What is it?

Established in March 2009, BrandsClub is a private internet shopping club renowned for offering exclusive discounts of up to 70% on products from over 600 top national and international brands, including Guess, Nike, Puma, Lacoste, Polo Ralph Lauren, Thelure, and Cartier. Sales, referred to as "events," typically span four days, providing both retailers and brands an avenue to reduce excess inventory without compromising their image.

The project

I joined BrandsClub during its startup phase, when it operated as a Minimum Viable Product (MVP) with a limited selection of brands. Within a year, a concerted effort was made to elevate BrandsClub to become the premier private internet shopping destination.

My role

Hired to spearhead website redesign and implement innovative solutions, my role at BrandsClub encompassed proposing initiatives such as a "member get member" referral program to boost user acquisition, developing segmented landing pages, and revamping the information architecture for the home and product listing pages.

Business analysis

The strategic enhancements made during the initial years yielded significant results. Notably, the revamped homepage and optimized user flow led to a surge in brand interest and user engagement.

2.6M

users

With revenues reaching R$25,000,000.00 and a user base of 2.6 million, BrandsClub garnered international attention, culminating in its acquisition by South African conglomerate Naspers for US$17,000,000.00.

B♥C

BrandsClub partnered with the Brazilian Institute of Cancer Control (IBCC) and Smart Jardins to launch the B♥C initiative, aimed at supporting cancer prevention, early diagnosis, and treatment efforts in Brazil. Ten BrandsClub partner brands participated in the initiative, customizing Smart cars to reflect their individual styles and donating 50 pieces each for sale on the BrandsClub e-commerce platform, with proceeds benefiting the IBCC.

Let the users vote

A key challenge I faced was engaging users to select their favorite customized Smart car and share it with their networks to amplify the campaign's reach and drive sales of the IBCC's offerings. To address this, we developed a dedicated hotsite where users could learn about the cause, show their support, and vote for their preferred car design.