Aline swiftly mastered making the soft, chunky knots. And in 2018, she turned her hobby into a business opportunity, launching Feito Nó in Cambé, Paraná to sell her pillows and protective, braided bedding for babies’ cribs.
But as customer inquiries grew, Aline struggled to separate her professional exchanges from personal ones.
“I was using my personal WhatsApp, but I would often forget conversations because they’d get lost in the middle of all my other groups,” she says, explaining why she transitioned to the WhatsApp Business app in October 2018.
And that switch changed the way Aline runs her business.
“All my products are customizable, so customers can see the different options and discuss the colors and fabrics they would like,” she says, describing the benefits of the app’s catalog feature. Labels help her follow the progress of orders — from first contact to payment — and the away messages feature means Feito Nó engages customers even on Saturdays, Aline’s one day off.
Since installing the app, Aline says sales have increased 400 percent, to 30 orders every month. And with 95 percent of Feito Nó‘s business now driven by the app, she can better engage customers like Gessica de Souza Fernandes Almeida.
“I have a very busy routine; I work all day, and I’m also a mother,” says Gessica. “Being able to discuss everything through WhatsApp makes the process easier.”
With more nurseries to decorate and cribs to make comfortable, Feito Nó can become the pillow store of choice for moms who rarely have time to even window shop.
“Mothers are very busy; they can get up in the night to nurse their babies and buy my products at the same time,” Aline says of the importance of the WhatsApp Business app. “[WhatsApp] is where my clients are and where I have to be.”