Case Study | How Walmart Argentina Boosts the Effectiveness of Automated, Customized Campaigns

22 May 2019Reading time: 10 min.

We asked Walmart how it enriched the shopping experience through a series of automated and profiled campaigns for each phase of the customer relationship.

Walmart Argentinasought a reliable platform, with a high delivery capacity and accessible tomultiple users, where several communication types, aligned to its businessstrategies, could be managed. It is at that point that MailUp entered theirlives.

How can you guarantee the best shopping experience to your customer base?

In this new phase, organising the company’s business areas and targeting based on their needs has been paramount. Thanks to MailUp and its multi-list function, the company managed to achieve all this using a single account. 

Now, e-commerce,Marketing and Customer Support – the company’s different work areas – can senddifferent communications, create specific reports and independent dashboards,working in a compartmentalised way whilst sharing business rules and deliverycalendars, with a multi-channel communication strategy and a 100%customer-oriented approach.

Walmart aims toguarantee customers the best shoppingexperience through a solution that can integrate all environments in itsdigital ecosystem: CRM and its e-commerce store on VTEX. This has been achievedthrough to the integration of MailUpwith VTEX. In turn, this allowed a more detailed analysis of its customers’purchasing behaviour, acquiring new data and transforming them into relevantinformation, which was used to generate micro-segmentation within an RFM modeland attain a hyper-personalised communication.

What were the corporate goals?

Based on thecompany’s needs and its core goal,namely to improve the shopping experience for users, new corporate goalsemerged:

  • Capture purchase data in real time
  • Process purchase history to generate useful information
  • Boost customer loyalty through personalised email campaigns
  • Analyse purchasing behaviour and optimise the RFM model
  • Identify inactive customers and recover them
  • Automate communications during the life cycle.

In a certain way, allpoints above aim to build a new and better shopping experience for users, tounderstand the life cycle of company’s customers, and act accordingly.Personalised communication through segmentation, automation and analysis byarea has proven fundamental to improve relationships with users.

What strategy did the company implement to achieve this goal?

The integration ofthe tool with its Online Shop helped in implementing a so-called RFM model,designed to analyse its customers’ behaviour in detail and develop a series of automated and profiled campaigns by phase, sendingeach person relevant information to enrich his/her shopping experience.

Schedule optimisation and campaign fine-tuning achieved through the BEE Editor – responsive drag & drop e-mail editor – improvedthe effectiveness of the company’s actions. This allowed the company greater agility when assembling platform-specific emails and, given its utter ease-of-use, they could devote more time to planning and strategy without neglecting communication design. Furthermore, content modules integrated directly into VTEX ensured a more effective and fluid workflow overall. 

With very few clicks, users can create completely responsive and functional components, plus share their creations for final review with design agencies.

MailUp has proven the ideal technology to perfect Walmart Argentina’s digital strategies. The RFM model has been implemented thanks to the integration with the eCommerce store. In particular, this model favours a detailed analysis of customer behaviour and the development of automated campaigns by phase of the digital purchasing process, allowing the delivery of relevant, real-time information as per the customers’ preferences.

Juan Bucure, Digital & eCommerce Specialist at Walmart | Digital Transformation 

The integration of MailUp with its VTEXstore was a great discovery and allowed the company to achieve excellentresults.

Although the work continues in differentdirections, new strategies appear daily, and social and technological progresstransform communications, WALMART Argentina has achieved remarkable results:

  • Strengthen, optimise andenrich its databases.
  • Manage the correctreputation of its delivery domains with the main mail providers, reaching anoptimal delivery rate in the customers’ inbox.
  • Consolidate a unifiedstrategy among different areas, working on the same system, and implementing acustomer-oriented strategy.
  • Capture accurate andconcrete metrics on all actions with easy-to-use dashboards for differentareas.
  • Improve all KPIsincluding open rates, CTR and conversions in the email Marketing channel.

In closing

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This article was written by

Maria Eugenia Garcia Cueto

Maria Eugenia Garcia Cueto

Contributor

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