Hello, hello, my friends and readers of the e-Plus Agency blog! Since January 2023, I have been showcasing a series of articles on this blog about VTEX's great success stories . If you don't remember, I started with Carrefour and then presented the Aramis case . And now it's Ri Happy's turn, which achieved a 32% increase in its e-commerce conversion rate after migrating from VTEX Legacy to VTEX IO. Read on!
GET TO KNOW RI HAPPY
Ri Happy is the largest toy retailer in Brazil. It is a company that has more than 270 stores and franchises across the country, among other sales channels such as social networks, Whatsapp Business and a virtual store, for example. It employs more than 3.000 people.
Ri Happy emerged in history in 1988 on the initiative of pediatrician Ricardo Sayon, his wife Juanita and their friend Roberto Saba. They launched the first store in a property in Jardins, in São Paulo. Once the venture started to succeed, they opened other stores and the brand prospered. Almost ten years later, in 1997, the company activated the first e-commerce.
In the following decade, in 2002, Ri Happy launched its mascot and ambassador, a fictional character named Solzinho, with the aim of delighting children. As early as 2012, global manager The Carlyle Group merged Ri Happy and PBKids, thereby increasing the brand's power and reach. Later, in 2015, the company opened its first flagship store at Shopping Cidade São Paulo.
In e-commerce, Ri Happy maintained an online store developed with VTEX Legacy since 2013. Since then, it has built a solid ecosystem based on omnichannel and endless aisle . And in 2021, finally, with the purpose of further increasing sales performance, the company migrated to the VTEX IO platform.
THE RI HAPPY PROJECT WITH VTEX IO
Ri Happy's e -commerce was experiencing very good growth in 2020. However, always keeping an eye on innovations in the sector, the company's directors knew that at some point they would have to start using the newly created VTEX IO platform , which promised better performance. And, in fact, due to the Covid-19 crisis, this became urgent.
So, already in 2021, Ri Happy migrated from VTEX Legacy to VTEX IO. The project had many objectives. In addition to overcoming the pressure caused by the pandemic, which closed physical stores and generated dependence on online media, Ri Happy wanted to improve the store's navigability, optimize regionalization, improve usability, leverage the omnichannel even more and facilitate the creation of landing pages. pages, among other things.
Despite the variety of goals, the new e-commerce site was ready in just 3 months. In this way, the company was able to launch it in September 2021. Such agility allowed, therefore, that Ri Happy could take advantage of the best commemorative dates of the year such as Children's Day, Christmas and New Year, as well as Black Week , Black Friday and Cyber Monday. The transition from the old site to the new one was smooth, that is, it happened without interrupting sales and without being noticed by consumers.
VTEX IO SOLUTIONS FOR RI HAPPY
With VTEX IO, Ri Happy can now count on solutions that really increase the brand's performance in the online environment and in omnichannel operations. Among these solutions we can mention, for example:
Scalability:
The new virtual store can receive native VTEX and third-party applications more easily. In addition, VTEX IO makes it possible to create exclusive applications, according to demand. Indeed, the company can scale the business with unprecedented speed and convenience.
VTEX Intelligent Search:
This tool enhances the visibility of Ri Happy's projects. VTEX Intelligent Search uses artificial intelligence to understand consumer intentions and, therefore, returns more relevant results that generate more purchases.
Regionalization:
The Ri Happy VTEX IO project migration team implemented systemic browser location rules, device location logging, and IP identification. And, in addition, it allowed the consumer to adjust the zip code, improving regional purchases.
Fidelity program:
The company's old loyalty program steered consumers away from the product page, thus creating a performance bottleneck. Now, however, the same consumer can register and consult the cashback on the same page, enabling a better experience.
Buybox:
The buy boxes have been improved. They now simplify product calculations, always showing the best price for the consumer and taking shipping costs into account. Furthermore, they allow users to compare prices offered by other sellers on the Ri Happy marketplace.
Ease of creation:
With VTEX IO, the largest Brazilian toy retailer can now create and launch new landing pages quickly, according to demand. In addition, the landing pages that were already in operation were migrated to the new platform in a very practical way.
RESULTS OF THE RI HAPPY PROJECT WITH VTEX IO
The migration project from VTEX Legacy to VTEX IO yielded great results for Ri Happy. To begin with, the brand achieved a 91% increase in organic traffic, which reveals that VTEX IO enables virtual stores to achieve better positioning for their pages in search engines such as Google and Bing.
But in addition, the company achieved a 32% growth in the conversion rate, when comparing the data for the fourth quarter of 2021 with the same period in 2020. In short, Ri Happy's e-commerce evolved in just three months, which could evolve in years, thanks to the VTEX IO platform.
HOW TO DEPLOY A PROJECT WITH VTEX?
To implement a project using VTEX technologies, including VTEX Intelligent Search, VTEX Tracking , VTEX Conversational Commerce , VTEX Live Commerce , and the VTEX IO platform, you should seek support from VTEX partner agencies.
The e-Plus Agency , for example, has been a VTEX partner since 2015. It is globally recognized by the VTEX Quadrant as an agency with a high capacity for executing e-commerce projects and advanced technical knowledge. It has already produced the online stores for Speedo, Pirelli, and Pierre Cardin, among hundreds of other brands, in more than ten countries in the Americas and Europe, including Brazil, Portugal, Chile, Argentina, and Spain. To hire the e-Plus Agency for your project using VTEX technologies, click the button below and start a conversation with our team via messaging app:
