Understand how the sustainable products company optimized its operation with Artificial Intelligence, improving consumer experience and reducing logistics costs.
positiv.a, a Brazilian company offering eco-friendly cleaning and self-care products, implemented an active notification solution through Weni by VTEX. This initiative aims to inform customers about upcoming charges on their credit cards, allowing them to confirm or cancel the repurchase before products are shipped.
This proactive approach prevents unwanted transactions, reduces reverse logistics costs, and enhances transparency perception, all supported by an automated and intelligent architecture.
About positiv.a
Founded in 2016, positiv.a is a Brazilian company that provides eco-friendly alternatives to conventional cleaning and self-care products. With presence in both physical stores and digital channels, the brand focuses on democratizing access to more sustainable products. The company is certified as a B Corporation, committed to sustainable practices and social responsibility.
Challenge
With the goal of reaching 20% of Brazilian households by 2030, positiv.a has been expanding its presence in e-commerce and marketplaces, attracting a new consumer base. However, managing this growth and ensuring a consistent customer experience across all channels and journey stages has become a strategic challenge.
One key area of concern was the recurring purchase program. Many customers forgot about the automatic charge and requested cancellations and returns after the order had been shipped. This behavior:
- Generated unnecessary logistics costs
- Compromised the profitability of the operation
- Weakened the perception of transparency and control from the consumer’s perspective
The Solution: Smart Notifications with Weni by VTEX
To address this challenge, positiv.a implemented an active notification system via Weni Platform, ensuring customers are aware of and agree with each transaction.
How it works:
- The customer receives a message two days before the credit card charge
- Upon receiving it, they can confirm or cancel the repurchase directly via WhatsApp
- The order is only shipped after the customer confirms it
- This automation gives consumers more control and prevents late cancellations, which previously led to reverse logistics and a high volume of support contacts.
Results Achieved
Cancellation Reduction:
Of the 1,269 customers who received the proactive subscription notification, only 0.8% canceled the service within 48 hours of the alert—well below the industry average, where cancellation rates can exceed 10% in repurchase programs.
Moreover, when analyzing cancellations of automatic cycles where orders were already en route, positiv.a observed a 35.19% drop in Q1 2025 compared to the same period in 2024. This is a direct impact of active communication on operational profitability.
Customer Engagement:
Over the past four months, the message open rate was 54%, with a click-through rate of 23.87%. This means 1 in 4 customers accessed the content to review their subscription—showing high engagement and trust in the brand’s communication.
Support Contact Reduction:
None of the customers who received the proactive message contacted the “Contact Us” channel regarding their subscription. This shows that the messages were clear, assertive, and sufficient to guide decision-making, relieving pressure on the support team and enhancing the brand’s care perception.
“With the introduction of advance notifications, we were able to act before orders were shipped, which directly contributed to this reduction and positively impacts our logistics costs.”
Other Improvements Implemented
Beyond proactive communications for the subscription program, positiv.a also implemented other automation solutions to improve the customer journey:
Refer and earn: to enhance its referral program, the company activated a feature from Weni Platform that allows customers to check their referral credits and generate shareable links directly on WhatsApp, eliminating the need to fill out forms or browse multiple web pages.
Order tracking: the post-purchase stage also received attention. Customers now receive a tracking link as soon as the carrier takes over the order, providing more predictability, security, and increasing satisfaction with the brand.
Unified support: now, customers can also contact the brand through their preferred channel, whether webchat, WhatsApp, or email, with all humanized interactions centralized in a single interface for agents: Weni Chats.
Conclusion
The adoption of intelligent automation and retail-specialized agents through Weni by VTEX enabled positiv.a to optimize operations, reduce costs, and significantly improve consumer experience. Proactive communication and the automation of critical processes proved to be effective strategies to achieve these goals, reinforcing the importance of technology in building a more sustainable and efficient e-commerce.
