The gaucho company Meu Sapato Preto recorded a 35% increase in revenue in 2024 compared to 2023, becoming a success case in the e-commerce segment.Despite the adversities (such as the floods that affected Rio Grande do Sul in April and May), the brand managed to surpass expectations and recorded four consecutive sales records since May.
According to Mateus Barcelos De Menezes, CEO of Meu Sapato Preto, the growth is the result of a strategy planned over four years, focused on customer experience and the efficient use of digital tools.
“Our goal has always been to create an authentic connection with consumers, offering quality products and a differentiated shopping experience,” says Menezes.
To boost its sales, Meu Sapato Preto invested in an in-depth understanding of the customer journey, using the sales funnel to personalize messages and reach consumers at the most appropriate times and through the most appropriate channels.
Among the highlights of the strategies implemented are the live broadcasts on Instagram, where direct interaction with customers allowed us to present new products, answer questions in real time and strengthen the bond with the public, and the email marketing campaigns, which helped to create a closer relationship with consumers, offering relevant content and exclusive promotions.
Menezes says that Dinamize's marketing automation platform was essential for the startup's scalability by allowing the personalization of campaigns and more effective audience segmentation.
“Meu Sapato Preto intelligently explores lead capture and engagement resources, making sales growth a natural consequence,” explains Carolina Branchi, integration director at Dinamize.
Simple solutions that boost revenue
The actions adopted by the company included automated welcome emails, with personalized messages for new customers highlighting the brand's differentials, and the automation of visited products, with reminders sent to customers who viewed items in the virtual store, increasing the conversion rate.
Furthermore, measures such as the recovery of abandoned carts, with automatic flows that helped reduce losses and increase online revenue, and cashback campaigns, with offers targeted at specific segments, encouraged repurchases and loyalty.
The brand also stood out for its use of hyper-personalization in its campaigns, going beyond basic segmentation. Using detailed data on customer behavior, as well as creating highly personalized strategies such as birthday emails with special offers based on the customer's purchase history, encouraging purchases before, during, and after the date.
Another approach was segmentation by visited categories, which directed campaigns based on the customer's most interested products. It also promoted the integration of data from the online store, allowing for more precise personalization of communications and offers. According to Carolina Branchi, this approach is a major competitive advantage.
“The possibility of working with in-depth data, integrated with Dinamize, allows campaigns to be much more efficient and impactful, bringing customers closer to new purchases spontaneously”, says Carolina.
