Knowing: New Black Boots

The Black Boots began in 1996, 20 years ago. The first products were boots and boots own, but gradually the shop was adding other partners. With its positioning bold, became point concept for many important brands that have been coming to Brazil.

Knowing New Black Boots

The store’s current physical is located in Belo Horizonte, at Rua Sergipe 1233, Savassi. It is a space that makes you feel at home, no matter who it is or what it is you are. The next time you’re in Belo Horizonte, take the time to visit with friends.

I think you already know, but I have worked there, from 2013 to 2017. Managed the digital transformation of the brand. The goal was to expand the online visibility to tell your story at the national level and to implement an operation of e-commerce more robust, taking advantage of a job on the internet that began in the year 2000, but that had not yet taken the form of a business, on a national scale.

I think we managed! The number of visits to the site increased by 500% and sales by 750% in three years. In addition, the brand with Black Boots and took the first plan, being firm with credibility as one of the main marks of boots in the country. The products themselves came to be seen as better than other brands of boots, and gradually, the shop was turning into a space almost 100% Black Boots.

The coolest thing? I remember when I started working on Instagram, with less than 200 followers and on Facebook with less than 30,000. Today, there are thousands of people in Brazil, following and enjoying the pictures that we took and interacting with our stories. All of this without basically investing nothing in the “purchase”. New friends who found us organically.

Pos as well, in the middle of this path, in 2016, I was invited to be a member of a physical store new, that would be the first store-franchise. It was an amazing opportunity that began three years ago on Tumblr. I was very happy… but it was certainly very intense! We knew what was supposed to be: A space simple and creative, to meetings, meetings and conversations, but mount is not easy.

The New Store Black Boots

The exchange of space has been a major change in the company. The old store was larger and shared space with the e-commerce. We did not need a huge space to meet clients, and as it is not reasonable to pay rent for storing inventory, came the search for a space, well located and a shed for the products. The pace has changed, but above all this is the desire to improve interaction with customers and deliver better products. Not necessarily the fastest or with the best price, but made with care to last.

This hospitality is in the blood. The Black Boots grew adding interactions between employees, customers, suppliers, partners, friends, etc. She has been interacting with the life around, people, different, but very similar…after all, are only the details that change! There in the shop has the old acquaintances that we newbies let us know, and also has the new faces that arrive every day, our time to cultivate relationships.

All of these people who have gone through and are still going to go through the store left something… ideas, lessons learned, an object, a hug. Take something also… may be products, or inspirations, just a nice experience. I hope to help play a little bit of it on the newly born!

For this the shop was built with much care, all done at home; inspirations my design Camila who works in customer service, work and installation by Flávio, ex-salesman who was some 10 years in the shop, decorated with objects of the room of one of the file from the other. Personal touch, simple, as the best things in life.

The most important lesson I learned in this experience? Several! I never imagined that post on Tumblr would turn into this. Let me explain… I started my journey in the digital testing the principles of “organic traffic”. I set up a Tumblr where you stood on the that I liked, and it was there that I started the conversations with the store.

I learned a lot because sabía so little! I think lesson # 1 is that retail is a continuous process. The environment is unpredictable and you have to adapt and improvise. There is the challenge of balancing the need for return with the curation and new vision, especially in a city not considered to be “open-minded”.

Think very forward, and customers may not be ready. There is not going to sell anything. On the other hand, if it is to only satisfy the trend curves and work that sells quickly, will just follow trends without never being ahead of the curve. Some of the lessons that I have learned in this space of time working at the physical store.

Well… I thank you again to all those who attended the inauguration, in person, in spirit, or by reading this post here!

Remembering the new address is Rua Sergipe 1233, Belo Horizonte, Savassi.

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