Transforming inactive customers into loyal advocates
Frutifica, a thriving online food retailer in Brazil, faced the challenge of reactivating inactive users who hadn’t placed an order in a year. According to studies, it’s 6 to 7 times more expensive to acquire a new customer than to retain an existing one. They partnered with Upstream, a mobile marketing leader, to leverage SMS marketing automation and seasonal campaigns to win back inactive customers and increase sales.
"Thanks to Upstream's marketing automation platform, Grow, and their expertise in e-commerce, we achieved an impressive 57x ROI. Leveraging SMS marketing automation and seasonal campaigns significantly contributed to reactivating our customer base and boosting our online sales.”Bruno Leonforte
Ecommerce & Performance Manager, MKTNow, Marketing agency of Frutifica
Higher customer retention, maximum ecommerce growth
Seasonal events, such as Mother’s Day, Valentine’s Day, Black Friday, etc., offer unique opportunities for ecommerce brands. They create a sense of urgency and encourage customers to take advantage of special deals. Our mobile marketing solution enabled Frutifica to develop an effective strategy for maximizing sales during Mother’s Day. Here’s how we did it:
1. Leveraging seasonal event to boost sales
Targeted on-site campaigns were introduced, featuring R$10 off coupon codes, to entice new visitors to provide their phone numbers. Utilizing Upstream’s mobile marketing automation platform, Grow, Frutifica sent automated welcome messages with the coupon code, incentivizing new customers to make their first purchase. This approach not only helped boost sales but also continuously expanded Frutifica’s customer base.
A broadcast campaign was also launched to reach their entire customer base, offering a special discount during the seasonal event. These SMS messages were sent over 3 consecutive days, with constant content optimization and automatic list updates to remove buyers and add new opt-ins.
2. Driving customer winback strategy tailored to segments
A communication strategy with automated customer winback messages and discount coupons was launched. The base reactivation strategy relied on a progressive discount structure based on user activity. Our Grow platform empowers Frutifica to leverage the automation capabilities for delivering tailored SMS campaigns per segment and ensuring a seamless customer experience.
Users who made a purchase over 6 months ago but within the last year received a 40% discount (segment A), those who made a purchase between 3 and 6 months ago received a 25% discount (segment B), and users who made purchases in the last 3 months were offered a 10% discount (segment C). The recipient list was continuously refined.
Users who made a purchase after receiving an SMS were promptly removed, ensuring they did not receive subsequent messages with the same offer.
What Frutifica achieved
Up to 2.8% of inactive customers clicked on the SMS campaigns
Up to 57x ROI achieved
7.7% average opt-in rate in pop-ups