With the covid pandemic, the Essen brand decided to bet on e-Commerce in Chile. To do so, it chose Known Online to develop its online store from scratch and establish the entire digital marketing strategy.
About Essen
In 2021, the renowned brand of pots and pans Essen, with more than 40 years of experience, manufactured with cast aluminum and an avant-garde design, arrived in Chile. The brand – currently present in Argentina, Bolivia, Peru, Paraguay, Uruguay and the United States – stands out for its constant search for innovation and excellence in quality for its entire product line. Essen products in Chile are already available for sale through its official E-commerce.
What did Essen need?
Essen Chile had the need to develop the B2C business model outside Argentina, selecting a market where the Argentine operation could be leveraged. For this, it was necessary to perform a Latin American benchmark with consequent economic flows for the creation of a company, export of products, selection of a warehouse operator, order preparation and delivery. In addition, it was necessary to assemble the team for the operation, select the e-commerce technology and develop a digital marketing plan for post-production sales.
Solution provided by Known Online and tasks performed
The Known Online team provided services in the following areas:
1. VTEX IO Store Development
The store was developed on the VTEX IO platform, which allowed an optimal performance for the correct indexing in search engines and a correct mobile user experience. The design was adapted to the brand manual and included the configuration of payment methods and logistics. The development included the integration of price, stock and invoicing via ERP.
In terms of digital marketing, the corresponding email marketing automation configurations were made, the product cataloging was checked to ensure the correct positioning in search engines and the advertising account configurations were made. The analytics configuration also allows measurements to evaluate return by source, media and campaign.
In detail, the following tasks were performed:
- VTEX IO store design.
- Product loading.
- Integration with payment providers.
- Integration with logistics providers.
- 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.
2. Digital marketing
Based on Essen Chile’s VTEX IO online store, the digital marketing plan was aimed at positioning the brand among potential digital buyers of the products sold. In detail, based on the needs that Essen Chile had, the following actions were carried out:
- Metrics structuring – Business Intelligence: The objective was to improve the implemented measurement system and its structuring to reach a correct ROI by source, media, campaign and content. To evaluate the ROI by channel, the Known Online team:
- Conducted an audit and reports to analyze the existing measurements looking for possible problems at the time of the correct measurement, with the objective of aligning the strategy to the marketing and commercial processes of Essen Chile.
- Performed the configuration of Google Analytics and Google Tag Manager in order to measure and interpret the traffic of the site, both from the operational, commercial and marketing point of view.
- Established the correct organization of accounts and their filters, segments, targets, conversions, custom dimensions and metrics, calculated metrics and integration with advertising channels.
- Developed dashboards to make data easily readable, analyzable and exportable by Essen Chile, generating dashboards and customized alerts through Google Data Studio and Google Analytics that allow capturing all key performance data quickly and interactively.
- Digital Advertising: We worked on advertising campaigns in order to maximize traffic and improve the cost per customer generation. The focus on conversion and favorable ROI was focused on generating new visitors through Google Ads and Facebook/ Instagram Ads. In succession, positioning in non-paid searches for the product categories sold in order to make the paid investment more efficient. Users were then followed in a relational way through remarekting advertising campaigns -based on the product/category of interest browsed on the site- and email marketing automation -programmed flow of communications in order to improve the conversion rate-.
- Search Engine Optimization:
- We worked on link building and long tail keyword positioning.
- We investigated each of the categories and products sold by Essen Chile, the business model, competitors and to understand for which topics it is convenient to position, taking into account the volume of searches and the return on investment.
- Appropriate content was generated for the products offered to be positioned taking into account the commercial objectives, aligned with the results of the Research step.
- We optimized the loading speed of the site and its landings to make them load quickly, improving the site’s usability, positioning and sales.
- We worked on the user experience in order to improve the conversion rate, as well as the quality of the traffic that enters the Essen Chile site.
- Statistical models were applied for a favorable ROI for each source, medium, campaign and associated content.
- Email marketing automation: Essen Chile visitors were captured with their email and associated browsing information in order to receive subsequent communications with commercial appeal – products of their interest – through email marketing.
3. VTEX Evolutionary Support
Based on the VTEX Essen Chile store, a strategy was developed to improve the conversion rate from the evaluation of user behavior. Functionality tests, heat maps and processes were executed in order to sell more and better.
In parallel, support was provided in administrative terms considering variables associated with cataloging, promotions and integral purchasing process (order management, payments and deliveries). The Known Online team advised Essen Chile in the acquisition of new technologies linked to VTEX in order to increase sales and automate the operation.
The acquisition strategy for Essen Chile was aimed at positioning the brand among potential digital buyers of marketed products.
Among the actions that were implemented in the evolutionary support plan are:
- Integration with Check and ETPay payment methods to expand the range of options when choosing the payment method.
- Implementation of customizations based on user navigation to highlight products based on each customer’s navigation.
Integration with VTEX to VTEX marketplaces to expand sales channels.
www.essen.cl/blog. - Integration with logistics providers for the use of third-party pickup points.
- Implementation of Social Selling.
- Sale of giftcards within the site.
Results
Based on this project Essen managed to have a site up and running in 75 days, with a design customized to their needs. It evolves day by day, adding new functionalities with the evolutionary support provided and bringing quality traffic. This allowed us to have a constant growth in terms of direct sales, in addition to what is generated via marketplaces.
