CONSOLIDATION

The events of 2020 confirmed the Group’s Omnichannel essence. The contribution and support that our department stores and other store fronts received from El Puerto de Liverpool’s Digital arm was crucial to the growth in the preference and number of customers.

At the start of the pandemic, digital channels increased their sales by 5.1 times, the number of new digital clients grew by almost seven times, and visits to liverpool.com.mx were 2.3 times higher than the previous year. During the weeks when we were fully closed, 100% of our sales took place on the digital platform and, once our stores reopened, the support continued due to restrictions on our operations. Our vision for this business for the next five years was achieved in a matter of days.

The annual result was higher than what we expected. Digital sales grew 157%, the number of sessions doubled, and the number of active Liverpool Pocket users nearly tripled. Digital sales accounted for 29% of Liverpool’s businesses in 2020. For Suburbia, the digital channel grew by five times year-over-year, now including Big Ticket merchandise.

Marketplace, available on digital platforms and the seller's app, continues to develop, recording sales growth of more than seven times over the previous year.

Anticipating our customer's needs by knowing them better as we provide personalized information for them, is enabled through the “Customer Experience and Analysis” initiative.

Important initiatives have been launched focused on customer experience and service: eWallet, Express Checkout, search engine improvements, the addition of Big Ticket items at Suburbia, the launch of gap.com.mx and size recommendations. The Digital Marketing team was restructured, resulting in shorter implementation times.

Our Contact Center handled more than 11.7 million interactions during the year, an 85% increase over 2019. Much of this traffic was channeled through social media like WhatsApp, making us a global success story.

Delivery volume swelled 400% during the most critical months, and during the year as a whole, it increased 2.5 times. At the same time, the logistics workforce was reduced due to COVID-19 issues. New delivery methods were introduced to complement our internal capacity through outsourcing. Despite these challenges, 91% of orders were delivered on or before the promised date. Click & Collect accounted for 20% of deliveries during the year.