Oba Hortifruti · Retail
Oba Hortifruti needed to move beyond generic, low-context campaigns. We built a dynamic storefront that personalizes offers in real time based on behavior, channel, preferences, and external context such as weather and seasonality.
Foto: Tim Photoguy / UnsplashCampaigns relied on broad segmentation and messages that were not sensitive to customer timing. Relevant offers for one profile could arrive in the wrong channel, at the wrong moment, or in an unfavorable context. That reduced conversion, increased communication noise, and made marketing waste purchase opportunities in a category heavily influenced by weather, frequency, and seasonality.
We built a Dynamic Storefront capable of combining journey data, preferences, channel, and external context to personalize offers in real time. Instead of pushing the same campaign to everyone, communication began to consider customer behavior and the best combination of offer, timing, and channel, including email, SMS, and WhatsApp.
The change turned campaigns into a more contextual and responsive operation. Offer acceptance rose from 17% to 29%, revenue from dynamic offers moved from 21% to 32%, and churn caused by irrelevant communication dropped from 2.5% to 0.9%. Marketing became more efficient without relying only on higher send volume.
The gain did not come only from personalizing messages, but from turning context into operational decision-making. The operation became better at recognizing customer timing and choosing more intelligently which offer to display, in which channel, and at what moment. That reduces commercial waste, improves the perception of relevance, and makes communication less invasive. The result is a more efficient campaign machine that learns from behavior instead of repeating static segmentation.