By centralizing fulfillment, distribution, and operational visibility in a single infrastructure, Hawkers optimized inventory, reduced delivery times, and gained greater control over its regional expansion.
By centralizing fulfillment, distribution, and operational visibility in a single infrastructure, Hawkers optimized inventory, reduced delivery times, and gained greater control over its regional expansion.
Grisi Ecommerce Logistics and Fulfillment | Cubbo
Grisi is a leading Mexican company in hygiene and personal care products with a consolidated presence in retail and supermarkets throughout Mexico. During the pandemic, it made the leap to ecommerce with its own Direct to Consumer channel, managing to go from 14 orders in its first month to more than 800 in a few weeks, with an average ticket of $662.89 pesos.
Belleza
+500
Mexico
As these are low unit price products, creating a profitable ecommerce channel required a commercial strategy to increase the average ticket. The solution was to structure kits of 3 and 6 pieces, raising the ticket from $30 to more than $152 pesos per order.
Furthermore, the digital transition posed a cultural challenge: Grisi's consumers were accustomed to physical retail and distrusted e-commerce, which required a very laborious process of attention and trust generation.
Cubbo accompanied Grisi from day one: full advice on fulfillment, inventory management, billing and operations. This support allowed Grisi to focus on commercial strategy and building trust with its new digital channel, knowing that logistics were in expert hands from order 1.
- From 14 orders in February to more than 800 in May of the same year
- Average ticket raised from $30 to $662.89 pesos with kit strategy
- Active DTC channel with highest sales in CDMX, State of Mexico and Nuevo León
- Personalized attention via WhatsApp with sustained improvement in buybacks
Estimated reading time: 4 Min
Today, people are increasingly looking to look and feel better. As a result, mass-consumption products related to health, beauty, nutrition, and hygiene ranked among the 10 most purchased categories in Latin America during 2020, turning companies in the sector into major players in the ecommerce boom.
Today, in Cubbo's success stories, we have Grisi, a supermarket and retail giant that ventured into ecommerce by opening its own online store in Mexico. We will talk about the success of this project and its contribution to the company.
To learn more about this initiative, we interviewed Dirce Fragoso, Account Manager at Nowma Media House, the marketing agency working with Grisi.
How did Grisi's ecommerce start, what has been its evolution?
“Abrim“We opened our doors to ecommerce last year, in the middle of the pandemic. During this period, customer traffic at physical points of sale decreased due to lockdowns, which affected sales.
From this scenario came the idea of creating our ecommerce in Mexico and making a difference in the sector, since other brands that manufacture personal care products, such as shampoos, do not usually 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. Today, our retail channel remains strong, while our online store continues to grow.
We started with 14 orders in February and recorded more than 800 in May, with an average order ticket of $662.89 pesos. Our highest sales have been in Mexico City, the State of Mexico, and Nuevo León.”
What was the main challenge to launch the ecommerce channel?
“Our main challenges were pricing and finding a balance point for sales. Since these are low-cost products, we had to design a commercial strategy based on 3-piece and 6-piece kits, which helped us increase the average order ticket from $30 to $152 pesos.
This allowed us to enter the competitive ecommerce market in Mexico and cover product shipping costs. Today, Grisi’s cheapest kit costs $152 pesos, while the most expensive one costs $690 pesos.”
“Another challenge has been coordinating the brands so they can work together, something that has been improving and becoming stronger over time.”
How did your retail clients react to ecommerce?
“Our consumers found the digital transition difficult at first. Since ecommerce was a new channel for them, they were afraid of being victims of fraud or not receiving the product.
With promotions, kits, and an efficient process, we have managed to earn their trust, increase repeat purchases, and continue growing our online sales channel.”
“In addition, we offer 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 the customer reaction.”
Read also: 4 challenges for the adoption of ecommerce in LATAM
How did Cubbo help in the launch of Grisi's ecommerce?
“From the beginning, we have had Cubbo’s support, which has been a great help because we had never done fulfillment before.
From day one, we received full advice and training. They provide solutions, support us with inventory management and billing issues, and have been teachers for us in ecommerce matters we did not know about. They are an ally for Grisi.”
“Cubbo helped us think and act as one 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 a concern or need, we have direct communication with the corresponding area to resolve it immediately.”
How has Cubbo contributed to your online growth?
“Cubbo has helped us make a difference against our competition. Thanks to efficient fulfillment and shipping turnaround times, today we are delivering same-day in CDMX and in 1.3 days nationwide.
This is incredible, especially considering these are not urgent products, and yet we are still arriving quickly.”
How has the speed of delivery benefited you?
“Fast deliveries with Cubbo have been a winning hook to attract new customers, along with the traceability our buyers request to track their orders.
Between February and August, we shipped more than 1,800 orders with Cubbo, efficiently.”
Read also: Platomelón and Cubbo, opening the market for sex toys in Mexico
Do you have expansion plans at the LATAM level?
“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 into the market one by one.”
Are you looking for an ally to help improve your delivery process, compliance, and customer satisfaction?
