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.

Since its founding in 1944, Cerveza Tecate has driven essential economic revitalization in Tecate, Baja California, Mexico. In the 1950s, it made history as the first brand in the country to sell beer in cans, and later solidified its position as a market leader by introducing Tecate Light, Mexico’s first light beer. Today, Tecate is a globally recognized and respected brand, deeply rooted in Mexico and parts of the United States, and offers an authentic Mexican flavor. In line with its pioneering spirit, Tecate set out to strengthen its digital presence, and we partnered with them to navigate this journey—merging tradition with modernity to connect with a new generation of consumers.

To align brand communication and enhance organic visibility, Tecate challenged us to create a website that reflected its new identity and allowed users to explore products and cultural initiatives, like sponsored music festivals and soccer teams. For our SEO team in Brazil, our content team in Mexico and our platform team in Argentina and Mexico, this involved a complete redesign of the user experience (UX) and user interface (UI), ensuring we adhered to best practices in both areas.

To accomplish this, we completely revamped the old site, creating new components and implementing improved navigation to enhance user interaction and satisfaction. We conducted thorough keyword research related to the site’s core topics, identifying terms that resonated with the target audience. We then used these terms to develop the copy for the new site, ensuring effective communication and SEO optimization.

One of the biggest challenges when it comes to creating a visually rich and dynamic website is optimizing its performance. Having many visual elements tends to reduce loading speed, a key factor for both user experience and SEO. To mitigate this risk, we conducted a thorough analysis of the Core Web Vitals before, during and after the migration. We also used tools like  Screaming Frog and performed URL mapping, alongside specific optimizations such as updating on-page tags, enhancing performance and restructuring URLs.

During the migration, we partnered with Massive Agency in Spain. They implemented our recommendations meticulously, ensuring that every technical detail was handled with precision, resulting in a seamless transition without any loss of traffic or authority.

These changes highlight substantial enhancements in organic visibility and user experience, proving the effectiveness of a strategy that integrates SEO, UX, UI and technical performance. The Tecate site now stands as a robust, visually appealing and functional platform that embodies the brand’s identity and heritage.