Luiza Libardi, Head of e-commerce and marketing for John Fluvog Shoes, discusses the brand’s shift from offline to online sales. She highlights the vital role of storytelling in connecting with customers and shares challenges faced during the pandemic, including traffic surges and infrastructure upgrades. Luiza emphasizes the need for personalization in the customer experience while balancing marketing efforts with relationship building. Community engagement and innovative marketing strategies, such as direct mail and tailored campaigns, are showcased as key drivers for success.
