Grupo Boticário has quadrupled its sales since adopting an omnichannel commerce model and internationalizing its business through the Vtex e-commerce platform.
Namely, the organization currently has four distinct brands, which are:
1. The Apothecary
2.Eudora
3. Who Said, Bernice?
4. The BeautyBox
According to Guilherme Farinelli, director of e-commerce and digital strategy at Grupo Boticário, speaking at the Vtex Day 2017 event , the group has gone through four stages of development throughout its history:
1. single-channel stage:
At that time the company operated in the market only with its network of physical stores. The group currently has more than 3.800 physical stores.
2. multi-channel step:
At this stage, the group began to rely on resellers and a website, in addition to physical stores, but without integration between sales channels.
3. Cross-channel stage:
Period in which the company started to work with a basic integration between its sales channels.
4. Omni-channel stage:
Current phase in which the group focuses its business on Customer Experience e User Experience, which has required a full integration of its sales channels.
* Learn more about these business models in the article “ Multi-channel, cross-channel and omni-channel in e-commerce ”
In addition to the evolution of the omni-channel issue, Grupo Boticário has also been working with the internationalization of business. The company currently has markets in 12 countries, including Portugal, where it recently launched the brand “Quem Disse Berenice?” through the Vtex e-commerce platform.
