Achados Marisa
A CRM platform for Cartão Marisa cardholders written as continuous editorial — weekly discoveries, segmented by behaviour, that turned relationship into a sales channel.
Context
The Cartão Marisa base held very different profiles — from steady spenders to economical absentees — and mass communication treated everyone the same way. Frequency, recency and average ticket were quietly bleeding across the year.
Instead of another sales push, we designed a longtail platform: Achados Marisa — a weekly curation of pieces presented as editorial discovery, not as a discount reflex.
The platform ran as a continuous story. Each week opened a new Achado — coloured trousers, lingerie, boots, younger fashion — that talked back to the previous one and to each cardholder's own purchase history, a spiral that closed the distance between brand and customer conversation after conversation.
Challenge
Lift frequency, cut recency, raise average ticket and build perceived value for Cartão Marisa members — without leaning on aggressive discounting and without breaking the premium feel of the relationship.
Role
I led strategy for the account at Fábrica alongside Anderson Espanha. My work was the editorial architecture of the platform, the segmentation of the base by recency and spend, the propensity model behind the cross-sell, and the definition of what each CRM channel was actually for.
Approach
Trade the campaign for a longtail
Replaced the traditional sales campaign with weekly pushes inside a single editorial universe — one story with many chapters, not many pieces with one call to action.
Segment by behaviour, not by demography
The base was cut into Assíduas, Gastadoras Ausentes, Empolgadas Econômicas, Ausentes Econômicas and Bloqueadas, each cluster served with a distinct driver — novelty and opportunity, or price and opportunity.
Cross-sell from her own basket
A propensity study on purchase history suggested pieces that matched what the cardholder had already bought — making the platform feel like a considered recommendation, not a broadcast.
Give every channel a role
E-mail as the sharpener, SMS as the trigger, direct mail as the contextualiser, the invoice as the continuer, the store as the closer, e-news as the tie-strengthener — an ecosystem, not a mailing list.
Execution
- 01'Achados Marisa' platform and continuous editorial territory
- 02CRM segmentation by recency, spend and cross-sell propensity
- 03Integrated channel ecosystem — e-mail, SMS, direct mail, invoice, POS, e-news — with defined roles
- 04Advertorials, invoice ads and in-store materials aligned to the same storyline
Outcome
Achados Marisa proved a well-designed relationship is a sales channel: 9.1% of the propensity segment came into a store and bought the week's pieces with the card; 8.8% of the cross-sell segment bought the pieces suggested from their own history; target recency fell 5.1%; ROI reached 367%, with R$ 10.3M incremental revenue — and the platform took Gold at the ABEMD 2014 awards.
Credits
- ClientMarisa · Cartão Marisa
- AgencyFábrica
- StrategyAnderson Espanha and Bruno Rothstein
