158.020
clicks on "Mudar meu plano" (change my plan)
+ 7k
visits to partner landing pages
+ 37,5%
increase in Claro Clube access
Solution
To change this scenario, we thought about how we could represent Claro Clube in the app in a better way.
The generic “Benefits” button was replaced with “Claro Clube,” and the page was restructured with the club's identity. This change resulted in more recognition and sparked user curiosity. When users tapped on it, they found a clear explanation of the program, along with a showcase of actual available benefits.
We used visual triggers, highlighted relevant offers, and created a smooth navigation experience. To enhance the perceived value, we included CTAs inviting users to upgrade their plans, unlocking full access to the benefits club.
Goals
Business: Increase the number of postpaid customers, driving revenue growth.
Claro Clube: Increase the number of customers and their engagement with the program by encouraging the use of points and partners.
Oportunity
Many users of the Claro app didn't explore (and were even unaware of) the Claro Clube benefits, even though it was a strategic differentiator for the company. Before the redesign, these benefits were hidden under a generic page called “Benefits,” where a plan upgrade was offered, but there was no mention of the club or its attractions.
The communication was superficial, focused only on more internet and data, making it hard to sell. We needed to transform Claro Clube into a true attraction in the digital journey, making its benefits visible, desirable, and actionable.
Results (May 2024 to September 2024)
With the redesign, we saw an increase in clicks, more time spent in the Club section, and higher upgrade conversions. By presenting clearer and more accessible content, the program became seen as a tangible benefit, and users actively explored the available advantages.
The key takeaway was the importance of having a product that presents perceived value in a tangible way, prioritizing the clear and direct communication of its unique features.
Claro clube
Incentive Strategy for Non-Eligible Customers
Context
Until the end of 2024, Claro Clube, Claro's loyalty program, was only available to customers who:
-
Had a postpaid mobile line
-
Had residential products (TV and residential internet plan)
Each real spent on the bill was converted into points, which could later be redeemed for products, experiences, and various other benefits.
