A Upstream, specialist in mobile marketing solutions, has stood out for its innovative approach, that has been transforming the e-commerce landscape in Brazil. At the recent E-commerce Brazil Forum, the company demonstrated its growing influence in the sector, result of a strategy focused on mobile messaging, including SMS, RCS and WhatsApp. Since 2022, the company has significantly expanded its operations in technology for e-commerce worldwide, in Brazil, the Greek-origin company has established itself as a partner of large companies in the e-commerce sector and has been essential in optimizing the operations of Brazilian e-commerces, helping retailers improve their users' navigation, increase revenue, increase conversion rates and recover abandoned carts, through theplataforma Grow.
In addition to consolidating its presence in the e-commerce market, Upstream has stood out for its innovative solutions that go beyond simple communication. During the E-commerce Brazil Forum, the company presented some of the most effective strategies to engage and convert users, with a special focus on gamification as a powerful tool to increase opt-in rates and strengthen the relationship with customers
Innovations in gamification and opt-in conversion
Patrick Marquart,The Head of Corporate Sales at Upstream shared insights on how to increase opt-in conversions through gamified solutions. Building an active customer base is not a simple challenge, but we have a solution for that,"he explained". "Our clients today", naturally, using our solution, they convert around 5% to 6% of the traffic that arrives monthly within the e-commerce, or the blog, or from the content page that has."Clarifies"
Gamification is one of the most effective strategies of Upstream, doubling conversion rates by engaging users in a fun and interactive way. "Our solution has pop-ups that can be gamified and", inclusive, segmented so that the client has a unique strategy on how to capture and, in the best way, the lead within the site,"highlighted Marquart"
Successful gamification tools
Among the most successful models is roulette, the scratch card and the surprise box. "The first model that converts a lot is the roulette". The user registers and, to be able to spin the roulette, he has to give us the phone and cell phone number. At the moment he registers, he can spin the wheel and the wheel will give him a discount coupon, a free shipping or something else that can give more relevance and sales to that,"explained Marquart
E-commerce transformation with Upstream
One of the biggest pains for e-commerce is cart abandonment. Michely Ramos,CRM performance analyst, from ZZ MALL,share how Upstream assisted in this process
"We got to know Upstream through a pain point: cart and journey abandonment". We implemented pop-up strategies for communication before and after abandonment, with two fronts of action through SMS in two steps, in addition to messages on WhatsApp.Upstream helped us understand the connection points of the customer journey, identifying the reasons for abandonment and how to bring them back. Customers arrive at our site from various sources, including paid media, area in which I work, and often abandon navigation on the homepage itself
Michely, highlights that with Upstream,strategies were adopted to encourage the collection of customer data, taking them out of anonymity, what is crucial due to the LGPD and data protection
"Before, we were paying for clients who never converted. Thanks to Upstream, we reduced the cart abandonment rate by 20% and increased CRM channel participation by almost 16% since March. We managed to segment emails and SMS to better engage potential customers and send personalized journeys.We consider Upstream an essential partner to stitch together this 360° journey, understanding the customer's moment, whether in the acquisition or retention phase. This brings more intelligence to our business and keeps us present in the user's life. Out of sight, out of mind, therefore, we need to be everywhere, communicating consistently on social media and owned channels."Celebrates the Analyst"
Already Caio Velasco, the CRM team at Granado, evaluates the partnership with Upstream as essential to better understand customers and improve communication through various channels
"We have over 150 years of operation in Brazil", with more than 100 stores spread across the country, in addition to presence in Europe and the United States. In my role as CRM, I operate both in these stores and on B2C and B2B websites, including an international site that covers all of Europe and the USA. Recently, in 2024, we started talking to Upstream about a challenge we had: to attract and convert customers effectively. Although we were able to reach many people, our conversion rate was not satisfactory. Upstream was the final touch we needed, bringing a significant change. They helped us understand who our customers are and how to impact them at the right time and channel
He adds that through the strategies with Upstream it was possible to significantly increase the number of new customers and better identify these customers to work on repurchase strategies.
"Upstream provided us with a complete view of the process", from acquisition to retention, turning our clients into loyal followers who keep up with all our news and promotions.The partnership with Upstream has been essential, especially regarding abandoned carts, where we have worked together for some time. We believe there is a lot of potential to develop and deepen our projects even further with their help, taking advantage of all the new possibilities and innovations they brought to Granado.Score
Market impact and event participation
Upstream participated in three editions of the E-commerce Brazil Forum and also in VTEX Day, standing out as an innovative company that serves enterprise clients with a constant focus on new developments and improvements. Gamification has been changing the game, we have been converting more users and this has been bringing more and more revenue to the merchants,"concluded Marquart
