Mexican pioneers in e-tail
Mexico, the second largest economy in Latin America, is transforming. This transformation is reflected in the number of internet users in the country, now totaling over 50% of the population. Research has shown that this is the point at which e-commerce really takes off. Strong investment in Mexico from big international players like Walmart.com and Amazon, who launched last year, is
evidence of the trend. “Mexico has reached a tipping point,” says Antoine de La Celle, Commercial Director Dorel Juvenile Mexico. “It is right now that we need to be present with our own e-tail platform to offer a true omni-channel experience to our consumers.” That platform, www.babyvalue.com.mx, has been launched at the end of March.
Customizing to the Mexican market
This e-tail project is part of Dorel Juvenile Mexico’s focus on omni-channel. Started last November, when the Mexican editions of the brand websites on Safety 1st, Maxi-Cosi, Quinny and Tiny Love were launched. “We then leveraged synergies replicating existing Dorel Juvenile e-tail platforms, while customizing elements like the product selection, payment solutions and logistics to suit the Mexican market.” An example is the alternative to a credit card, use of which is not widespread in Mexico; there is the option to go to 7-eleven shops, which function as cash payment points.
Full range of product solutions
Although Dorel Juvenile products are increasingly represented in brick and mortar stores, as well as in online stores, the selection is limited. “Our own Dorel Juvenile e-tail platform allows us to offer our full range of Maxi-Cosi, Quinny, Safety 1st & Tiny Love product solutions to our targets at regular prices.” Traffic on our e-tail platform comes from our brand websites, social media activities, and the number one Mexican parenting online portal MI BB Y YO, with whom we have a strong partnership.
As yet, almost none of Dorel Juvenile’s competitors in Mexico have an e-tail platform. “We want to be a pioneer in the juvenile industry here”, says De la Celle. “But we are humble – there will be a learning curve!”