We share the success story of Coliseum where we worked on a Full Commerce migration to direct VTEX and Digital Marketing actions to improve sales and conversion rate.
Coliseum is a multi-brand store of casual and sports fashion clothing, shoes and accessories for men, women and children with recognized brands such as Converse, Hi Tec, Umbro and Fila.
Client’s need
Coliseum needed to move from an e-commerce intermediation model (VTEX under an indirect system -use of technology on third party property-) to a direct management model (brand to VTEX), avoiding agency sales commissions and having full control of the operation. It also needed to integrate with its electronic invoicing system (Microsoft Dynamics) and its logistics operator (Blue Express) to automate processes.
Tasks performed by Known Online
Based on Coliseum’s needs, the service was proposed in the areas of Development and Digital Marketing.
In the Development area, the following tasks were carried out to meet the objectives set:
- VTEX IO store design.
- Product loading.
- Configuration of payment providers.
- Configuration of logistic suppliers.
- Integration with ERP.
- Optimization of organic positioning.
- Integration of marketing tools.
- Regulation of strategic indicators: styles, loading time and user experience.
- Metrics structuring.
- QA.
- Strategic consulting for migrations.
- VTEX evolutionary support.
In the area of Digital Marketing a strategy was developed to improve the conversion rate based on the evaluation of user behavior. Functionality, heat map and process tests were carried out in order to sell more and better. In parallel, support was provided in operational terms considering variables associated with cataloging, promotions and integral purchase process (order management, payments and deliveries). In terms of digital advertising, the objective was to increase the volume of operations, customer recidivism and the conversion of potential customers into cash. In detail, the following actions were carried out:
- User experience: We worked on the site’s user experience variables that allow a better conversion rate in the VTEX store. The main objective was to improve the conversion rate. For this purpose, a strategic plan of understanding in the navigations was executed.
- Evolutionary support: Known Online’s development team provided Coliseum with support in terms of platform management and uploading of new content such as banners, products and associated attributes, commercial conditions, marketing intelligence and design.
- Metrics Structuring – Business Intelligence: Google Analytics and Google Tag Manager were configured in order to measure and interpret site traffic. Evaluated business opportunities linked to improve sales for all digital marketing sources.
- Search engine positioning: We worked on improvements for keyword positioning in Coliseum’s long tail and evaluated aspects of indexing for search engines based on link building, content marketing and the development of stores based on their performance.
- Automation marketing: The pre-purchase and post-purchase communication process was configured for both current and potential customers in order to improve the conversion rate in the channel, increase the volume of operations and the average ticket.
- Digital advertising: Known Online’s advertising proposal contemplated the evaluation of investment channels considering the current income statement for each of the categories and products sold by Coliseum. The development of the advertising channel involved management of all sources and media in synergy with direct traffic( offlinebranding of the brand), search engine positioning, social networks, email marketing and referrals.
