Seminário GVcev Comportamento do Shopper no Varejo Case Dafiti Malte Huffmann
A Dafiti traz alegria na hora de comprar We deliver fashion & lifestyle products conveniently and accessibly at one click This makes our customers happy and we believe that everybody has the right to be happy.
Para isso três elementos são importantes
O posicionamento de conveniência é diferente do de preço as duas ondas de ecommerce
# brands Variedade de produtos com mais que 550 marcas e mais que 60 mil produtos diferentes # brands: 35 550 # SKUs: 500 >60k Launch Shoes Launch Accessories Launch Apparel Launch Beauty, CASA Launch Sports
1 Criar conveniência com variedade é um desafio Find right categories & price levels... Which target seems to be looking to buy online? Which target will be growing in the future? Which price levels and categories make sense from Profit Contribution point of view?... aquire the relevant brands... Look for relevant brands in the defined market Convince them about ecommerce story Buy them to get them on portfolio... build relevant portfolio within. Define relevant portfolio per brand Get the principal brands and the long tail! Look for specialties regarding online sales
2 Conveniência na compra é comprar sem risco! Frete, troca e devolução grátis! Inspiração de fashion! Facilidade de navegação! Segurança na hora de compra
3 Qualidade em atendimento, logística e transporte Dafiti inhouse fulfillment is best in class Inhouse Centro de Distribução Inhouse atendimento Transporte Own warehouse solution from day 1 rented and fully run by Dafiti Better service level Strategical decision for more flexibility during growth Own call center solution from day 1 Better metrics than average of market Telesales with significant share of revenues today More than 15 transporters Own fleet Options for turbo delivery ebit as one and only reference for customer satisfaction in Brazil Dafiti best ecommerce company in fulfillment (out of all most reviewed ecommerce companies in Brazil)
O Marketing é somente uma função do posicionamento! Estamos presentes em todos canais! Focamos as mídias sociais! Divulgamos a nossa revista com uma tiragem de 250 mil
O posicionamento de conveniência e serviço deu certo A Dafiti hoje...... Mais de 30 milhões de visitas por mês... Mais de 1,1 milhões de fãs no Facebook... Publica 4 vezes por ano uma dos maiores revistas de moda no Brasi... Brand awareness de 90% no target... Premiada de medalha de diamante no ebit... Mais que 1 mil funcionários... Presente em 5 países
Muito obrigado!
Backup
Os fundadores da Dafiti Thibaud Lecuyer Malte Horeyseck Responsible for Operations, Customer Care & Content Started career in Private Banking at JP Morgan Holds an MBA of INSEAD Responsible for Purchasing Started career at Siemens Holds an MBA of Harvard Business School Philipp Povel Responsible for IT, Finance, Business Intelligence, HR/Admin/Legal Started career in Equity Sales/Trading at JP Morgan Managing Director of MyBrands GmbH sold to Zalando Project responsible within Zalando Malte Huffmann Responsible for Marketing Started career with the Boston Consulting Group Managing Director of MyBrands GmbH sold to Zalando GmbH Project responsible within Zalando
Online Retailing Dafiti s Value Chain Dafiti value chain Support function s 6 1 2 Finance, HR, Admin IT 3 4 5 1 2 Purchasing acquires product portfolio Production creates content for the website (pictures and descriptions) Primary function s Purcha -sing Produc -tion Marketing Fulfillment Customer Service 3 4 5 Marketing as communication channel to advertise website Fulfillment along the warehouse and transport Customer service pre- and post sale 6 IT as backbone for frontend and backend