Connecting on all fronts: keys to omnichannel and loyalty
Posted: Mon Jan 06, 2025 8:46 am
Audrey Bezaut , Director of eCommerce and digital business at Veritas , spoke to us about the entire process of digitalizing her business, from tools for multi-channel to how to build customer loyalty both offline and online.
Veritas has a very clear purpose: to improve the quality and life expectancy of people through organic food and a sustainable lifestyle. It was founded in 2002 but it was not until 2012 when it launched its online store. Today it has 800 employees and more than 82 physical and online stores. There are more than 6,000 certified organic products, of which more than 550 are branded Veritas.
Since opening their first online store, they have launched a loyalty program, a new logistics platform, a new online store, and agreements with partners such as Glovo. In 2021, they launched their Click and Collect program to promote omnichannel.
What is your strategy? Investing in existing customers, offering them more agility, coverage and services that provide them with a better experience. You have opted to eliminate the barrier benin number data between the online store and the physical store, since many customers were faced with the problem of not being able to return an online product in the physical store, which made the experience difficult. In the end, as Audrey commented, “ the online store has to add value and not generate additional friction .”
They have opted to assign eCommerce to physical stores according to location, generating a synergy and strengthening both businesses, that is, they are not independent businesses but rather they complement each other. This boosts sales and improves results.
They divide their purchases into two models: large, planned purchases and smaller, spontaneous purchases. Audrey's recommendations for success in omnichannel are:
Offer a fully integrated experience. In addition, they offer their loyalty program customers the possibility of transforming any physical purchase into an online purchase in the Veritas shopping cart. That is, if you have made purchases in physical stores under the loyalty program, when you log in to your online account you will be able to see the history of all your purchases, thus making online shopping easier for you.
Get the basics right: knowing what you're selling, describing your product, an appropriate image, etc.
“Success is in the people.” Having a team that is working towards the same goal is very important, as is having information flow within the organization.
Veritas has a very clear purpose: to improve the quality and life expectancy of people through organic food and a sustainable lifestyle. It was founded in 2002 but it was not until 2012 when it launched its online store. Today it has 800 employees and more than 82 physical and online stores. There are more than 6,000 certified organic products, of which more than 550 are branded Veritas.
Since opening their first online store, they have launched a loyalty program, a new logistics platform, a new online store, and agreements with partners such as Glovo. In 2021, they launched their Click and Collect program to promote omnichannel.
What is your strategy? Investing in existing customers, offering them more agility, coverage and services that provide them with a better experience. You have opted to eliminate the barrier benin number data between the online store and the physical store, since many customers were faced with the problem of not being able to return an online product in the physical store, which made the experience difficult. In the end, as Audrey commented, “ the online store has to add value and not generate additional friction .”
They have opted to assign eCommerce to physical stores according to location, generating a synergy and strengthening both businesses, that is, they are not independent businesses but rather they complement each other. This boosts sales and improves results.
They divide their purchases into two models: large, planned purchases and smaller, spontaneous purchases. Audrey's recommendations for success in omnichannel are:
Offer a fully integrated experience. In addition, they offer their loyalty program customers the possibility of transforming any physical purchase into an online purchase in the Veritas shopping cart. That is, if you have made purchases in physical stores under the loyalty program, when you log in to your online account you will be able to see the history of all your purchases, thus making online shopping easier for you.
Get the basics right: knowing what you're selling, describing your product, an appropriate image, etc.
“Success is in the people.” Having a team that is working towards the same goal is very important, as is having information flow within the organization.