lojasmel integrates innovation and convenience into a robust omnichannel strategy that combines physical stores and digital. With a portfolio exceeding 12,000 SKUs, the retail chain offers consumers a fast, secure, and practical shopping experience through digital channels such as 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 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 Brazilians’ daily lives and allows us to do much more than just sales. We recover abandoned carts, launch targeted campaigns, and create virtual catalogs that optimize the shopping journey. By combining this with integration to physical store inventory, we can offer speed 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 customers receive their products within hours, maintaining security and practicality. The platforms also offer exclusive campaigns and intuitive navigation.
Another standout feature is fast delivery: purchases made during business hours can be delivered within two hours via Uber Flash. Additionally, orders over R$199.99 made through WhatsApp qualify for free delivery within a 10 km radius.
“Everything for everyone, with love is our purpose. That’s why, in addition to our official website, we’ve expanded our presence on major Delivery Apps and Marketplaces. This way, we ensure a reliable, practical, and accessible experience for our customers and, of course, introduce ourselves to new customers ~the platform users~,” emphasizes Prado.
The omnichannel strategy connects digital channels to physical stores, providing even more seamless experiences and flexibility for customers. Through digital platforms, customers can make purchases and choose to pick up their orders at one of the network’s 56 locations. Additionally, customers in physical stores, with the help of our store assistants, can request products from other locations, ensuring they always find what they need.
“Our goal is not just to be present on various channels but primarily to ensure customers have a cohesive and efficient experience, no matter where they’re shopping. We’re constantly refining our approach to combine technology, practicality, and security,” adds Prado.
With ambitious plans, lojasmel projects that digital sales—combining WhatsApp, delivery apps, and marketplaces—will account for 5% of 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 securely, reinforcing our Omnichannel strategy,” concludes Felipe Prado.
