We've raised Magalu App's rating • Our performance strategy to reach the top of the ratings

Magazine Luiza has established itself as a Brazilian retail giant, tracing a successful trajectory from its origins in the interior of São Paulo. The company has become a protagonist in the digital transformation, evolving from a chain of physical stores to a large ecosystem that connects thousands of sellers to millions of consumers, boosting countless businesses that join its platform. With this pace of expansion, Magalu has set out to do nothing less than digitize Brazil, taking e-commerce to all four corners of the country.

We, as the company's strategic performance partners, have helped to strengthen Magalu's position as the main shopping platform for Brazilians. In this case, we will demonstrate how we contributed directly to achieving one of Magalu's main business objectives: expanding the app's reach and use, increasing the active user base and achieving a better position in the app store's shopping categories.

Improving the user experience and strengthening the presence of the Magalu app in app stores was a challenge for the brand. In a market as competitive as e-commerce, the app's visibility and reputation are essential for attracting and retaining users. With the aim of raising the app's rating and optimizing its organic discovery, we developed a joint strategy on two fronts, focused on encouraging positive comments from repeat users and fault control aimed at reducing negative comments.

In order to encourage positive reviews of the Magalu app, several optimizations were implemented. We contributed to the app's sentiment and failure analysis, while the development team made efforts to reduce errors and improve overall performance, ensuring a more fluid and intuitive experience, as well as more efficient communication with the user.

We started working on increasing the rating of the Magalu app, using targeted strategies such as continuous monitoring of comments and sending push notifications. The result was a jump in ratings: from 4.2 to 4.5 on Android, the highest average rating for the Magalu app since its launch, and from 4.7 to 4.9 on iOS.

During the last Black Friday, we reached 1st position overall in the App Store and maintained 5th position in the Shopping category on Android. In addition, we were named App of the Day on November 29 and 30, bringing us visibility during the most important retail period.

Another highlight was the improved control of crashes and ANRs (Application Not Responding), situations in which the app fails to respond, causing crashes and interruptions to the user experience. In this way, we ensured greater stability for users and enhanced the app experience.

In terms of communication, the app was recognized 6 times on Google Play Console over the course of the year, due to its prominence in LiveOps promotional events, generating more than 150,000 additional purchases during the periods in which it was in the spotlight.

Following the improvements, we recorded a growth of more than 10% in the install base, while also increasing the number of year-over-year acquisitions by around 10% and app impressions by 31%. The combination of these efforts consolidated our performance, guaranteeing better scores, new positions in the rankings and an increasingly engaged user base

The success of the Magalu app was also featured in Sensor Tower's State of Mobile report , which highlighted the app among the top 5 shopping apps in Brazil. The report highlights the growing importance of omnichannel platforms in retail, offering consumers an integrated experience between physical, online and mobile stores.