RaiaDrogasil deploys marketing technology

Latin American drugstore chain RaiaDrogasil is deploying location-based marketing technology across its 2,500 Brazilian stores

RaiaDrogasil has already achieved 1.1 million customer sign-ups and a 235% uplift in revenue in three months using the Cloud4Wi solution.

With the solution in place, RaiaDrogasil can present customers with a branded captive onboarding portal when they connect to any store’s guest WiFi network.

Through this portal, customers share their personal information such as full name, email address, phone number and CPF (personal training account) – to sync with the company’s Salesforce CRM platform.

Customers then receive an SMS with a link to their special offers that can be activated in the mobile app and bought either online or in-store. Everything is in compliance with LGPD.

Personalisation

To prevent duplicate records and maintain good data hygiene, Cloud4Wi also checks in real-time whether a new WiFi sign-up is a new or existing customer.

Since Cloud4Wi and Salesforce work seamlessly, every in-store or online interaction is logged on an individual 360-degree customer profile that connects online and in-store services, allowing customers to be targeted with highly relevant and personalised offers as they move between the two. Upon entering a store, an existing customer would automatically join the guest WiFi and get perfectly timed deals based on their past purchases or online browsing activity.

In the first three months after deployment, the campaign achieved an SMS opt-in rate of 75% and generated 2,200 individual transactions.

Aretha Cursino Rodrigues, digital marketing manager of RaiaDrogasil, said: “ Upon entering one of our stores, an existing customer will automatically join the local guest WiFi network, allowing us to identify them and send perfectly timed deals based on their past purchases or online browsing activity. We can also present new customers with a tailored onboarding experience so they can opt in to receive the same offers. We simply couldn’t have achieved this without Cloud4Wi’s close partnership and guidance.