Reimagining “Click & Collect” for Grupo Boticário
Picture a scenario where thousands of store consultants nationwide effortlessly handle online orders, real-time stock updates, and seamless customer pickups—all within a single, integrated ecosystem. That was my mission at Grupo Boticário: to design a holistic “Click & Collect” experience that not only optimized operational workflows but also elevated the brand’s in-store customer service.
Context & Challenge
Grupo Boticário needed to serve over 2,000 stores across Brazil, each with diverse POS systems (Linx, TOTVs, and Casa Magalhães) and unique logistical hurdles. Before my involvement:
Complex, Siloed Operations: Multiple systems weren’t communicating, leading to errors, slow order processing, and inconsistent customer experiences.
Missed Opportunities: TQT stores, which could broaden access in smaller cities, were excluded from the C&R program.
Customer & Consultant Frustration: Due to system breakdowns, mobile constraints, and a lack of clear pickup timelines, both customers and store teams felt the strain—especially during high-traffic periods like Black Friday.
My role was to bring all these moving parts into harmony, aligning business goals with real-world user needs.
01
Comprehensive Discovery
Research & Interviews: I spearheaded interviews across multiple regions, collecting insights from consultants, managers, and internal teams. This deep dive revealed root causes behind system slowdowns, order inaccuracies, and communication gaps.
Journey Mapping: I developed AS IS service blueprints to spotlight the friction points in current processes, from e-commerce checkout to in-store pickups.
03
System Integration & Technical Roadmap
TQT Store Enablement: I laid out a structured plan for reintegrating TQT stores into the broader C&R ecosystem, collaborating with architecture teams to ensure a smooth rollout.
Mobile-Centric Enhancements: From real-time order notifications to mobile invoicing, my proposals focused on empowering store teams to work seamlessly on the go.
02
Strategic Blueprinting
Co-Creation Sessions: By bringing together stakeholders from e-commerce, TQT, and POS engineering teams, I identified shared pain points and prioritized the solutions that would deliver the greatest impact.
TO BE Blueprints: I then formulated future-state designs, featuring refined data flows, mobile-friendly tasks for consultants, and updated operational guidelines for peak shopping seasons.
04
Stakeholder Alignment
Cross-Functional Collaboration: I partnered with product owners and tech leads to map out a workable implementation roadmap, balancing business objectives, user needs, and technological constraints.
Clear Communication: Frequent syncs, presentations, and blueprint reviews ensured all decision-makers had a transparent view of risks, timelines, and opportunities.
Key Results & Impact
Sharper Operational Efficiency: By harmonizing e-commerce timelines and in-store realities, consultants could spend less time juggling multiple platforms and more time assisting customers.
Expanded Store Coverage: Officially bringing TQT stores into the
C&R service meant more pickup points for customers in underserved locations—removing a significant barrier to growth.
Elevated User Experience: Upgrading mobile tools and real-time status updates cut down on order delays, confusion, and wasted trips. Customers enjoyed clearer pickup windows, while consultants had the flexibility to handle tasks away from the desktop.
Future-Ready Architecture: The TO BE blueprint provided a clear path for continuous improvements, from optimizing marketing promos in e-commerce to enhancing stock integrity across all POS systems.
Why This Matters
In a retail environment where speed and convenience can make or break the customer’s loyalty, service design is the linchpin that ties everything together. By looking beyond mere interface tweaks and diving into people, processes, and technology, I delivered a solution that balances customer satisfaction, operational ease, and brand growth.