Privalia, a leading online fashion outlet in Brazil and worldwide, announces project ‘Browse for Free’ – in partnership with mobile operators TIM and Vivo – that offers free access to its users of the app without consuming their data plan.
The Company is one of the first brands to offer this benefit to its customers, and with this novelty aspect, hopes to increase the volume of visits in its app by 10%, which already is responsible for 70% of its data traffic. The objective of the project is to increase Privalia’s mobile presence and also time spent in-app, which is expected to grow by at least 40%.
According to information released by IBGE in April 2016, Internet access from mobile phones surpassed computers for the first time in Brazil. Just 54.9% of households have access to the Internet (Pnad:2014), while cellular phone represents 80.4% accessibility. The Privalia app – of the virtual outlet – has already surpassed 4 million downloads and represents more than 65% of Company sales in Brazil.
“This partnership between us and the mobile operators, means our consumers can browse with ease and enjoy promotions from major brands with up to 70% off, plus exclusive promotions and early sales directly from the app. With this project, there is no worry from the consumer about the usage of their data plan. And, this tool reduces purchase barriers and offers an opportunity to enjoy our promotions for even more users”, explains Debora Capobianco, Head of Marketing at Privalia.
The Company responsible for making this project viable was MUV, who specializes in creating innovative projects and bringing together telco operators and major brands.
“There are still millions of Brazilians, who despite having smartphones – still browse on the Internet only through Wi-Fi – because they don’t have data plans. For that reason, this an excellent opportunity for the brand, as well for the users, for the operators and for MUV, which makes the bridge between the telco world and the advertising world”, says Marcelo Castelo, CEO and co-founder of MUV.
With regard to the technical integration of the project, it was delivered by Datami, a United States company making its debut in the Country with the launch of Privalia’s ‘Browse for Free’, using a Sponsored Data solution.
“We are thrilled to be powering this launch and working with such innovative partners in Brazil, making it easier to create Sponsored Data campaigns for Privalia, with a simple configuration for the Brazilian market. The clear winner is the Privalia consumer who can now browse, shop and buy without consuming their data”, says Harjot Saluja, CEO, Datami.
A consumer browsing the app can still keep notifications on and be alerted about promotions and campaigns at any moment, without consuming their data plan.
About Privalia – Privalia (www.privalia.com) is an outlet leader in online fashion and was founded in Barcelona, in 2006, by José Manuel Villanueva and Lucas Carné. The company offers major fashion and lifestyle brands every day, with discounts of up to 70% exclusively to its customers, achieving its mission of inspiring people, every day, to dress well and save money.
The company have 28 million customers worldwide and is the leader in each market where it’s present, making it an international reference in the industry. It’s present in Brazil since 2008, under the leadership of the country manager Fabio Bonfá.
About MUV – MUV is a company of the WPP Group, totally focused on mobile and counting on a team specialized in building the bridge between the mobile operators, cellphone manufacturers and advertisers. From this triad, the MUV promotes innovative businesses, such as Sponsored Data and Data Rewards, the company’s expertise. Netshoes, Unilever and Privalia are some of MUV clients, who has offices in Brazil and the United States, and performs mobile marketing campaigns in more than 45 countries. For further information, visit www.muvmobile.com.br.
About Datami – Datami enables enhanced mobile engagement for brands while allowing operators to scale their mobile marketing business, and consumers to access and earn mobile data. With a complete suite of mobile marketing solutions, The Datami OMS platform delivers sharp increases in click-thru rates and in-app daily active usage and conversion. Its solution allows for a simple implementation of Sponsored Data, but covering the diverse set of elements in an app or website, including analytics tools, and https connections. Datami is able to reach more than 1.3 billion mobile customers globally and is rolling out service with leading mobile operators across six continents. Datami is privately held with investment from private investors and some of the largest mobile operator groups in the world.
About TIM Brasil
TIM is the second-largest mobile communications operator in Brazil. The Company’s mission is to connect and care for everyone, so that they can do more. Its motto “To evolve is to do things differently”, highlights the Company’s evolution in Brazil and its innovative and pioneering spirit.
Based on its Investment Plan, specially focused on network infrastructure, and followed by innovation pillars, quality and user experience, TIM leads market trends. A few examples are pay-per-call, ending long distance differentiated calling rates and third-party operator charges, fixed daily or monthly rate to access mobile internet and the main focus is investment in 4G technology in order to lead the latest generation data coverage.
TIM is the leader in governance practices and is the only company in the telecommunications sector in the New Market of Commodities and Futures Exchange of the São Paulo Stock Exchange (Novo Mercado da BM&FBOVESPA), recognized as having the highest level of corporate governance, in addition to being part of the Corporate Sustainability Index (ISE) and Carbon Efﬁcient Index (ICO2). It is also worth noting the initiatives of the TIM Institute (www.institutotim.org.br), which seek to create and enhance strategic resources for the democratization of science and innovation in Brazil.
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