Strategy seeks to reduce costs and improve management after a R$25 billion deficit last year.
In a strategic move to optimize its operations and strengthen its digital presence, American announced the unification of brands Shoptime e Submarine. This Tuesday (2), the independent websites and applications of Shoptime and Submarino were discontinued, and their operations were fully integrated into the Americanas application and website.
This decision, taken amid the billion-dollar crisis that shook the company last year, when a R$25 billion deficit was revealed, seeks to simplify the shopping experience for consumers and make Americanas more efficient. The company believes that unifying the brands allows for more agile management, cost reduction and increased profitability.
In addition, the company has created dedicated pages to assist with the transition, with answers to customers’ main questions about orders, warranties, gift cards and other topics. Customers were also informed about the changes via email on Tuesday.
Although the independent platforms will be discontinued, the Shoptime and Submarino brands, which have decades of history and have been part of the same group since 2005 and 2006, respectively, will not disappear completely. Their names will still be used in promotional campaigns and specific marketing actions, preserving the history and tradition of the brands.
The unification of the brands serves as a step in Americanas’ strategy to recover from the crisis and consolidate itself as a leader in the Brazilian digital market. The company believes that this change will bring benefits to everyone: consumers, partners, suppliers, shareholders and investors.
*With information from EXAME
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