To dress women and now be part of their daily lives, this is Amaro’s new proposal. Born digitally almost ten years ago, Amaro has expanded in the lives of its consumers in order not only to dress them, but also to offer items of decoration, beauty and nutrition. With this new positioning as a brand of lifestyle, Dominique Oliver, Amaro’s founder and CEO, spoke exclusively to Casual about the brand’s key turnaround, which projects a sales increase of more than 50% in 2021.
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With a focus on the website and application, 80% of the brand is focused on e-commerce. Thus, it is clear that 2020 was not a year in which Amaro needed to reevaluate the sales model. However, there was a growth in new customers consuming branded products.
In constant contact with customers via chat, e-mail, Whatsapp and social media messages, Oliver realized that they were also looking for self-care, well-being and home products. “Amaro client very much loves the experience that we provide from the point of view of discovering the product, the ease of purchase, delivery and return. I heard a lot from customers, who are tired of having 15 different logins for each purchase site, to consume each of these categories in a separate place, ”says Oliver.
Another point that touched the brand was the growth of marketplaces. “Today, buying on marketplace there are many sellers, duplicate products, and many photos and descriptions that do not represent the product. Often the measurements of the item itself are missing. The quality that Amaro brings, also came from the frustration of customers of marketplaces big ”, he explains. To stand out among the other resellers, the products of partner brands are photographed by Amaro, just as the entire sales chain is made by Amaro, from disclosure to post-sale.
However, the brand does not qualify as marketplace, but as a retail tech (model aimed at improving customer service and relationship through virtual technologies). With the curatorship of partner brands and customer service, Amaro wants to show its differential in the market. “You marketplaces horizontal products sell absolutely everything without curation, often confusing customers with duplicate products that make them doubt where they come from. At Amaro this will never happen ”, emphasizes Oliver.
On the brand’s website and app, items ranging from nutrition, such as Íp brand matchas, to Ahoaloe cosmetics, and also Amaro’s own items such as bedding, dishes and vases, are already available. However, the launch of the new phase of Amaro will take place on March 22, in a campaign starring the actress Tainá Muller, with the slogan “If you have it in your life, you have it at Amaro”.
Another novelty that the store will introduce in its portfolio, starting in April, will be products of sexual well-being. Within the beauty category, the brand intends to demystify female pleasure, for this, Dominique says that Amaro intends to present the products with a different visual communication than what is currently done. “We will have super cool and well made photos. Customers will be attracted by the evaluations of other customers and by our curators, who take care of product descriptions. Our positioning of female empowerment will bring visibility to this category, we want to end the taboo of these products ”, she comments.
With a niche category, sold mainly by specialized stores, Dominique comments that there was a high demand for this type of product during the pandemic. “Often the woman herself does not know where to find these quality products, with a well-curated, where she can trust these products and brands. It will be something innovative for the market ”, he adds.
By the end of the year, more than 300 partner brands registered on the site are expected. To be resold, they need to align with Amaro on issues such as cultural relevance and sustainability. “The brand needs to have a product or communication that goes far beyond a commoditized product, in addition to having sustainable practices or being on this path”, comments Oliver.
Speaking of sustainability, depending on the size of the product, such as garments, they are delivered in kraft paper envelopes, reducing the volume and increasing the delivery capacity. The plastics used in product packaging and bags are recycled from collections from the Brazilian coast, in addition to entering into partnerships with companies such as Eu Reciclo. “Soon we will announce to the market an initiative that has a holistic look at measuring the brand’s environmental impact”, concludes Oliver.
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