Welcome Edgardo! So what’s your role on the Samsonite Latin America team?
I'm the CMS & CRM regional specialist at Samsonite Latin America. I primarily focus on 3 activities on the company:
1) The first one is Shopify management and development. I work on improving the existing customer experience, improving conversion rate & managing our app implementations (Nosto, Okendo etc) through agile methodology.
2) The second is email marketing. I’m in charge of the campaign coordination and flow development for our ESP, which is Klaviyo.
3) Lastly - Our region is composed of 12 storefronts spread around Latin America, representing different brands, so a big task for me is providing support to the local teams in the challenges they may be facing around Shopify and our stack in general.
Tell us more about the international footprint. How do you approach that?
It’s definitely a challenge. Our company history is long & rich, and was always predominantly retail based. So a lot of our eCommerce efforts need to work well with our brick and mortar footprint, which is often quite complex.
So, for now - we’ve opted in to have most stores in Latin America operate under Shopify, but not leveraging Shopify Markets. Instead, each market has its own unique store.
What are some of the apps you’ve been integrating recently?
Right now we’re in the midst of implementing ‘Nosto’ which is a clever personalization tool. That will enable us to serve unique experiences catered to the buyer’s intent. So for example - our main categories are luggage, backpacks, handbags & accessories - each of those caters to a very unique customer segment, so we’re hoping Nosto can maximize conversions for each segment via personalized shopping experiences.
Let's chat about the website: How have you been working with Storetasker? What’s the experience been like?
Storetasker was on our radar for some time. We needed extra flexibility than what we were previously getting from agency partners. We wanted to move faster, and more cost efficiently.
And it's been working really well. The communication with Ben (our expert) is very good; he’s a nice guy who wants to keep us happy. He delivers projects on time and always goes above and beyond - which is all that we’re looking for. It’s become evidently clear that paying a slight premium for a dedicated Shopify expert is worth every penny.
What’s on the horizon for you guys on the tech roadmap?
We're trying to crack down a little bit on how we engage with our customers. I’m looking for us to have a much wider 360 view of our customers. We need to capture more data, and be able to leverage that across multiple touchpoints. That's our next big area of focus, at least from a CRM perspective.
Last question from me: What’s made you so successful so far at Samsonite Latin America?
That's a very tough question.
One thing that’s been extremely clear in terms of benefits has been taking the bull by the horns - and bringing in expertise in-house, as opposed to relying on external resources. I have around 4 years of experience working with Shopify now and I’ve made it my goal to bring as much value as possible to my team.
Previously, we relied a tremendous amount on 3rd party agencies to do even the most basic tasks, but now we’ve all learned to start handling these internally & now we have the resources to handle these tasks by ourselves. That’s been a really freeing experience.