Grisi and Cubbo: Making a Difference in Ecommerce in Mexico
Estimated reading time: 4 Min
Today, we seek to look and feel good. Because of this, mass consumer products related to health, beauty, nutrition, and hygiene ranked among the top 10 most purchased categories in Latin America during 2020, turning different companies in the sector into major players within this great explosion of ecommerce.
Today in our success stories at Cubbo, we feature Grisi, a supermarket and retail giant that ventured into e-commerce by launching its own ecommerce in Mexico. We will talk about the success of this project and its contribution to the company.
To tell us about this initiative, we interviewed Dirce Fragoso, current Account Manager at Nowma Media House, Grisi's marketing agency.
How did Grisi's ecommerce start, and how has it evolved?
'We opened our doors to ecommerce last year, in the middle of the pandemic. During this period, foot traffic at physical locations decreased due to lockdowns, which affected sales. From this scenario came the idea of creating ecommerce in Mexico and making a difference in the sector, since other personal care product manufacturers such as shampoo brands do not have their own online stores — they sell their products through other platforms or distributors.'
'With ecommerce we opened our own Direct To Consumer channel and it has worked very well. Right now, our retail remains strong and our online store continues to grow. We started with 14 orders in February, reaching more than 800 in May, with an average order ticket of $662.89 pesos, reporting our highest sales in Mexico City, State of Mexico, and Nuevo León.'
What was the main challenge in launching the ecommerce channel?
'Our main challenges were pricing and finding a balance point for sales. Since they are low-cost products, we had to devise a commercial strategy based on 3- and 6-piece kits, which raised the average order ticket from $30 to $152 pesos. This way, we were able to enter the competitive e-commerce market in Mexico and cover product shipping costs. Today, Grisi's cheapest kit is $152 pesos and the most expensive is $690 pesos.'
'Another of our challenges has been coordinating the brands to work together, which has been improving and gaining strength over time.'
How did their retail customers react to ecommerce?
'Our consumers have found the digital transition difficult. Since ecommerce is a new channel for them, they are afraid of being victims of fraud or not receiving the product. With promos, kits, and process efficiency, we have managed to earn their trust, increase repeat purchases, and continue growing our online sales channel.'
'In addition, we have personalized Customer Service through WhatsApp. This channel has helped us build trust and reassure our buyers — the more information we provide and the faster we respond, the better their response.'
Also read: 4 challenges for ecommerce adoption in LATAM
How did Cubbo help in the launch of Grisi's ecommerce?
'From the start, we have had Cubbo's support, which has been a great help since we had never done fulfillment before. From day one, we had their full guidance and training. They provide solutions, support us in inventory management and billing matters — they have been teachers for us in areas we did not know about ecommerce. They are an ally for Grisi.'
'Cubbo helped us think and act as one, to be a team. What we like most is that they are a very fast and efficient company, but at the same time, very human. Whenever we have any question or need, we have direct communication and contact with the corresponding department to resolve it immediately.'
How has Cubbo contributed to their online growth?
'Cubbo has helped us stand out from our competition. Thanks to efficient fulfillment and shipping times, today we are delivering Same Day in Mexico City and in 1.3 days nationwide. This is incredible! Considering that these are not urgent products, and despite that, we are arriving in record time.'
How has delivery speed benefited them?
'Fast deliveries with Cubbo have been a winning hook to attract new customers, as well as the traceability our buyers request for order tracking. Between February and August, we have shipped more than 1,800 orders with Cubbo efficiently.'
Also read: Platanomelón and Cubbo, opening the market for sex toys in Mexico
Do they have plans to expand across LATAM?
'For now, we want to focus on growing ecommerce in Mexico. We have only started with 8 brands out of 32: Eclipsol, Pet Care, Folcress, Odontología, Botika, C-boost, Nature's Life, and Poo-Pourri. We want to grow in terms of brands and incorporate them one by one into the market.'
Looking for a partner to help you improve your delivery process, boost your fulfillment, and increase customer satisfaction? Don't hesitate to contact us — we are the best fulfillment center for ecommerce in Mexico and Colombia. Just click here.
