One of the largest retail companies in the country, Casas Bahia counted on Blip platform to develop the ideal digital communication solution for Black Friday campaigns. The project started off as a sales channel and was so successful that grew to become a brand engagement campaign as well. The interactive contact with Casas Bahia’s customers began in 2016. Named Bahianinho, it offered promotions in a personalized and automated way via Facebook Messenger. Based on these interactions, it showed products on the chat that suited each customer’s tastes, facilitating and increasing conversion. The campaign generated more than 2 million messages and engaged more than 58,000 people. 35% of the sales made during the campaign were from customers making their first purchase in Casas Bahia. After the success in the launch year, Casas Bahia continued using the Blip platform to evolve the chatbot experience. The customer, who could already buy products through the channel, also started to choose categories of interest, to select favorite products and to receive special deals from the e-commerce. Bahianinho would give information about the chain’s credit cards, announce job opportunities, and even help detect fraudulent advertisements that were spread over the Internet without the company’s authorization. As a result, more than 77,000 people took advantage of the new features on the Black Friday of 2017. People also enjoyed exchanging messages with the smart contact: for every 10 customers who triggered the chatbot, 7 on average engaged in conversation. In the following year, besides product promotions, Casas Bahia promoted a lowest unique bid auction. The dynamic had Bahianinho inform about products and collect information about the bids. In this marketing campaign, the chatbot handled more than 36 million messages, received more than 150,000 reactions and 140,000 comments, and was shared over 10,000 times on Facebook on the Black Friday of 2018. Great results like these show how a smart and efficient communication channel has the potential to delight the audience and drive the success of the company.
