2023-04-27 20:46:52
Aligned with modern market trends aimed at boosting sales, Grupo Utam invested in a new online platform in 2020, aiming to improve the virtual shopping experience of its customers. The strategy was successful and brought significant breakthrough numbers in a short period of time. The operation generated growth of 510% in the first year calculated (2021) and 132% in 2022 compared to 2021 revenues.
The group has focused on e-commerce since 2013, but as of 2020 it has invested in a new platform and strategies, quintupling sales in 2021. 2021”, says Fabiana Aprile De Freitas Silveira, group marketing manager. According to her, investing in actions to publicize and grow the brand in the online market has been a priority to boost sales.
The results boosted the development of e-commerce aimed at yet another access channel: B2B (abbreviation in English for the term business-to-business), that is, the commercial interaction in which the end customer is another company, and not the individual consumer.
In a short time of B2B implementation, the company’s management detected signs of greater interest from business customers, which has encouraged the continuous search in this segment.
After ten years of this consolidated experience, B2C (business-to-consumer) still dominates the group’s internet sales scores. But the company’s management believes that the recent launch of the B2B channel will bring about parity in both segments. “Of the total of our six thousand active e-commerce customers, more than 95% are B2C. Therefore, the goal is to maintain loyalty in B2C and expand the portfolio in B2B”, emphasizes Utam’s marketing manager.
Benefits of B2B
In addition to the wide ease of purchase of products, which can be done via smartphone, 24 hours a day, including Saturdays, Sundays and holidays, the implementation of B2B – with all the diversity of Utam’s products -, removed geographic barriers and consumer companies began to close deals from anywhere in Brazil, just like final consumers, being able to take advantage of discounts, promotions and industry news.
For 2023, Utam plans to grow 100% above the revenue achieved in 2022 at the level of online sales and, to achieve this performance, it is supporting the B2B platform through specific campaigns that show all the advantages of this sales channel and, consequently attract new registrations.
Performance by regions
The South, Southeast and Midwest regions concentrate the company’s largest online sales volume – 73% in the Southeast, 14.1% in the South and 6.3% in the Midwest. The North and Northeast regions account for 1.2% and 4.5%, respectively. Fabiana Aprile De Freitas Silveira says that all of the brand’s products are highly receptive to virtual consumers, who are eager for novelties and launches, such as premium coffee lines and special preparation methods. The Group also invests heavily so that internet users have the best shopping experience, taking advantage of easy navigation, speed of delivery, discounts and promotions, among other actions.
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