United colors of BENETTON

UNITED COLORS OF BENETTON

Benetton illuminates every wardrobe with Adobe Commerce.

The objectives of this project were:

Make the popular Italian brand relevant to Mexican consumers
Create a contemporary omnichannel experience that keeps customers coming back
Use valuable data insights to drive customer satisfaction and conversion

Uniting the world through color

When the Benetton brothers—Luciano, Giuliana, Carlo, and Gilberto—founded United Colors of Benetton in 1965, they brought fun, tactile, and easy-to-wear Italian-styled clothing to the market. They introduced vibrant colors in an era dominated by gray, black, and beige.

In the following decades, Benetton's polo and rugby shirts, cashmere sweaters, jackets, sweatshirts, and fisherman hats became wardrobe staples for generations worldwide. The brand's success has been driven by a combination of high-quality, well-designed clothing and creative and provocative marketing addressing social issues such as inequality, racism, and corporate hypocrisy.

Although the Benetton brand is well-established in Europe, Asia, and the United States, it is relatively new in Latin America. However, that is changing as the company invests in bringing its cheerful clothing to more markets.

Establishing loyal local followers

Mexico represents a significant business opportunity for Benetton. The company's strategy is to win over Mexican consumers with convenient and personalized omnichannel experiences addressing how they want to shop—whether in-store, online, or a combination of both. To bring this vision to life, Benetton Mexico selected Adobe Commerce, part of Adobe Experience Cloud, to serve as the e-commerce engine.

"We wanted to create digital shopping experiences that harness all the energy and creativity of the Benetton brand but tailor them completely to the Mexican market," says Regina Carpizo, Director of E-commerce at Benetton Mexico. "Adobe Commerce provided us with the cloud-based tools, flexibility, and scalability we needed."

Regina Carpizo

Head of e-commerce, Benetton México

Carpizo chose Adobe Commerce over competing solutions due to its global reputation, functionality, and breadth of features, including Page Builder, Visual Merchandiser, and Order Management, from which the team can design and deliver dynamic and localized e-commerce experiences.

“Quickly, we saw how we could use Adobe Commerce to bring our clothing to life on screen, from showcasing 360-degree views and displaying trend attributes to communicating the softness or durability of a fabric”, explains Carpizo. “We could also do this efficiently from a site management perspective.”

First impressions count

Shortly after the launch of the Mexican website, the COVID-19 pandemic occurred, highlighting the importance of digital channels. Despite the closure of Benetton's Mexican stores, for Carpizo and other members of her team, the closure presented an opportunity because more people would spend more time online from home.

“We knew that if we demonstrated our relevance to Mexican consumers and provided a secure and engaging online shopping experience through Adobe Commerce, we could attract even more customers to our brand”, she says.

Omar Lugo, IT Manager at Benetton Mexico, emphasizes the role security played in winning over both customers and company leaders: “Adobe Commerce offers powerful encryption to comply with data privacy regulations. At the same time, automated security updates help ensure we are protected against threats. These capabilities, along with our secure checkout, instilled confidence in Benetton's site visitors from day one.”

Lugo also notes how easily Adobe Commerce integrates with Benetton's corporate logistics and inventory systems, resulting in fast and efficient deliveries to customers. Additionally, he is impressed by the application's fast page loading and responsive site navigation capabilities, creating a positive first impression for visitors.

“Adobe Commerce offers powerful encryption to comply with data privacy regulations. At the same time, automated security updates help ensure we are protected against threats. These capabilities, along with our secure checkout, instilled confidence in Benetton's site visitors from day one.”
Omar Lugo

IT Manager, Benetton México

Achieving incremental improvements

Benetton's Mexican website continues to attract more consumers of all ages. Carpizo uses Adobe Commerce Reporting to analyze traffic patterns and conversion rates, gaining a better understanding of when, where, and why bounces occur. She appreciates the reporting and dashboard capabilities of the application, allowing internal stakeholders, including top management, to visualize customer engagement levels, loyalty rates, and trends. The analyses also allow Carpizo to refine and personalize the design, layout, and navigation journey continually to increase conversion.

“Adobe Commerce Reporting provides us with the necessary information to drive significant improvements to the site," says Carpizo. "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.”

To support the success of its e-commerce site, the Benetton Mexico team works closely with Wolf Sellers, an Adobe Commerce partner in Mexico City. "Thanks to the flexibility of Adobe Commerce and the development team at Wolf Sellers, we have been able to respond to the many changes needed to address Benetton's fashion seasons, as well as tackle the challenges of store closures due to the COVID-19 pandemic," says Daniel Islas, Sales Manager at Wolf Sellers.

Achieving incremental improvements

Benetton's Mexican website continues to attract more consumers of all ages. Carpizo uses Adobe Commerce Reporting to analyze traffic patterns and conversion rates, gaining a better understanding of when, where, and why bounces occur. She appreciates the reporting and dashboard capabilities of the application, allowing internal stakeholders, including top management, to visualize customer engagement levels, loyalty rates, and trends. The analyses also allow Carpizo to refine and personalize the design, layout, and navigation journey continually to increase conversion.

“Adobe Commerce Reporting provides us with the necessary information to drive significant improvements to the site," says Carpizo. "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.”