Case Study

Nacional Monte de Piedad: Predictive Segmentation for Sales Events

Understanding your customers is no longer an advantage—it’s a necessity. With Data4Sales, Nacional Monte de Piedad transformed the complexity of its operations into a precise and profitable strategy, driven by real data and artificial intelligence.

RetailMexicoJewelry and Watches

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Hot Sale1:1Hyper-personalized campaigns via WhatsApp

What We Achieved

Hyper-personalized campaignsA separate strategy for each segment

Communication via WhatsAppWith personalized video and direct interaction

7 segmentsCreated using AI and integrated with the lifecycle

Introduction

Stop guessing and start making precise decisions

Nacional Monte de Piedad operates as a pawnshop and sells unique products, particularly luxury jewelry and watches. Although it has physical locations throughout most of the country, its online channel is much newer.

At events like HOT SALE, where everyone wants to win, Alejandra Hernández Zavala, Sales Manager, had a clear goal: to use data to stop guessing. It was no longer about acquiring more customers, but about developing the ones who already have value.

Over 200 yearsin the Mexican market

8 yearsof online channel

Luxury Jewelry and WatchesUnique products, under the pawnbroking model

Problem

Endless Excel spreadsheets and manual reports

Although they had information about their customers, the team was unable to segment them effectively. Excel spreadsheets and manual reports made it difficult to identify purchasing patterns and take prompt action.

Furthermore, they knew that not all of their customer base was profitable. They had to stop treating everyone the same.

Which customers are really worth investing time and resources in?

The Key Question

Strategy

Where does the revenue actually come from during events like the HOT SALE?

As is the case in many businesses, a large portion of the new customers acquired at special events do not make repeat purchases. And that, in terms of profitability, is a problem. Instead of continuing to build our customer base with one-time buyers, we worked with Alejandra to identify, segment, and nurture the customers who are truly valuable.

7 strategic segments created using AIPredictive segmentation

You can't miss themAt RiskJust passing throughOccasional buyersPromisingChampionsLoyal customers

Cross-referenced with their status in the life cycle

BrochuresFirst PurchaseSecond purchaseFrequentInactiveReactivated

A specific strategy for each group

Champions

High-value products

With personalized service.

You can't miss them

Proactive retention campaigns

Before they decide to leave.

Inactive Customers with High LTV

Reactivation Through Ads

On Google Ads and Meta Ads.

All of this analysis was combined with other customer data. It was no longer just about selling products, but about understanding who buys what, when, and how.

Average ticket priceShipping methodCategory purchasedTime of day of purchase

“We no longer get lost in the data. A tool like Data4Sales is incredibly helpful in showing us, in a simple and clear way, what to do and how to take action.”

Alejandra Hernández Zavala, Sales Manager

Results

From a product-centric approach to a customer-centric approach

The focus shifted from what to sell to who to sell it to.

Nacional Monte de Piedad now uses:

Predictive Segmentation with AI

Lifetime Value as a Key Metric

Hyper-personalized WhatsApp campaigns

Stroller Return Based on the Customer's Status

A prospect is not the same as an inactive customer with a history.

High-Value Collectors

WhatsApp with a Custom Video

Campaigns featuring videos tailored to each client and the ability to interact directly.

Abandoned Cart

The strategy changes depending on the history

Some customers are offered a discount; others, a complementary tier.

Testimonial

“With Data4Sales, we can tell a story. I can look back at past data and, using that information, create strategies based on behavior. For example, I can analyze last year’s HOT SALE compared to this year’s, understand which campaigns are effective, which customers we’ve won back, which products sold, and what actions to take.”

Alejandra Hernández Zavala, Commercial Manager, Nacional Monte de Piedad

Success stories