Integration of e-commerce and growth management platform helped The HOPE Group, a Brazilian lingerie leader, to grow online
With over 50 years of experience in the retail and operation of HOPE, HOPE Resort and Bonjour Lingerie, Grupo HOPE is the leader in the Brazilian underwear market. The women’s fashion brand, which has had figures such as Gisele Bündchen as protagonists of iconic campaigns, has innovation in its DNA. It was the first company to market on Brazilian TV in 1985 and was a forerunner of digital retail in the country, joining the world of e-commerce in 2006.
The creative side of Hope Group was essential for the good performance of the company during the pandemic: the closure of their distribution center in Maranguape, Ceará, as well as the closure of physical stores in large urban centers and the retraction of networks. logistics have been some of the challenges facing business over the past year. However, HOPE’s professional talent and digital strategy enabled them to turn challenges into opportunities for growth. Digitization got even better with an improved sales app and inventory redirection to physical stores, which began to function as local distribution centers for e-commerce.
Implementation and challenges
The most significant difference behind the decision to migrate the e-commerce platform to VTEX was the ability to natively serve the HOPE Group’s omnichannel strategy.
With the closure of almost all of the Group’s more than 200 physical stores during the COVID-19 pandemic, the need for an e-commerce solution that would allow the integration of the distribution center and physical store inventory has grown. obvious. In addition, this solution would allow the shipping and removal of local inventory (shipping from store and pickup in store) from the stores themselves. In order to avoid stockouts and ensure inventory turnover in closed stores, the company sought an efficient user experience and a competitive service level agreement.
VTEX’s extensive experience with omnichannel solutions, such as Operation of the Soma Group, a successful case in the domestic market, provided the authority and confidence to establish the partnership and begin implementation, which took approximately three months.
HOPE also liked how VTEX offered a variety of omnichannel features, including live shopping (a live selling strategy involving social media feeds) as well as customizable tools derived from VTEX’s IO technology. With live streaming, the HOPE Group will expand its social media presence and strategically use sales teams in physical stores to drive online sales while providing a real-time shopping experience.
In addition, during the implementation of the VTEX platform, the HOPE group started with Insider in October 2020. With the optimization of the sales potential, an end-to-end analysis of the digital funnel of HOPE and of HOPE Resort was built from page traffic, taking into account metrics such as bounce and egress rates, device types and frequency of access to the conversion. From this analysis, Insider identified critical areas for improvement.
The main issues for the brands were conversion and retention, user engagement on pages, add to cart rate, and revenue. Using its machine learning technology and artificial intelligence, Insider was able to map the behavior of these users in the conversion funnel from start to finish, focusing on the performance and core goals of the HOPE Group.
HOPE’s strategy also highlighted a Hello Bar. This personalized bar can be segmented by user profile, allowing for a personalized message that encourages users to return to the cart when they leave a product and return to the home page.
It is also possible to generate segmented messages, as was done for the “Bra Fortnight” campaign. The hello bar was visible at the checkout for promotional products. HOPE has informed the user of the discount or cashback. Another solution with a positive ROI is Pre-Select Size, which identifies users who have already made purchases on the site and provides automatic selection of the size of the previously purchased product. Together, these tools enabled the automation of campaigns that previously required manual work and in-house development.
Web push solutions play a vital role in reaching users who have visited product pages or added items to their cart and left the page without signing up or buying. Mass web push campaigns to promote launches and discounts were also created for the entire database and accounted for a significant amount of conversions. The WhatsApp solution is also on the roadmap to further drive bottom-line growth and create an innovative experience.
First results and next steps
The Hope Group is expanding the omnichannel model to its physical stores and digital retail presence. The results obtained are positive, exceeding the expectations of previous years and even the expectations outlined for a year of instability in the national scenario.
Within months of integrating Insider and VTEX, it was possible to see a higher return on investment and improved sales performance. As a result, the two companies have jointly developed a strategic partnership, cooperating for digital development and continuous improvement of integration between their SaaS platforms.
As a strategy for the coming months, the brand intends to focus on two verticals: social networks and omnichannel.
The first will highlight the expansion of the brand’s reach on social networks, the improvement of its direct shopping strategy and the capitalization of the Group’s past experiences, in particular Anitta (famous singer in Latin America) and in-store salespeople. physical. The second will favor the commitment and adaptation of the franchise network to the omnichannel project, allowing a further reduction in delivery times and costs. Additionally, Insider cooperates with location-based solutions, offering product recommendations based on climate and region.
Together, Grupo HOPE, VTEX and Insider have redefined the boundaries of e-commerce in Brazil. Even if the scenario is difficult, the innovative vision of the partnership allows the customer experience to be more and more personalized, elevating this Group whose heritage is part of the tradition of Brazilian retail.