Kross is a brand of craft beers from Chile with 115 medals in 5 continents. Given the health situation of the pandemic and the closure of restaurants in Chile the brewery had to boost its digital and traditional sales channel. In 2021 the brewery decided to upgrade its current site to allow it to grow in a scalable way. This change meant growing from VTEX CMS to VTEX IO, a version adapted to improve and optimize the functionalities both for the user who visits the site and for the internal user who manages it.
What did Kross need?
Prior to the pandemic, Ecommerce was not a primary channel for Kross as they were primarily focused on point-of-sale and distributor sales. The client needed to develop a VTEX IO store, set up the B2B business model and integrate with the BSale Digital Biller.
Known Online strategy and tasks performed
Ecommerce Development with VTEX IO
In the Development area, the proposal included the development of Kross’ VTEX IO store. The VTEX webapp allowed an optimal performance for correct indexing in search engines 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 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 configuration of analytics allowed measurements to evaluate return by source, media and campaign.
In detail, the following tasks were performed:
- VTEX IO marketplace 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 traffic. In addition, Kross was considered to have a design tailored to its business needs.
- Product loading:
- Cataloging process.
- Promotions upload.
- Commercial combinations.
- User ratings.
- Integration with payment providers: Webpay, Mercado Pago, Chek and ETPay.
- Integration with BSale and Sonda ERP.
- Integration with logistics providers
- Organic positioning optimization: The objective was to improve brand, category and product indexing according to Google’s requirements.
- Integration of marketing tools.
- Regulation of strategic indicators: styles, loading time and user experience.
- Analytics Configuration
- QA.
- Strategic consulting.
- Evolutionary support.
B2B business model
B2B (Business to Business) is the acronym used in e-commerce to define business-to-business transactions. In other words, it is an environment in which a company markets its products to other companies.
The B2B business model allowed Kross to regulate sales per customer, upon user registration, and to display different prices -without making them public to the common denominator of users-. The Known Online team replicated the Kross design in the wholesale store. The corresponding adaptations were made to user registration, operational conditions (payment and delivery) and product availability.
Integration with BSale Digital Biller
The main objective went through the invoicing instance, seeking that when the operations reach the ‘handling’ status, the invoice is issued automatically.
The middleware, developed by Known Online, integrated BSale with VTEX. In parallel with invoicing, online inventory was synchronized.
The main functionalities are:
- Generate invoices for purchase orders pending invoicing.
- Order update in VTEX.
What were the results obtained?
- The development of the Kross online store for Chile, built on the VTEX IO platform, took 8 weeks of work.
- The company achieved a turnover in the digital channel 5 times higher than before launching its ecommerce.
- They saw a 300% increase in their number of orders due to a four-fold increase in their conversion rate, and even achieved a 24% increase in the value of their average ticket.
- According to the company’s internal statistics, 4 out of every 5 people who shop at Kross.cl reflect an excellent shopping experience and the company continues in a constant quest to improve its customer experience, logistics and internal processes.
