Prolon

Growth across multiple markets and the evolution of the communication model have led to the need for a more robust organization of workflows, content, and data management.

Operational fragmentation

Distributed management across multiple accounts and markets made it more complex to maintain consistency and control, resulting in misaligned accounts, varying workflows by country, and messages that were not always consistent across touchpoints.

Product complexity

The nature of the product requires continuous explanation and guidance throughout the customer journey, with structured educational content and a longer decision-making process compared to traditional eCommerce.

Data management

The quality and organization of the database directly impact the ability to trigger effective communications, with a database that needs consolidation, room for improvement in segmentation, and contact activation that is still only partial.

The project was developed in phases, intervening on structure, workflows, and data to make the system more consistent and scalable.

Audit and optimization

A technical analysis made it possible to optimize existing configurations, simplifying sending logic and rationalizing segments and coupon management.

Core flows

The main workflows were redesigned to better guide the customer through the different stages of the journey, with a specific focus on onboarding, nurturing, and abandonment logic.

Omnichannel and lead generation

Integration with new touchpoints made the system more connected, improving lead collection and the continuity of interactions along the funnel.

Data and customer intelligence

We worked on data to better manage database quality and the ability to segment and activate more relevant communications based on user behavior.

The project allowed Prolon to achieve a more consistent, scalable system that is fully integrated with the brand’s international growth. The reorganization of workflows, content, and data management made communication more effective throughout the customer journey, progressively increasing automation’s contribution to revenue. Across the five quarters analyzed, core flows showed continuous growth, with revenue nearly quadrupling (+280%).

The introduction of new touchpoints, combined with more advanced segmentation, improved the ability to guide users through the different stages of their journey: from acquisition to conversion, all the way to retention. Workflows such as onboarding, quizzes, and checkout recovery took on an increasingly central role, helping to make the funnel more stable and efficient even during subsequent optimization phases.

Email campaigns also benefited from more targeted and relevant communication, supported by a larger and better-organized database. The result was an overall improvement in performance, with growth in engagement, an increase in attributed orders, and a reduction in unsubscribes.