Agentic CX in Sports Retail: How Martí Achieved a 280x ROAS with Conversational AI

Discover how Mexico's leading sports retailer transformed fragmented support channels into a unified, AI-powered revenue engine, achieving a historic 27,900% ROI in just two months.

Company

Deportes Martí is Mexico's leading sports retailer, serving millions of customers across multiple channels. The brand operates a complex omnichannel ecosystem and faced the challenge of centralizing support while transforming passive customer service into an active revenue driver.

Industry

Retail — Sports & Apparel

Country

Mexico

Products

Agentic CX Platform

Results

32.4%

conversion rate in WhatsApp recovery

280x

ROAS achieved

27,900%

ROI in two months

For retail giants like Deportes Martí, Mexico's leading sports retailer, fragmented support channels often represent the single greatest drain on operating margins. Facing the challenge of centralizing omnichannel operations while simultaneously pivoting passive support into a high-octane revenue engine, the brand deployed VTEX Agentic CX. The result was not just a drastic reduction in human channel saturation, but the unlocking of a historic 27,900% ROI.

The Strategy: Unified Multichannel Agentic Intelligence

The implementation was architected to cover the end-to-end customer journey across Webchat, WhatsApp, Messenger, and Instagram. The Intelligent Agent framework was customized for business-critical functions:

Revenue Recovery: Automated re-engagement and support focused on abandoned cart rescue.
Concierge & Payments: Seamless flow from product discovery to checkout.
Logistics & Inventory Management: Native integrations with VTEX and physical store stock for real-time inquiries, including a specialized agent for returns and exchanges (RMA).
Automated NPS & CSAT: Capturing actionable satisfaction insights without manual friction.

This headless, agentic approach allowed Martí to eliminate the complexity of managing data silos, unifying the customer experience under a single layer of data intelligence.

Performance by the Numbers: From Cost Center to Profit Driver

In just two months, the project demonstrated that conversational agents, when backed by a robust strategy, deliver conversion metrics that outperform traditional e-commerce:

32.4% Conversion Rate: In the WhatsApp sales recovery initiative, nearly one-third of interactions resulted in a successful transaction.
280x ROAS (Return on Ad Spend): With a tactical investment of just $1,299 MXN, the brand recovered over $355,000 MXN in revenue during the first month.
27,900% ROI: A definitive KPI validating the shift from manual workflows to high-performance autonomous agents.
Scalable Revenue Recovery: 202 orders rescued in record time, with an average order value (AOV) of $1,761.47 MXN.

The Voice of the Customer: Digital Evolution in Practice

"The implementation of VTEX Agentic CX has significantly upgraded our digital service operations. This tool has allowed us to optimize response times, automate FAQs, and provide more agile and consistent support. Furthermore, the platform efficiently triages cases requiring human intervention, enhancing both the customer experience and internal team management. This deployment strengthens our service strategy, enabling timely responses and maintaining close communication with our customers throughout the entire buying journey. VTEX Agentic CX has become a key partner in our ongoing digital evolution at Deportes Martí, aligning us with e-commerce best practices."
— Martí Team

Strategic Vision: The Future of Omnichannel is Autonomous

The Martí case proves that Agentic AI in enterprise retail is far more than a troubleshooting tool. It functions as a commercial intelligence layer that identifies buyer intent and executes sales recovery in the channels where consumers are already active. By reducing operational complexity and driving scalability, Martí establishes a new gold standard: customer service that doesn't just pay for itself—it generates real-time profitability.