CASE STUDY – MORMAII
Automation and Personalization: How Mormaii Boosted Sales Conversions by 28%
The sportswear and gear brand strengthened customer relationships, scaled personalized omnichannel communication, and fully automated its e-commerce operations with E-goi
About the company
The desire to surf in cold temperatures was the initial spark behind the birth of one of Brazil’s largest sports apparel and equipment brands. In the 1970s, to brave the southern Brazilian winter waves, Mormaii’s founder stitched a neoprene suit in his living room. The product soon gained popularity across the country, and the brand expanded its portfolio to other action sports. Mormaii’s growth crossed borders and seas, reaching international customers. Today, the company is in continuous expansion, with franchises throughout Brazil.
The challenge
Mormaii strives to maintain a close relationship with its customers in order to develop products that meet their needs across all its business areas. This challenge becomes even greater when considering Mormaii sells nationwide and abroad.
The brand needed a communication tool, initially for bulk email sends. Before working with E-goi, their providers delivered delayed emails and offered no automation—resulting in manual work overload for the marketing team and an urgent need for optimization, especially given the brand’s multiple branches.
With the launch of online sales, Mormaii aimed to integrate its e-commerce platform with a system that could centralize data, generate customer insights, personalize the shopping journey, and send multichannel communications based on user behavior.
Among all these challenges, with a focus on building close, personalized relationships, Mormaii sought a single solution that could automate processes, support brand growth, and free the team to focus on strategic activities.
The solution
Connected with the E-goi ecosystem since 2015, Mormaii now uses a complete, omnichannel, and automated solution fully integrated with its e-commerce platform, which enabled results such as:
Increased sales conversion
Expanded lead generation
Automated processes
Reduced bounce rate
Improved customer engagement and relationships
E-goi + VTEX Integration
All data in one place
Mormaii’s VTEX store is one of hundreds of available custom integrations that allow contacts in VTEX to be automatically added to the E-goi platform for use in marketing strategies. Once synced, contacts can be segmented and tagged to enable personalized messaging.
Another benefit is the ability to pull products from the VTEX store directly into email campaigns. In just a few clicks, Mormaii can create attractive, promotional campaigns with product details designed to increase conversions. Combined with E-goi’s AI features, product recommendations can boost sales by up to 40%.
E-commerce tracking + Automation
More Sales in Fewer Clicks
Understanding site visitors and their behavior is essential to seize sales opportunities.
E-commerce tracking helped Mormaii identify visitors, traffic sources, and on-site actions (like cart additions, checkouts, or drop-offs) and use this data to trigger fully automated and personalized messages.
Key industry stats show that, on average, only 3.3% of site visits result in a purchase, and 75% of customers abandon their carts. This means plenty of room to grow sales.
Mormaii uses e-commerce tracking and automation to:
Recover abandoned carts
Win back previous customers
Drive cross-sell strategies
Build customer loyalty
How? Prebuilt automation flows collect tracking data and trigger communications based on customer behavior. Trigger settings can be adjusted in real time based on campaign performance. These low-effort setups significantly reduce manual work while increasing sales and saving time for Mormaii’s team.
Landing pages
From New Leads to Loyal Customers
Known as landing pages, these go far beyond simple lead capture. Mormaii leveraged their full potential, increasing lead acquisition by 50%. The pages were also used for new product launches, guiding users straight to conversion—impacting the entire sales funnel.
A third use was for enriching the mailing list. Forms on these pages were sent to existing customers to gather demographic, behavioral, and interest data. All this information was stored in the platform and used to personalize campaigns—deepening customer loyalty.
One example was a Valentine’s Day campaign. Person X received an email, answered a form suggesting Mormaii gifts they’d like. The system then sent a personalized campaign to Person Y with those gift ideas. This not only boosted sales but strengthened relationships with both customers.
Omnichannel communication
Right Message, Right Time
All strategies above rely on three main channels: Email Marketing, Web Push, and SMS. For a personalized experience, it’s key to communicate at the right time and in the right format.
With a dedicated Account Manager from E-goi, Mormaii implemented various platform strategies for both headquarters and franchises:
Email Marketing
Emails reminding customers about abandoned carts see an average open rate of 45%. With more room for content, these emails also include promotions or discount vouchers.
Web Push
Perfect for visitors who don’t want to provide personal info. These clickable messages appear even when users leave the site, ensuring visibility through browser alerts.
“The E-goi team has always been helpful and fast in solving the challenges we’ve faced over the years. I recommend E-goi to businesses of all sizes aiming to build customer loyalty, foster long-term relationships, and turn customers into true brand advocates.”
Silmara Poletto – Marketing Mormaii
Results Achieved
- 28% increase in sales conversion
- 300% growth in customer engagement with a personalized journey
- 100% automated omnichannel marketing communication
- 360° customer insights through e-commerce tracking
- Centralized actions in a single platform, with external software integration
- 25% reduction in bounce rates with targeted messages
