Published on:
.png)
The Cali retailer of jewelry supplies —with five physical stores and an e-commerce— had been standing out for years for the quality of its products, trend and closeness to its customers. But there was a silent barrier: they knew a lot about the product and little — strictly speaking — about their customers. Customer management relied on perceptions per store and manual processes: printed lists, transcription to Excel and “on the pulse” campaigns that consumed hours.
In 2022/23, the team decided to take the leap: to move from assumptions to actionable intelligence. The choice was Loyal 360, not as “just another loyalty program”, but as the comprehensive platform to know, segment and activate your customers — in an omnichannel and effective way.
“Leal 360 saves me time, it gives me real data from my customers and it allows me to influence buying behavior. And with WhatsApp as a contact channel, I'm happy.”
In the past, “the best customers” were — in each branch — the faces most remembered by sellers. With the identifying customers at the point of sale and the construction of 360 profiles that they develop with Leal, the team was finally able to align the conversation with what matters: Average ticket, frequency and retention period. The change was structural: less uncertainty, more real data. That allowed:
“I no longer rely on the subjective perceptions of each store. Today we have real data that shows who contributes more in money and who in frequency.” Tatiana, Director of e-commerce at Pelgy, tells us.
The most powerful finding was from Canala: WhatsApp vastly outperformed email in response and intention. With visual templates, direct links to products and catalogs of e-commerce, and basic personalization (name, context), WhatsApp became the daily engine of the relationship.
For the e-commerce director, that changed the game: campaigns that used to take days are now being put together in minutes; and where there used to be operational friction, today there is focus.
”WhatsApp is the star channel for us. People respond there. Email took a backseat.”
Adoption was not a “big bang”, but rather a sequence with lessons learned: migration to Leal 360, basic hygiene, creating audiences by value/frequency, omnichannel activation with a focus on WhatsApp, and Continuous NPS to close the loop per store. Along the way, operational rotation on the floor required reinforcing inductions and materials; the team adopted customer development as the central axis of its growth strategy.
“It used to be chaos: everything on paper and Excel, I myself went store by store to get customer information. Today, with Leal, everything is real data and in a click.”
In addition to the intuitive interface (“you don't need to be a developer or a designer”), the team highlights the visual editor with HTML for campaign templates, the possibility of link product/catalog instantly and the native integration with WhatsApp. The platform stopped being “just a CRM” to become, in the user's words, its customer management and development platform: a space where you decide what communicate, To whom and By where.
“I've seen other customer management platforms, but I always go for Leal because it's too intuitive. You don't need to be a developer or a designer, it guides you through everything.”
The natural next step is delve into levels/benefits by type of customer —for example, wholesalers with exclusive prizes and discounts— and, when the budget allows, activate the 1:1 personalization with AI: not just a name, but the optimal product, incentive, timing and channel per individual, all with Leal 360. That's the route to taking customer development to another level.
“If, in addition to telling you by name, we personalize product, incentive, moment and channel, the conversion skyrockets.”
Our customers feel part of the company, that they belong to a place. The program reinforces that sense of community and has been crucial to our growth.