Understanding your customers is no longer an advantage. It's a necessity. With Data4Sales, Nacional Monte de Piedad was able to transform the complexity of its operation into a precise and profitable strategy, driven by real data and artificial intelligence.
Nacional Monte de Piedad has been in the Mexican market for more than 200 years, operating under the pawn model and selling unique products, especially in jewelry and luxury watches. Although it has a physical presence in most of the country, its online channel is only eight years old.
At events like the HOT SALE, where everyone wants to win, Alejandra Hernández Zavala -CommercialManager-had a clear goal: to use data to stop guessing and start deciding with precision. It was no longer about acquiring more customers, but about developing those who already have value.
hyperpersonalized
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Although they had information on their customers, the teamwas unable to effectively segment them. Eternal Excel lists and manual reports made it difficult to see buying patterns and design quick actions.
Moreover, they knew that not all of their base was profitable. They had to stop treating everyone the same and start answering a key question:
It all started with a triggering question:
Spoiler: as in many businesses, a large portion of new customers acquired at special events do not buy again. And that - in termsof profitability -is a problem.
So, instead of continuing to feed the base with one-time buyers, we worked with Alejandra to identify, segment and develop the customers who are really worthwhile.
We use artificial intelligence to classify your base into 7 strategic segments:
And we cross-reference them with their status in the life cycle:
With that, specific strategies were defined for each group. For example:
All this analysis was combined with data such as average ticket, shipping method, category purchased and time of day of purchase. It was no longer about selling products, but about understanding who buys what, when and how.
"We no longer get lost in the information. A tool like Data4Sales helps us a lot to, in a simple and clear way, know what to do and how to act."
Alejandra Hernández Zavala | Commercial Manager
The focus is no longer on what you want to sell, but on who you can best sell to.
Nacional Monte de Piedad now uses tools such as:
For example, for high-value collectors, WhatsApp campaigns are sent with personalized video and the possibility of direct interaction. And when a customer abandons a cart,the strategy changes according to their history: some are offered a discount, others a complementary category.
With Data4Sales we can create a history. I can travel back in time and with the information I have, create strategies based on behaviors. For example, analyze last year's HOT SALE vs. this year's, understand which campaigns work, which customers we got back, which products were sold and what actions to take.
