natura case study- brazil
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 experiencesTRANSCRIPT
Nurturing Customer Acquisition & Shopping Cart Conversions
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.
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
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.