Havaianas consolidates its expansion in Europe with Yourcegid Retail
The Brazilian multinational Havaianas, present in more than 60 countries,is using Yourcegid Retail to consolidate its international expansion plan in Europe, based on the opening of new company-owned stores and on the momentum of its numerous franchises. Cegid’s international support and its great effectiveness in anticipating the demands of an ever-changing business sector were key in the decision to choose Yourcegid Retail, a solution that is the best in its class.
Founded in 1962, Havaianas belongs to the Alpargatas group, specialized in the design and manufacture of footwear, clothing, and accessories. Havaianas revolutionized the local market with the creation of its famous rubber fl ip-fl ops, inspired by the traditional Japanese Zori, made with rice straw. Since its fame began to spread around the world in the year 2000, it has enjoyed constant growth internationally, and it is now present in more than 60 countries with companyowned, franchised, and licensed stores. Today the brand is consolidating its growth in Europe and is focusing on mobile and multichannel strategies based on the new consumer trends.
From this perspective, in 2012 the company was driven to begin the search for a new technological partner because, in the words of Eva Gimeno Ara, Retail Director for EMEA, “to ensure our expansion plan, we looked for a technological partner that had extensive experience in the sector and a prominent presence in Europe. What’s more, we also sought a partner that was active internationally in order to guarantee support in every country where we are present. SMEs offered us very limited software and more established companies did not adapt to our company profile.” She explained, “Without a doubt, the team at Cegid Ibérica inspired enough confidence for us to adopt a solution that covers all our needs. The software conforms to our international growth strategy and provides us with the necessary expertise to increase the presence of our brand throughout the world.”
The brand’s expansion plan was drawn up with the aim of ensuring that sales include multiple channels for approaching customers: company-owned stores, franchises, wholesale, and the Internet. Direct sales have been established in 10 European countries – including Germany, Austria, Benelux, Spain, France, the UK, and Italy – in which Havaianas foresees the opening of fi ve new company-owned stores, while indirect sales of its catalog of products are flourishing in more than 32 countries through distributors.
“To consolidate the brand’s globalization plan, we are growing throughout Germany, Austria, and Benelux, with an emphasis on wholesale, and later we want to grow with a retail strategy that will strengthen our brand,” Ms. Gimeno declared.
Key functionalities for the present and the future
In addition to being able to count on international support, it was essential for Havaianas that the new solution be able respond to the di culties generated by such a dynamic sector as the retail industry, making it possible to maintain the technological structure of the company without inflating it and to successfully assimilate its increasingly diverse catalog of products. To that end, it purchased Yourcegid Retail, a solution that allows Havaianas to manage both its network of company-owned stores and its franchises.
By choosing Yourcegid Retail, Havaianas has acquired the best tool in its class to optimize its sales network, endowing the multinational with a store and POS management system adapted to the characteristics of each local market, but backed by a central database that is updated in real time. And so it achieves the objectives it was aiming for:automated and efficient reporting to extract the very detailed information needed to optimize restocking; exhaustive stock control; greater reliability in adjusting collections; and more detailed comparisons thanks to the sales history. In short, Yourcegid Retail provides Havaianas with a complete view of both its business and its customers.
As regards the near future, Havaianas values highly the Yourcegid Retail solution for its great capacity to tackle its most imminent challenges. “We are aware that the dynamics of the industry require implementing solutions that help to develop omni-channel strategies and establishing digital POS that help us to get to know our customers independently from the sales channel, improving our sales ratios,” said Ms. Gimeno, “which will also allow us to keep growing and supporting our franchisees.”
Rollout was smooth and harmonious
Following a three-month period for functional analysis, the initial rollout in 2013 covered 17 company-owned stores, 39 franchises, and 22 licensed stores in fi ve countries: Spain, France, Italy, the United Kingdom, and Portugal. Today the Yourcegid Retail solution manages 129 points of sale.
In addition to the ease of implementation inherent in the solution, the factors for its success were no doubt “a dynamic of collaboration between Havaianas and Cegid, the judicious decision-making ability of the people in charge of the project, consensus on the objectives to be reached, and consistent follow-up and control throughout the project,” according to Carmen Martínez Iturri, Country Manager at Cegid Ibérica.
“The consensus and collaboration among all the members of the team were key to achieving the fundamental objectives in such a short period of time, highlighting above all their pragmatic focus on the implementation of the functionalities with the greatest added value for the company,” she added.
Ms. Gimeno concluded, “With Yourcegid Retail we have precise and detailed control both of sales and of the stock and restocking throughout our sales network. This is fundamental for the correct application of our international growth strategy.