Back in 2013, Havaianas was one of the world’s most iconic and successful brands who was celebrated for its strong Brazilian flavour of colour, vibrancy and positivity, all wrapped up in its secret rubber recipe, which makes its flip-flops buttery-soft, flexible and durable. The company was trying to establish itself within the European marketplace when it began its engagement with Kooomo’s digital commerce platform via sister company Zerogrey, who became their digital team to manage its online stores from end to end throughout Europe.
Havaianas was struggling with the complexities of selling a seasonal brand into multiple countries with a variety of languages and currencies. This was coupled with the company’s inability to access vital information from across the business such as order history, KPIs, inventory and returns data, which created a host of challenges such as:
■ Loss of sales leading to poor customer experience due to inefficient inventory control and warehouse management tools
■ Limited geotargeting capabilities
■ General operational inefficiencies
■ Difficulties future-proofing the business
In addition, as Havaianas has higher sales during the summer months, online stores need to be able to scale well as average daily orders can jump up to 10 times from winter to peak season.
Havaianas brought all of its siloed eCommerce systems under one roof by moving its European online stores onto Kooomo’s digital commerce platform.
Now, through a single dashboard, the company’s entire supply chain and customer journey for each of its online stores across Europe were clearly visible. This transformed the business as data and insights were instantly available allowing the team to set KPIs and manage the business at a strategic level.
online stores are available in 6 languages
even during peak seasons