Havaianas, Brazilian brand known worldwide for its rubber flip-flops, is preparing to embark on the Social Commerce trend and is eagerly awaiting the arrival of TikTok Shop in Brazil. The company believes that this new form of electronic commerce, that allows the direct purchase of products through social networks, it will be an important sales channel in the future
According to Fernanda Romano, Chief Marketing Officer of Alpargatas, company that owns the Havaianas brand, the company is already structuring itself to make the most of the opportunities that Social Commerce will provide. We are preparing for this new moment in retail, where social media also becomes a point of sale. Havaianas has always been a brand very present in people's daily lives and we want to be increasingly closer to our consumers, offering a more convenient shopping experience integrated into the digital environment they are already accustomed to, affirms Romano
The executive reveals that Havaianas has already been testing some Social Commerce actions in other countries, how the partnership with the Chinese platform WeChat, and the results have been positive. Now, the company is awaiting the arrival of TikTok Shop, marketplace integrated with the popular short video social network, that is already functioning in some Asian countries and is expected to be launched soon in Brazil
The TikTok Shop will allow users to buy products directly through the app, without needing to leave the social network. The expectation is that this novelty will further boost online sales and attract brands from various segments. For Havaianas, that already has a strong presence on social media, with millions of followers on their own profiles and those of influencers, the TikTok Shop represents an opportunity to expand your reach and engagement with the young audience, in addition to increasing sales conversion
The company also sees Social Commerce as a way to strengthen its influencer marketing strategy, betting on partnerships with content creators to generate buzz around the brand and its products. Digital influencers play an increasingly important role in the consumer buying journey, and we believe that Social Commerce will enhance this effect. We want to create a dynamic where followers can see a sponsored post and purchase the product right there, quickly and intuitively, explain Roman
Besides TikTok Shop, Havaianas is also keeping an eye on other Social Commerce platforms that are gaining ground in the Brazilian market, like Instagram Shopping and WhatsApp Business. The brand already has its own online store and partnerships with major online retailers, but believe that diversifying sales channels is essential to keep up with consumer behavior and provide an increasingly smooth and personalized shopping experience
З цією стратегією, Havaianas reinforces its pioneering spirit and its capacity for innovation, characteristics that made it a beloved and recognized brand worldwide. By embracing Social Commerce, the company shows itself prepared for the challenges and opportunities of the retail of the future, always with the aim of providing its customers with the best in quality, design and convenience
With information from Mercadoeconsumo
