The Heritage Oven Increases New Customers by 40% in One Month

Goals

• Boost performance of click-to-chat ads on Instagram and Facebook

• Improve ROI on all sales and marketing efforts

• Increase speed from enquiry to paid order

Solutions

• Tracked which campaigns drive conversations and orders through Aelyst's lifecycle and reporting

• Implemented lifecycle stages to manage the customer journey from enquiry to repeat buyer

• Closed orders faster with AI-assisted replies and QRIS payment links sent directly in chat

• Retargeted past buyers with seasonal broadcast campaigns

The Heritage Oven (THO) is a premium Jakarta bakery specializing in lapis legit and kaya spread, crafted with heritage recipes and premium ingredients. Beyond its signature bakes, THO has built a luxury gifting business — hampers and bundles for corporate clients, birthdays and festive seasons from Ramadan and Eid to Lunar New Year and Christmas. With a growing customer base discovering the brand through Instagram and TikTok content, quick and seamless communication across messaging channels is key to converting interest into orders.

The problem: Lack of visibility for performance optimization

THO has a strong social presence and attracts customers through content and click-to-chat ads on Instagram and Facebook, with most orders ultimately negotiated and closed over WhatsApp — the natural way Indonesians buy premium F&B and hampers. The team adopted Aelyst to unite Instagram, WhatsApp and Facebook Messenger into a single inbox so it could respond faster and sell more efficiently.

While this helped, the business wanted greater visibility into its marketing as a whole. It saw high chat volumes, especially around festive seasons, but couldn't determine which campaigns actually led to paid orders versus window shoppers. It also wanted a deeper understanding of the customer journey — from first DM to completed payment — so it could move buyers through the funnel faster and understand the true ROI of its ad spend.

The Aelyst solution

With Aelyst already managing its omnichannel conversations, THO leaned into the platform's lifecycle tracking, AI assistance and in-chat payments to turn its inbox from a support tool into a measurable sales engine.

Understand which campaigns drive orders, not just chats

THO runs click-to-chat campaigns that drive conversations from Instagram and Facebook into WhatsApp. With every conversation flowing through Aelyst, each new contact is captured with context and moved through lifecycle stages as they progress — so the team can finally see which campaigns produce paying customers, not just enquiries.

Aelyst's reports break down conversation volumes, conversion rates and drop-off points per period, letting THO double down on the campaigns and content formats that actually generate revenue — especially critical in the weeks before Lunar New Year and Ramadan, when lapis legit and hamper demand peaks and every day of ad spend counts.

Streamline the customer journey with lifecycle tracking

To move leads through the funnel faster, THO uses custom lifecycle stages that give the team immediate context on every contact: new enquiry, quote sent, awaiting payment, order confirmed, repeat buyer, corporate client.

The stages guide what action to take next — new leads get fast responses while interest is hot, contacts stuck at "quote sent" get a follow-up nudge, and returning buyers are recognized and served personally. Aelyst's AI Agent handles first responses instantly, answering questions about flavors, sizes, pricing and delivery in natural Bahasa Indonesia around the clock, so no enquiry cools off overnight.

Close orders in chat with QRIS payments

The biggest drop-off in F&B chat commerce happens between "I want to order" and payment. With Aelyst's Xendit integration, THO's team generates a QRIS or invoice link and sends it directly in the WhatsApp conversation — the customer pays in seconds without leaving the chat, and the lifecycle stage updates to reflect the completed order.

This dramatically shortens the enquiry-to-payment window, which matters most during festive rushes when customers are simultaneously chatting with multiple bakeries.

Smart segmentation and seasonal retargeting

THO uses tags and lifecycle data for segmentation and reactivation, especially when it needs to hit monthly targets. Past hamper buyers are re-engaged with broadcasts before each festive season; corporate gifting clients receive early-bird catalogs before Eid and Christmas; and kaya spread customers get repurchase reminders — driving repeat orders and upsells from customers already won, increasing return on ad spend without increasing ad budget.

"Before, we could see lots of chats coming from our ads, but not which ones became paying customers. With Aelyst's lifecycle tracking, we finally see the full journey from first DM to QRIS payment — and our seasonal retargeting broadcasts now drive repeat orders we used to leave on the table. It's become a core part of how we sell."

— [Name], [Role], The Heritage Oven

The results

Customer lifecycle insights have helped THO prioritize leads effectively, shortening its sales cycle and getting more contacts to complete a purchase. Since implementing lifecycle tracking and in-chat QRIS payments, the conversion rate has risen by [20%].

By understanding which click-to-chat campaigns produce actual orders, THO has seen a [40%] increase in new customers — the leads it attracts are more likely to buy, and the number of leads has also increased by [10%] as the business now knows which content motivates conversations.

With seasonal broadcasts reactivating past buyers ahead of every festive peak, The Heritage Oven has turned its inbox into a measurable, repeatable revenue channel — ready to scale into its busiest seasons without adding headcount.

Want to gain the same results for your business? Contact us for a free consultation today.