How Cellini’s chat campaign drove over S$10K in sales from a single showroom

Established in 1986, Cellini has always embodied the spirit of innovation. Inspired by old exquisite craftsmanship and engineering excellence, the brand has grown from an old-school methodology into a regional furniture design leader, operating three factories, a team of 1,000, and over 50 retail stores across five countries.

Rising customer expectations called for a more scalable engagement strategy

As Cellini Singapore grew, so did the volume and complexity of customer interactions. The team recognised a need to enhance their customer experience by unifying communications and reducing manual tasks. 

In today's world, people don’t just want quality furniture; they also expect fast, personalised, and meaningful experiences at every touchpoint. With this evolving landscape, the company saw an opportunity to modernise its customer journey and bring the same level of care and precision found in its products into every conversation with its audience. To bring this to life, the team turned to SleekFlow.

How SleekFlow provides a one-stop solution for a streamlined sales and marketing journey

Building a connected customer experience with a unified inbox

Cellini Singapore handles a large volume of customer interactions daily, spanning enquiries, product interest, service requests, and feedback. These conversations were happening across multiple channels, WhatsApp, Facebook, and website chat, and the team needed a way to bring them all together.

Enter SleekFlow’s unified inbox, which became the bridge Cellini Singapore needed for all their communication channels. By consolidating communication across social platforms into one collaborative space, Cellini Singapore’s team could respond faster, track every conversation, and ensure that no conversation or lead slipped. This led to quicker resolutions, enhanced service, and higher satisfaction, ultimately boosting retention and loyalty.

CRM integration for context-rich interactions

SleekFlow’s ability to integrate with CRMs also gave Cellini Singapore something it had never had before, context. Every customer conversation now comes enriched with purchase history, previous touchpoints, and even campaign engagement. This allowed sales and support teams to personalise conversations in real time, responding not just quickly but with relevance and insight.

With CRM integration, we can now sync customer interactions, track their journey, and personalise engagement based on past interactions, something we never had the ability to do before.

Kristen Kiren

Marketing / Business Development Manager (Singapore)

A faster and more personalised customer experience through automated workflows

One of the most transformative changes for Cellini Singapore was how SleekFlow’s Flow Builder enhanced both responsiveness and customer experience.

Through SleekFlow, Cellini Singapore implemented auto-replies to instantly engage customers as soon as they reach out. Whether it was a question about showroom hours or a product enquiry, customers received immediate, helpful responses without needing to wait. Smart chat routing ensured that enquiries were directed to the right team based on the nature of the request, sales, support, or service, enabling faster issue resolution.

Beyond initial interactions, workflow automation played a key role in nurturing leads. Prospects who expressed interest but hadn’t yet converted were guided through follow-up flows with personalised reminders and relevant content, driving them closer to purchase.

The customers' journey does not end at purchase. Automated flows triggered post-purchase touchpoints like review requests, satisfaction prompts, and exclusive offers, creating an ongoing loop of engagement. This not only boosts customer satisfaction but also opens up opportunities for cross-selling, all without manual intervention.

In just six months, we handled nearly 7,000 customer queries automatically. Automation has significantly boosted our team’s productivity by eliminating repetitive tasks, enabling faster responses, and allowing us to focus on high-impact work.

Kristen Kiren

Marketing / Business Development Manager (Singapore)

Innovative WhatsApp QR code campaigns

With the foundation for engagement in place, Cellini Singapore began experimenting with how it could drive more meaningful campaigns. One of the standout initiatives was its newspaper ad for the Nightingale Bed Bundle Promo, which featured a WhatsApp QR code. Customers who scanned the code were automatically enrolled in an automated workflow, where they were guided through the offer and captured as leads for retargeting.

This seamless offline-to-online (O2O) approach helped the team filter for intent. Instead of directing customers to a generic page, customers were able to initiate a conversation immediately with Cellini Singapore and received personalised support. This resulted in high-quality engagement, enriched lead data, and a better customer experience from the very first touchpoint.

Most of our audience still reads the newspaper. They prefer WhatsApp direct communication rather than logging onto a website. This campaign helped us capture their attention and convert it into actual engagement.

Kristen Kiren

Marketing / Business Development Manager (Singapore)

Turning ad clicks into conversations with Click-to-WhatsApp ads

Building on the success of its O2O campaign, Cellini Singapore expanded its lead generation strategy by leveraging digital platforms such as Click-to-WhatsApp ads on Facebook and Instagram, effectively converting initial interest into direct, meaningful customer engagement.

These ads used a variety of engaging formats, videos, carousel images, and PDFs to offer a richer browsing experience. Instead of redirecting viewers to landing pages, the ads initiated WhatsApp conversations directly, creating a seamless route from discovery to dialogue. This created almost 500 leads on WhatsApp in March 2025 alone and generated five digits in revenue for just one of their showrooms.

Besides, Cellini Singapore incorporated WhatsApp Flows in their Click-to-WhatsApp campaigns to streamline the lead capture process for an exclusive pre-order offer. Once a customer clicked the ad and initiated a conversation on WhatsApp, an automated message prompted them to fill out an in-chat form to secure their offer. By reducing friction in the journey, the campaign not only simplified pre-orders but also drove strong purchase intent and high-quality lead conversion.

Staying top of mind with personalised broadcast campaigns

Beyond acquisition, Cellini Singapore also focused on deepening relationships with existing customers through SleekFlow’s broadcast campaign tools. These messages were personalised, segmented, and timed based on feedback from Cellini Singapore’s sales teams, as well as data from successful flow campaigns. From highly anticipated warehouse sales to seasonal contests and exclusive previews, every broadcast served a purpose: to re-engage, inform, and delight.

Making better business decisions through conversational analytics

Beyond customer-facing outcomes and work efficiency, the impact of SleekFlow has also been felt internally. The data generated from conversations, engagements, and responses now powers decision-making. Marketing campaigns are no longer guesswork but are backed by insights. This enables Cellini Singapore to respond faster to trends, test new strategies with confidence, and continually improve their outreach.

Most importantly, SleekFlow has helped Cellini Singapore stay true to its brand values. Every automated message, campaign, or chatbot interaction still reflects the brand’s tone, quality, and attention to detail. The platform has become an extension of the brand’s promise to customers, delivering not just furniture but an experience crafted to last.

Game-changing, SleekFlow has transformed the way we engage customers, streamline operations, and drive growth with smart automation.

Kristen Kiren

Marketing / Business Development Manager (Singapore)

About Cellini

Established in 1986, Cellini is a leading designer and manufacturer of contemporary furniture in Southeast Asia. Blending timeless craftsmanship with modern innovation, Cellini operates three factories, employs over 1,000 professionals, and serves customers through more than 50 retail stores across five countries. With a commitment to quality, design, and comfort, Cellini continues to craft thoughtful living experiences that stand the test of time.