Estimated reading time: 7 Min
Betzabet Alvarez, Sersana's e-commerce manager, has seen the transformative power of the Sersana Method first-hand: it was a source of hope and encouragement for families, couples and individuals throughout Mexico during the pandemic and is a daily positive force in the lives of many Mexicans who enjoy the classes created by Leticia Román and Ana Jimena, both in virtual format and in Sersana's studios.
But in addition to being an example of a successful sports venture, Sersana is also an e-commerce and a wellness brand; an innovative concept that found in Cubbo its logistics ally and operational arm. This is their story!
Let's start at the beginning. How and where did Sersana come from?
Betzabet: Sersana was founded eight years ago, the founders are Leticia Román and Ana Jimena Ramirez, Leti Román comes from New York, is a professional dancer and worked with stars such as Mariah Carey or Ricky Martin among others.
Leticia developed her own form of training. Then I met Ana Jimena and they decided to give private lessons with this new method, which had nothing like it in Mexico and they called it SBM: Sersana Body Method.
What makes Sersana so different?
Betzabet: What is special about it is that previously in Mexico what you saw were aerobics and weight classes. With this method, they brought a way of training that combines exercises designed to create a very different work function than what was normally worked with aerobics.
Literally, this method moves muscles that you don't even know you have and it hurts in places you didn't know you had. These are truly comprehensive exercises that help you lose weight and, at the same time, tone your entire body, because they reach all muscle groups.
It sounds super good. Besides, I imagine that the classes are very lively?
Betzabet: Mind you, because Leti Román has incredible energy and is a person who makes you feel super, super good. And there was such a boom here in Mexico with all the people who wanted private classes, that they reached a point where they couldn't get enough and decided to open a studio in Polanco.
And also to the extent that we have seen the support and interest of the public, we have been expanding more class models, more training formats and more specialized routines.
How many studios do you currently have?
Betzabet: Polanco, Arcos and Pedregal, outside of Mexico City, we have studios in Monterrey, Guadalajara and Valle del Bravo, which is the most recent.
And if I want to receive a Sersana class, do I have to go to the studio?
Betzabet: No. In fact, we can presume that when the pandemic started, we were among the first studios to teach online. And in fact, Sersana was the first studio to give the first online class on Instagram during the pandemic. And then, when it was clear that the pandemic was going to last, we moved on to having our coaches teach the classes via Zoom.
We liked this so much, that we created a platform called Sersana Home, which is the one we are currently left with. There we are uploading the videos that our trainers prepare every week. This is ideal for people who don't feel confident coming to take a class to the studio, as they can test from home.
I imagine that during the pandemic this was very successful
Betzabet: A hell of a lot. In fact, it happened many times that the mother or father were doing the exercise routine on Zoom and the daughter or son would start imitating them and it was a lot of fun. People got together to do their Sersana and they were motivated. I remember a couple of grandparents who did their session together every day at 10:00 in the morning. It was really nice.
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But do I understand that they also have a traditional ecommerce as well?
Betzabet: Of course, when we began to see what was happening with the pandemic and that people needed to take classes at home, we thought that they would need the material for training and that it would also be the closest thing to what we used in the study. To make the class experience as close as possible to what the classes here are.
For example, we in the studio work with a material that is special wooden boxes that are used to carry out the exercises, these boxes are called Sersana Box and have specific specifications and measures.
So we also used weights, weight balls, leggings, etc. So what we started to do was offer that product to customers who were receiving online classes. In this way, they had materials to be able to train with a greater variety of exercises and at the same time, we could do the classes as we gave them in the studio: working with boxes, with balls, with leggings.
And that's when we started selling the products, that we realized that people loved to consume those products because that way they felt like they were in class, because they could do it with the same material as if they were here.
That's when we had to learn how to build an ecommerce, that is, to connect with suppliers, to manage orders, warehouses and sales. And today you can buy everything on Sersana's e-commerce and build your house as if you were in the studio.
And was Sersana Home something they had planned or was it something that was born out of the pandemic?
Betzabet: It really was something that we had already planned, but it is true that the pandemic gave him the push to accelerate this and launch it faster. It ended up pushing us to give shape to the idea.
Overwhelmed with success
The reason why Sersana comes to Cubbo is the perfect definition of a Happy Problem: their online sales increased so much that it was not possible for them to keep up with the pace at the logistics and parcel levels.
At that point, Sersana seeks help. A partner that not only helps them to level up, but who goes a little further and serves as a guide, advisor and ally in the world of e-commerce, where they were just starting out. That partner was found in Cubbo.
And how do they get to Cubbo?
Betzabet: When we began to realize that we could no longer cope with shipments, because it was a huge amount of shipments and we couldn't assemble, load and pack everything, they contacted a person from Cubbo and that person explained to us what Cubbo could bring us.
At that time we had no experience with ecommerce. And it was in the interview with Cubbo when they told us what it was and what they could do for us, that we decided to have them as allies, because they were just what we needed.
And what exactly did Cubbo solve for them?
Betzabet: that they did the packaging for us, that they helped us to ship everything correctly, because we often couldn't make the packaging look as beautiful and as professional as it should be and besides, we felt that it was all chaos. With Cubbo, that's over: They greatly simplified all the deliveries and inventories for us, they took care of the logistics and all the management. And that was a relief.
And do they sell only in Mexico?
Betzabet: No. Precisely with Cubbo we were able to start selling in Mexico, throughout Mexico, and also in the United States. That was another great thing about Cubbo.
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Was there anything exceptional they asked of Cubbo?
Betzabet: Well, notice that at the beginning we knew so little about ecommerce that we didn't even know how to remove the barcodes. At Cubbo they talked to me about SKUs and I didn't even know what they were talking about. I said to them, “Hey Marco, I have no idea what a SKU is.” Marco is the person who helps us at Cubbo, and he always answered me: “Don't worry I'll help you” and he really relieved us with that until today's sun, that we send him the products without SKUs and they assemble and have them.
Marco also, I have to say, always respond to me on the spot. Cubbo has always worked very well for us, I think that just a couple of times we had problems with sliders and they solved it the same day. In addition, we then passed a questionnaire to all customers to see how their orders were delivered, and they always speak highly of Cubbo. So we hope to be able to continue to count on them and with this same quality of service.
What's coming in the coming months?
Betzabet: From the beginning, Sersana's concept is to create a comprehensive method for toning your body. And now we are preparing proteins, probiotics and supplements, everything your body needs for the Sersana Body Method to help you tone up and transform your life through exercise, diet and awareness to establish healthy habits.
This method is designed to work with the body in an intelligent, effective, comprehensive and fun way to avoid injuries. Sersana is literally that, that it changes your life completely, that you learn to love yourself as you are, but that you have a healthy life exercising and having fun.
Are you looking for an ally that enhances your delivery process, compliance and customer satisfaction? Don't hesitate to contact us, we are the best Fulfillment center for ecommerce in Mexico, Colombia and Brazil, just click Here.
During 2021 in Cubbo:
* Our customers recorded savings of 21% in operating costs
* 97.1% of the products received were processed and ready to sell within 24 hours.
* We had 99.7% shipping compliance
* We recorded an order preparation accuracy of 99.9875%, that is, 1 error per 8,000 shipments.
* 60% of our deliveries in Mexico City were made the same day
* We deliver nationwide in 1.3 days Average
