How TaTa Reactivated and Retained Inactive Customers Using WhatsApp

It's not all about attracting new customers. The real gold is in reconnecting with those who already know you. Using data, segmentation, and insights, TaTa managed to bring its customers back and keep them coming.

SupermarketsUruguay

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Reactivation10%of its dormant customers made a purchase again

What We Achieved

+80%WhatsApp open rate

+10%Recovery

+29.9%Withholding

Introduction

A Uruguayan Classic in the Digital Age

For any Uruguayan, TaTa is a classic. It is one of the country's best-known supermarkets, and—as the digital age demands—it also has its own online store: tata.com.uy.

During the pandemic, digital sales skyrocketed. Once the initial urgency had passed, the channel began to stabilize. That's when we started working together, in June 2022.

TaTa was already using Power BI, but wanted to take it a step further: it needed to understand its customers' actual behavior in order to make faster and more accurate decisions. Spoiler: they succeeded.

Over 60 yearsin the market

90establishments

19departments with a presence

2022Start working with Data4Sales

Problem

A valuable product I had stopped buying

In the first few sessions, we analyzed their orders and identified a distinct group: customers who hadn't made an online purchase in over 90 days. That was our focus.

There was no need to go out and find new buyers at any cost: there was an existing base that was already familiar with the brand but had stopped engaging with it.

Among the inactive customers, we identified groups with greater future value: customers who, with the right strategy, could return and continue making purchases. The key? Speaking to them differently, through the right channel, with content that mattered to them.

Customer LifecycleFocus: Inactive Customers

Prospects: They've never made a purchase, but they've shown interestOne-timers: Theymadea single purchaseRepeat: They’ve made two purchasesFrequent: More than two purchasesInactive: More than 90 days without an online purchase

Strategy

Re-engage inactive customers who are most likely to make another purchase and turn that into customer loyalty

01 · AI-Driven Segmentation

7 segments based on habits and projected value

Using Data4Sales' AI engine, we generated seven customer segments. From among them, we selected the ones most likely to be "reactivated" and created custom audiences.

02 · WhatsApp by Department

Relatable, direct, with an extremely high open rate

No generic messages: we design campaigns tailored to each region of the country.

Average local ticket priceMost Relevant Products by RegionNeeds of each region

03 · The Offer

Coupons Tailored to Each Audience

Discount coupons with messages that felt personal, not automated.

Results

A well-executed recovery pays off

When you understand how your audience behaves, you don't need to shout or waste your budget. You just need to reach the right person at the right time.

+80%

opening rate

on WhatsApp.

+10%

reactivated customers

inside the inactive base.

+29,9%

withholding rate

Customers who came back and stayed.

Testimonial

“Data4Sales gave us the opportunity to gain a deeper understanding of our customers, which allowed us to determine their future value. As a result, we were able to implement improvements and take steps to enhance their experience.”

Pablo Silveira, Director of E-Commerce, TaTa

Success stories