The Digital Transformation of Gabrica: Elevating Their Business to the Next Level.

With over 700 employees, operations in three countries—Colombia, Peru, and Chile—and 30 years of experience, Gabrica is a well-established player in the B2B market for exclusive pet products. The company serves more than 5,500 clients, including retail outlets and veterinary clinics, offering imported, exclusive, and premium brands of food for dogs, cats, and horses.

The challenge of transforming and digitizing their business stems from the accelerated growth the company has experienced over the past five years. This growth prompted the search for tools and platforms to revamp their ordering portal, which had become increasingly less user-friendly for their clients.

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"Although our clients were businesses, they behaved like individuals, comparing us to Amazon, Uber, and Rappi." – Andrés Murillo, Customer Experience Director
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After understanding the nature and pain points of their clients, they realized that it wasn't just about relaunching their ordering system; it required a thorough reevaluation of their commercial methods and the way they engage with customers. Gabrica took on the task of finding a platform that could take their business to the next level—one that was user-friendly and easy to use—and that’s how they arrived at VTEX.

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Subsequently, they sought the ideal partner and implementer—not just to launch the B2B platform, but to truly support, lead, and drive the entire digital transformation process. They found that ally in ITGlobers.

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ITGlobers assigned a team of seven experts to support Gabrica, including a project manager, a technical lead, a UX/UI designer, a back-office specialist, a junior developer, and two front-end developers. The team focused particularly on back-office operations, integrating their ERP system, and providing VTEX training to the internal team, which initially had limited familiarity with the technical aspects.

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"We really liked ITGlobers' way of working: the professionalism, the team of experts in different products, and the methodology based on agile frameworks."

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The challenges along the way were significant: changes in Gabrica's team, internal strategic redefinitions, the creation of a category tree, and the integration with a payment gateway they didn't have before, all posed some difficulties. However, both teams worked closely together to ensure the result was a product that felt more accessible to customers and enabled the scalability of the business.

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Finally, Gabrica's B2B platform went live, initially tested with a small group of clients to assess and analyze the adoption of the channel. The second phase involves migrating at least 20% of their entire client base and continuing to work closely with them throughout this transition process, with the support of their contact center and sales representatives, who have been key to the success of the project.

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Meet Gabrica: https://www.gabriconecta.com/