The gaucho company Meu Sapato Preto recorded a 35% increase in revenue in 2024 compared to 2023, becoming a success story in the e-commerce segment.Despite the adversities (such as the floods that affected Rio Grande do Sul in the months of April and May), the brand managed to exceed 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, Menezes states
To boost your sales, My Black Shoe 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 the live sessions on Instagram, where direct interaction with customers allowed for the presentation of new products, clarify doubts in real time and strengthen the bond with the audience, and the email marketing campaigns, that helped create a closer relationship with consumers, offering relevant content and exclusive promotions
Menezes says that Dinamize's marketing automation platform was essential for the scalability of the startup by allowing for the personalization of campaigns and more effective audience segmentation
"My Black Shoe intelligently explores lead generation and engagement resources", making sales growth a natural consequence, explain Carolina Branchi, integration director of Dinamize
Simple solutions that boost revenue
The actions taken by the company included automated welcome emails, with personalized messages for new customers highlighting the brand's differentiators, and the automation of visited products, with sending reminders to customers who viewed items in the online store, increasing the conversion rate
Furthermore, measures such as the recovery of abandoned carts, with automated flows that helped reduce losses and increase online revenue, and cashback campaigns, with offers targeted at specific segments, they encouraged repurchase 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, in addition to creating highly personalized strategies, like birthday emails containing special offers based on the customer's purchase history, incentivating purchases earlier, during and after the date
Another bet was the segmentation by visited categories, that directed campaigns based on the customer's products of greatest interest. It also promoted the integration of data from the online store, allowing for more precise customization of communications and offers. According to Carolina Branchi, this approach is a major competitive advantage
"The possibility of working with in-depth data", integrated into Dinamize, allows campaigns to be much more efficient and impactful, bringing customers closer to new purchases spontaneously, Carolina states
