Magazine Luiza turns installs into lasting engagement at scale in LATAM

The Challenge

‍Magazine Luiza needed to accelerate mobile user acquisition in a highly competitive retail environment. The challenge wasn't just driving volume, it required balancing multiple priorities:

• Scaling mobile acquisition consistently
• Maintaining cost efficiency while increasing volume
• Ensuring the quality of acquired users
• Generating incremental install volume at a lower cost
• Reducing reliance on traditional channels through inventory diversification

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The Solution‍

Magazine Luiza partnered with DT to leverage on-device distribution as its primary growth driver. Rather than relying on traditional ad channels, DT seamlessly installed the app, removing friction and placing the app directly on users' home screens, where it's ready for discovery.

This distribution first approach was supported by:

• Push notifications for retargeting: Driving engaged opens and deeper app activation
• Continuous optimization: Refining segments, inventory, and campaign strategy based on performance learnings

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The Results

Magazine Luiza saw a 3x lift in installs at a 38% lower cost per user than traditional channels, proof that removing friction, not just spending more, was the more efficient path to scale. Those gains held up over time too, with 33% higher 90-day retention than users acquired through traditional channels.

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The DT Advantage‍

DT seamlessly distributes apps to new devices at activation. For Magazine Luiza, that means placing the app directly in front of users, removing the barriers that typically slow discovery, and creating repeated exposure that drives engagement from day one.

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Takeaway‍

Magazine Luiza proved that removing the most friction-filled part of the user journey, the install itself, makes users far more likely to actually pick up and use the app. But DT's value didn't stop at that first moment: the same network that placed the app on-device also powered retargeting that kept driving activation long after install, turning initial placement into deeper engagement. The result is a growth engine built not just to acquire, but to re-engage and deepen behavior over time: one that scales without dependency on traditional channels and delivers users who engage longer and convert better.