Strategic Plan for Smiles Increases Customer Volume by 18%

Trips postponed, protocol changes, and a new way of consuming. It was in this pandemic context that the Smiles Club - a subscription service focused on miles accumulation - understood the need to set new objectives. To this end, the company relied on Cadastra to develop and implement a strategic plan, which defined weighted rules according to the impact that memberships had on each of the business fronts. The result was an 18% increase in customer volume.

Among the actions taken was the use of the Search Ads 360 platform in sponsored link campaigns. In this way, it was possible to configure personalized submissions considered more effective. To leverage the benefits of the strategic plan and the platform, Cadastra created tags for real-time shopping behavior analysis, as well as dashboards to track data and apply necessary improvements. All of this resulted in greater speed in optimizations and delivery of results.

It is worth noting that the strategic and operational partnership in the areas of Marketing, Data, and Martech between the companies has been in place since 2017. However, the new approach brought benefits to Smiles not only in the media front but also made it possible to act in an integrated manner with data management goals and optimize the work of the content creation front. "We understood that it was necessary to mobilize ourselves in a more robust project, which led us to seek the most advanced online media platform to contribute to the client's business goals," says Lizandra Krás Weeck, Media Manager at Cadastra.

The agency's Director of Business and Strategy, Nathália Dalla Corte, further states that "by combining a clear business vision with cutting-edge technological resources, the project can achieve more results and learnings that feed back into actions." "The focus on more robust metrics such as Life Time Value also provides a more solid relationship with the audience and more efficient resource allocation," she points out. As a next step, Cadastra will implement other features of Search Ads 360, which will contribute to the company's other business fronts.

For Beatriz Cabral, Director of Marketing, Customer Experience, and Channels at Smiles, the partnership was very relevant for the product. "We were able to bring greater intelligence in the search for the customer most likely to stay with us, focusing on personalization but without giving up on conversion volume and maintaining profitability for the business," she explains. Today, Cadastra has eight areas of operation contracted by the company.

Originally published on the Coletiva.net website