From Parking to Prize Draws: How VEER Mall Brought Customer Service and Marketing Together in One Chatbot
Visitors to a shopping mall have different needs: finding a store, checking parking information, browsing upcoming events, or entering a prize draw. When each task requires a separate channel or interface, the customer journey becomes more complicated.
Different customer journeys, one chat
Before implementing Flomni, VEER Mall did not have an interactive channel that brought together its main visitor engagement journeys.
Marketing prize draws were among the key priorities. Running them required connecting several steps in the visitor journey: registering a purchase, checking eligibility, calculating the number of entries, and allowing participants to access their entries later.
The resulting solution went beyond the original scope. Rather than building a separate tool for each use case, the team brought them all together in one chatbot.
One chatbot for different visitor needs
The chatbot features a single navigation menu with the main sections:
- contacts;
- parking;
- events;
- stores.
Visitors do not have to search through the website or remember where to find a particular section. They can simply select the task they want to complete.
The navigation experience is consistent across channels: the chatbot runs in a widget on the website and is also available in Telegram, VK, and MAX. Over the past three months, messaging apps accounted for 53% of chatbot interactions, while the website accounted for 47%.
Breakdown by messaging app:
- 32% of all interactions — VK;
- 12% — MAX;
- 9% — Telegram.
This allows VEER Mall to engage visitors across multiple channels and reach them where they are already comfortable interacting with the brand.
The menu is not a limitation
Not every visitor question can be anticipated in a predefined menu. That is why the chatbot also allows users to send a free-form message.
If no predefined flow is available, the request is transferred to a human agent in Flomni Dialogues, an omnichannel platform for managing customer chats. The conversation context is preserved, so visitors do not have to start over.
As a result, the chatbot is more than a navigation tool with predefined sections. It serves as a single entry point for communication with VEER Mall.
From navigation to marketing
After launching the navigation flow, the VEER Mall team expanded the chatbot to support marketing prize draws.
This required connecting the chatbot to VEER Mall's CRM using webhooks and scripts:
- Visitors consent to participate and can then register a purchase directly in the chatbot by entering their phone number, purchase date, amount, and store.
- The system then automatically checks the rules of the specific prize draw and calculates the number of entries.
- Each entry receives a unique number. The information is stored in the CRM, and visitors can retrieve their previously assigned numbers in the “My Entries” section. Participants must still keep their physical receipts, which are required to verify purchases when claiming a prize.
The VEER Mall team remains responsible for selecting winners and managing campaign data. Once a campaign ends, its data can be cleared.
One of the project's goals was to reduce the marketing team's dependence on technical resources. New prize draw parameters are now configured in the CRM:
- the chatbot retrieves the data;
- it automatically incorporates the data into the flow.
This means launching a new campaign no longer requires rebuilding or changing the prize draw logic or chatbot.
Results: more than one purchase per participant
Automating purchase registration also made it easier to enter prize draws and enabled the team to track purchases in a single system. The recorded result: the number of registered purchases is more than twice the number of participants.
This shows that the visitor journey does not end with a single registration: one participant can return and register multiple purchases within the same prize draw.
What VEER Mall achieved
The chatbot has become a single point of interaction with visitors, from everyday service needs to participation in marketing campaigns.
For visitors:
- one familiar interface for different tasks;
- consistent navigation on the website and in messaging apps;
- access to a human agent when predefined flows are not enough;
- a straightforward journey from purchase to prize draw entry.
For the VEER Mall team:
- customer service and marketing flows brought together;
- automated purchase registration and entry calculation;
- CRM integration;
- the ability to launch new prize draws independently without modifying the chatbot;
- the flexibility to use multiple communication channels without changing the underlying flows.
Instead of several disconnected touchpoints, VEER Mall now has one digital entry point for visitors, combining navigation, customer service, and marketing functionality in a single solution.
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