More than just a digital strategy, the brand became omnichannel, generating sales for over 200 stores in the country during the period of social isolation and closed doors, with support from Corebiz and VTEX to achieve these results. Check out the full case below.
About
MINISO is a lifestyle retailer inspired by Japanese aesthetics, offering high-quality home products, cosmetics, and food at affordable prices. It promotes an elegant and relaxed lifestyle and encourages a consumption pattern of superior quality products.
Founded by CEO Ye Guofu, MINISO has opened over 4,200 stores in more than 80 countries and regions since 2013, including the USA, UK, Canada, Australia, Spain, UAE, India, and Mexico.
Challenge
MINISO entered the Mexican market in 2017 with a few physical stores. After three years of operation and more than 200 stores in the country, they began to consider launching an e-commerce platform to expand the brand’s digital strategy and keep pace with the growth of one of the most profitable markets in recent years.
Initially, they planned to launch the brand’s digital channel in the second half of 2020, giving themselves about six months to work on the strategy and implementation of this new front. However, caught off guard by the Covid-19 pandemic and the onset of lockdowns, MINISO had to close its stores, and without an established digital strategy, its revenue was severely impacted, resulting in a sharp decline in sales that nearly reached zero during that period.
Corebiz Solution
The urgency and necessity to accelerate this digital transformation process demanded maximum effort and potential for the project. MINISO chose VTEX as its e-commerce platform and Corebiz as the partner to develop and implement the new sales channel.
The partnership was a success; in just 5 weeks, we launched MINISO’s latest e-commerce site—a project that would typically take around 5 months under normal circumstances.
Built collaboratively with a 100% agile approach, we developed MINISO’s new e-commerce site on VTEX IO in record time. Daily alignments with high-performance teams knowledgeable about the business were essential to ensure the smoothness and speed of this delivery.
Results
A successful partnership that generated significant results from the launch of the site.
More than just digital, the brand integrated its Distribution Center in Mexico into its strategy, becoming omnichannel and generating sales for over 200 stores during the period of social isolation and closures.
The results were so positive that we later implemented MINISO’s e-commerce in Peru as well. Since then, the partnership has been quite positive and has generated extremely relevant results for the brand.
The last project we completed together focused on SEO, where the store reached the top position on search engines, achieving a 300% increase in the website’s conversion rate in January and February 2021, along with a 62% increase in the average ticket size of the online store compared to the physical store.
Corebiz works to meet the end-to-end needs of your e-commerce, developing personalized and highly complex projects for any business model: B2C, B2B, Marketplace, App, and more.
With over a thousand projects delivered in Europe and Latin America for major players across various sectors, contact one of our consultants to discover how we can optimize your e-commerce strategies.
