CUSTOMER SUCCESS STORY MARKETING AUTOMATION

Lojas Colombo Uses Marketing Automation to Boost Online Sales For more than 50 years, Lojas Colombo has been a dominant retailer in southern Brazil. The

company's success hinged on a single idea: establish and maintain strong customer relationships.

This strategy enabled the company to cultivate a customer base of 2.3 million contacts. Then Lojas

Colombo decided to expand its presence in the region and looked for a partner to help implement a

marketing automation lifecycle program.

CHALLENGES

• Growing e-commerce customer base

• Strengthening customer loyalty

SOLUTIONS

• Cross-channel marketing

• Content marketing

• Social marketing

• Targeting and segmentation

RESULTS

• Generated 80% of web traffic from recurring customers.

• Improved engagement levels, such as open rates of up to 2.9x the market average.

• Attained 20x to 55x revenue from automated campaigns versus regular broadcast emails.

With the help of Oracle Gold Partner Pmweb, Lojas Colombo implemented Oracle Marketing Cloud

to develop a lifecycle program consisting of a whole set of marketing automation campaigns. Now

when customers visit the company's website and opt in, they receive a welcome email that also

invites them to engage Lojas Colombo via social media. Customers receive other personalized

emails based on their personal profiles and website browsing activities including birthday messages,

cart abandonment reminders, lower price alerts, and cross-selling notifications.

Lojas Colombo understands the value of delivering the right content and the right time to the right

customers. The marketing automation lifecycle program provides many touchpoints for building

relationships with new customers and strengthening relationships with existing ones. The program's

performance speaks for itself. Eighty percent of online customers who visit the company's website

interact with the brand through other channels. Automated emails have generated 20x to 55x

revenue on average versus regular broadcast emails. Those campaigns also improved engagement

levels, such as an open rate of up to 2.9x the market average. The company plans to continue

developing its lifecycle campaign to further optimize communications with customers.

Learn more at: oracle.com/marketingcloud

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80% Eighty percent of Lojas Colombo’s

web traffic is generated from

recurring customers.