Technology is increasingly present in our daily lives, and companies have been seeking alternatives to integrate it into their businesses. In 2020, with the onset of the pandemic, there was a need to intensify this advancement, promoting more effective integration of digital channels. At lojasmel, this reality was no different; the network faced and overcame several challenges with a lot of hard work and investment in technology.
“The implementation of new technologies and the constant search for innovation are a consolidated reality and no longer just a trend. Our goal has always been to meet the needs of our customers with competitive prices. Now, we also explore alternatives that offer convenience and comfort,” says Felipe Prado, digital sales manager at lojasmel.
The result of this commitment is the successful implementation of a figital system that offers practical alternatives to consumers. The brand’s first digital initiative was to transform the website into an e-commerce platform, where a complete portfolio of products is available in categories such as: household items, small appliances, electronics, toys, and general home and decoration items.
In purchases made through WhatsApp, the customer contacts the store, describes their need, and is directed to an attendant who makes a personalized sale. In the end, the customer can choose to receive their order at home within up to two hours – the timeframe varies depending on the unit that will handle the demand – or pick it up at a physical store.
“To meet the demands of digital channels, we have developed a strategy for directing requests. On each platform, orders come from a different place. Our website and marketplace platform requests are handled by our distribution center in Minas Gerais, while orders placed on WhatsApp are fulfilled by regional stocks and stores,” explains Prado.
Marketplace networks have been strengthening and have become part of the brand’s figital strategy, which has the main market players as partners. Major platforms, such as Shopee, have been established as distribution channels, offering official stores of various brands to the public, such as lojasmel, which provides its entire portfolio to customers.
“Marketplaces attract consumers for the convenience of using just one platform for various types of purchases. Another big draw is data security, as well as the guarantee that the brand’s official store is indicated, preventing digital scams,” comments the manager.
“Digital channels are here to stay and are part of our entire strategic planning. They have allowed us to expand the reach of our network, fulfilling orders in all regions of the country. Our goal for the coming years is to strengthen our omnichannel strategy and offer increasingly complete experiences to our customers,” concludes Prado.
