How Amaro Collects Customer Data From Multiple Touchpoints
AMARO started in 2012 as an online-only store selling fashion goods, and has since expanded to also offer beauty supplies, wellness products and home goods.
As of 2024, AMARO now employs over 500 people and is one of the largest ecommerce operations in Brazil.
They collect around 8,000 survey submissions every month, and we had the chance to quickly chat with Wellington Silva, the former CTO at AMARO on how they use Zigpoll to:
- Collect feedback on the delivery experience to share feedback with delivery partners
- Create segmented exit intent surveys to understand customers exiting the site
- Identify how many customers were ordering gifts for someone else
Learning that ~20% of customers were purchasing to gift
Survey Type: Post purchase
Survey Question: "Is this item for you or is it a gift?", "Is this purchase for a special occasion?"
By asking these two questions, AMARO gets a deeper understanding of their customer.
They realized that around 20% of their customers were purchasing their items as a gift.
With such detailed information, their team can start to think about how to market more effectively with gift bundles, launching new products, or updating copy on emails and paid ads.
"It's really surprising. We are still studying what to do with this data and how to bring even more giftable items to our journeys."
Collecting qualitative feedback around the delivery experience to share with partners
Survey Type: "Post Fulfillment"
Survey Question: "What could we improve?", "What did you like the most?", "Feel free to suggest improvements and give your opinion on our delivery process."
AMARO uses Zigpoll’s post-fulfillment surveys to get customer feedback on the delivery experience.
The feedback that they collect helps to add qualitative context to metrics they are sent by their delivery partners, letting them identify pain points and improve the delivery experience for their customers - one of the most important challenges to solve in driving positive reviews and repeat customers:
"Brazil is a challenging territory in terms of logistics. In a continental country the problems are super common and it is one of the most e-commerce complaints.
Tracking delivery experience allows us to connect this data with the transportation company information to offer our partners qualitative metrics from our end.”
Using targeted exit intent surveys to learn that 50%+ of abandoned carts were waiting for coupons
Survey Type: "Exit Intent on Abandoned Cart"
Survey Question: "Why are you leaving without checking out?"
Response Options: "Waiting for a discount/coupon", "I’m not sure about the price, Didn’t have my size", "I had problems with my account or password", "Delivery time is too long"
AMARO wanted to better understand the reason customers were leaving the site with items in their cart, but they wanted to separate this segment of customers from those exiting the site without items in their cart.
They combined Zigpoll’s exit intent surveys with conditional targeting to collect information on this specific point in the customer’s journey.
Some interesting data they collected - over 50% of their customers exiting with an item in their cart were waiting for a coupon or discount - data that AMARO can use to optimize their abandoned cart offers.
“Our CEO recommended having two different surveys to ensure different perspectives from those not-so-engaged users vs. users who already advanced to the Add to Cart step into the journey.
For AMARO, only 5% of all visitors perform this action [exit with items in cart], so it's an extremely relevant type of exit intent feedback.”
