Brazilian retailer Riachuelo drives eCommerce growth

In Brazil, Riachuelo is one of the country’s leading retailers. In 1947, brothers Nevaldo and Newton Rocha founded the Guararapes Group. It all started with a fabric store in Natal, Rio Grande do Norte, Brazil. Four years later, a small clothing store was launched, and new points of sale were acquired. In 1979, they acquired the Riachuelo and Wolens chain stores, expanding their operations into clothing retailing.

Today, more than 300 stores and 40,000 employees later, the vision of Riachuelo is to facilitate access to fashion, bringing the consumer agility, quality, and fair value. In recent years, Riachuelo has been positioning itself as an inclusive brand that supports and embraces minorities, body acceptance and diversity.

The month of May 2020, driven by campaign optimisations in the Microsoft Advertising account, delivered the most significant performance. In addition to revenue return, the team now has visibility into account conversions and greater optimisation possibilities.

“Taking advantage of all the optimisation opportunities, it became very clear the importance of applying dynamic ad formats, along with the use of audiences, made all the difference in the final result. Our interest is to continue testing and optimising campaigns, to continue our success and further advance our campaign results,” says Glaucia Segatti, Digital Marketing Manager, Riachuelo.

The revenue gain was significant, and the conversion rate also showed a high growth compared to the month before the optimisations. In the evolution of the year, Riachuelo experienced in May 2020 one of the highest return on investments for the Riachuelo ecommerce business.

“We understand that the impact driven for the record-breaking month was not only the result of campaign optimisations, but also the relationship built with Riachuelo, i-Cherry and the Microsoft Advertising team. The use of best practices and the process of building trusted relationships across the teams became an essential intersection of the quality of the account and directly linked to the result and the revenue growth month over month. In the coming months, we are excited to continue building the relationship with Microsoft Advertising to evaluate account health reports, identify optimisation opportunities and drive growth together”, said Mellina Azevedo, Specialist Director, i-Cherry.