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project 09 / 09

The last fitting room in Rio

The story about how a shopping mall survived after closing its physical stores during the COVID pandemic

Digital Marketing StrategyE-commerce StrategyContent CreationSocial & Influencer StrategyProject ManagementSales

challenge

We were at the peak of the pandemic, and legally, all physical stores had to remain closed. The challenge? Survival. So, we needed to develop a cost-effective digital solution to bring physical stores online, and we had to do it quickly. What was once a "long-term dream" for the shopping mall became an overnight necessity. The challenge wasn't just building the platform, but also convincing customers to adopt this new channel and helping non-tech-savvy owners migrate their catalogs.

my role

→Managed the entire online media plan, coordinated ads, and collaborated with local influencers to drive traffic to the platform.
→Designed the delivery experience: personalized packaging, small surprise gifts (such as promotional items) with orders, 24-hour free delivery, and free parking vouchers for drive-thru pickups.
→Created the onboarding process for the store owners/managers, working closely with them to get their catalogs online while eliminating any potential friction points.

methodology

I took the lead on the omnichannel strategies, bridging the gap between the physical and digital worlds: an end-to-end omnichannel growth methodology that aligns store success, customer acquisition, and exceptional customer experience.

01Seamless B2B onboarding process that empowers store owners to rapidly digitize their catalogs and go to market without technical barriers.
02Multi-channel media plan by managing an external agency to produce visual assets, leveraging these campaigns alongside targeted advertising and local influencer synergy.
03Human-centered service design by redefining the physical fulfillment journey to maximize customer lifetime value (CLV) and brand loyalty.

outcomes

→We launched the marketplace in September 2020. Soul Malls became one of the first shopping centers in Rio de Janeiro to successfully digitize during the crisis.
→Within 6 months, several major renowned brands joined the platform.
→Despite the economic crisis, we defied the odds. The project was featured in Globo News, a well-known Brazilian national news channel, as a leading safe shopping alternative during the pandemic.

kind words about this one

“Rafa worked with me on the Marketing team and was directly involved in the implementation of the Online Showcase, a Marketplace platform launched amid the pandemic. Her passion for consumer behavior and connection with the digital world made all the difference in this pilot born amidst so many changes in retail. Commitment and resilience describe Rafa well, as she spares no effort to bring projects from paper to reality!”
Camila OuriqueMarketing Manager at Soul Malls