Pix revolutionised payments in Brazil and now it is transforming marketing

Marketers are increasingly using the popular payment platform to harness unique insights into customer behaviour, allowing for more effective, personalised campaigns.

Pix, the popular government-backed mobile cash transfer system, has not only revolutionised financial inclusion and money transfers in Brazil, but it is now also transforming marketing. 150 million Brazilians have already registered with Pix, and recent studies show that 87% of consumers prefer it as a payment method for e-commerce. However, what’s less well-known is that, when combined with the right tools, the data from each Pix transfer can provide marketers with deep insights into customer profiles, powering more effective and personalized campaigns.?

This transformation from Pix as a payment to a marketing tool is expected to not only reshape the commercial landscape of the entire country, but also have an immediate impact on how companies plan and execute their campaigns for some of the biggest commercial dates in the calendar like Children’s Day, Black Friday, and Christmas.

“Research has consistently shown us that Brazilian consumers desire increased personalization”, comments César Garcia, CEO of OneKey Payments, citing the recent findings that 80% of Brazilian consumers are more likely to make a purchase and pay more when brands offer personalised experiences. “With Pix, transactions usually use CPF numbers or cell phones, which can provide deep insights into customer profiles, facilitating more personalized experiences and therefore higher conversion rates.”

Another study carried out in Brazil also showed that personalization can boost revenue by 10%-15% and increase the effectiveness of marketing spend by 10%-30%. “Each Pix payment acts as a customer footprint, revealing behaviour and preferences that can better inform smart marketing strategies”, César explains.

“Brazil has very strict and well-known online privacy laws, outlined in the LGPD, which help to ensure that customers’ data is handled with care. However, as long as companies are transparent about what data they collect and how they will be using it, then customers are happy to share what is often publicly available information, especially if it improves their experiences in the future”, César adds, citing the statistic that 77% of Brazilian consumers are willing to exchange data to gain faster, more personalised experiences based on their values.

OneKey Payments, for example, already enhances Pix deposits by offering merchants detailed real-time information on payers, including personal details, legal and compliance data, and fraud statistics, all integrated seamlessly through the Pix API. This innovation streamlines onboarding, improves KYC and AML processes, and facilitates targeted marketing campaigns. Unlike competitors, OneKey Payments provides comprehensive payer information without requiring changes to existing systems and it always follows the mandatory rules and permissions according to the LGPD.

In this new age of hyper-personalisation, less than one-in-five Brazilian consumers have brands to which they feel loyal, and are more willing to reward brands who provide positive experiences and align with their values. And as the use of Pix continues to grow, expected to replace credit cards as the most popular form of e-commerce payment by 2027, then César argues that smart companies will increasingly utilise this new customer footprint in concert with AI-powered technologies to improve customer experience and retention.

César concludes, “the end of the year is a crucial period for e-commerce, with key dates such as Children's Day (October 12), Black Friday (November 24), and Christmas (December 25). Pix transactions are expected to peak during these holiday shopping seasons, providing retailers with valuable customer data to optimise their marketing strategies. We expect to see the marketing pioneers already leveraging this data to provide new and effective personalised services to satisfied customers.”

About OneKey Payments

OneKey Payments specializes in IP in global payment technology authorized by the Central Bank of Brazil, offering a complete BaaS ('banking as a service') that allows companies to scale their inbound and outbound transactions simply and securely, with full performance optimization. The company provides a complete international gateway solution with easy plug-and-play integration and payment solutions in Brazil and worldwide using PIX, bank slip, or credit card.