Breno Otávio

Context & Problem Customer complaints via support channels and CSAT surveys revealed that Claro Clube points were “disappearing.” Analysis showed that when customers bought devices in physical stores, an automatic discount from their points was applied—without stores clearly communicating the deduction. Related pain points: poor alignment with physical stores on messaging, redeemed discounts that never converted into online sales, and low benefit uptake due to weak promotion and unclear instructions. Objectives - Business: Drive e-commerce sales by using points as a purchase discount. - Claro Clube: Increase customer engagement with smartphone redemptions in the loyalty program. Opportunity The team saw a chance to elevate and expand visibility of the smartphone redemption benefit across digital channels (app and site) by reinforcing alignment with Sales, proposing new ways to promote and explain the discount, and unifying the redemption flow with the e-commerce purchase journey for a simpler experience. Execution Working with the Product Manager and Tech Lead, the team built a roadmap in three phases: - Phase 1: Journey review and communication fixes—pilot MVP. - Phase 2: Add a smartphone showcase to boost redemptions. - Phase 3: Unify Claro Clube redemption with e-commerce purchase. Phase 1 restructured the journey to make the benefit more visible and understandable, reinforcing messaging before, during, and after redemption, and using strategic app placements like the “Separamos Para Você” section and banners. Results Phase 1 generated R$151K in revenue over 22 days (Feb 19–Mar 12, 2025). Leveraging the Samsung S25 launch, an exclusive offer added R$126K in just 13 days. Next Steps Funnel analysis found significant drop-off at the final redemption step, plus an API integration flaw logging users out during app-to-e-commerce redirects. This informed Phases 2 and 3.