Casas Bahia during Black Friday 2024

In digital retail, personalization and agility are crucial to ensuring an efficient shopping experience and increasing sales. With this focus, Casas Bahia, one of the largest retailers in Brazil, partnered with Pmweb, a full-service CRM consultancy, to optimize their CRM strategies and boost results for Black Friday 2024.

The challenge: more data, more efficiency

With over 110 million registered customers and a large volume of daily transactions, Casas Bahia needed a solution that would better integrate data, enabling more personalized campaigns, greater operational efficiency, and a unified view of its customers. Additionally, the brand sought more autonomy in using the technologies it had contracted to maximize the potential of CRM.

The solution: strategic CRM and personalization at scale

Pmweb, as a strategic partner, led the implementation of Salesforce Personalization, Data Cloud, and Marketing Cloud, optimizing the collection, analysis, and activation of data. The project was divided into stages to ensure maximum efficiency:

Automation and advanced segmentation: more precision in audience creation and delivering personalized messages.

Integration between CRM and marketing platforms: unification of customer data for a unique and more strategic view.

Agile campaign activation: average launch time reduced to 10 minutes (4x faster than the previous year).

E-commerce personalization: application of segmented mosaics, countdown timers, and omnichannel campaigns.

During Black Friday, Pmweb directly orchestrated the data and campaign execution, ensuring that each interaction was relevant to the consumer and efficient for the brand.

The results: accelerated growth

The combination of technology and strategy brought significant impacts to Casas Bahia’s digital operation:

76.6% growth in e-commerce revenue 200% growth in website visits via CRM 170+ push campaigns operationalized 40x ROI in segmented campaigns 130% increase in product views Largest CRM share of the year

Advanced personalization and agile data orchestration transformed Casas Bahia’s Black Friday into a case of efficiency, innovation, and accelerated growth. This partnership demonstrates how well-used data can drive real results in digital retail.

Want to know how to apply these strategies to your business and achieve similar results?

Get in touch: comercial@pmweb.com.br