Targeted communication for maximum product upselling
Sem Parar, the leading identification and electronic payment system for vehicles in Brazil, operates across a vast network of establishments including shopping malls, parking lots, airports, gas stations, and 100% of the Brazilian toll network. They were looking for a partner to help personalize their communication strategy to maximize upselling and enhance customer retention. Upstream’s mobile marketing platform, Grow, enabled them to identify and target each segment with tailored offers, using data analytics and marketing automation to drive higher conversion rates and foster loyalty.
“Working with Upstream has transformed our personalized communication strategy and streamlined lead decision-making. Their expertise in targeting the right customer at the right moment has been invaluable. Since implementing Upstream’s e-commerce solution, we have sold 16.5x more of our most comprehensive plans per month. This success is due to their targeted on-site campaigns, an exclusive offer for this channel, laser-focused automated messages, and effective win-back strategies.”
Maytê Pereira Da Costa de Avellar
Growth Coordinator, Sem Parar
1. Customer identification empowers personalization
Upstream’s solution focused on implementing a comprehensive phone number collection strategy with personalized content and targeted communications for three key customer segments:
To build a 100% opt-in 1st party data audience, Sem Parar introduced three distinct onsite campaigns tailored to each visitor type, featuring engaging pop-ups with unique incentives to engage and convert.
2. Enabling targeted mobile first communications for each segment
Upstream leveraged its top-notch marketing automation capabilities, building different user flows for each of the customer segments.
Upon subscription, a targeted welcome SMS message was instantly delivered to each type of visitor. These messages not only greeted the recipients but also familiarized them with this new channel and provided the URL offer to prevent any missed opportunities. Client engagement reached a steady 44% CTR on the welcome messages.
In cases where clients abandoned their carts, two reminder SMS messages were triggered, one after 20 minutes and another after 3 hours, to prompt action and encourage conversion.
Sem Parar also adopted Upstream’s new features with the optout KW, which resulted in a drop of 60% on their opt-out.
Furthermore, a segment-specific winback message was deployed 15 days post-purchase to upsell the product, specifically targeting clients with personalized offers tailored to their previous interactions. This approach aimed to maximize the effectiveness of upselling efforts while enhancing customer retention.
What Sem Parar achieved
58x ROI
44% CTR on welcome messages
9% of abandoned carts recovered
60% decrease of drop-outs
