Luxury Pool Table Brand Elevates the Buying Experience with a WhatsApp Digital Concierge
Maison Carom
Overview
A luxury pool table brand - known for craftsmanship, bespoke finishes, and design-led collections - wanted an enquiry experience that matched the exclusivity of its products. Prospective buyers weren’t looking for a “sales bot.” They wanted a discreet, premium conversation that felt like private messaging with a knowledgeable advisor.
The brand introduced an AI-powered WhatsApp chatbot to act as a digital concierge: guiding clients through inspiration, sizing, finishes, and early-stage qualification, then handing over seamlessly to a human concierge when the conversation required nuance.
The Challenge: High Intent Customers, High Expectations
Luxury pool tables are a considered purchase. Customers often arrive with strong intent - but also with lots of questions:
- Will this table fit my space?
- What finishes match my interior style?
- What’s the difference between collections?
- Can I get a quote for a specific configuration and delivery location?
Previously, the brand’s early-stage journey relied heavily on web forms, email back-and-forth, or scheduling calls. This created friction at the moment customers were most engaged.
Key pain points
- Slow early-stage response led to drop-off, especially from international buyers in different time zones.
- Web forms felt transactional, clashing with the brand’s premium positioning.
- Unqualified enquiries consumed concierge time, reducing availability for serious buyers.
- Designers and hospitality buyers needed speed, discretion, and quick access to tailored details.
Why WhatsApp
The brand chose WhatsApp because it supports the kind of private, high-trust conversation luxury buyers prefer:
- No apps to download
- No new logins or passwords
- A personal, familiar experience
Instead of pushing clients into portals or long forms, the concierge experience could happen where clients already communicate - quickly, comfortably, and discreetly.
The Solution: A Digital Concierge That Feels Human
The WhatsApp chatbot was designed to feel less like automation and more like a calm, knowledgeable advisor. It doesn’t bombard customers with menus or forms. Instead, it offers curated choices that gently guide discovery.
What the chatbot does from the first message
- Helps customers browse signature tables in a guided, conversational way
- Provides room-fit and sizing guidance (based on space and intended use)
- Supports exploration of finishes, cloth options, and styling preferences
- Collects essential details naturally to prepare tailored quotes
- Shares visual inspiration on demand (e.g., finish examples, style pairings)
- Enables showroom visit bookings for clients who want an in-person experience
Seamless handover to a human concierge
When interest is high - or questions become complex - the chatbot transfers the conversation to a human concierge without breaking the thread. The customer never has to repeat themselves. The human concierge picks up with context, maintaining a premium, continuous experience.
How It Improved Customer Engagement (Examples)
Example 1: “Will it fit?” becomes a guided, confidence-building conversation
Instead of asking customers to hunt for sizing charts, the chatbot asks a few quick questions conversationally:
- Room dimensions
- Intended use (casual play vs. entertaining guests vs. venue use)
- Preference for a statement piece vs. understated design
It then suggests suitable table sizes and explains the why in plain language - building confidence and moving the client closer to a quote request.
Example 2: From inspiration to specification - without feeling like a form
Clients can explore finishes and cloth options through guided prompts:
- “Do you prefer warm woods or cooler modern tones?”
- “Are you matching existing furniture, or creating a focal point?”
The result is a short list of curated options that feel bespoke - helping clients decide faster while still feeling in control.
Example 3: Hospitality and designer buyers get a discreet fast lane
For designers and hospitality buyers, time and presentation matter. The chatbot provides:
- Quick access to suitable collections for high-traffic environments
- A structured way to gather essentials for a quote (quantity, lead times, delivery location)
- Easy scheduling of showroom visits or consultations
This creates a premium “entry point” to the brand’s service - fast, discreet, and always available.
Operational Benefits
The chatbot didn’t replace the human concierge team - it protected their time and elevated the overall service.
Improvements to operations
- Faster first response to new enquiries, including out-of-hours and international customers
- Natural lead qualification through conversation (space, style, budget range signals, timeline)
- Fewer back-and-forth messages to gather basic details for quotes
- More prepared human handovers, with customer preferences and context already captured
Results and Business Impact
The WhatsApp concierge channel became a premium, low-friction path into the buying journey.
Outcomes the brand achieved
- A luxury experience that feels personal, not automated
- Reduced friction in the early buying stages, replacing forms with conversation
- Higher-quality enquiries, as customers are guided toward the right product before a human steps in
- A stronger reflection of craftsmanship and exclusivity, matching the brand’s positioning
Conclusion
By meeting customers in WhatsApp - where conversation is natural and immediate - the brand created a digital concierge experience that feels like private messaging with an expert advisor.
Customers can explore, learn, and request tailored quotes without friction, while the concierge team focuses on high-value moments where human expertise matters most. The result is a buying journey that is faster, more elegant, and more aligned with the expectations of luxury clients.
Example Conversations
See how this chatbot interacts with users
Hi there — I’m looking at getting a pool table and I’d like a custom cloth with the Chelsea FC logo, plus a matching blue/white ball set. Is that something Maison Carom can do?
Good evening — yes, we can create fully bespoke cloth artwork and coordinate accessories, including a custom ball set in complementary colours.
To make sure it’s done beautifully (and within competition-style playability), may I ask:
- Table size you’re considering (7ft / 8ft / 9ft)?
- Room dimensions (L × W) so we can confirm cue clearance.
- Do you want a statement centre logo or a more discreet corner/rail placement?
If you share those, I’ll suggest the best layout and next steps.
Great. I’m leaning 8ft. Room is about 5.2m x 4.1m. I’d like the Chelsea badge in the centre circle, like a football pitch vibe, and rails in blue. Also want the balls to match.
That’s a great brief — and your room size is workable for an 8ft in most setups.
For cue clearance, we typically aim for roughly 1.5m around the table (depends on cue length). With 5.2m × 4.1m, you’ll likely be comfortable on the longer dimension; the 4.1m side can be fine, but it’s worth checking whether you’re happy to use a short cue near one wall if needed.
On the design:
- Centre badge is absolutely doable.
- We can add pitch lines subtly in a lighter blue/grey.
- Blue rails can be matched to Chelsea tones.
Would you like the cloth in a classic tournament green alternative (Chelsea blue) or a slightly deeper navy for a more luxury feel?
Deeper navy sounds better. And yes, subtle pitch lines would be amazing. How does the logo hold up over time — is it printed or stitched? Also can you do a ball set that looks premium, not novelty?
Deeper navy with tonal pitch lines will look very refined.
For the badge, we usually propose one of two approaches:
- Dye-sublimated performance cloth: the artwork is infused into the cloth (not a surface print), so it wears very well and keeps play consistency.
- Inlaid/embroidered-style solutions: visually striking, but they can slightly affect roll where thread or seams sit—so we only recommend this if aesthetics matter more than tournament-style play.
Most clients choose the dye-sublimated route for longevity and play.
On balls: yes—rather than “novelty” graphics, we can source a high-grade resin set with custom colourways (Chelsea blue/white accents) and a clean, minimal finish.
If you’d like, I can prepare this as a proper specification for a quote. Where would delivery be (postcode/city + country)?
Delivery would be SW6, London. What sort of lead time and price range are we talking for an 8ft with that custom cloth and balls?
Thank you — SW6 is straightforward for us.
Lead time for a bespoke cloth (badge + pitch lines) is typically 6–10 weeks depending on artwork approval and production scheduling. Table build and finishing can run alongside that, so the overall timeline usually lands in a similar window, sometimes a touch longer if you choose a more complex finish.
Price range depends mainly on the table collection, finish, and whether you’re adding matching cues/lighting. As a guide, an 8ft Maison Carom configuration with bespoke cloth and a premium custom ball set is commonly in the mid–high five figures.
To give you an accurate quote (not a vague range), may I ask two quick things:
- Which look do you prefer: modern (clean lines) or classic (more sculpted)?
- Is this for a home or a commercial space?
It’s for my home. Modern look, dark wood or black. I’d like it to feel high-end but not too flashy.
Perfect — a modern silhouette in a dark finish with the navy Chelsea cloth will feel considered rather than loud.
Next, so we specify it properly:
- Do you prefer matte or satin finish on the timber/black?
- Pockets: drop pockets (more traditional) or return (cleaner, great for entertaining)?
- Any flooring constraints for install (stairs, tight turns, lift access)?
If you’re happy, I can hand this to one of our human concierges to price the exact configuration for SW6 and send a tailored proposal with a simple visual mock-up of the cloth layout.
What’s the best name to put this under?
