RESUME
Óptica Universitaria was facing a pivotal moment: a complex ecommerce platform migration, changes in executive leadership, and the urgent need to fully integrate the digital channel with more than 100 physical stores.
What began as temporary external support evolved into a fully integrated model as part of the internal team, redefining omnichannel strategy and transforming ecommerce into a strategic ally of the brick-and-mortar business.
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Objective
- Overcome the negative impact following the ecommerce platform migration.
- Turn the digital channel into an active part of the overall business strategy.
- Prevent ecommerce from cannibalizing physical stores.
- Establish a KPI- and data-driven working methodology.
- Design a realistic and executable omnichannel roadmap.
- Overcome the negative impact following the ecommerce platform migration.
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What
We DidData-Driven methodology & culture
- Implemented daily performance tracking.
- Clearly defined strategic KPIs.
- Focused on actionable data.
- Supported and developed the internal team.
- Evolved toward a more structured, results-oriented culture.
- Mapped areas of influence and redefined objectives.
- Conducted geographic analysis of online sales performance.
Mapping store influence areas
- Identified each store’s area of influence.
- Integrated ecommerce objectives into physical store incentive schemes.
- Repositioned ecommerce as an ally to retail.
- Identified real physical expansion opportunities based on digital data.
Post-migration Ecommerce stabilization
- Conducted a full performance audit after migration.
- Identified technical and conversion friction points.
- Prioritized quick wins vs. structural improvements.
- Supported the ecommerce team in adapting to the new platform.
- Achieved progressive performance recovery.
- Implemented daily performance tracking.
