Go-live and scalability of 9 e-commerces with unique and personalized journeys
Creation of e-commerce platforms for 7 different B2C brands and 2 B2B, in record time, with efficiency and great results.
1. Background
Imagine going back in time: it was July 2020, and the Coronavirus pandemic was still at its peak. Everyone was at home, stores were closed, and work had to be reinvented. Those who didn't sell online were simply not selling.
Grendene was founded in 1971 and is one of the world's largest footwear manufacturers. The company own some of the leading Brazilian footwear brands, such as Rider, Melissa, Zaxy, Ipanema, Grendha, Cartago, and Grendene Kids. And until 2020 none of them had a proper e-commerce platform. An outsourced company handled online sales, with no focus on user experience and many issues related to inventory, logistics, and final product delivery.
2. The challenge
It was simple:
Launch 9 e-commerce websites with distinct DNA, all using the same platform for increased agility and delivering a personalized and complete shopping experience.
As a Senior Designer, my role in the project was to align the tone of the online store with the communication campaigns, providing a strategic vision alongside Product Owners and collaborating with the marketing teams of each brand and their respective communication agencies. I worked closely with developers, the Purchasing and Growth team, identifying commercial opportunities and developing interfaces for the projects.
3. The Design Solution
I present some deliverables below:
Rider
Zaxy
4. Results
We achieved excellent results in the first months of operation, such as:
• The growth in online sales was over 350% in 2021 compared to the same period last year
• Record total gross revenue for all Grendene brands, reaching U$200 million in 2020
• Growth of over 900% for the Ipanema brand, comparing the first quarter of 2021 to the first quarter of 2020
• 65% increase in average order value for the Melissa brand
• 80% improvement in conversion rates for the Rider brand
• Grendene is chosen as the best international marketing campaign at the 15th edition of the Markie Awards - The event awards the top marketing cases that utilized Oracle's Marketing Cloud platforms.
