GA.MA Peru is the Peruvian operation of the renowned Italian home appliance brand, positioned as a key player in the beauty and health sector. To meet the high demand for its products (hair dryers, hair straighteners, shavers, and hair clippers), the brand operates a robust online store with nationwide coverage and a network of physical stores where customers can pick up their orders. Within this ecosystem, it needed to strengthen one of the most critical moments in its omnichanneljourney: in-store pickup. The goal was clear: to align transactional communication with the operational reality of the stores to reduce friction, streamline in-person service, and improve the customer experience. To achieve this, the company relied on Known Online’s Evolutionary Support service—a model of continuous optimization that enabled the review, identification of pain points, and adjustment of automated messaging associated with “Pick up in store” orders. The initiative sought to improve the clarity of the process and ensure that every customer notification was triggered at the right time, directly impacting the omnichannel experience and end-user satisfaction.
The Challenge: A Lack of Coordination Between the Digital Experience and the In-Store Experience
The operations team identified a recurring and critical issue in the in-store pickup process: customers were receiving automatic order-ready notifications and arriving at stores before the product was actually available and invoiced. This situation led to confusion, customers arriving too early, and frequent inquiries about orders that had not yet been processed.
In addition to the impact on the customer experience, this situation was overwhelming store staff and complicating the day-to-day management of deliveries. The challenge was not only technical but also operational: it was necessary to redesign transactional communications so that the notification sent to the customer would match the actual status of the order at the point of sale.
The solution: transactional reengineering and automation using business logic
The project involved the audit, redesign, and technical reconfiguration of the transactional messaging templates within the corporate platform, with a specific focus on the order flow for the “Pick up in store” option. The project was carried out in coordination with the brand’s technical and operations teams, following standards and best practices already implemented in other business units in the region.
Known Online modified the system’s messaging configuration by standardizing and technically reconfiguring the “Email Pickup” template. A comprehensive redesign of the textual and visual content of the automated notifications was carried out to more precisely segment each stage of the ordering process. As a result, ambiguity regarding the preparation status—which could previously be interpreted as an indication that the order was ready for pickup—was eliminated, and the logic for triggering the final notification to the customer was adjusted so that it depends exclusively on confirmation of physical stock at the selected branch and the corresponding invoicing of the order.
As a result, the solution not only addressed a specific need but also aligned the digital workflow with the operational and logistical realities of the retail locations. This made it possible to replicate a model that had already been tested in other business units, thereby enhancing consistency, scalability, and control in the omnichannel experience.
The results: less friction in-person, greater control over the omnichannel experience
The reconfiguration and strategic adjustment of the transactional messaging framework successfully eliminated interpretation issues on the part of customers, effectively ensuring that orders began to be picked up in a timely and proper manner at physical branches. As a result, the process became clearer and more reliable for the end user.
By optimizing the flow of information, friction at the in-person point of contact was drastically reduced, especially at one of the most critical moments in the omnichannel shopping journey. This resulted in fewer advance visits and fewer inquiries about unprocessed orders, leading to a noticeable improvement in the operational efficiency of store staff.
- Less confusion in communication with customers.
- Reduction in advance visits to branches.
- Decrease in inquiries regarding orders that are not ready.
- Greater organization and efficiency in delivery management.
- Potential improvement in CSAT.
Overall, the solution strengthened coordination between the digital ecosystem and physical operations, enabling the store team to manage deliveries through a more organized and efficient process that is aligned with customer expectations.
This case study demonstrates that, in e-commerce and omnichannel retail, small adjustments to transactional communication can have a significant impact on business, operations, and customer satisfaction. When the message is delivered at the right time and contains the right information, it reduces friction and enhances the entire shopping experience.
Is your e-commerce business sending the right messages at the right time? At Known Online, we turn operational challenges into high-value digital solutions. Contact us, and let’s optimize your omnichannel journey together!
