#Summary

  • Growth of more than 100% YoY in the last two years of operation (2016 and 2017);
  • Entry into other marketplaces and opening of its own marketplace where other sellers can operate within Havan’s virtual store;
  • Real-time stock management in the stores.

#Client’s objectives

  • To have a platform where they could customize the stores’ resources and functions such as layout and promotions;
  • To achieve annual growth of more than 100% in e-commerce;
  • To integrate with other Marketplaces;
  • To create their own marketplace and enrich the catalogue.
  • To integrate physical store stocks to permit Omnichannel sales and pick-up points

#Challenges

  • To offer the online shopper an experience similar to that in a physical store;
  • To make the IT team independent;
  • To introduce an Omnichannel project including the physical stores;
  • Internal competition with the physical stores.

#Solution

VTEX’s native marketplace function helped Havan considerably in bringing new storekeepers into its seller base. The ecosystem of the platform was very useful, since VTEX stores which joined Havan’s marketplace could complete the process in three hours.

Then they started on an expansion strategy for the e-commerce business, joining other marketplaces and bringing new sellers into their own marketplace. In this way, in both 2016 and 2017 the company’s online channel exceeded the 100% year-on-year growth barrier.

The stability and security of the VTEX platform have also been fundamental for Havan’s growth in recent years. Security was especially needed in the case of investments in special dates such as Black Friday.

The Pricing module is another factor that the client praises, because of the ease with which they can customize promotional strategies for end consumers and use a segmented approach.

#Client Quote

“The functions of the new solutions, such as inStore and pickup store, will certainly be of great help to storekeepers in boosting their revenues. In spite of all the technology offered by the company and the disruptive working environment, the most important differential of the platform is in fact the relationship with the company. It is VTEX that takes responsibility for persuading storekeepers to do more business, and VTEX is always ready to investigate where and how we can do better.” - Jordan Hang - Ecommerce Coordinator - HAVAN

#Implementation/Migration

To reach today’s level of maturity they had to overcome a number of obstacles in the way. Like many other e-commerce operations, the team responsible for the online store consisted of a mix of marketing people and procurement analysts, subordinated to the IT group. This initial set-up, and the team’s subordination to the IT group, which needed to focus all its attention on the infra and logistics systems, created a lot of pain in the early years.

What we can see, in the period since 2013, is the way in which this team has been transformed. Today it is a 70-strong group of people dedicated to the omnichannel experience who take care of everything from the performance of the website to integration with the stores, including special partnerships with Google and other providers. Part of the team is based in the DC in order to guarantee that customers get first class service.

Extricating itself from the clutches of the IT group was no easy matter. The training of the team was a key element in this process. The team has been transformed and its key features now are that it consists of digitally savvy and technical people, independent of the traditional structure.

#Brief timeline

  • July 2013: Go-Live
  • November 2013 to 2014: IT team takes over the operation after the departure of the e-commerce manager
  • November 2014: Migration to SmartCheckout®
  • January 2015: A new e-commerce manager takes over
  • September 2015: Departure of the manager
  • January 2016: The current e-commerce coordinator starts work
  • November 2017: Havan joins the VTEX Top 20

The agency which advised Havan during and after the implementation/migration to SmartCheckout was Quatro Digital, and they deserve the highest praise. Among other things, they were responsible for reformulating the visual identity of the online store and they looked after the tie-up between Havan and other marketplaces. More details of this operation and some results can be found in the case study which Quatro published in its blog.

#Results and conclusions

Havan’s e-commerce project with VTEX has been and continues to be a great success. The client achieved its objectives, in only 3 years with VTEX, by placing its virtual store among the 50 top network sellers among the company’s more than a hundred megastores. And needless to say, this has resulted in a better ROI than the physical stores with their costly structures.

Then they started on an expansion strategy for the e-commerce business, joining other marketplaces and bringing new sellers into their own marketplace. In this way, in both 2016 and 2017 the company’s online channel exceeded the 100% year-on-year growth barrier.

A detailed plan has been completed for 2018. Havan’s objective is no longer scaling up e-commerce in the store ranking. Now their aim is to be in the top 20 of all the VTEX stores on Black Friday 2018.

#Results in numbers:

Numbers 2017 vs. 2016:

  • Growth: +130%
  • Hits: +53%
  • Bounce Rate: -27%
  • Black Friday: +112%