The document discusses digital commerce strategies for mass consumer industries, highlighting examples from companies like Mabe, Electrolux, Whirlpool, Sony, AB InBev, and L'Oréal. It emphasizes various B2B2C and B2C approaches, such as employee benefits, online stores, and pricing strategies to enhance market education and consumer engagement. Overall, it outlines different models and practices in direct-to-consumer sales and distribution channels aimed at improving pricing and user experience.

1. Case Studies
DIGITAL COMMERCE STRATEGIC PLANNING
FOR MASS CONSUMER INDUSTRIES
Alexandre Soncini – North America GM – www.vtex.com

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4. Mabe
» B2B2C for employees,
friends & family and
partners with better
prices, payroll payment
for employees;
» B2C as an outlet with
a restricted assortment
(less conflicting
products);

5. Mabe
» B2B2C for employees,
friends & family and
partners with better
prices, payroll payment
for employees;
» B2C as an outlet with
a restricted assortment
(less conflicting
products);

6. Electrolux
» B2C strategy is to
educate the market and
the current distribution
channel (MSRP);

7. Electrolux
» Friends and family
online store for “price
disruption” (controlled
access) and employees
referral program;
» ShopClub (B2B2C) for
partners employees as
an HR benefit;
» B2C strategy is to
educate the market and
the current distribution
channel (MSRP);

8. Electrolux
» Friends and family
online store for “price
disruption” (controlled
access) and employees
referral program;
» ShopClub (B2B2C) for
partners employees as
an HR benefit;
» B2C strategy is to
educate the market and
the current distribution
channel (MSRP);

9. Whirlpool
B2B2C Compra Cierta
B2B2C price – KEA33CE
R$ 2,124.15

10. Kitchen Aid
Direct-to-consumer
online store
B2B2C price – KEA33CE
R$ 2,124.15
B2C price for the
same product
R$ 2,799.00 (MSRP)
24% discount

11. Sony
12 years DTC
7 countries
Focus on offering a
rich user experience
with a higher pricing

12. AB Inbev
Direct-to-consumer
subscription model

13. AB Inbev
Direct-to-consumer
subscription model

14. L’Óreal
Third-party full
commerce provider

15. Danone
30 distributors
shipping and invoicing
In 3 years represent
50%+ of all
distributors sales

16. Gracias!
Alexandre Soncini – North America GM – www.vtex.com
soncini@vtex.com