The context
8 out of 10 people have at least one pet in Chile.
So far this year, there are pet stores that have increased their sales by more than 50% compared to last year. The look towards four-legged animals has changed; they are no longer pets, they are part of the family. The possibilities regarding their care are increasing:
Premium food | Hygiene and pharmacy products | Toys of all kinds | Snacks and treats | Clothing and other accessories
The cost of owning a pet can reach up to over $100,000. This is a great opportunity for those who work in this field. And so Pawal, tierra de mascotas, is taking advantage of it.
But to talk about this topic we have in first person the eCommerce & Digital Marketing Manager of Pawal, Iván Cariaga Vergara. Ivan's team has been working for 7 months with Data4Sales, and is already achieving significant changes in its strategy.
Chattingwith Ivan, we were able to understand what they highlight in the use of a Customer Data & Predictive Marketing tool.
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"We were able to better understand the different audiences and their behaviors, in order to target our strategies, by directly acting on channels such as Meta, Google and recently WhatsApp."
What do you highlight about the use of this type of tools?
We are a relatively new brand, we come from the B2B world and the main thing was to understand B2C. Although in both industries there are people behind, the purchasing behaviors are very different and the platform has been fundamental for this understanding.
If I had to highlight the most important thing, it is the segmentation by audiences and buyer status (at least for us) along with the Data4Sales team's accompaniment of our account.
We have had a very good accompaniment with Daiana Enrique; now we have history and we understand our data in a better way. We have set up meetings every 2 weeks with the Customer & Growth team and this has been very beneficial for us, since in these sessions we are finding new insights from our customers.
What actions have they taken?
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Would you recommend Data4Sales?
The work and support of the Data4Sales team has been incredible during this time, added to the functionalities of the platform, has allowed us to better understand customers and their behaviors, whether by audiences, segments or states.
As I mentioned in a previous point, holding these sessions every two weeks has been really valuable for us, since we are reviewing the results together, seeing new strategies to implement and how to implement these strategies in the platform.
WithPawal, we conducted a detailed analysis of our clients' behavior in each event.
This allowed us to design a projection and planning strategy for the September 2024 Cyber, where we were oriented to maximize results and status changes in buyers.
Based on the experience of the June 2024 Cyber, we strategically contacted customers in different states: we reactivated inactive customers, achieved repurchase in one-time buyers and kept frequent customers active. In addition, we were able to acquire new customers by contacting prospects, an excellent achievement.
This segmentation allowed us to tailor communication according to each customer's status and to target efforts towards specific conversions.
As a result, we achieved excellent figures, highlighting an ROAS of 41x when reconnecting with previous customers from the June event and ROAS above 4 in other campaigns, which reinforces the effectiveness of the WhatsApp Marketing strategy.
During the event, 60% of orders came from recurring customers, and the average ticket of these increased by 4% compared to Cyber in June. On the other hand, 40% of orders were generated by first-time customers, reflecting a positive balance between retaining loyal customers and acquiring new buyers.
