Adevinta is a world-renowned online classifieds company that operates marketplaces across 11 countries, driving the growth of the second-hand economy. Their diverse portfolio of brands encompasses both generalist classifieds sites and specialized platforms for real estate, vehicles, and job opportunities. One generalist platform is Subito, which has cemented its position as Italy's leading platform in the second-hand market.
Subito is the #1 platform in Italy for buying and selling sustainably. It was founded in 2007 and has since expanded to offer 38 categories, attracting over 13 million unique users monthly. To support its continued growth, the Subito team has partnered with Voucherify to launch dynamic and flexible promotional campaigns that cater to its rapidly expanding user base.
- Looking for new ways to engage their user base and attract new customers.
- A need for a flexible promotion solution that would cover plenty of use cases.
- Lack of time, resources, and experience to code a promotion solution from scratch.
Voucherify's approach to iterative integration enabled Subito's team to start with basic promotional scenarios and gradually add more campaign elements as their needs and strategies evolved. The cornerstone of Subito's promotional strategy is the use of discount codes, both in bulk and generic form. With the help of Voucherify, the team can efficiently generate and manage discount codes that reduce paid visibility options carts, making them more appealing to sellers. The discounts are also used to reduce shipping costs, buyer protection pricing, and product pricing for items of TuttoSubito, the service launched in 2021 that integrates payment and shipping in the platform, enabling users to buy and sell safely and remotely.
“Voucherify allowed our team to try out different discounts. Overall, the experiments showed that promo codes increase the conversion rate of our paid visibility options by 40%. – Gianluca Lacedonio, Product Manager of User Monetization Team”
Subito's team uses the Rules Builder extensively. With its strong budget and redemption restrictions, Subito is able to keep its promotions secure against fraud and ensure profitability. They primarily place limits on specific product categories, redemption touchpoints (mobile or web), the number of redemptions per individual customer, or minimum order value.
Subito’s team frequently leverages Voucherify's import and export features, segmenting customers based on uploaded user IDs and cohorts. To inform customers about ongoing promotions and offers, Subito uses email and push notifications. Additionally, they have developed an internal solution for targeted banner display, where appropriate discount codes are displayed to specific customer groups.
“Voucherify’s flexible promotion mechanisms allow us to apply discount coupons in plenty of business contexts outside of standard ecommerce scenarios. Our team can successfully use discounts as incentives for purchasing extended visibility features or buyer’s protection guarantees, ensuring the continuous growth of one of our revenue-generating products: bonus recommerce features. – Fabrizio Ghirardi, Product Manager”
In the future, Subito aims to enhance its customer engagement and acquisition efforts through the expanded use of promotions.