Domo > Case Studies > Velasca Expanded Its Brand with Domo and Empowered Analytics

Velasca Expanded Its Brand with Domo and Empowered Analytics

Customer Company Size

SME

Region

Europe

Country

Italy

Product

Domo BI & Analytics

Tech Stack

Cloud-based platform
Advanced analytics tools

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Revenue Growth
Productivity Improvements
Customer Satisfaction

Technology Category

Analytics & Modeling - Real Time Analytics
Analytics & Modeling - Big Data Analytics

Applicable Industries

Retail

Applicable Functions

Sales & Marketing
Business Operation

Use Cases

Supply Chain Visibility
Inventory Management

Services

Cloud Planning, Design & Implementation Services
Data Science Services

About The Customer

Velasca is an Italian footwear brand that is passionate about delivering elegant, handmade products to people all over the world. The retailer ensures each pair of shoes goes directly from the artisan to the buyer, forging direct-to-consumer relationships that make an impact. In 2022, Velasca was poised for success with over 70 employees, 16 shops across Europe, and the recent launch of its Velasca Women line. However, to keep that momentum going, Velasca needed to overcome certain challenges like processing vast amounts of customer data from across stores in real time. This meant that Velasca needed to build robust, data-driven strategies and use advanced analytics tools to drive future success.

The Challenge

Velasca, a direct-to-consumer brand, faced several challenges. These included gathering the right data to know who buys which products and when, collecting omnichannel insights from both online and offline channels, managing inventory and adjusting production to meet changing demand, analyzing customer service to gauge customer needs, pain points, and solutions, and monitoring performance marketing to better build and optimize campaigns in real time. Despite having multiple data tools, they struggled with siloed data that couldn't be synced across teams and platforms, manual processes that wasted valuable time and resources, supply chain problems that threatened to interrupt the direct-to-consumer experience, and out-of-date analytics that were not readily available or usable.

The Solution

Velasca needed a single, comprehensive data hub where analytics could be shared, synced, and activated for all teams across the company. They teamed up with BitBang and Domo, a cloud-based platform that provides simplified, near real-time access to data. With these advanced analytics tools, Velasca was able to centralize all sources of information from invoices and production costs to logistics and customer information. They automated key tasks, reducing manual and human errors, saving time and resources, and requiring a smaller engineering team. They increased data literacy, allowing each member to create and monitor their own dashboards of shared data. This focus on the business gave them more time to innovate higher-level decisions and processes.

Operational Impact

Velasca has transformed the way it collects data, understands customers, and manages inventory.
With a single source of truth to guide its business, the brand now has the power to see gross and net orders by country, business unit, store, shoe model, shoe size, year, month or day of purchase.
They can pinpoint major business drivers across its network of stores and customers by tracking metrics like AIV, AOV, total revenue, and top-performing products.
They have access to near real-time insights across easily accessible dashboards, which are run by validated and fully automated processes.
They can monitor the lifetime value of each customer based on their evolving analytics and insights.

Quantitative Benefit