Natura Case Study- Brazil

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Nurturing Customer Acquisition & Shopping Cart Conversions

description

Learn how Natura improved sales using Gigya: Grew a network of over 100 million consumers and nearly 14k consultants Increased repeat user logins by 9x Generated a 6x increase in social referral traffic Uses permission-based identity data to build personal user experiences

Transcript of Natura Case Study- Brazil

Page 1: Natura Case Study- Brazil

Nurturing Customer Acquisition & Shopping Cart Conversions

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About NaturaNatura is the largest cosmetics and personal care company in Brazil. With a passion for connecting consumers through the power of wellness and beauty, Natura’s network of products and consultants now touches nearly 60% of Brazilian homes each year. Its new social commerce site, rede.natura.net, is currently available to consumers in the state of São Paulo.

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• Transformed  the  sales  process  to  a  highly  digitized,  interactive  shopping  experience,  contributing  to  network  growth  of  over  100  million  consumers  and  nearly  14k  consultants  !

• Thousands  of  daily  site  visitors  !

• A  9x  increase  in  repeat  user  logins  over  time  !

• Hundreds  of  shares  across  social  networks  each  day  !

• A  6x  increase  in  social  referral  traffic  over  time,  resulting  in  an  average  of  10%  total  daily  site  traffic  

!• Enhanced  audience  understanding  and  

personal  user  experiences  via  permission-­‐based  identity  data

Case Study Highlights

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Challenge

Scaling the Sales Process to Accelerate Customer & Revenue Growth

Key Challenges:

Scaling the direct-selling model for the digital

era

Growing word-of-mouth, product discovery

and customer acquisition

Maintaining the authenticity of customer and

consultant relationships

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As a high-growth company with its sights set on expansion, Natura wanted to find a way to scale and enhance its direct-selling model. With customer and consultant relationships at the heart of its success, Natura sought to create an ecommerce experience with consumer connectivity and community engagement at its core.

Increasing new and repeat shopping cart

conversions

Developing an interactive brand loyal

community

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Solution  

Building a Digital Storefront Powered by Personal Shopping Experiences

Natura transformed its direct-selling model by building a comprehensive ecommerce platform

where consumers can browse Natura products and connect with consultants directly. Gigya’s social

login powers this experience by giving consumers and consultants the ability to easily login and

verify their identities using their existing social media accounts.

When consumers visit rede.natura.net and login socially, they are able to choose consultants

based on a number of criteria, including whether or not they are part of their existing Facebook

networks. Customers can search and select consultants using any of the information in their

profiles, such as their areas of expertise and star rating.

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Solution (Cont’d)Using Gigya’s gamification, consultants are able to earn badges based on a number of

achievements, like number of customers and volume of products sold - another factor consumers

can use to filter their selections.

Once a consumer selects a consultant, she is directed to his personal site URL and can message him

directly. Here, all orders are placed through the consultant and shipped to the customer directly,

expediting the direct-selling process while humanizing the ecommerce experience and developing

personal buyer/seller relationships.

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Solution (Cont’d)Beyond connecting consumers with

consultants, social login also gives shoppers

the ability to interact with the Natura

community and take a range of valuable

actions. In addition to providing ratings for

consultants, shoppers can also use Gigya’s

reviews and comments to provide feedback

and have discussions about Natura products.

Socially logged-in consumers can share

products directly with their social networks

with the click of a button, driving product

discovery and brand awareness for Natura.

Prompting users to authenticate their

identities prior to sharing and providing

feedback helps Natura more efficiently

moderate user-generated content, improving

the quality and authenticity of user

interactions.

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Solution (Cont’d)Natura encourages consumers to take these and other meaningful actions via Gigya’s gamification.

Users earn points and custom badges for logging in socially, sharing content, leaving reviews, buying

merchandise and more.

By logging in socially to rede.natura.net, consumers grant Natura access to a variety of data points

housed within their social profiles, including their birthdays, current cities, likes and social

connections. Capturing user identity enables Natura to tie this information to these shoppers’ on-

site behaviors, preferences and histories, including gamification badges and favorited products, to

create individual user profiles that foster more personal user experiences.

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Solution (Cont’d) All of this data is stored in Gigya’s

Identity Storage database to help

Natura and its consultants better

understand their customers, and can

be used to inform more relevant

messaging and communications across

channels.

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Key Implementations

Social Login: gives users the ability to verify their identities with a single click using their existing social media accounts !Share: boosts brand awareness and referral traffic by syndicating content across social networks !Ratings & Reviews: generates valuable UGC while influencing product discovery and purchase decisions !Comments: fosters an engaged community of brand trust and consumer interaction !Gamification: incentivizes valuable user actions to stimulate long-term participation and loyalty !Identity Storage: provides a single view of consumer identity that can be seamlessly imported into 3rd party platforms !

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“Gigya’s partnership has enabled us to digitize and scale our direct-selling model while simultaneously maintaining the quality and closeness of consumer and consultant relationships. Allowing consumers to interact directly with one another, their consultants and Natura products has led to consistent growth in transaction volume and value. Associating consumers’ on-site activity with verified user identities using Gigya’s Social Login and Identity Storage is helping us grow a collection of first-party, permission-based data, which provides us with a deeper understanding of our customer base and the insight to reach them with an increasing level of relevance in future campaigns.”  Marcio Orlandi, Digital Presence Governance

Natura

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About Gigya  Gigya helps clients build better customer relationships by turning unknown visitors

into known, loyal and engaged customers. With Gigya’s technology, businesses

increase registrations and identify customers across devices, consolidate data into

rich customer profiles, and provide better products and experiences through

integrations with leading marketing and service applications. More than 700 of the

world’s leading brands rely on Gigya to build identity-driven relationships and to

provide scalable, secure Customer Identity Management.     For more information on how to grow your business and increase sales with

interactive, identity-centric ecommerce, request a demo by calling 888.660.1469

or visiting: info.gigya.com/request-­‐demo. !Gigya doesn’t own any end user data and only processes this data on behalf of our clients. Learn more in our Privacy Policy at

www.gigya.com/privacy-­‐policy.