Lojasmel integrates innovation and convenience into a robust omnichannel strategy that unites physical and digital stores. With a portfolio exceeding 12,000 SKUs, the retail chain offers consumers an agile, 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 chain has already registered more than 12,500 transactions through the platform, standing out as one of the main means of interaction with the Brazilian consumer.
“WhatsApp is present in the daily lives of Brazilians and allows us to do much more than just make sales. We recover abandoned shopping carts, launch targeted campaigns, and create virtual catalogs that optimize the shopping journey. Combining this with integration with the inventory of physical stores, we are able to offer speed and a personalized experience,” explains Felipe Prado, head of digital channel strategy at lojasmel.
In addition to WhatsApp, Lojasmel relies on delivery apps like iFood, Rappi, and Uber to increase convenience and accessibility. These channels ensure that customers receive their products within a few hours, maintaining safety and practicality. The platforms also offer exclusive campaigns and intuitive navigation.
Another advantage is the fast delivery: purchases made during business hours can be delivered in up to two hours via Uber Flash. Additionally, orders over R$199.99 placed via WhatsApp qualify 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've expanded our presence on the main delivery apps and marketplaces. In this way, we guarantee a reliable, practical, and accessible experience for our customers and, of course, we are introduced to new customers – the platform users,” Prado emphasizes.
The omnichannel strategy connects digital channels to physical stores, providing even more seamless experiences and flexibility for customers. Through digital platforms, it's possible to make purchases and choose to pick up the order at one of the network's 56 locations. Furthermore, customers in physical stores, with the assistance of our store assistants, can request products from other locations, ensuring they always find what they need.
“Our goal is not only to be present across multiple channels, but primarily to ensure that the customer has a cohesive and efficient experience, regardless of where they are shopping. We are constantly refining our approach to combine technology, practicality, and security,” adds Prado.
With ambitious plans, Lojasmel projects that digital sales — including WhatsApp, delivery apps, and marketplaces — will represent 5% of total revenue in the coming years. “We want to be a benchmark in customer service quality, innovation, and convenience in retail. Our focus is on connecting customers to what they need, efficiently and securely, reinforcing our omnichannel strategy,” concludes Felipe Prado.
