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At a Glance
Brand Overview
Rightangled is a UK online pharmacy that gives customers access to treatments through an online assessment and clinician-led review process. Its customer journey can span several stages, from checking eligibility and completing a medical assessment to placing an order, beginning treatment and continuing with a subscription.
This makes timely customer communication especially important. A person who pauses during an assessment needs a different message from someone who abandons an order, reaches the next stage of a treatment cycle or cancels an existing subscription.
Rightangled partnered with QuickReply.ai to turn these moments into automated, context-aware WhatsApp journeys.
The Challenge: Supporting Customers Across a Longer, More Complex Journey
Unlike a conventional ecommerce purchase, an online treatment journey is rarely completed in a single step. Customers may leave midway through a medical assessment, drop off while ordering or delay a subscription decision. Existing customers may also need relevant guidance as their treatment progresses.
Rightangled wanted to build a communication system that could:
- Recover customers who left a medical assessment incomplete
- Re-engage customers who dropped off before completing an order
- Nurture customers at relevant points in their treatment cycle
- Encourage eligible customers to move to a medicine subscription
- Respond quickly when a customer cancelled a subscription
- Win back customers who had become inactive
- Capture more website visitors as opted-in contacts
- Deliver these experiences across multiple languages and markets
The requirement was not simply to send more messages. Each journey had to reflect the customer’s latest action and the stage they had reached.
The Solution: A Full-Lifecycle WhatsApp Journey System
Using QuickReply.ai, Rightangled built event-triggered journeys across the customer lifecycle. Each workflow responded to a specific action or drop-off, allowing the next message to be more relevant and timely.
1. Recovering Incomplete Medical Assessments
When a visitor began a medical assessment but left before completing it, a WhatsApp journey was triggered to bring them back to the point where they had stopped.
This allowed Rightangled to re-engage high-intent visitors while their interest was still fresh, rather than losing them once they exited the website.
2. Recovering Order Drop-Offs
Separate journeys targeted customers who progressed towards an order but left before completing it. Because these customers had already moved beyond initial discovery, the communication could focus on helping them resume the order journey.
3. Nurturing Customers Through Treatment Cycles
Rightangled also used automated journeys to maintain communication after the initial conversion. Messages were aligned with treatment cycles, helping the brand stay connected at relevant moments instead of relying only on isolated promotional broadcasts.
4. Growing Medicine Subscriptions
Subscription invitation journeys encouraged suitable existing customers to continue their treatment through a subscription.
Two of these journeys produced particularly strong results:
Together, the two subscription invitation journeys generated more than £71K+ in attributed revenue and 400+ orders.
5. Responding to Subscription Cancellations
When a customer cancelled a subscription, QuickReply.ai triggered a dedicated follow-up journey. This gave Rightangled an immediate opportunity to continue the conversation and present an appropriate path back, without requiring the team to identify and contact each customer manually.
6. Winning Back Inactive Customers
Rightangled’s customer win-back journey became one of the strongest contributors to overall performance.
7. Converting Website Traffic Into Opted-In Contacts
Rightangled added a WhatsApp opt-in popup to its website, offering visitors 5% off their next order in exchange for their consent to receive messages.
This gave the brand a direct way to convert anonymous website traffic into opted-in contacts who could enter relevant WhatsApp journeys.
The opt-in and treatment experiences were also localised across five additional languages, making the journey more accessible to customers with different language preferences.
Expanding the Model to Médetone Across Europe
After seeing significant results with Rightangled in the UK, the team brought Médetone, its EU-facing online pharmacy, onto QuickReply.ai.
Médetone adopted the same core journey architecture, including:
- Incomplete medical assessment recovery
- Order drop-off recovery
- Treatment-cycle nurturing
- Medicine subscription journeys
- Subscription cancellation journeys
- Customer win-back journeys
- Discount-led website opt-ins
For Médetone, the website opt-in and treatment experiences were adapted into five localised language versions to support the brand’s expansion across European markets.
This allowed the team to reuse a proven lifecycle strategy while adapting the customer experience for each audience.
The Results
- £947K+ in attributed revenue
- 5K+ orders generated
- 185x+ overall ROI
These results came from a connected system of journeys rather than one isolated campaign.
Rightangled used WhatsApp to recover lost demand, support customers through longer consideration and treatment cycles, strengthen subscriptions and re-engage previous customers.
Why the Strategy Worked
The effectiveness of the setup came from matching communication to customer intent.
- Behaviour-based triggers: Messages responded to real actions, such as assessment abandonment, order drop-off or subscription cancellation.
- Lifecycle coverage: Automation continued beyond the first order into treatment, subscription and win-back stages.
- High-intent recovery: Rightangled focused on customers who had already demonstrated a clear interest in beginning or continuing treatment.
- Multilingual execution: Localised opt-ins and treatment experiences made the model reusable across UK and European markets.
- Measurable revenue attribution: The team could connect journey performance to orders, revenue, spend and ROI.
Conclusion
With QuickReply.ai, Rightangled transformed WhatsApp from a standalone messaging channel into a lifecycle revenue system.
Automated journeys helped the brand recover customers at critical drop-off points, nurture them through treatment cycles, grow subscriptions and bring inactive customers back.
The result was more than £947K in attributed revenue from 5K+ orders at an overall ROI of 185x+.
The subsequent rollout to Médetone shows how the same journey framework can be adapted for new markets, languages and customer experiences without rebuilding the strategy from the ground up.