offering local payment methods is the key to avast's ... · offering local payment methods is...
Post on 19-Sep-2020
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85 M+active users
in LATAM
5 countrieswith local
payment methods
20%lift in regional
checkouts
35%regional growthin YOY revenue
Customer Story
Offering local payment methods is the keyto Avast's tremendousgrowth in LATAM
““Our LATAM customers appreciate that we listen to their needs. By using local payment methods through dLocal they can be protected by our paid, more advanced products. We are quite happy with the results of this approach, which helped us to reach 35% YoY growth in the region”.
Cristian Gallardo,
Regional Manager for LATAM at Avast
About AvastAvast is the global leader in digital security products,
protecting over 400 million people from threats on the
internet and the evolving IoT landscape. The
company offers products globally, under the Avast
and AVG brands. Recognized as one of the most
advanced threat detection networks in the world,
Avast uses machine learning and artificial intelligence
technologies to detect and stop threats in real time.
THE CHALLENGE Delivering a hyper-localized checkout customer experience to propel Avast’s positioning as a trusted, user-centric, local brand.
Avast’s vision for Latin America was to build a locally known and
trusted brand that’s uncompromisingly centered on its
customers’ needs. Even though Avast doesn’t have
on-the-ground operations in Latin America, when the company
first launched its free version in 2001, the software quickly
gained popularity, expanding its install-base into the millions in a
matter of months. Users who wanted to upgrade their device
protection, could purchase a subscription with an international
credit card. With millions of consumers and businesses in the
region relying on local credit cards and alternative payment
options, many users who wanted to upgrade their free protection
and purchase advanced products, such as Avast Internet
Security or Avast Cleanup subscriptions, couldn’t do so.
To stay true to its mission of centering on users’ needs and
satisfying the demand for its most advanced antivirus and PC
optimization products, Avast knew that it had to offer local
payments methods. Its LATAM product and operations team had
to devise a payments strategy that would support the enormous
growth potential of the region while accommodating for the
country-specific differences in business culture, language, user
behavior and technology penetration in a scalable manner.
| info@dlocal.com | 981 Mission st., San Francisco, CA, USA 94103 | www.dlocal.com
““Latin America is a high-growth, yet nuanced and complex region for ecommerce. With dLocal, we have deep insights into our users’ payment preferences and are able to consistently optimize our offering country by country to maximize checkout conversions.”
Cristian Gallardo,
Regional Manager for LATAM at Avast
THE IMPACT u Avast strengthened its position as the biggest antivirus brand in LATAM with more than 85M+ active users
u 20% growth in checkout conversions for the region
u 35% revenue growth across LATAM
u Increased customer loyalty and retention
u Ability to efficiently manage and optimize payment and ecommerce operations on the regional and country levels
THE SOLUTIONImplementing a ‘Go Local’ payments strategy that enables every LATAM user to try out and buy Avast products.
To implement its ‘Go Local’ payments rollout, Avast chose to
partner with dLocal to deliver the full gamut of local
country-specific payment options in Argentina, Chile, Colombia,
Mexico and Peru. One of the key reasons to partner with dLocal
was its “one platform, one integration” approach, which simplified
regional rollout and gave Avast the ability to further optimize its
ecommerce and payments operations on both the regional and
country-by-country basis.
To truly localize the payment experience, dLocal has worked
closely with the Avast LATAM team to develop a custom
in-product checkout flow. The result is a checkout experience
that’s seamless for the user, in their preferred language
(Spanish, Portuguese or English), featuring all the relevant
payment methods for their country, and with localized customer
support in the same time zone and in the language of their
choice.
By introducing local cards, banks transfer and cash payments
into its cross-border payments mix, Avast has increased
checkout conversions by 25% each in Argentina, Chile and
Colombia, and by 15% in Mexico, realizing an overall increase of
20% in the region. In most LATAM countries, local credit cards
have become responsible for 60-80% of all local transactions. In
Chile, however, bank transfers have carried most of the volume.
Installments (which are automatically offered to local credit card
holders at the time of checkout by local acquirers) have become
a popular option as well, with many Avast users choosing to buy
their annual subscription with three or more monthly installments.
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