Fashion retailer Dafiti enjoys new operational efficiencies and a 25% boost in site speed
Customer Company Size
Large Corporate
Region
- America
Country
- Brazil
- Argentina
- Chile
- Colombia
- Mexico
Product
- Google Tag Manager
Tech Stack
- JavaScript
- HTML
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Productivity Improvements
- Digital Expertise
Technology Category
- Application Infrastructure & Middleware - API Integration & Management
Applicable Industries
- Retail
Applicable Functions
- Sales & Marketing
Use Cases
- Supply Chain Visibility
Services
- System Integration
About The Customer
Dafiti is a fashion retailer headquartered in São Paulo, Brazil, with 1300 employees. The company operates in Brazil, Argentina, Chile, Colombia, and Mexico, offering over 85,000 products from 800 different brands. The inventory primarily comprises shoes and apparel, but also includes accessories, beauty, and home décor. The company, which was launched in 2011, has been named the most influential e-commerce brand on Facebook for the region. Dafiti operates three platforms in Brazil: Dafiti, Dafiti Premium, and Dafiti Sports, and receives 50 million monthly visits.
The Challenge
Dafiti, a fashion retailer operating across Brazil, Argentina, Chile, Colombia, and Mexico, was facing challenges with managing tags across multiple sites. The company had to maintain more than 100 tags from media partners across a variety of tools. This led to two major issues: increased page load times and a significant dependency on IT staff to address tagging needs. Some tags were deployed within Dafiti's CMS platform, but many required a different rule to be 'fired,' necessitating implementation support from IT. The company was looking for a solution to manage tags efficiently, reduce dependence on IT, and decrease page load times.
The Solution
Dafiti implemented Google Tag Manager to tackle these challenges. The implementation involved four domains on Dafiti’s content management system and was relatively straightforward. The majority of the implementation time was spent on migrating existing tags. Google Tag Manager now manages well over 100 tags from affiliate and remarketing partners, DoubleClick Floodlight tags, and more. The tool's ability to eliminate redundancy through a data layer proved to be very useful in sending the same value over different tags. This resulted in a 25% faster site since implementation. Internally, Google Tag Manager has been a huge help in maintaining versions of tags and managing Dafiti’s publishing workflow. Implementing the data layer meant Dafiti marketers no longer needed IT development to deploy new tags, resulting in more flexibility within the marketing department to publish and unpublish tags.
Operational Impact
Quantitative Benefit
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
Related Case Studies.
Case Study
Improving Production Line Efficiency with Ethernet Micro RTU Controller
Moxa was asked to provide a connectivity solution for one of the world's leading cosmetics companies. This multinational corporation, with retail presence in 130 countries, 23 global braches, and over 66,000 employees, sought to improve the efficiency of their production process by migrating from manual monitoring to an automatic productivity monitoring system. The production line was being monitored by ABB Real-TPI, a factory information system that offers data collection and analysis to improve plant efficiency. Due to software limitations, the customer needed an OPC server and a corresponding I/O solution to collect data from additional sensor devices for the Real-TPI system. The goal is to enable the factory information system to more thoroughly collect data from every corner of the production line. This will improve its ability to measure Overall Equipment Effectiveness (OEE) and translate into increased production efficiencies. System Requirements • Instant status updates while still consuming minimal bandwidth to relieve strain on limited factory networks • Interoperable with ABB Real-TPI • Small form factor appropriate for deployment where space is scarce • Remote software management and configuration to simplify operations
Case Study
How Sirqul’s IoT Platform is Crafting Carrefour’s New In-Store Experiences
Carrefour Taiwan’s goal is to be completely digital by end of 2018. Out-dated manual methods for analysis and assumptions limited Carrefour’s ability to change the customer experience and were void of real-time decision-making capabilities. Rather than relying solely on sales data, assumptions, and disparate systems, Carrefour Taiwan’s CEO led an initiative to find a connected IoT solution that could give the team the ability to make real-time changes and more informed decisions. Prior to implementing, Carrefour struggled to address their conversion rates and did not have the proper insights into the customer decision-making process nor how to make an immediate impact without losing customer confidence.
Case Study
Digital Retail Security Solutions
Sennco wanted to help its retail customers increase sales and profits by developing an innovative alarm system as opposed to conventional connected alarms that are permanently tethered to display products. These traditional security systems were cumbersome and intrusive to the customer shopping experience. Additionally, they provided no useful data or analytics.
Case Study
Ensures Cold Milk in Your Supermarket
As of 2014, AK-Centralen has over 1,500 Danish supermarkets equipped, and utilizes 16 operators, and is open 24 hours a day, 365 days a year. AK-Centralen needed the ability to monitor the cooling alarms from around the country, 24 hours a day, 365 days a year. Each and every time the door to a milk cooler or a freezer does not close properly, an alarm goes off on a computer screen in a control building in southwestern Odense. This type of alarm will go off approximately 140,000 times per year, equating to roughly 400 alarms in a 24-hour period. Should an alarm go off, then there is only a limited amount of time to act before dairy products or frozen pizza must be disposed of, and this type of waste can quickly start to cost a supermarket a great deal of money.
Case Study
Supermarket Energy Savings
The client had previously deployed a one-meter-per-store monitoring program. Given the manner in which energy consumption changes with external temperature, hour of the day, day of week and month of year, a single meter solution lacked the ability to detect the difference between a true problem and a changing store environment. Most importantly, a single meter solution could never identify root cause of energy consumption changes. This approach never reduced the number of truck-rolls or man-hours required to find and resolve issues.
