The supermarket chain Tía began to venture into ecommerce in 2018, and became the first online store in this area in the country. To do so, it chose VTEX as a partner because it allowed it to adopt solutions that were already successful in other Latin American markets. Today, the Ecuadorian company is the leading retailer of supermarket products in the South American country and is promoting sustained growth.
Client’s need
In order to further increase their online sales, Tía needed the store redevelopment with VTEX IO and also required advice and an audit in Analytics, UX and performance and to be able to measure the site through Google Analytics.
Solution provided by Known Online: VTEX Evolutionary Support
Based on the current needs that Tía had, the service was proposed in the following areas of Web Development and Digital Marketing:
Store development
a. Store redevelopment with VTEX IO.
b. Replication of back end operation – OMS.
c. Regulation of strategic indicators: styles, loading time and user experience.
d. QA.
The solution included the redevelopment of the Tía store in VTEX IO. We worked on adapting the styles of the current site to the mobile version. In parallel, product variables were synchronized both for the front end and for its operation (price, stock, promotions) as well as the logistic configuration and payment methods.
Measurement objectives were maintained according to source, medium, campaign and content so that they can evaluate digital marketing performance. The site was controlled from the loading time according to user experience favorable to the conversion rate.
Solution provided by Known Online: Analytics Configuration
Based on Tía’s current store, it was proposed to carry out work that would enable the development of an integrated omnichannel measurement strategy in order to gain an in-depth understanding of how the company’s users and customers interact with digital access points.
The objective was to audit and improve the implemented measurement system and its structuring. For this purpose, an analysis of the existing measurements was carried out, looking for possible problems in the correct measurement and Google Tag Manager and Google Analytics were implemented to optimally measure all data that are relevant for Tía, both from an operational, commercial and marketing point of view. In addition, dashboards were created to make the data easily readable, analyzable and exportable by Tía.
We sought to audit the three access points based on their measurement methods, user experience and site performance, in order to propose improvements that would result in better visitor quality and understanding. In addition, new measurement mechanisms were used to integrate the current web experience with mobile users.
