Technology can be a great ally in the evolution of businesses. And this was proven by the strategic partnership between NAOS — a recognized dermocosmetics industry owner of the brands Bioderma, Institut Esthederm, and Etat Pur — and Interplayers, a health and wellness business hub. Technological innovations and new customer loyalty strategies resulted in a 242% growth in NAOS sales over 12 months. This progress was achieved through significant improvements in the MyNAOS Club program.
NAOS faced difficulties in capturing essential data from purchases made directly at pharmacy shelves, limiting the recognition of loyal customers and personalized offers. To solve this problem, new business rules and technological integrations were implemented. This enabled a complete and unified view of sales, ensuring the effectiveness of the loyalty program.
To intensify the audience’s connection with NAOS, Interplayers implemented innovative solutions to effectively integrate sales data from various channels. This ability to monitor and reward all purchases significantly increased consumer engagement and nearly tripled sales compared to the previous year. ‘With the collaboration of our team and the transition to Interplayers, we were able to enhance the user experience and significantly increase our sales,’ says Gustavo Queiroz, NAOS CRM and Digital Performance Coordinator.
The new scoring system attracted a significant number of new members, expanding and engaging the customer base. With the implementation of the new CRM tool, NAOS was able to segment and automate marketing actions more productively, resulting in a personalized experience for consumers. Oscar Basto Jr, Director of B2B2C and Retail at Interplayers, comments: “The partnership with NAOS was a challenging project, but extremely rewarding. We implemented new business rules and technological integrations that not only improved the efficiency of the loyalty program but also provided a more satisfying shopping experience for customers. We are proud of the results achieved and look forward to continuing this successful journey”.
The importance of loyalty programs in consumers’ purchase decisions is highlighted in recent studies. For example, according to the Global Customer Loyalty Report 2024, 70% of consumers are more likely to recommend a brand if it has a good loyalty program. When well-executed, this feature increases sales, improves customer retention, and overall engagement. Therefore, partnerships like this exemplify how technology and strategic collaboration can transform sales growth, setting a new standard in the healthcare market.
