Sultán Barbón Success Story
More than 100,000 machines sold, 2 brands and a single inbox: how Sultán Barbón runs on WOZTELL
Name: Sultán Barbón
Industry: Barbering, beauty and personal care e-commerce
Function: Sales enquiries and customer service across WhatsApp, Instagram and Facebook
Platform: WhatsApp Business Platform
Sultán Barbón is the official store of Fomento UCV, a Monterrey-based company specialising in products and consumables for barbering, beauty and personal care, shipping across Mexico. Its catalogue is multi-brand: it distributes its own brand, Old Scull —professional cutting machines such as clippers, trimmers and shavers, with more than 100,000 units sold according to the brand itself—, alongside third-party brands.
100,000+
Old Scull machines sold
90,000+
customer messages handled per year
around 2,400
new customers per salesperson per year
2 brands and 3 channels
in a single omnichannel inbox
An own brand
with nationwide expansion and presence
Name: Sultán Barbón
Industry: Barbering, beauty and personal care e-commerce
Function: Sales enquiries and customer service across WhatsApp, Instagram and Facebook
Platform: WhatsApp Business Platform
Sultán Barbón is the official store of Fomento UCV, a Monterrey-based company specialising in products and consumables for barbering, beauty and personal care, shipping across Mexico. Its catalogue is multi-brand: it distributes its own brand, Old Scull —professional cutting machines such as clippers, trimmers and shavers, with more than 100,000 units sold according to the brand itself—, alongside third-party brands.
The Challenge
Some context
In recent years, Old Scull has evolved from a professional barbering products brand into a brand with a nationwide presence, driven by the growth of its catalogue, its distribution channels and its digital community. Today, that expansion generates an ever-growing volume of sales enquiries through WhatsApp, Instagram and Facebook.
This growth has also driven the evolution of Sultán Barbón as a multi-brand commercial platform, serving both professionals such as barbers, stylists and hairdressers, and distributors and points of sale across Mexico. Together, the two brands have a community of more than 300,000 followers on Facebook and Instagram, an audience that generates purchase enquiries through those channels every single day.
In e-commerce, speed rules.
Hundreds of enquiries reach Sultán Barbón and Old Scull every day through WhatsApp, Instagram and Facebook, and whoever answers first, and answers well, is usually the one who closes the sale. With two brands, several channels and a dedicated line for distributors and points of sale, the challenge was not just to reply. It was knowing who to reply to first according to their purchase intent, sharing the work across the team without dropping a single message, and sustaining the same level of service on every channel.
The Solution
Every channel, one inbox, on WOZTELL.
Sultán Barbón and Old Scull run their entire customer service on WOZTELL. WhatsApp, Instagram and Facebook messages from both brands, plus the dedicated line for points of sale, land in the same omnichannel inbox, no matter where the customer comes in.
There, a team of eight salespeople works in parallel: every conversation is routed by channel and purchase intent, so the highest-intent ones are handled first, and a supervisor reviews the whole team’s work.
Automation is central to the model. Chatbots connected to their channels resolve part of the conversations up front and filter enquiries, while the human team takes the ones that need a personal touch and closes its own chats live. It is a hybrid model in which bot and person share the volume without friction.
A good share of that demand comes in from click-to-WhatsApp ads: the customer sees an ad, opens WhatsApp and lands straight in the inbox, where the bot or the salesperson picks it up instantly.
WOZTELL, as an official Meta partner (BSP), connects the operation with WhatsApp Business Platform, Instagram and Facebook, and Sanuker supports the implementation.
The Results
More volume, faster, with the same team.
The most important change, in the team’s own words, is speed. With this system, Sultán Barbón serves its customers faster and more efficiently, and it has organised its workflow and the way it distributes conversations far better.
The most telling part is the ratio between volume and resources. Over the past year, a team of just eight salespeople, supported by chatbots and the omnichannel inbox, handled more than 90,000 customer messages and served close to 19,000 new customers, across three channels and two brands, from one place. That works out at around 2,400 new customers per salesperson per year, a pace that would be impossible to sustain working channel by channel by hand.
A good share of that demand arrives from click-to-WhatsApp ads: more than 54,000 conversations started when a customer saw an ad, opened WhatsApp and landed straight in the inbox, where the bot or the salesperson picked it up instantly. It is the full journey, from an ad to a conversation to a sale, in a single place.
Old Scull’s growth has also meant an expansion of its customer touchpoints. As the brand widened its presence and reached more professionals, distributors and points of sale in Mexico, being able to respond quickly and in an orderly way became a fundamental part of the commercial operation.
And because the chatbots absorb part of the volume and everything lives in the same inbox, the model scales: adding more channels, brands or distributors does not force the team to grow at the same rate. That is the advantage that sets them apart today.
What customers say
“In e-commerce speed is everything: whoever answers first, and answers well, is the one who sells. With WOZTELL we organised our workflow far better, and today we serve our customers faster and in a more orderly way, no matter which channel they write to us from.”
At Sanuker, we help brands transform WhatsApp into a scalable business channel
From automated booking flows to conversational consultation, our solutions enable seamless customer journeys that drive measurable growth.
If you’re looking to increase bookings, improve conversions, and enhance customer experience through WhatsApp Business Platform, let’s talk.
