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Advanced Personalization and Loyalty Strategies
Hear how large LATAM brands are breaking down silos between retail, e-commerce, and global operations to build a unified Customer 360 view.
Objective 1: Break down silos between retail, ecommerce, and global operations to build a unified Customer 360 view.
Objective 2: Launch a data-driven loyalty program that delivers measurable ROI without increasing operational complexity.

, Director, Product Marketing LATAM, Salesforce

, Head of CRM and Digital, Banco do Brasil

, Digital Channels, Granado

Role: Marketing
Industry: Retail
Product: Marketing
Topic: Cross-Channel Orchestration and Lifecycle Marketing
Session Level: Intermediate
Session Type: Breakout
  • Wednesday, Jun 31:30 PM - 2:10 PM CDT
    (6:30 PM - 7:10 PM GMT)
    Stage 1 | Content Pavilion, Level 3
    FIRST COME FIRST SEATED
Session Summary: The session highlighted groundbreaking loyalty and personalization strategies implemented by two century-old Brazilian brands, showcasing how Salesforce technology has enabled them to innovate at scale. Banco do Brasil, founded in 1808 as Brazil's first company, leverages Salesforce stack with Marketing Cloud, Personalization, Data 360 and Agentforce to unify data and personalize to 80 million customers, increasing revenue by 30% in branches utilizing the platform. Similarly, Granado, a 153-year-old perfumery, launched its first loyalty program using Marketing Cloud and Data 360, achieving a 59% higher average value per customer and a $5 million revenue increase within 120 days. The session emphasized the transformative role of AI-driven personalization, omnichannel engagement, and the seamless integration of digital and physical experiences, all underpinned by Brazil’s highly digitized population and strong mobile-first culture.
Key Takeaways:

• Banco do Brasil achieved a 5% increase in Net Promoter Score (NPS) and a 30% revenue boost in branches using Salesforce Personalization, highlighting the effectiveness of AI-powered personalization and unified data strategies.

• Granado’s loyalty program, built on Loyalty Management, Agentforce Marketing and Data 360, successfully engaged more than 130.000 members, leading to a 59% higher average order value among members compared to non-members and more than US$ 5M of revenue attributed to the program - all within 120 days.

• Both brands demonstrated how Salesforce technology enables legacy companies to scale personalization and maintain relevance in a digital-first economy, with AI agents and omnichannel strategies driving significant customer engagement and operational efficiency.

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