Compra Agora & Pmweb

Pmweb
17 de out. de 2024
2 min de leitura

To optimize its CRM campaigns in the B2B sector, Compra Agora teamed up with Pmweb to enhance e-commerce revenue and strengthen the connection between major industries and local retailers.

About Compra Agora

Compra Agora is a Brazilian B2B marketplace dedicated to small and medium-sized retailers, particularly those in the supermarket sector. The portfolio has more than 400 brands from over 30 different industries representing 30% of the shelf items, making it easy for retailers to restock their inventory entirely online.

The Challenge

Compra Agora’s main goal was to elevate its CRM strategies by implementing automated campaigns that would drive revenue and position the brand as the leading reference in B2B retail.

The Customer-Centric CRM Approach

To meet this objective, Pmweb introduced a Customer-Centric strategy that combines advanced technologies with a dedicated team. This approach implemented Lifecycle Marketing based around five key pillars:

Automation: Enhancing customer lifecycle journeys with automated workflows to increase efficiency.
Personalization: Customizing campaigns based on each customer’s profile to create more meaningful interactions.
Segmentation: Organizing and classifying customers using the RFV model (Recency, Frequency, Value) to deliver targeted content.
Channel Expansion: Increasing reach by incorporating multiple communication channels, including email, WhatsApp, web push, and SMS.
Data Management: Establishing a structured data system to gain insights and improve performance continuously.

A core part of the strategy involved embedding lifecycle marketing into the customer journey. By identifying key moments—such as welcoming new customers, encouraging first purchases, and addressing cart abandonment—Pmweb ensured the right message was delivered to the right customer at the right time.

The Results

These initiatives translated into several impactful actions that boosted campaign effectiveness:

Implemented 25 automated customer journeys across four active channels.
Increased campaign personalization by up to 75%, leading to more relevant communications.
Developed a unique campaign for each customer, tailored to their specific needs.
Generated additional revenue from new channels, including WhatsApp and Web Push.

Driving Revenue Growth

By following the five strategic pillars, Compra Agora achieved substantial improvements in e-commerce revenue:

2X CRM revenue growth comparing 2023 to 2022.
Significant increase in CRM share over the same period.
On average, up to 27% of registered users completed their first purchase within three months.