Fashion retailer Dafiti enjoys new operational efficiencies and a 25% boost in site speed
Company Size
1,000+
Region
- America
Country
- Argentina
- Brazil
- Chile
- Colombia
- Mexico
Product
- Google Tag Manager
Tech Stack
- JavaScript
- HTML
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Digital Expertise
- Productivity Improvements
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
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