On average, the store processes 900 online orders per month, and all of them go through RetailCRM. The company's project manager for working with RetailCRM tells how the company managed to increase sales without inflating its staff and maintaining an individual approach to each client.
Marketplaces vs. Your Own Online Store: Where to Sell in 2024
LoveLace. About business
LoveLace. About business
The business started with a sewing machine in the kitchen
Automated order processing and reduced the jamaica phone numbers workload on managers
“We suspended work with marketplaces and focused on a personal approach to the client”
“We continue to develop the business to offer the client more opportunities”
The business started with a sewing machine in the kitchen
LoveLace founder Karina Kudina says that the idea for the business arose in 2015. When she felt the desire to sew, she downloaded a simple pattern from the Internet, borrowed a sewing machine from a friend and started working. Then they began to expand the staff: they hired seamstresses, opened the first showroom in Minsk.
The first clients came from advertising from bloggers: the brand was promoted by Sasha Mitroshina and Yana Yarany. Orders began to come from Instagram*. When their flow became regular, they began to keep track of sales.
LoveLace began actively managing Instagram* in 2016, and it remains one of the most popular sales channels.
LoveLace began actively managing Instagram* in 2016, and it remains one of the most popular sales channels.
To keep track of sales, two Telegram chats were maintained: one for collecting order information, and the other for duplicating it for assemblers. The inventory was maintained using the My Warehouse program. In this mode, the order formation process — from the customer's message to transfer for delivery — took 15 minutes.
This system was multi-stage and complex: managers had to manually check the availability of goods, select options, send them to the client, and switch between several tabs.
This led to chaos in the processes: orders took too long to process. The more applications there were, the greater the workload on managers.
The company could not fully work with the client base. Each time, the client's phone number, email, and date of birth had to be entered into the Excel table. The base was not segmented, and marketing activities with personalized offers were not carried out.
When LoveLace's client base grew, it became clear that it was necessary to implement an IT solution that would help solve the problems that had arisen and systematize the company's work.
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How RetailCRM helps businesses automate processes and increase sales
“ We received orders for 1.6 million rubles from one email newsletter”: case of the company producing chocolate-covered strawberries Chocoroom We connected “Chats”, increased employee productivity by 3 times and stopped losing customers% case of the flooring store chain “Mosaic ” “We return 50% of customers with the help of CRM marketing in RetailCRM: case of sports nutrition stores 2scoop “RetailCRM became an integration hub and helped speed up order processing by 20-30%”: case of the ELIS brandAutomated order processing and reduced the workload on managers
When choosing a CRM system, we settled on two options: Bitrix 24 and RetailCRM. LoveLace tested both programs and ultimately decided to implement RetailCRM: its functionality turned out to be more suitable for the company's business processes.
How to Choose a CRM System for Your Business
On the LoveLace website, customers are invited to view new collections, add desired models to a waiting list, and read answers to frequently asked questions.
On the LoveLace website, customers are invited to view new collections, add desired models to a waiting list, and read answers to frequently asked questions.
First of all, RetailCRM set up integrations with messengers and Instagram* to process requests. In the end, we settled on Telegram and Instagram* — the platforms turned out to be the most effective for communicating with clients. Managers process orders from these channels in a single window mode in RetailCRM.
"The implementation of RetailCRM allowed us to optimize our work and reduce staff. Before the implementation of RetailCRM, orders were processed by 4-5 managers. Now, one manager works per shift, and he copes even with peak load periods, which usually fall in December" — Project Manager for work with RetailCRM at LoveLace
Don't lose clients in correspondenceCombine social networks and messengers in a single window. Save clients to the database, place orders in chats and connect bots to respond faster.
Connect14 days ★test period
LoveLace also connected additional modules, such as Belpochta, EMS, CDEK, payment service bePaid.
More useful integrations for your business - on our website
To avoid managers having to manually check order statuses and waste time notifying each client, a trigger was set up. It is triggered when the status changes to "Ready" — if the order needs to be picked up from a retail outlet, or "Shipped" — if the client has chosen courier delivery.
How else do triggers help automate business processes: our clients' experience
In RetailCRM, LoveLace tracks the progress of an order along the way using statuses
In RetailCRM, LoveLace tracks the progress of an order along the way using statuses
Using all RetailCRM tools, we built the following order path:
LoveLace Order Path
All orders from online channels - social networks and messengers - go through RetailCRM
Thanks to the well-developed IT-circuit, it was possible to reduce the order processing time threefold. Now it takes about 5 minutes. On average, about 900 orders from online and offline channels pass through RetailCRM per month.
Order processing time has been reduced by 3 times - from 15 minutes to 5
"Lovelace has three systems: OpenCart, RetailCRM and My Warehouse. To synchronize their work, Radis wrote several scripts for uploading products from My Warehouse to the site and catalogs for different stores and currencies. The balances from My Warehouse are also transferred to the site and to RetailCRM" — Violetta Danilchik, Head of CRM Marketing at Radis
“We have suspended work with marketplaces and focused on a personal approach to the client”
In addition to the showroom in Minsk and the online store, LoveLace was also actively promoted on marketplaces. Products were sold on Ozon and Etsy, an international platform from which lingerie from the brand was sent to European countries.
How to become a seller on Ozon
"Orders were sent to both Europe and Russia. Everything changed in 2022. Then we decided to leave the marketplaces and focus on our own sales channel" — Project Manager for RetailCRM at LoveLace
Relationships with each client at LoveLace are built in a personalized manner. Managers in a dialogue try to find out as much as possible about preferences in order to select a set that will completely satisfy the buyer. They also offer promotional items and body jewelry. This approach allows us to keep the conversion rate from chats to orders at a high level: 80% of correspondence ends in a purchase.
Basic principles of customer centricity in marketing
LoveLace often publishes reviews on social networks. Buyers are very satisfied with their orders and often thank managers for helping them choose the right product.
LoveLace often publishes reviews on social networks. Buyers are very satisfied with their orders and often thank managers for helping them choose the right product.
Subscription purchases are especially popular. They are also processed through RetailCRM. The client goes to the site, registers a personal account and fills out a detailed questionnaire, where he indicates his sizes and preferences and chooses how often he wants to receive new sets of underwear: every month or every six months. Such orders in RetailCRM have the "Subscription" type.
All information from the questionnaire is transferred to the site's admin panel, and on its basis LoveLace collects bags with underwear that the buyer will definitely like.