The solution developed in co-creation with RiHappy to provide the difference in special moments
RiHappy Brinquedos is the largest toy retailer in Brazil with 35 years in the market. It has a network of 270 stores and franchises and several sales channels in all Brazilian states, with a team of more than 3,000 employees. Currently controlled by the Carlyle Group, one of the largest American private equity multinationals in the world.
The pandemic imposed a series of challenges on our routine and the most trivial activities such as meetings and celebrations had to undergo adaptations.
In-person celebrations needed to be restricted and birthday parties and baby showers stopped taking place in respect of protective measures against the Covid-19 pandemic.
But then, how to overcome these obstacles and ensure that gift exchanges continued to happen even from a distance?
The answer: innovation and technology.
Come and see how Performa_IT solved this problem in co-creation with RiHappy allowing the company to continue taking its purpose forward: ‘ensuring that children grow and develop healthy and happy through play’.
To keep gift exchanges happening during a pandemic and the brightness of children’s celebrations, RiHappy was looking for a solution capable of making an online presence, increasing sales, ensuring recurrence, retaining and attracting customers.
There was no doubt, digital transformation was an opportunity on the horizon.
Promptly, Performa_IT understood the client’s market, its different audiences and we carried out the necessary adaptation to the presented scenario. After all, it wasn’t just about giving a gift to a special person, but ‘being present’ in unique moments.
The development of the solution went through a complete journey, from the CSD matrix and brainwriting to user flow and, of course, prototyping. Everything was planned in detail to guarantee an assertive product.
Following the market trend, we started with a list of credits, working as follows:
In this way, the birthday person was free to choose the gifts they liked best within the credits debited by the guest.
And, to make it all more humanized and affectionate, since social distancing was imposed, the platform allowed the sending of messages, gifs, photos and videos to provide online interaction with the birthday person and his/her guest.
The first stage of the project was a success and then the solution evolved into a pre-defined gift list.
With the pandemic more under control, it was possible to advance and implement new functionalities for the tool and from there, in addition to the resource of generating credits so that the birthday person could make his purchase within the amount paid by the guest, the platform started to allow the birthday person to define a gift list within your toy preferences.
Thus, the guest’s choice of gift was much easier, with options already defined by the birthday person.
And since practicality is the watchword: the list is accessible through the platform or directly in the physical store, with the gift being able to be sent both to the guest’s home and to the birthday person or baby.
The design of the tool evolved at the same time that improvements were being detected for the evolution of the project. User behavior changed through the phases of the pandemic and its particularities can prove all the agility and technical mastery of Performa_IT.
The result of all this journey could not be any other than a revolution in the way of selling toys through a new management model, which generated a high approval rate among sellers and consumers.
Among the main results provided for RiHappy was the implementation of an agile alternative to maintain contact with the customer, in a pandemic period that required social distancing and all commercial activities were heavily affected. The solution allowed the retailer to remain present in special moments of its customers and this allowed the advancement of its online sales, and the commercial impact was quickly mitigated.
The solution created with disruptive innovation assisted RiHappy’s sales team by maintaining an important customer loyalty relationship, in a period necessary to break paradigms at a time of new consumption habits.
Performa_IT quickly detected this need and the solution was presented in a short period of time for the change in sales from physical to digital. Today, the entire solution forms an important part of the company’s revenues and is fully integrated with the customer’s SAP system and CRM.
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