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Italcol leads omnichannel sales with Clara, its intelligent agent, enhancing order efficiency and frequency.

67%
of the registration target was achieved within just 4 months of the launch.
+60%
of the registered stores placed their first order on the platform.
30%
of those stores now place recurring orders.

Context

Italcol, a Colombian leader in concentrated animal feed and raw material commercialization, operates Italcol Mascotas, a division with 20 years of experience that has been pivotal in developing the pet food category in Colombia. Known for its focus on innovation, this division has developed products for all market segments and established its presence in Colombia, Panama, and Ecuador, where its brands are recognized for their quality, stability, and performance.

The challenge

Italcol Mascotas faced the challenge of better understanding the commercial activity of third-party-managed pet stores to implement effective trade marketing strategies and build closer, more organized communication.

Despite offering 24-hour delivery, the low adoption rate of its e-commerce channel limited growth. They needed an omnichannel solution to improve communication, boost marketing efforts, and facilitate transactions, increasing order frequency without expanding their salesforce and overcoming restrictions like invoicing limited to scheduled itineraries.

The goal was to strengthen client relationships, expand the portfolio, and increase the average ticket size while optimizing the customer experience in a competitive and dynamic market.

The Solution

Italcol Mascotas transformed its operational model by introducing Clara, its intelligent agent, as a strategic channel for direct and personalized communication with store owners. They also enabled an integrated channel, allowing orders at any time and reducing dependence on physical visits from the sales team.

By centralizing and analyzing real-time customer data, Italcol gained critical insights to personalize campaigns, tailoring offers and promotions to each store's needs. This optimized commercial operations, enhanced customer experience, and strengthened its omnichannel model, driving increased sales and digital adoption.

In a dynamic market like Colombia, Clara helped Italcol respond quickly and personally, standing out while building stronger client relationships for sustained growth.

The benefits

The platform enabled each store to:

Accessible and reliable channel

Easy registration without the need for additional apps, simplifying the process for customers.

Personalized offers

Delivered directly via WhatsApp, optimizing promotions and discounts for each store.

24/7 Availability

Allowing customers to place orders at any time with clear assignments to distributors.

Unified customer vision

Consolidating all customer information into a single system, enabling enhanced data analysis and providing key insights.
The implementation of these solutions not only strengthened relationships with pet stores but also paved the way for other Italcol business units to explore similar digital strategies, expanding the group's impact and reach in the market.

The results

Connection with
points of sale

In just four months since its launch, Italcol Mascotas has successfully registered 3,500 points of sale in Bogotá, achieving more than 67% of its goal. They are now planning an expansion to Medellín and other major cities in Colombia.

Adoption and customer loyalty

Over 60% of registered store owners placed their first order through the platform, taking advantage of exclusive activations and promotions. Of these, 30% have begun placing recurring orders.

Automation of assignment

Italcol Mascotas optimized its logistics, improving delivery accuracy and generating additional sales by increasing the frequency of contact between physical visits.

Conclusion

The digital transformation of Italcol Mascotas demonstrates how implementing technological solutions can overcome logistical and operational challenges, optimize customer communication, and increase purchase frequency without expanding the salesforce.

Italcol is now positioned to continue leading the industry with an efficient, scalable, innovative, and customer-centric business model.

+

Italcol leads omnichannel sales with Clara, its intelligent agent, enhancing order efficiency and frequency.

67%
of the registration target was achieved within just 4 months of the launch.
+60%
of the registered stores placed their first order on the platform.
30%
of those stores now place recurring orders.

Context

Italcol, a Colombian leader in concentrated animal feed and raw material commercialization, operates Italcol Mascotas, a division with 20 years of experience that has been pivotal in developing the pet food category in Colombia. Known for its focus on innovation, this division has developed products for all market segments and established its presence in Colombia, Panama, and Ecuador, where its brands are recognized for their quality, stability, and performance.

‍

The challenge

Italcol Mascotas faced the challenge of better understanding the commercial activity of third-party-managed pet stores to implement effective trade marketing strategies and build closer, more organized communication.

Despite offering 24-hour delivery, the low adoption rate of its e-commerce channel limited growth. They needed an omnichannel solution to improve communication, boost marketing efforts, and facilitate transactions, increasing order frequency without expanding their salesforce and overcoming restrictions like invoicing limited to scheduled itineraries.

The goal was to strengthen client relationships, expand the portfolio, and increase the average ticket size while optimizing the customer experience in a competitive and dynamic market.

The Solution

Italcol Mascotas transformed its operational model by introducing Clara, its intelligent agent, as a strategic channel for direct and personalized communication with store owners. They also enabled an integrated channel, allowing orders at any time and reducing dependence on physical visits from the sales team.

By centralizing and analyzing real-time customer data, Italcol gained critical insights to personalize campaigns, tailoring offers and promotions to each store's needs. This optimized commercial operations, enhanced customer experience, and strengthened its omnichannel model, driving increased sales and digital adoption.

In a dynamic market like Colombia, Clara helped Italcol respond quickly and personally, standing out while building stronger client relationships for sustained growth.

The benefits

The platform enabled each store to:

Accessible and reliable channel

Easy registration without the need for additional apps, simplifying the process for customers.

Personalized offers

Delivered directly via WhatsApp, optimizing promotions and discounts for each store.

24/7 Availability

Allowing customers to place orders at any time with clear assignments to distributors.

Unified customer vision

Consolidating all customer information into a single system, enabling enhanced data analysis and providing key insights.
The implementation of these solutions not only strengthened relationships with pet stores but also paved the way for other Italcol business units to explore similar digital strategies, expanding the group's impact and reach in the market.

The results

Connection with
points of sale

In just four months since its launch, Italcol Mascotas has successfully registered 3,500 points of sale in Bogotá, achieving more than 67% of its goal. They are now planning an expansion to Medellín and other major cities in Colombia.

Adoption and customer loyalty

Over 60% of registered store owners placed their first order through the platform, taking advantage of exclusive activations and promotions. Of these, 30% have begun placing recurring orders.

Automation of assignment

Italcol Mascotas optimized its logistics, improving delivery accuracy and generating additional sales by increasing the frequency of contact between physical visits.

Conclusion

The digital transformation of Italcol Mascotas demonstrates how implementing technological solutions can overcome logistical and operational challenges, optimize customer communication, and increase purchase frequency without expanding the salesforce.

Italcol is now positioned to continue leading the industry with an efficient, scalable, innovative, and customer-centric business model.

+

Italcol leads omnichannel sales with Clara, its intelligent agent, enhancing order efficiency and frequency.

67%
of the registration target was achieved within just 4 months of the launch.
+60%
of the registered stores placed their first order on the platform.
30%
of those stores now place recurring orders.

Context

Italcol, a Colombian leader in concentrated animal feed and raw material commercialization, operates Italcol Mascotas, a division with 20 years of experience that has been pivotal in developing the pet food category in Colombia. Known for its focus on innovation, this division has developed products for all market segments and established its presence in Colombia, Panama, and Ecuador, where its brands are recognized for their quality, stability, and performance.

The challenge

Italcol Mascotas faced the challenge of better understanding the commercial activity of third-party-managed pet stores to implement effective trade marketing strategies and build closer, more organized communication.

Despite offering 24-hour delivery, the low adoption rate of its e-commerce channel limited growth. They needed an omnichannel solution to improve communication, boost marketing efforts, and facilitate transactions, increasing order frequency without expanding their salesforce and overcoming restrictions like invoicing limited to scheduled itineraries.

The goal was to strengthen client relationships, expand the portfolio, and increase the average ticket size while optimizing the customer experience in a competitive and dynamic market.

The Solution

Italcol Mascotas transformed its operational model by introducing Clara, its intelligent agent, as a strategic channel for direct and personalized communication with store owners. They also enabled an integrated channel, allowing orders at any time and reducing dependence on physical visits from the sales team.

By centralizing and analyzing real-time customer data, Italcol gained critical insights to personalize campaigns, tailoring offers and promotions to each store's needs. This optimized commercial operations, enhanced customer experience, and strengthened its omnichannel model, driving increased sales and digital adoption.

In a dynamic market like Colombia, Clara helped Italcol respond quickly and personally, standing out while building stronger client relationships for sustained growth.

The benefits

The platform enabled each store to:

Accessible and reliable channel

Easy registration without the need for additional apps, simplifying the process for customers.

Personalized offers

Delivered directly via WhatsApp, optimizing promotions and discounts for each store.

24/7 Availability

Allowing customers to place orders at any time with clear assignments to distributors.

Unified customer vision

Consolidating all customer information into a single system, enabling enhanced data analysis and providing key insights.
The implementation of these solutions not only strengthened relationships with pet stores but also paved the way for other Italcol business units to explore similar digital strategies, expanding the group's impact and reach in the market.

The results

Connection with
points of sale

In just four months since its launch, Italcol Mascotas has successfully registered 3,500 points of sale in Bogotá, achieving more than 67% of its goal. They are now planning an expansion to Medellín and other major cities in Colombia.

Adoption and customer loyalty

Over 60% of registered store owners placed their first order through the platform, taking advantage of exclusive activations and promotions. Of these, 30% have begun placing recurring orders.

Automation of assignment

Italcol Mascotas optimized its logistics, improving delivery accuracy and generating additional sales by increasing the frequency of contact between physical visits.

Conclusion

The digital transformation of Italcol Mascotas demonstrates how implementing technological solutions can overcome logistical and operational challenges, optimize customer communication, and increase purchase frequency without expanding the salesforce.

Italcol is now positioned to continue leading the industry with an efficient, scalable, innovative, and customer-centric business model.

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