Killstore is one of the most recognized photographic stores in Chile. It is a one-stop store for photographers, audiovisual and content generators where you can find from an accessory to all the equipment for productions, equipment repair, studio rental, and even training through in-person and online classes.
What did Killstore need?
Killstore needed to migrate the store from Prestashop to VTEX IO to improve its conversion rate and implement an omnichannel strategy based on the use of native OMS functionalities, while maintaining the operational management linked to sales, invoicing and digital marketing tools in place.
Objectives
- To increase sales through the correct identification of the backward procurement plan (BI).
- Improve search engine positioning.
- Lower advertising sales costs.
- Improve the user experience based on regression information and interests of buyers and potential customers.
- Understand the leakage points to improve the conversion rate (UX).
Known Online strategy and tasks performed
Ecommerce Development with VTEX IO
In the Development area, the proposal included the development of Killstore’s VTEX IO store. The VTEX webapp allowed optimal performance for correct search engine indexing and a correct mobile user experience.
The design adapted the brand manual and included the configuration of payment methods and logistics. The development in question contemplated the configuration of prices, stock and orders via middleware between VTEX and ERP.
In terms of digital marketing, the corresponding email marketing automation configurations were made using Klaviyo and MailUp, the product cataloging was checked to ensure the correct positioning in search engines and the advertising accounts were configured. The analytics configuration allowed measurements to evaluate return by source, media and campaign.
In detail, the following tasks were carried out to meet the objectives set:
- VTEX IO store design: VTEX IO is a technology that allows web applications in reduced loading time, boosting search engine positioning. It is a cloud software that is integrated into the environment where the code is executed. The source is synchronized with the cloud, where it is built and deployed in real time. The infrastructure is designed to scale the code according to the traffic.
- Product loading:
- Cataloging process.
- Promotions upload.
- Commercial combinations.
- User ratings.
- Integration with payment providers.
- Geolocation of sales.
- Integration with logistics providers.
- Integration with BSale as ERP and biller.
- Regulation of strategic indicators: styles, loading time and user experience.
- Business Intelligence.
- Integration with marketing tools: commercial configurations for automation marketing, optimization of organic positioning and search criteria.
- Strategic consulting.
- Evolutionary support in VTEX: Known Online’s development team provided Killstore 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.
On the occasion of Cybermonday 2021, Killstore held a livestreaming event for 72 hours straight, managing to get closer to its audience, lower the rate of support queries, build product confidence and, ultimately, improve sales.
Digital Marketing
In terms of KillStore’s online store, the strategic plan to optimize the user experience, together with digital marketing, was aimed at positioning the brand among potential digital buyers of marketed products based on browsing by interest and the application of relational data on customer interests and potential customers for browsing by segment.
In detail, the following tasks were performed:
- A Customer Data Platform provider integrated with VTEX IO was selected in order to obtain user behavior data on the KillStore store. The data of interest on product, category and brand by customers and potential customers allowed to capture unfinished transactions and increase the average ticket, as well as user transactions. All interests were transferred to advertising campaigns, in pursuit of remarketing and automation marketing configurations for recovered carts and cross-selling.
- Analytics configurations were made and dashboards were built to control acquisitions in order to interpret the correct performance by source, media, campaign and each of the contents that arise from digital marketing, associated to the user interests pre-captured with the tools to be implemented.
- Configurations were made in Google Optimize with the general objective of developing an App in VTEX IO for KillStore that allows saving user cookies, prior identification of customers. The ultimate goal of the app was personalized navigation. For this navigation, Known Online evaluated the regressive data in order to create a homepage for each of the customer segments detailed below.
- PHOTOGRAPHY (A- BASIC. B- INTERMEDIATE. C- ADVANCED).
- VIDEO (A- BASIC. B- INTERMEDIATE. C- ADVANCED).
- GAMING.
- COMPUTING.
- AUDIO.
- Continuous improvement in terms of usability was proposed based on conversion rate optimization logics.
