- Elektra struggling to integrate with the different systems ran by Salinas Group
- Need to provide scalability and a better omnichannel experience
- Unfriendly Checkout
- Average growth of 99,26% per month since Go Live
- 14,000 simultaneous accesses in Buen Fin day
- Full integration between group companies;
- A better ominichannel experience;
- Boost conversion rates and average order value;
- Daily backoffice processes.
- Flexibility and agility: due to complex platform integration, Elektra was failing to provide a nicer experience to its clients, like offering promotions, discounts and multiple purchase and payment options;
- Automation: Processes, including an unfriendly checkout at Elektra’s e-stores, were turning Salinas operation into a bureaucratic and less efficient chain;
- Raise conversion rates: Elektra had room to expand its business by improving customer experience;
- Scale: Elektra is one of the main Google consumer in LATAM, with a huge investment power. To profit on this capability to drive accesses, it was necessary a more efficient platform.
To address Elektra’s business issues, VTEX used its SmartCheckout, Payment Provider and Logistics Reserves Control features, which granted the company with:
- Open APIs of all Catalog Management modes totally integrated to a external software used by Elektra;
- Addressment of logistic management issues of the former tool, which was making it difficult to control the store items availability and sales;
Ominichannel Payment Experience:
- Online payment and delivery at home;
- Online payment and in-store withdraw;
- In-store payment and delivery at home;
- In-store payment and in-store withdraw;
- Infinite promotion possibilities with VTEX Pricing, which optimized team management and expanded variation possibilities; Personalized promotions could also be easily created for clients’ cluster;
- Full integration with all Banco Azteca methods of payment;
- Anti-fraud Flow: with VTEXs open APIs, it was possible to create a owned flow for fraud analysis, which reduced costs and risks;
- Bank Promotions: possibility to create promotions for each BIN, installments for each emitting bank and mean of payment activation programmation;
- Clients’ Management: Total Control and integration of all clients’ data with the external SalesForce CRM tool.
Grupo Salinas is a well-consolidated corporation not only in Mexico, but also in the United States and key Latin America markets. That said, we can imagine the size of the challenge: long processes, bureaucracy, complex integrations, a long-time settled corporate culture, different employee’s backgrounds and other big issues. It’s not easy to change a whole ecosystem on an overnight basis. But that was what it took for VTEX to carry its platform implementation with this major group.
“When you’re before a big corporation like Grupo Salinas, you have to be closely coordinate different teams for the new operation to work: C-levels, marketing, sales, technology, customer care and so on”, says Rodrigo Cunha, VTEX’s Omnichannel Projects Manager. “To do so, we have to hardly trust our capability to transform clients’ operation, so they can feel confident to give a major step toward a new level of omnichannel experience”.
When the implementation of VTEX’s solution began, Grupo Salinas had nothing less than 14 legacy systems, which not necessarily had a good integration with the different operations the corporation has. “There was multiple systems which integrated just part of this, not everything. So we’re talking about three or four systems running in parallel”, says Rodrigo Cunha.
#Results and Conclusion
Right in the first week since the Go Live, Elektra was already showing fine results. The store had a 107% growth in sales, and soon hit the peak of 594% and 197% growth in the income and conversion rates respectively.
In terms of integration, which was a big issue, today its possible to do every Elektra’s transaction through Banco Azteca. The key solution was the creation of an owned payment provider connector by which every payment could be processed without the need of a middle man, something that represented a considerable economy, since these operations were, now, bound to a Grupo Salinas bank.
Today, every Elektra’s payment operation is done by this integration. For credit solicitation, for example, it’s possible to use the Payment Provider mode to integrate with Banco Azteca to enable real-time credit in the checkout through the various means of payment: VISA, MASTERCARD, AMEX, account debit and bank slip.
The omnichannel experience improvement was also successfully addressed. Thanks to VTEX’s solution, the purchase system in physical stores is done, today, in part, by tablets, something that make the act to shop more flexible: consumers can order a product in the store and receive it at home or order and withdraw at the store or even choose in which physical store he wants to withdraw it.
In terms of scalability, there was a major challenge. Before VTEX platform, there were:
- Complicated Checkout flow;
- Pricing and stock issues;
- Difficult and dangerous customization;
- Trekking issues (e.g. client journey, retargeting and traffic).
By adopting VTEX solutions of Smart Checkout, Storefront e Order Management, Elektra achieved an efficiency never seen before, by which, iin one month after the Go Live, it was possible to verify:
- 140,17% more sessions;
- 204,51% new users;
- 24,32% fallback in the website bounce rates;
- 99,26% conversion rates growth;
- 378,57% more transactions;
- 320,36% more entries.