Seminário GVcev

“Comportamento do

Shopper no Varejo”

Case Dafiti – Malte Huffmann

A Dafiti traz alegria na hora de comprar

We deliver fashion & lifestyle products

conveniently and accessibly at one

click… This makes our customers happy

and we believe that everybody has the

right to be happy.

Para isso três elementos são importantes

O posicionamento de conveniência é diferente do de preço – as duas ondas

de eCommerce

☺

Variedade de produtos com mais que 550 marcas e mais que 60

mil produtos diferentes

Launch

Shoes

# brands

Launch

Accessories

Launch

Apparel Launch

Beauty,

CASA

Launch

Sports

35

500

550

>60k

# brands:

# SKUs:

Criar conveniência com variedade é um desafio

1

Find right

categories &

price levels...

... aquire the

relevant

brands...

... build

relevant

portfolio within.

• Which target seems to be looking to buy online?

• Which target will be growing in the future?

• Which price levels and categories make sense from Profit

Contribution point of view?

• Look for relevant brands in the defined market

• Convince them about eCommerce story

• Buy them to get them on portfolio

• Define relevant portfolio per brand

• Get the principal brands and the long tail!

• Look for specialties regarding online sales

Conveniência na compra é comprar sem risco

2

!

!

!

!

Frete, troca e devolução grátis

Inspiração de fashion

Facilidade de navegação

Segurança na hora de compra

Qualidade em atendimento, logística e transporte

3

Dafiti‘ inhouse fulfillment is best in class

Inhouse

Centro de

Distribução

Inhouse

aten-

dimento

Transporte

• Own warehouse solution

from day 1 – rented and

fully run by Dafiti

• Better service level

• Strategical decision for

more flexibility during

growth

• Own call center solution

from day 1

• Better metrics than

average of market

• Telesales with significant

share of revenues today

• More than 15

transporters

• Own fleet

• Options for turbo

delivery

eBit as one and only

reference for

customer satisfaction

in Brazil

Dafiti best eCommerce

company in fulfillment (out of

all most reviewed eCommerce

companies in Brazil)

O Marketing é somente uma função do posicionamento

!

!

!

Estamos presentes em todos canais

Focamos as mídias sociais

Divulgamos a nossa revista com uma tiragem de 250 mil

O posicionamento de conveniência e serviço deu certo

... Mais de 30 milhões de visitas por mês

... Mais de 1,1 milhões de fãs no Facebook

... Publica 4 vezes por ano uma dos maiores revistas de moda no

Brasi

... Brand awareness de 90% no target

... Premiada de medalha de diamante no eBit

... Mais que 1 mil funcionários

... Presente em 5 países

A Dafiti hoje...

Muito obrigado!

Backup

Os fundadores da Dafiti

Thibaud Lecuyer

Responsible for

Operations, Customer

Care & Content

• Started career in Private

Banking at JP Morgan

• Holds an MBA of

INSEAD

Malte Horeyseck

Responsible for

Purchasing

• Started career at

Siemens

• Holds an MBA of

Harvard Business

School

Philipp Povel

Responsible for IT,

Finance, Business

Intelligence,

HR/Admin/Legal

• Started career in Equity

Sales/Trading at JP

Morgan

• Managing Director of

MyBrands GmbH – sold to

Zalando

• Project responsible within

Zalando Malte Huffmann

Responsible for

Marketing

• Started career with the

Boston Consulting Group

• Managing Director of

MyBrands GmbH – sold

to Zalando GmbH

• Project responsible

within Zalando

Online Retailing – Dafiti’s Value Chain

Dafiti‘ value chain

Support

function

s

Primary

function

s

Finance, HR, Admin

IT

Purcha

-sing

Produc

-tion

Mar-

keting

Fulfill-

ment

Cust-

omer

Service

Purchasing acquires product

portfolio

Production creates content for

the website (pictures and

descriptions)

Marketing as communication

channel to advertise website

Fulfillment along the

warehouse and transport

Customer service pre- and

post sale

IT as backbone for frontend

and backend

1 2

3

3

1

2

4

4

5

5

6

6