Superdry is a British fashion company that was founded in 2003. Today, it has more than 16 stores in the Colombian territory. In late 2020 it decided to migrate its ecommerce operations for the South American country to VTEX, in order to speed its adoption and make it more of a backbone for the future of its growth strategy.
Like much of the Latin American market, Colombians were willing to buy the fashion label’s products online. And the bet has paid off for Estudio de Moda, the company in charge of Superdry’s operations in Colombia.
The push for a more seamless experience, and the right amount of promotions for the new sales channels is already bringing results and providing a blueprint for other fashion operations around the world.
Revealing your very best
Superdry migrated to VTEX at the end of 2020, and the growth of its ecommerce business has been evident. Valentina Etcheverry, Ecommerce Manager at Superdry Colombia, says that one of the main drivers for that growth has been the improvement of the user’s experience.
“The growth has been obvious thanks to an improvement in customer experience. The visual and creative guidelines that originate from the brand are great, which also helps us to engage the customer’s attention to the areas where it’s needed. We have happy customers.”
Valentina Etcheverry, Ecommerce Manager at Superdry Colombia
Two years after they first migrated to VTEX as their ecommerce platform, conversion rates have more than doubled, reaching 1.5%, while the average order value has gone from 200,000 to 250,000 Colombian pesos. Part of this success has been pushed by social-selling, which has been adopted as a strategy to attract customers who can shop entire carts picked by influencers and shared by the brand itself, or buy just some of the curated products.
The company is sure that its cross-functional teamwork and their digital marketing have brought results so far, and they know that further experimentation will bring even better ones.
These initiatives are all supported by VTEX and AWS’s partnership, guaranteeing a scalable and flexible cloud structure to ensure peace of mind to retailers.
“We are always looking for potential customers and reaching new audiences with new platforms and campaigns, so it’s a sales strategy of constant disruption in order to get to them. That’s always our main objective.”
Valentina Etcheverry, Ecommerce Manager at Superdry Colombia
Superdry’s brick-and-mortar stores have also benefited from omnichannel capabilities brought by the company’s partnership with VTEX.
It takes a village
Superdry has paid attention to many aspects that have positively impacted its results, says Etcheverry. The first one is the rework in the way the company keeps inventory, which now works with planned promotions in order to guarantee enough stock for best-selling products during critical dates. Another aspect is the planning of paid media.
“We set up a meeting so we can discuss the results of previous activities and we plan the following month considering these results and the important dates for our country, as well as the brand’s digital goals”.
Valentina Etcheverry, Ecommerce Manager at Superdry Colombia
The website is also set up in such a way that it is continuously optimized according to the demands of search engines, better performing keywords, and a structure that obeys best practices. This allows the company to drive more organic traffic to its website when a new collection is launched or when new promotions are implemented, so that it doesn’t depend just on social media or paid campaigns.
Front-end-wise, Superdry has also listened to the market by having a desktop and a mobile interface, and giving priority to the latter, since it represents around 85% of total traffic for Superdry, even higher than the world average of 72.9%. This flexibility has been possible thanks to the great cooperation between the company and VTEX.
“For us VTEX is much more than only a platform. They are our partner, and that’s the most important thing: they are looking for the best results for our digital environment, and helping us seek innovative solutions that can help our goals”.
Valentina Etcheverry, Ecommerce Manager at Superdry Colombia
What comes next?
Superdry has already integrated their physical stores into its inventory management system, and it knows that its ecommerce already offers customers better options than brick and mortar stores. For this reason, the company is working to implement pick-up from store and express deliveries.
“Every day we look at our results and search for ways to improve”, said Etcheverry.
Taking steps into omnichannel capabilities is one of the smartest decisions a fashion company can make in Latin America, and we’re sure Superdry will reap the benefits of planning for the future with the best tools available.
