Case Study: Espaço Smart

How Espaço Smart personalized customer journeys and boosted automated interactions by 900%

As the leading dry construction ecosystem in Latin America, Espaço Smart built personalized journeys for over 50,000 leads and achieved a 900% increase in automated interactions with E-goi. Explore their full success story.

About the company

Espaço Smart is the largest dry construction ecosystem in Latin America. Founded in 2015, it operates 43 physical stores, four in-house industrial units, and an e-commerce platform that sells both building materials and complete light steel framing houses.

The challenge

Operating in an innovative market and offering integrated solutions that cover several stages of the dry construction ecosystem, Espaço Smart faced three main challenges:

1. Market education: the need to provide content about steel construction systems to help the public become familiar with their solutions.

2. Multiple personas: architects, builders, real estate developers and end consumers — requiring deeper personalization and segmentation to ensure the right message reached the right audience.

3. Fragmented data: the VTEX e-commerce platform, Bitrix CRM and WhatsApp support did not “talk” to each other, making it difficult to integrate information across systems.

The solution: omnichannel automation with human support

Espaço Smart found in E-goi the solution it needed to overcome its challenges, centralize data, and orchestrate communication across all channels. Over 24 months of partnership, the company achieved results that helped strengthen its brand among its users:

increase in automated interactions (≈ 2M actions)

subscribers reached: email marketing automation

subscribers reached: abandoned cart automation

validated leads

Journey: 3 steps to transformation

1. Diagnosis & setup

The first step in Espaço Smart’s journey with E-goi was to map out the main teams and personas, understand the company’s purpose, and configure tagging techniques to ensure each message reached the right audience.

Because this was a highly challenging and complex project, the close support of the Onboarding team was essential. In less than a month, the initial setup was completed, enabling the launch of personalized, multichannel educational campaigns focused on the innovative light steel framing market.

2. Integrations & automations

With the initial setup completed, the second step was to configure the integrations, particularly with the VTEX e-commerce platform and the Bitrix CRM. In addition, several types of automations were implemented using webhooks that trigger highly specific messages at exactly the right moment, with the main goal of expanding the contact base and educating leads.

Through these integrations and automation flows, Espaço Smart was able to grow its contact base and keep all information centralized in one place. This made it possible to apply intelligent segmentation using tags to classify each lead according to their profile and interests, whether architects, real estate developers, end consumers or installers.

The company also went beyond basic automations and implemented highly sophisticated multichannel flows. For example, the webhook integration allows each customer action, such as opening an email, filling out a form or clicking on a campaign, to automatically trigger WhatsApp messages. This automation orchestrates a sequence of emails and WhatsApp messages, keeping the communication fluid and nurturing the lead until they are ready to be handled by the commercial team or by AI agents prepared to support customers at scale, 24/7.

This dynamic ensures that even a simple action, such as submitting a product or event form, triggers a fully personalized journey: the customer receives contextual messages, is invited to regional events through segmented landing pages, and reaches the sales team with a complete interaction history integrated into the CRM (Bitrix24), which updates custom fields with key information for the salesperson.

3. Proximity and ongoing consultancy

The partnership between E-goi and Espaço Smart is defined by close collaboration and results that exceeded expectations. Over these two years, the highly qualified database continued to grow, while automated interactions increased by around 900%, reaching approximately 2 million triggered actions, significantly boosting engagement and communication efficiency.

What has changed for Espaço Smart’s customers?

Today, Espaço Smart’s customers receive highly personalized content aligned with their interests, supported by dynamic service flows via E-mail and WhatsApp. These journeys accelerate qualified contact and deepen their understanding of the light steel framing market, making the decision-making process much easier.

Rodrigo Brandão - Gerente de Marketing e E-commerce Espaço Smart

E-goi helped us accelerate the hyper-personalization process at scale. As we work with demanding and highly specific audiences, we always strive to deliver a smooth and consistent experience across all our channels. With the support of the platform, our culture, and all our teams, we continue to evolve our operations to delight and educate customers across Brazil.

Rodrigo Brandão –  Marketing & E-commerce Manager, Espaço Smart

Benefits for the brand

• Shorter sales cycle thanks to automated nurturing.

• Consistent omnichannel communication across all 43 stores and the e-commerce platform.

• Reduced media costs by segmenting based on real customer behavior.

• Stronger authority through newsletters and educational content.