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 owning the Bioderma brands, Institut Esthederm and Etat Pur — and Interplayers, hubof health and wellness business. Technological innovations and new customer loyalty strategies led to a 242% increase in NAOS sales over 12 months. This advancement was achieved through the implementation of significant improvements in the MyNAOS Club program
NAOS was facing difficulties in capturing essential data from purchases made directly on the pharmacy shelves, what limited the recognition of loyal consumers and the personalization of offers. To solve this problem, new business rules and technological integrations have been implemented. This enabled a complete and unified view of sales, ensuring the efficiency of the loyalty program
With the aim of intensifying the audience's connection with NAOS, Interplayers has implemented innovative solutions to effectively integrate sales data from various channels. This ability to monitor and reward all purchases has considerably increased consumer engagement and nearly tripled sales compared to the previous year. "With the collaboration of our team and the transition to Interplayers", we managed to improve the user experience and significantly increase our sales, says Gustavo Queiroz Coordinator of CRM and Digital Performance NAOS
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 has managed 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, comment: "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 eager to continue this successful journey
The importance of loyalty programs in consumers' purchasing 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. That's why, partnerships like this exemplify how technology and strategic collaboration can transform sales growth, establishing a new standard in the health market
