Ecommerce

Americanas buys digital platform of reading Skoob

Brazilian retail group wants to boost engagement, recurrence, and reach new customers with strategic move

Brazilian retailer Lojas Americanas's website
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  • Launched in 2009, Skoob has more than 8 million users, called skoobers, and already published 45 million reviews of literary works;
  • Americanas plan to boost customer engagement as well as lowering its customer acquisition cost.

Brazilian retail group Americanas announced an agreement for the acquisition of Skoob, largest digital platform of reading content in the country. The company hopes to boost its e-commerce sales, and also reach new customers.

In a notice to market published this Wednesday (15) the company states that the acquisition is a strategic move by the retail giant for boosting engagement, recurrence and the reach of new customers. The transaction was carried out through Americanas’ subsidiary, IF Capital, and values were not disclosed.

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Launched in 2009, Skoob provides a digital literary experience through a platform that offers several functionalities, such as organization of current,
completed and future readings, access to reviews and evaluation of literary works. Skoob has more than 8 million users, called skoobers, and already published 45 million reviews of literary works.

According to Americanas, reviews play an important role in leveraging sales, increasing the conversion of the book category by up to 40%. The segment stands out in Brazil as a gateway for new customers, with a CAC (customer acquisition cost) 3,6 times lower than the average.

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The platform and app allow interactivity with other social networks, as well as ecommerce, through an affiliate program.

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