Omnichannel in Practice: Bibi Calçados Increases Store-Driven Sales by 116%

The Challenge

As digital commerce evolved, Bibi faced an increasingly complex customer journey involving multiple interactions between online and offline channels.

Although the company already operated its e-commerce business on VTEX, increasing customer engagement highlighted the need to deliver a unified and consistent experience across every touchpoint.

The challenge was not launching an online store or migrating platforms.

Instead, Bibi needed to build a structured omnichannel operation capable of integrating e-commerce, company-owned stores, and franchise locations while synchronizing inventory, systems, and operational processes to create a frictionless customer experience throughout its retail network.

The Solution

In partnership with Norden and powered by the VTEX platform, Bibi Footwear continued evolving its omnichannel ecosystem, built on VTEX IO, with a strong focus on franchise operations.

The initiative enhanced the integration of inventory, orders, and sales operations across all channels while strengthening centralized data management. This resulted in greater logistical efficiency, increased operational visibility, and improved agility for franchisees and the entire retail network.

As part of its omnichannel strategy, the following capabilities were implemented and optimized:

• Buy Online, Pick Up In Store: Customers purchase online and pick up their order at a store within approximately seven days, with inventory fulfilled from the e-commerce distribution center.
• Click & Collect: Customers place an order online and collect it at a physical store in as little as three hours, using local store inventory.
• Express Delivery: Customers purchase online and receive their order within 24 hours, shipped directly from a nearby physical store.
• Store Fulfillment Delivery: Orders are fulfilled from store inventory and delivered within three to five business days across the same state.
• Endless Aisle: Store associates can place orders through the website on behalf of customers, with products delivered either to the customer's home or to the store for pickup through a proprietary application.
• Campaign Management App: A CRM solution that enables customer segmentation and provides a 360-degree customer view by centralizing data and interactions, supporting more personalized and effective marketing campaigns.

This omnichannel structure created a more agile, scalable, and customer-centric operation, offering multiple purchasing and delivery options aligned with today's consumer expectations.

The Results

Bibi's omnichannel strategy delivered measurable and consistent business results while strengthening customer relationships and overall brand performance.

Over the past three years, sales attributed to physical stores increased by more than 116%, demonstrating the effectiveness of integrating digital and physical channels.

"Sales driven to our physical stores have grown by more than 100%, a direct result of the work carried out in partnership with VTEX and Norden. The omnichannel experience on our website is now much more visible and seamless, and that translates directly into stronger performance and better business results."

— Alan Rosanelli, Omnichannel Manager, Bibi Footwear

The digital operation also experienced significant gains.

More than 40% of online revenue is now fulfilled by franchise stores, strengthening both the business model and the overall retail ecosystem.

Consumer behavior reflects the value of this strategy:

• Omnichannel customers spend 2.8 times more annually (+179%) than customers who shop exclusively in physical stores.
• They also spend 3.2 times more (+233%) than customers who purchase exclusively online.

By consolidating a scalable, fully integrated operation, Bibi strengthened its ability to create value across every customer touchpoint while supporting sustainable growth and delivering a superior shopping experience.