DIA Case Study 10 Reaping the rewards After a marketing campaign to promote the phenomenal expansion of DIA Online, a key element in attracting customers, success did not wait to appear. Compared to 2019, conversion rate increased by 100%, and more than 50% of customers were new to DIA’s online store. An impressive validation of the ecommerce operations was seen during the big retail events of Hot Sale and Cyber Monday, when DIA grew year- over-year by 583% and 316%, respectively. What’s more, in November 2020 alone, 50% of the orders placed on the ecommerce website were through pick-up in-store, validating the investment made in a tool that natively supports this. It is imperative to highlight that these figures are bound to skyrocket in the years to come due to several factors. Firstly, the internet user penetration rate in Argentina is following an upward trend. Secondly, and relatedly, ecommerce maturity is also increasing, as people are gaining both access and trust to online shopping “The challenge was showing our customers the assortment and stock of each of these new stores – but the integration with VTEX made it possible.” – and companies like DIA are helping them along, with FAQs and Customer Service chatbots. Thirdly, as people become progressively accustomed to the convenience of online shopping, they are less likely to revert to the old way of shopping. While the rhetoric against physical shopping will no longer be about safety, it will be about time. In fact, 63% of online grocery shoppers say that online grocery shopping saved them time, an incredibly important aspect in an age where time is considered the greatest asset. Just take a look at DIA: online shoppers can quickly find and add the products they are looking for using an intuitive website navigation, an advanced search engine and powerful filtering capabilities. Additionally, they can also obtain item recommendations. And once products are in the cart, they will not disappear – the registered shopper will not need to waste any more time repeating the process if something urgent had to be done that very second or if the laptop’s battery suddenly died. And, of course, the flexibility of having home delivery or pick-up in-store – in up to three hours for over 100 stores – is the cherry on top. Digitalisation has the potential to deliver unprecedented convenience and personalization, which means that the changes in consumer behaviour that we are witnessing today are not fleeting – they’re profound and enduring.