A reference in B2B footwear sales, the company, in addition to the physical store, has become one of the largest e-commerces in the segment: the average traffic of the virtual address was, in 2019 alone, 194 thousand users per month, the equivalent of almost 2 million and a half people throughout the year.
In this post, we will tell you a little about the trajectory of Daniel Atacado and how the company became one of the pillars for the growth of the footwear wholesale segment in Brazil. Check out!
Emergence
In 2008, Adolfo Faria, manager and creator of Daniel Atacado, was finishing his higher education degree in Marketing. At that time, there wasn't much talk about digital marketing, at least within the footwear scene.
Adolfo had already worked for eight years at Distribuidora Wilson, a renowned footwear wholesale company in Brás. A salesman and recent graduate, he decided to present whatsapp database project proposal to the company's board of directors.
The idea was audacious: a store that was an exclusive reseller of Grendene shoes , a strengthened company that owns major brands, such as Grendha, Melissa, Ipanema, Rider, Zaxy, Cartago, Pega Forte, Zizou , among others.
“Grendene suggested an exclusive store here in Brás. As a recent graduate, the managers at Distribuidora Wilson saw potential in me, presented the project to me and asked if I would like to manage the new business. I accepted the challenge”, recalls Adolfo.
Until then, competitors only sell the brand's best-selling products. Adolfo's idea was to have a difference. “As a way of standing out from the competition, I used the strategy of having all the models and colors manufactured by Grendene available for sale, thus becoming a reference in the market”, highlights the director .
Digital input
It was mid-2012. Daniel Atacado's physical store was going well. The exclusive partnership with Grendene had been successful, and the number of customers was increasing by leaps and bounds.
However, Adolfo discovered a new growth opportunity for the brand: becoming an e-commerce . “I already had the idea that if your company isn't on Google, customers won't find you,” he emphasizes.
Adolfo presented the new project to the board, which, although accepted, came with one condition, that the professional must specialize in the area.
That's what he did. Adolfo took two e-commerce management courses and felt he was prepared to enter the digital market. Still in 2012, e-commerce was on the air.