Netshoes is Brazil’s biggest online sports retailer. A company that inspires people of all backgrounds, ages and athletic levels to run, play, cheer and sweat—with a brand that is as democratic as the sports it supports. Netshoes was also the first company founded in Brazil to go public exclusively at NYSE, and just released a branded credit card and a book (titled “Sem Limites” or “No Boundaries”) about its rise from a small shoe store to the largest e-commerce sporting goods company in Latin America.
//platform.instagram.com/en_US/embeds.js
Felipe Borges Valério, Creative Director and Head of Verbal Identity at Interbrand São Paulo, caught up with André Shinohara, Netshoes Chief Sales Marketing Officer, to talk about its evolution and outlook.
//platform.instagram.com/en_US/embeds.js
brandchannel: How has Netshoes’s strategy evolved as the business has gone from a physical shoe store in Sao Paulo to the first Brazilian e-commerce brand to have an exclusive IPO at NYSE?
Shinohara (right): Netshoes has been growing and preparing itself to take new steps throughout its history. We were founded in January 2000 by two young entrepreneurs—Marcio Kumruian and Hagop Chabab—as a single physical shoe store (at the back of Hagop’s parents parking lot) in São Paulo, Brazil.
In 2007, we closed our brick-and-mortar stores and shifted to an online business to reach more customers across Brazil. This move into the digital world put us ahead of the market, positioning Netshoes as a pioneer in the region. Since then, we have expanded the business across geographies and brands.
We have selectively introduced new product categories, maintaining our core strategy of focusing on product verticals with higher margins that have short replacement cycles and are easy to ship. Also, our strategy has always evolved around meeting customers’ demands. Service differentiation and rapid response to our clients is what drives our business.
Nowadays, we offer more than 190,000 SKUs within the categories: sports (Netshoes), Fashion and Beauty (Zattini), over Brazil, Argentina and Mexico.
Our IPO symbolizes just one more step to the company’s growth plan, but it has never been a goal or the only possible way (to grow). Today, the company has reached a size and maturity that, along with external factors, has made it possible to be the first company founded in Brazil to go public exclusively on the New York Stock Exchange.
BC: In 2014, Netshoes adopted a new identity which reflects a bolder positioning. In what ways do you believe this brand repositioning has contributed to the company’s growth and expansion?
AS: Daring is part of Netshoes DNA. Due to that, we have adopted our new brand positioning to face our main goal—to be the leading online platform and guarantee unity across the different regions we are present.
BC: How do you believe the Netshoes IPO can impact the Brazilian startup market, specifically in this crisis moment?
AS: We chose to go public in the US because we believe that investors in the United States are more used to IPOs from companies with stories similar to ours and have a long-term vision, which allows them to wait for the maturity of the company to achieve its results. Our story may inspire other startups in the country.
Despite the moment that we are going through in Brazil, there’s a general feeling that things are changing. The country is regaining credibility, and Brazil is becoming, once again, an attractive country for investments.
BC: Netshoes is the most recommended e-commerce brand by Brazilian consumers, and has expanded to other countries in Latin America such as Argentina and Mexico. Internally, what has changed at Netshoes as you’ve expanded into these new markets and become a publically-traded company?
AS: There was no change. Netshoes has a very strong mindset on offering a superior customer experience and we always believed that this will result in strong customer loyaty. Also, Netshoes has a visionary team, which allows the company to have the biggest market share in a large and expansive market and focus on attractive vertical markets that drive the high growth of the operation, and to be recognized and trusted brand for customers and partners.
BC: Where is the company looking to grow next?
AS: Our mission is to be the leading online consumer platform in Latin America. We are the leading sports and lifestyle online retailer in Latin America and one of the largest online retailers in the region, as measured by net sales.
We operate in Brazil, Argentina and Mexico and since our launch, we have sold to more than 12.8 million customers across our sites (representing a 22.0% year-over-year growth from 2015), solidifying our position and creating a foundation of audience, brand and capabilities on top of which we are building a digital ecosystem capable of delivering increasing and significant value to customers and partners in the future. And the best is yet to come!
Carlota Braga also contributed to this interview.
Get more branding insights in our Q&A series. Suggest a Q&A: editor@brandchannel.com.
The post No Boundaries: 5 Questions With André Shinohara, Netshoes appeared first on brandchannel:.
from WordPress https://montydozier.wordpress.com/2017/06/26/no-boundaries-5-questions-with-andre-shinohara-netshoes/
via IFTTT
No comments:
Post a Comment