The Gaúcha company Meu Sapato Preto recorded a 35% revenue growth in 2024 compared to 2023, becoming a success case in the e-commerce segment. Despite adversities (such as the floods that affected Rio Grande do Sul in April and May), the brand managed to exceed expectations and achieved four consecutive sales records since May.
According to Mateus Barcelos De Menezes, CEO of Meu Sapato Preto, the growth is the result of a four-year planned strategy, focused on customer experience and the efficient use of digital tools.
“Our goal has always been to create an authentic connection with consumers by offering quality products and a differentiated shopping experience,” says Menezes.
To boost sales, Meu Sapato Preto invested in a deep understanding of the customer journey, using the sales funnel to personalize messages and reach consumers at the most appropriate times and channels.
Among the highlights of the implemented strategies are Instagram live streams, where direct interaction with customers allowed showcasing new products, answering questions in real-time, and strengthening the bond with the audience. Email marketing campaigns also helped build a closer relationship with consumers by offering relevant content and exclusive promotions.
Menezes explains that Dinamize’s marketing automation platform was essential for the startup’s scalability by enabling campaign personalization and more effective audience segmentation.
“Meu Sapato Preto intelligently leverages lead capture and engagement resources, making sales growth a natural consequence,” explains Carolina Branchi, Integration Director at Dinamize.
Simple solutions that boost revenue
The company’s actions included automated welcome emails with personalized messages for new customers highlighting the brand’s differentiators, and automated viewed-product reminders for customers who browsed items in the online store, increasing conversion rates.
Additionally, measures like abandoned cart recovery with automated flows that helped reduce losses and increase online revenue, and cashback campaigns with targeted offers for specific segments, encouraged repurchases and loyalty.
The brand also stood out for using hyper-personalization in its campaigns, going beyond basic segmentation. By leveraging detailed data on customer behavior, it created highly personalized strategies, such as birthday emails containing special offers based on the customer’s purchase history, encouraging purchases before, during, and after the date.
Another strategy was segmentation by visited categories, which targeted campaigns based on the products customers were most interested in. It also promoted integration with the online store’s data, enabling more precise customization of communications and offers. According to Carolina Branchi, this approach is a major competitive advantage.
“The ability to work with in-depth data, integrated with Dinamize, allows campaigns to be much more efficient and impactful, naturally bringing customers closer to new purchases,” says Carolina.
