Article
United Colors of Benetton: its Mexico online store on Adobe Commerce
Benetton Mexico chose Adobe Commerce for its online store. Our development team worked with its team on each season and on the COVID-19 store closures.
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United Colors of Benetton, the Italian clothing brand founded in 1965, chose Adobe Commerce (formerly Magento) as the engine of its online store in Mexico. WolfSellers' development team worked with Benetton Mexico's team to respond to the changes of each fashion season and to the store closures during the COVID-19 pandemic.
Project overview
| Item | Detail |
|---|---|
| Client | United Colors of Benetton (Benetton Mexico) |
| Industry | Fashion and apparel |
| Market | Mexico |
| Project type | Consumer online store with an omnichannel strategy |
| Platform | Cloud-based Adobe Commerce (formerly Magento), with Page Builder, Visual Merchandiser, Order Management and Adobe Commerce Reporting |
| What WolfSellers did | Developed the changes for each season, together with Benetton Mexico's team |
| Integrations | Benetton's logistics and corporate inventory systems |
| Timeline | The Mexico site launched shortly before the COVID-19 pandemic |
The challenge
The brand was well established in Europe, Asia and the United States, but relatively new in Latin America. Mexico was a significant business opportunity, and Benetton's strategy was to win over Mexican consumers with omnichannel experiences: in store, online or a combination of both.
The project had three goals:
- Make the Italian brand relevant to Mexican consumers.
- Create an omnichannel experience that kept customers coming back.
- Use data to improve customer satisfaction and conversion.
"We wanted to create digital shopping experiences that captured all the energy and creativity of the Benetton brand, but fully tailored to the Mexican market. Adobe Commerce gave us the cloud-based tools, flexibility, and scalability we needed." — Regina Carpizo, e-commerce director at Benetton Mexico at the time of the project
The solution
Benetton Mexico chose Adobe Commerce, part of Adobe Experience Cloud, as its e-commerce engine. Its global reputation, its functionality and tools such as Page Builder, Visual Merchandiser and Order Management weighed in the decision, because they let the team design localized shopping experiences.
Product presentation
"We quickly saw how we could use Adobe Commerce to bring our clothing to life on screen—from presenting 360-degree views and showcasing trending attributes, to conveying the softness or durability of a fabric. We could also do this efficiently from a site management perspective." — Regina Carpizo, Benetton Mexico
Checkout, security and integrations
Omar Lugo, IT manager at Benetton Mexico at the time of the project, highlighted these points:
- Security: encryption to comply with data privacy regulations, automated security updates and a secure checkout.
- Logistics: integration with Benetton's logistics and corporate inventory systems, for fast deliveries.
- Navigation: fast page loads and responsive navigation.
Seasonal development
Our development team worked with Benetton Mexico's team on the changes each fashion season required and on the response to store closures during the pandemic.
Results
Shortly after the Mexico site launched, the COVID-19 pandemic hit and Benetton's stores in the country closed. Benetton Mexico's team saw it as an opportunity, because more people were spending more time online at home.
Carpizo used Adobe Commerce Reporting to analyze traffic, conversion and bounces, and to show senior leadership customer engagement, loyalty and trends. Those analyses guided changes to the site's design, layout and navigation.
"By speeding up payment processing and refining image placement, we increased site traffic and revenue over the past two years and reduced our bounce rate by three percent." — Regina Carpizo, Benetton Mexico
What applies to other fashion projects
- Tailor the brand to the market, not just translate it. Benetton's goal was to fit its digital experience to Mexican consumers.
- Plan the physical and the online store together. The strategy started from how customers shop: in store, online or both.
- Measure to iterate. Traffic, conversion and bounce reports guided the changes to checkout, imagery and navigation.
- Integrate logistics and inventory so that delivery keeps the site's promise.
For more context, read our article on Adobe Commerce for retail and fashion in Mexico.
Related services
If this topic is relevant to your business, these services from WolfSellers can help you implement it:
