Dafiti Group digital acceleration and customer experience improvement
With Cinq's help, the largest fashion e-commerce company in Latin America completed successful projects by adopting agile methodology and embracing remote work.
Dafiti Group is the largest fashion and lifestyle e-commerce company in Latin America. Dafiti is a pioneer in the sector and has accelerated digital transformation in the countries where it operates: Brazil, Argentina, Chile, and Colombia.
To stay ahead of the competition, Dafiti Group needed to develop digital products that support and maximize the company’s performance potential. Looking to achieve this goal and improve the customer shopping experience, Dafiti Group sought a development partner with high technical performance and expertise in agile methodology.
Cinq started working with Dafiti Group in 2019 with a campaign automation project. As the project backlog continued to grow, we became a strategic partner for the company’s digital products, operating largely in the digital engineering area.
We have several agile squads that work from project conception through development and growth support. Our squads work on Dafiti Group’s platforms in Brazil - Dafiti, Kanui, and Tricae - in three different areas:
Discovery - customer’s first contact;
Purchase - payment methods, checkout, and shopping cart;
After-sales service - customer service, delivery, and loyalty programs.
These areas aim to service and assist Dafiti Group’s consumers in their entire shopping journey. Since the beginning of our partnership, we have rebuilt the e-marketplace with value engineering and defined the product’s strategic roadmap. Now we work alongside Dafiti Group’s teams on mobile development and improving the architecture and usability of all projects.
“We started with a team of four people, and now we have about 60. We took over the development of Dafiti’s, Kanui’s, and Tricae’s apps, restructured their back-end, and are continuously working to improve all the projects we touch,”
Gilberto Nunes, Head of Business Development at Cinq.
“We have always worked collaboratively. We focus on accelerating the customer’s digital transformation. We identify their needs and propose an approach based on those needs. We started with a team of four people, and now we have about 60. We took over the development of Dafiti’s, Kanui’s, and Tricae’s apps, restructured their back-end, and are continuously working to improve all the projects we touch,” says Gilberto Nunes, Head of Business Development at Cinq. The team is still growing, and it includes professionals specialized in mobile development.
Cinq squads work on key strategic projects, such as:
The group’s newly launched credit card.
A logistic project to optimize the delivery of goods from sellers directly from Dafiti’s distribution center to customers.
An annual subscription that provides benefits to customers, such as free shipping.
A project to improve the customer experience when returning purchases.
Cinq also supported the Dafiti Group to align digital strategy internally. “While our internal team is highly qualified to develop solutions and projects, working with external partners improves our strategy. By joining efforts, we boost our results,” says Caio Roth, Engineering Manager at Dafiti Group.
It is essential for the development team to look beyond technical aspects to deeply understand the customer experience and improve it. The project tribe leader at Cinq, Maycon Correia Leite, explains that “we are learning about the needs of the customers and the business to improve the entire journey. That is why we focus on user experience from the beginning to the end. If their shopping experience is good, they will return, and therefore sales results will improve.”
Black Friday is one of the most awaited events of the year for the Dafiti Group. The high volume of sales in a few days requires special attention from all teams, especially technology.
“We basically divide our annual planning into two parts: in the first half of the year, we plan the strategic roadmap for different projects. In the second half, our main focus is on Black Friday. We prepare in advance by reviewing potential risks, developing routines, and assessing environments to ensure a successful event,” says Caio Roth, engineer manager at Dafiti Group.
“ We plan in advance and overcome technological challenges so the company can excel in all pre- and post-event processes, including shipping cycles, returns, among others,”
Gilberto Nunes, Head of Business Development at Cinq.
Dafiti counts on Cinq's dedicated team to support Black Friday. In 2019 and 2020, we planned a complex on-call and shift schedule to manage peak traffic. During this period, the teams from both companies monitor the website to prevent any technical problems in navigation that could impact the shopping experience.
“This is the main event of the year for every big e-commerce company, including Dafiti. We plan in advance and overcome technological challenges so the company can excel in all pre- and post-event processes, including shipping cycles, returns, among others,” says Gilberto Nunes, Head of Business Development at Cinq.
This true partnership ensures everything goes as planned, hitting record sales and offering the best experience to customers. With Cinq, Dafiti revolutionized consumer habits in Latin America and accelerated its digital transformation.
Cinq also has been key in promoting an agile culture and implementing remote work in Dafiti Group. “The first squad we put together worked remotely. It was the company’s first experience with this model. Introducing this alternative was essential, because by the time the pandemic started, its technology team had already adapted to this work arrangement and did not suffer such great impact,” says Nunes.
About Dafiti Group
Dafiti Group is the largest fashion and lifestyle e-commerce company in Latin America. It was founded in 2011 and operates in four countries: Argentina, Brazil, Chile, and Colombia. The group aims to revolutionize the fashion ecosystem with intelligence. It has over 3,800 employees who are dedicated to providing the best shopping experience to customers.
The company’s value proposition is maximized by its technology ecosystem and the infrastructure of its operations. It includes the best portfolio and curatorship, convenience, fashion inspiration, and the best prices, always pushing for a positive impact on people and on the planet. In 2020, Dafiti Group’s platforms had over 7.7 million active customers, generating an NMV of R$3.4 billion.
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