The lojasmel integrates innovation and convenience into a robust omnichannel strategy, combining physical and digital stores. With a portfolio of over 12,000 SKUs, the retail network offers consumers a quick, safe, and practical shopping experience through digital channels like WhatsApp, delivery apps, and major marketplaces serving the entire country.
In partnership with OmniChat, lojasmel connects its 56 physical stores to the digital environment, providing customers with an integrated shopping journey. Since 2021, when WhatsApp was implemented as a sales channel, the network has already recorded over 12,500 transactions through the platform, standing out as one of the main means of interaction with Brazilian consumers.
“WhatsApp is part of the daily lives of Brazilians and allows us much more than simple sales. We recover abandoned carts, launch targeted campaigns, and create virtual catalogs that optimize the shopping journey. By combining this with the integration with physical store inventory, we can offer agility and a personalized experience,” explains Felipe Prado, responsible for lojasmel’s digital channel strategy.
In addition to WhatsApp, lojasmel invests in delivery apps like iFood, Rappi, and Uber to enhance convenience and accessibility. These channels ensure that customers receive products within a few hours, maintaining safety and practicality. The platforms also offer exclusive campaigns and intuitive navigation.
Another differentiator is fast delivery: purchases made during business hours can be delivered within two hours through Uber Flash. Additionally, orders over 199.99 reais placed via WhatsApp are eligible for free delivery within a 10 km radius.
“Everything for everyone, with love is our purpose. That’s why, in addition to the official website, we have expanded our presence on the main Delivery Apps and Marketplaces. This way, we ensure a reliable, practical, and accessible experience for our customers and, of course, we are introduced to new customers ~platform users~”, emphasizes Prado.
The omnichannel strategy connects digital channels to physical stores, providing even more harmonious experiences and flexibility for customers. Through digital platforms, it is possible to make purchases and choose to pick up the order at one of the 56 network units. In addition, customers in physical stores, with the help of our store assistants, can request products from other units, ensuring they always find what they need.
“Our goal is not only to be present on various channels, but mainly to ensure that the customer has a coherent and efficient experience, regardless of where they are buying. We are constantly refining our approach to combine technology, practicality, and safety”, adds Prado.
With ambitious plans, lojasmel projects that digital sales — including WhatsApp, delivery apps, and marketplaces — will represent 5% of the overall revenue in the coming years. “We want to be a reference in customer service quality, innovation, and convenience in retail. Our focus is to connect customers to what they need, efficiently and safely, reinforcing our Omnichannel strategy”, concludes Felipe Prado.
