Dafiti Group's digital acceleration and customer experience improvement
Latin America's largest fashion e-commerce company has been consolidating successful projects by adopting agile methodology and embracing remote work.

Partnership

Dafiti Group, the largest fashion and lifestyle e-commerce company in Latin America, is a pioneer in the sector and has been following an exponential journey of technological transformation throughout its operating region.

An important aspect of this journey is the development of digital products that support and maximize their performance potential - and, to achieve the desired results, the company identified a need to arm itself with a partner with high technical capabilities and an agile approach to work on its digital strategy. In this context, the Dafiti Group began a partnership with Dextra, now CI&T, in 2019 to support online and programming language initiatives, including the design, development, and evolution of digital products.

For day-to-day operations in Brazil, Dextra (CI&T) has been collaborating with the technology team on three platforms (Dafiti, Kanui, and Tricae) and three fronts: discovery: the first contact with the customer; purchase: payment methods, checkout, and shopping cart; and third, after-sales: customer service and delivery. This division aims to serve and support Dafiti Group's e-commerce customers throughout their shopping journey.

Projects

Among the most relevant and strategic projects that Dextra (CI&T) has been involved in are:

Dafiti Card - The group’s newly launched credit card.

Milk Run - Logistics project that centralizes products from partner sellers to be delivered directly from the Dafiti Group distribution center; preparation and adjustments in e-commerce technology for Black Friday.

Dafiti Prime - Annual subscription that grants several benefits to the customer.

Black Friday - The most awaited event by national and international retailers, it requires a high level of support, due to the peak of access in this period of the year. We reinforced the partnership by providing support with a dedicated team. The 2019 and 2020 editions of the event have already received support, with a large-scale and on-call planning strategy. Together, the teams perform intensive monitoring to prevent any technical issues with website navigation that could impact the customer's shopping experience. "This is the main event of every major e-commerce and for the Dafiti Group it is no different. We carry out the planning in advance and meet the various technological challenges necessary for the company to have, year after year, the best Black Friday in its history. With success in all processes, both before and after the event, which also includes delivery cycles, returns, etc.” highlights Gilberto Nunes, Executive Manager at CI&T.

Dafiti App

Holistic view

“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.”

Caio Roth, Engineering Manager, Dafiti Group.

As well as its direct involvement in projects, Dextra (CI&T) has also helped Dafiti Group reorient its internal alignments.“We understand that we have a highly qualified internal team to develop solutions and projects, and even so, having external partners is extremely positive for our strategy. We understand that technology is a strategic arm for the Dafiti Group, whose business focus is on selling fashion and lifestyle products online. Adding efforts and solutions further enhances the results we want to deliver,” analyzes Caio Roth, Engineering Manager at Dafiti Group.

In this context, looking beyond the technical part and understanding the customer experience is critical. “We are understanding the needs of the customer and the business and trying to improve the entire journey, and consequently, the results in sales. Therefore, the focus is on the user experience as a whole - from beginning to end - because, if the shopping experience is good, customers will always come back," points out Maycon Correia Leite, Senior Manager at CI&T.

The Milk Run project aims to optimize deliveries of products from Dafiti Group's partner brands, which use the group's e-commerces as a marketplace - in other words, as a showcase for their products. Thus, if a customer purchases a product through the Dafiti, Kanui, or Tricae applications, even if it is from a partner whose e-commerces do not have stock, the Dafiti Group is responsible for the entire process of withdrawing the product from the brand, consolidating in the Distribution Center, and shipping directly to the customer's address.

Learn more

CI&T acquires Dextra