We share the Kross’ success story and how it underwent its digital transformation with Known Online.
Kross’ case study
Prior to the pandemic, eCommerce did not represent a primary channel for Kross as they focused primarily on sales through retail outlets and distributors. However, given the health situation of the pandemic and the closure of restaurants in Chile in 2020, the Kross brewery had to boost its digital sales channel by implementing agile and effective alternatives to promote online sales.
While its eCommerce strategy began in 2017, in August 2021 the brewery hired Known Online to upgrade its current site to allow it to grow in a scalable manner. This change involved growing from VTEX Legacy to VTEX IO, a version adapted to improve and optimize functionalities for both the user visiting the site and the internal user managing it.In the words of Gonzalo Zigaran Costa, Omnichannel Digital Manager: ” We had been working with a vision of traditional eCommerce but we wanted to go a little deeper into the work, not just stay with what we had. Our goal was to make a leap in quality with respect to what we had at the time, not because what we had was bad but because We felt that in terms of digital knowledge and upgrade we had to take a leap upwards. That’s what Known Online gave us right off the bat. “.
Upgrades and milestones: Winning more and better
Known Online’s first challenge was to develop the new VTEX IO store and set up the B2B business model against the clock, just weeks before Cyber Monday in October 2021. “As soon as Known Online arrived we were faced with a big challenge which was Cyber Monday October 2021 so the arrival was explosive but we managed to launch the new Kross.cl site which is a much more polished site in terms of eCommerce best practices. which allowed us to maintain the channel’s turnover in a first stage and then a growth that helped us to try to boost the channel’s profitability. Not only in terms of turnover, but also in terms of building the brand image. That is why the alliance with our partner Known Online was very productive because it not only allowed us to earn more but also to earn better.This was one of the great achievements in recent times”, said Gonzalo Zigaran Costa in the interview.
Another of the distinctive milestones of Known Online’s Digital Marketing team was that Kross was able to speak to each audience in a different way. The client is offered the service of creating campaigns, they are advised on how to work on branding, the importance of the different stages of purchase and at the same time they are provided with tools so that the campaigns are enhanced: “Before, when Kross did a marketing campaign, it spoke to everyone in the same way. We managed to have a much more polished segmentation because it is not the same for someone who lives in Las Condes than someone who lives in downtown Santiago, for example. . With the help of the Marketing team we understood how digital campaigns are put together, the importance of speaking to each audience in a certain way. Thus were born, for example, the campaigns that we have in the channel of Youtube channel“. At the SEO level, Known Online helped position the brand in search engines to improve visibility, attract more visitors and reduce costs. Gonzalo Zigaran Costa said: “We started working at the SEO level where we had never ventured before. If now someone searches for the term craft beers, in Kross we went from being on page number 4, result 36, to being in position number 3, number 2 and sometimes in position number 1. depends on the day and the hour. It is a step by step process that allowed us to get to where we are today, and we are in a much more adverse context at a national level because we are not exempt from what is happening in Chile and its economic situation”.
The digital transformation of Kross by Known Online in a challenging context.
Despite the adverse context, Kross is on a digital transformation path that involves the digitization of B2B, the implementation of omnichannel strategies and the optimization of internal processes. The challenge is to find the right synergy between ecommerce, physical stores and internal systems.
In this regard, the Omnichannel Digital Manager explained: “From the very beginning, Known Online’s Known Online’s evolutionary team We were asked to make small changes to enhance the store and we learned to work in terms of eCommerce evolution to try to make the user’s experience on the site better and better. That was one of the great upgrades we achieved. In a much more challenging context, it is the technology partners and quality partners that allow you to surf that complex wave, which is where we are now.
We are confident that we will continue to build eCommerce so that if the current context is complex and more difficult, we will continue to have an eCommerce that generates value. It may not be the goal to triple the turnover as one could have dreamed for a first stage, but we will try to sell better: having a much better website, where we can show the quality of our products, improve the quality of conversation with our customers, generate loyalty through CRM, work on omnichannel, etc. We want Kross to increase its digital conversation, not to remain in what it is today, but to encourage us to develop more challenging campaigns, to go into new territories where we are not, to enhance branding, etc. We have a lot to contribute and that is where the great long-term objectives are and that is built with good partners like Known Online.“.
What Kross values most about Known Online: critical spirit
When talking about the agency’s differentials, Gonzalo Zigaran Costa was blunt: “I really like Known Online’s permanent constructive critical spirit.I really like Known Online’s constructive and permanent critical spirit. They always tell us that what we have today is good but that we have to go for more, that is very valuable, that the partner itself has the capacity to demand more from itself and to challenge the client”. He concluded: “With Known Online we made a great leap as a company at a digital level and it allows us to believe that even more challenging projects are coming. A good partner is not the one that gives you everything you ask for, but the one that gives you the tools to face new and more complex challenges”.
