Grafia web agency in a nutshell

Paulo Pedó Filho, manager of Melissa/Grendene, attended the F5 seminar, held by ABRADI-RS last Tuesday, and jointly with our director, Luciano Desimon, presented the Loja Melissa Case and showed the results achieved in the nine-year e-commerce operation by this client.

From 2003 through 2009, Loja Melissa reached a growth of 823% in its turnover, record amount when taking into account the period in which the store was set up. The challenge of creating an online shoe-store in 2001, with the complexity of the product as regards the alternatives related to size and colour, was overcome. The idea that led to the creation of Loja Melissa, one of the first online shoe-stores in the country, goes far beyond being just a retail store.

The store has become a service provider to the consumer, as a distribution strategy in the regions with no physical stores selling the products of the trademark. Such approach between industry and consumer, fostered by the online store, encourages cooperative experiences among the three chains. In addition to the retail store, Loja Melissa has become a landmark of content to those interested in the trademark.

Inquiries, suggestions, requirements, comments and news on the universe of the trademark are daily checked by the Grafia team. Paulo Pedó remarked a distinguishing feature of Melissa when stating that “consumers do not want a product, they want an experience with the trademark”. In that respect, Loja Melissa is not just a retail store, but a means of communication. To illustrate, the lecturers mentioned that two models of previous season’s collections are back in the catalogue of the trademark, at the request of consumers, as understood by means of the information monitored by the social media team.

Melissa’s partners, renowned designers who take part in the development of the products of every collection, are important content developers. Paulo Pedó commented that consumers become aware of those contents by means of social networks and acts carried out by the trademark. Desimon remarked the strategy involving the so called “three Cs”: Content, Community and Commerce, responsible for the success of Loja Melissa.

As we have already spread, Loja Melissa had a million logins, which shows that the bets on e-commerce have been right. In the case of Melissa , the product helps the achievement of such result for having the kind of public who are Internet users, and therefore the strengthening of Class C, the spread of wifi and the possibility of logging in through mobile phones increasingly foster e-commerce, no matter the field.