Estimated reading time: 4 Min
Currently, we seek to look and feel good, thanks to this, mass consumer products related to health, beauty, nutrition and hygiene, ranked among the 10 most purchased categories in Latin America during 2020, turning different companies in the sector into important players in this great outbreak of ecommerce.
Today in our success stories Cubbo, we have Grisi, a supermarket and retail giant that ventured into electronic commerce opening your 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, marketing agency of Grisi.
How did Grisi's e-commerce start, what has been its evolution?
“We opened our doors to ecommerce last year, in the midst of a pandemic. During this period, customers decreased at physical points due to the lockdown, affecting sales. From this scenario, the idea of creating the ecommerce in Mexico and we make a difference in the sector, because other brands that manufacture personal care products, such as shampoos, do not have their own online stores, they sell their products through other platforms or distributors.”
“With the ecommerce We opened our own channel Direct To Consumer and it worked really well. Right now, our retail is still strong and our online store continues to grow. We started with 14 orders in February, reaching more than 800 in May, with an average ticket in the order 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 the issue of price and finding a balance point for sales. As these are low-cost products, we had to devise a commercial strategy based on kits of 3 and 6 pieces, thus raising the average order ticket from $30 to $152 pesos. In this way, we were able to enter the competitive market of e-commerce in Mexico and pay for the shipment of the products. Today, the cheapest kit of Grisi It's $152 pesos and the most expensive kit is $690 pesos.”
“Another of our challenges has been coordinating brands to work together, which has been getting better and stronger.”
How did your retail customers react to ecommerce?
“Our consumers have had a hard time with the digital transition. Like the ecommerce It is a new channel for them, they are afraid of being victims of fraud or that the product will not reach them; with the promotions, the kits and the efficiency of the process, we have managed to earn their trust, increase the repurchase and continue to grow our online sales channel”.
“In addition, we have personalized attention from Customer Service through Whatsapp. This medium has helped us to build trust and reassure our buyers; the more information and the faster we respond, the better their response.”
Also read: 4 challenges for the adoption of e-commerce in LATAM
How did Cubbo help launch Grisi's e-commerce?
“From the beginning, we have had the support of Cubbo, which has been a great support, because we had never done Fulfillment. From day one, we had their full advice and training; they provide us with solutions, support us in inventory management and billing issues, they have been teachers for us in matters that we did not know about ecommerce, are an ally for Grisi”.
“Cubbo helped us to think and act like ourselves, to be a team. What we like the most is that they are a very fast and efficient company, but at the same time, very human. If you have any concerns or needs, we have communication and direct contact with the appropriate area to resolve them immediately.”
How has Cubbo contributed to its online growth?
”Cubbo has helped us to make a difference with our competition. Thanks to the efficient times of Fulfillment and shipping, today we are delivering Same Day in Mexico City and in 1.3 days nationwide. This is brutal! Considering that they are not emergency products and despite this, we are arriving in a hurry.”
How has the speed of delivery benefited them?
“Fast deliveries with Cubbo have been a winning hook in attracting new customers, as well as the traceability that our buyers request for the tracking of their orders. Between February and August, we shipped more than 1800 orders with Cubbo, efficiently.”
Also read: Platomelón and Cubbo, opening a market for sex toys in Mexico
Do you have plans for expansion at the LATAM level?
“For now, we want to focus on growing the ecommerce in Mexico. We have just started with 8 brands out of 32: Eclipsol, Pet Care, Folcress, Dentistry, Botika, C-boost, Nature's Life and Poo-Pourri. We want to grow in terms of brands and incorporate one by one into the market.”
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