SUCCESS STORY

How Americanas scaled AI-powered recommendation to grow digital GMV

How Americanas scaled AI-powered recommendation to grow digital GMV

140%

Growth in recommendation views across web and app

1,100%

Growth in GMV attributed to recommendation

200%

Growth in total digital channel GMV with recommendation
Challenge

Challenge

After switching CRM tools, Americanas needed to rebuild customer intelligence fast, keep its digital channel profitable for the 40M active Americanas's customers, and replicate the curated, high-conversion experience of 1,400 physical stores online.

Solution

Solution

Americanas chose Insider One as its strategic CRM and personalization partner, deploying Smart Recommender and Web Templates across key pages and directed channels, powered by AI, experimentation, and real-time data to rebuild recommendations and engagement at scale.

Result

Result

Within months of stabilization, recommendation views grew 140%, GMV from recommendation increased 1,100%, total digital channel GMV grew 200%, and social proof and personalized communications lifted CTR and performance in high-traffic moments.

ABOUT THE CUSTOMER

Americanas is a leading Brazilian retailer with 1,400 physical stores and a large digital channel. The brand serves around 40M active customers and focuses on seamless omnichannel experiences, profitable ecommerce growth, and personalized engagement across web, app, and directed channels.

INDUSTRY
Retail – Others
INTEGRATIONS
SOLUTIONS
Architect
CDP
Smart Recommender
Predictive Segments
APIs
Integration Hubs
Web Templates
Sirius AI
CHANNELS
Architect
App Personalization
App Push
Email
Predictive Audience
Smart Recommender
SMS
Web Personalization
Web Push
WhatsApp

SUCCESS STORY #1

Rebuilding recommendation to power profitable digital growth

The Challenge

In April 2024, after switching CRM tools, Americanas had to rebuild customer intelligence from scratch on a new platform while keeping a large digital channel profitable for the 40M active Americanas's customers. The digital experience lacked a structured recommendation strategy that could mirror the curated, high-conversion journeys of its 1,400 physical stores. Recommendations were inconsistent across pages and were missing critical UX elements like free shipping seals, fast pickup badges, and one-click add-to-cart buttons.

The Solution

Americanas partnered with Insider One to deploy Smart Recommender across all core digital pages, including Home, Category, Product, and Search on web and app. The team designed tailored recommendation strategies for each stage of the journey, standardized key UX cues across showcases, and embedded a culture of continuous AB testing to optimize model performance, positions, and creatives, while maintaining control groups and always-on test populations.

“Today it is clear to everyone in the company, from analyst to director to vice president, how much recommendation drives results. When a single showcase goes down for a moment, my phone fills with complaints, that is how strategic this has become for us.”
Marcos Cavalaro
CRM Manager, Americanas

The Result

From stabilization in mid 2024 to early 2026, recommendation views grew 140% as coverage expanded across pages, app, and desktop. GMV driven by recommendation increased 1,100%, and total digital channel GMV grew 200%, with recommendation capturing a significantly larger share of digital sales within 2 to 3 months of tool stabilization.

1,100%

Growth in GMV from recommendation

200%

Growth in total digital channel GMV with recommendation

140%

growth in recommendation views (expanded coverage across pages, app, and desktop)

SUCCESS STORY #2

Personalized recommendation in email and web push

The Challenge

With 40M active customers, Americanas could no longer rely on generic, one size fits all campaigns in directed channels. Seasonal emails and push notifications like Easter promotions were the same for every customer, which reduced engagement and left significant conversion opportunities untapped when customers received messages that did not reflect their interests or behaviors.

The Solution

Using Insider One, Americanas extended its recommendation strategy into Email and Web Push. The team embedded personalized recommendation showcases inside seasonal email templates, tailoring products to each customer's profile, browsing history, and lookalike behavior, and ran extensive AB tests on placement and creative. The same logic was applied to Web Push, combining segmentation with recommendation models to deliver highly relevant product suggestions to customers on desktop, with plans to extend the strategy to mobile Push notifications.

“It does not make sense to give 40 million customers the same experience. With Insider One, we can build a campaign around a key seasonal moment and still make each email feel personal to the customer receiving it.”
Marcos Cavalaro
CRM Manager, Americanas

The Result

In Web Push, combining segmentation with personalized recommendation generated a 15% lift in performance compared to standard pushes. Email recommendation was continuously tested and optimized, with a winning layout identified and rolled out, and the brand achieved its first measurable lift in Web Push performance within one month of the initial rollout.

15%

Lift in Web Push performance with recommendation

SUCCESS STORY #3

Driving urgency online with real social proof

The Challenge

During peak seasonal events such as Easter, Americanas needed to recreate online the sense of urgency and momentum that drives in store conversions. Customers browsing the digital channel were spending too long considering high demand products, which increased the risk of stockouts, abandonment, and missed sales, and the brand wanted to avoid generic fake urgency tactics that could damage trust.

The Solution

Americanas used Insider One's Web Templates to launch social proof overlays on the digital channel during Easter. The template surfaced real time data on how many shoppers were viewing a given product, backed by a rule that every number displayed had to reflect actual live traffic. Business rules controlled which products received social proof based on live stock and demand signals, so that urgency was only created where the brand could reliably fulfill orders and maintain transparency.

“The rule we set is that the number on screen is the real number. If it shows 303 people looking, there really are 303 people looking. That honesty is part of why this is working so well for us.”
Marcos Cavalaro
CRM Manager, Americanas

The Result

Products that displayed the social proof template delivered a 15% lift in CTR compared to the control group, with strong downstream conversion uplift as more visitors clicked into high demand products. The combination of authentic real time data and controlled business rules helped Americanas build trust while nudging shoppers to act during the Easter 2025 campaign window.

15%

CTR on products displaying the social proof template versus the control

Turn AI recommendation into a growth engine

Turn AI recommendation into a growth engine Turn AI recommendation into a growth engine

Turn AI recommendation into a growth engine

Insider One helps retailers orchestrate AI powered recommendations, social proof, and personalized journeys across web, app, email, and push to grow GMV faster while protecting customer trust.

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