It's not all about attracting new customers. The real gold is in talking back to those who already knew you. With data, segmentation and intelligence, TaTa managed to keep its customers coming back... and staying.
For any Uruguayan, TaTa is a classic. With more than 60 years in the market, 90 stores and presence in the 19 departments of the country, it is one of the most recognized supermarkets in Uruguay.
And as the digital age demands, it also has its own online store: tata.com.uy. During the pandemic, digital sales skyrocketed. But once the emergency passed, the channel began to stabilize. That's when we started working together: June 2022.
TaTa was already using Power BI, but wanted to go further. It needed to understand the real behavior of its customers to make faster and more accurate decisions. Spoiler: they succeeded.
Opening rate
Reactivation
Retention
In the first sessions, we analyzed their orders and found a clear group: customers who had not shopped online for more than 90 days.
That's where the focus was.
There was no need to go out and find new buyers at any cost: there was a valuable base that already knew the brand, but had stopped interacting.
The team needed to understand their customer lifecycle, and differentiate between:
We detected that within the inactive groups there were groups with greater future value: customers who, with the right strategy, could return... and continue buying. The key? Talk to them differently, in the right channel, with content that mattered to them.
Together with the team, we defined a clear objective: to reactivate the inactive with the highest probability of repurchase and convert this action into loyalty.
With the help of the Data4Sales AI engine, 7 customer segments were generated according to their habits and projected value. Among them, we chose the most "reactivable" and built customized audiences.
We decided to use WhatsApp as the main channel: close, direct, with a very high open rate. But not just any generic message. We designed specific campaigns by department, considering:
The offer? Discount coupons designed for each audience, with messages that felt personal, not automated.
The results confirmed that a well-done reactivation pays off:
When you understand how your base behaves, you don't need to shout or waste budget. Just talk to the right person, at the right time.
Data4sales gave us the opportunity to deepen our knowledge of our customers, which allowed us to determine their future value. As a result, we were able to implement improvements and take actions aimed at enhancing their experience.
