C&A: rethinking retail and driving digitalization 11 The decision of C&A to invest heavily in ecommerce and digital transformation is directly connected with the change of customer behavior. In Brazil, people have been more and more engaged with technology and digitally connected, a phenomenon that called for the creation of different channels to serve the customer better. For example, the store is connected with WhatsApp and social networks. Following the same pattern and being continuously influenced by the needs of its clients, C&A has used this metric as the main driver for change. And the changes were not small. The team in charge of the digital transformation had to look for new and fresh talents, change the workflow, and envision a different approach to their new digital identity. Nonetheless, all those reforms overlapped with a worldwide health hazard, and all the more caution was needed. This six-year journey has given C&A a knowledge legacy, teaching the ecommerce teams how to work in a more agile way, how to better focus on customers and give them the value they deserve, faster. They learned how to categorize an issue, break it into smaller pieces, and deal with those pieces in-depth, thus a new system emerged in the digital realm. The ecommerce project that C&A took since 2014 to this day, with bumps of many shapes and sizes, has brought not only high market status, but the company is also seen as more reliable, delivering more value to the end-customer. And above all, during the pandemic, working from home functioned like a hotspot for VTEX and C&A—it brought everyone together. The culture of transformation We advanced a lot and managed to get where we wanted. C&A became more valuable and experienced each week. We seek to make an improvement and to deliver improvement to the customer. Fernando Guglielmetti, Director of Ecommerce at C&A Brazil