Sustainability Report 2021 Vivara

22 Omnichannel In 2021, we celebrated the balance be- tween digital and face-to-face sales, in- creasingly unified and related through omnichannel, which brought the chan- nels convergence and started a revolu- tion in the relationship we build with our customers. Though physical stores have resumed full operations, digital sales kept penetration above pre-pandemic levels, thus contributing to significant sales growth. In 2021, digital sales ac- counted for 17.4% of total revenue, com- pared to a penetration of 8.0% in 2019. In addition to digital sales growth, tech- nology has enabled much more efficien- cy based on the process chain. This integration between channels brings greater insight into the customer, open- ing up new paths to implement a pur- chase journey vision. More and more, we want customers to be able to have a unique and integrated experience, en- joying unique journeys regardless of the medium used for service and purchase. By optimizing research and monitoring tools, we improved the relationship with the public on several fronts, strength- ening ties. One of the year's highlights was the implementation of the inbound WhatsApp, through which customers from digital channels can communicate directly with store saleswomen. The im- plementation of the sales management application allows our teams to have control of all processes at the palm of their hands. Assisted sales offer a fully integrated omnichannel experience. In 2021, a third of our online transactions were assisted by the store teams Products are available from any Vivara unit - just a click away for both the seller and the customer Project Joias em Ação (Jewelry in Ac- tion) launched in April 2020 positively contributed to the online channel's per- formance. In Joias em Ação, an active sales program through WhatsApp, we started having automated measure- ments, able to provide more assertive information to consolidate strategies, evolve in the segmentation per purchase category, and create targeted and effec- tive campaigns. In the year, the project accounted for 31.7% of digital sales, re- cording total sales of R$101.5 million. We have the largest online traffic share of any company in our segment - in other words, our digital channels are the answer to most of the searches made by consumers - which only confirms our relevance and the quality of the commu- nication with our customers. Therefore, we intend to increasingly customize the experience through targeted communi- cation and branding, to reach a highly qualified audience, with great conver- sion potential. Logistics intelligence Synergy between physical and digital sales was also enhanced due to the in- tegration of our inventory, which facili- tated services such as in-store pickup (purchase on site and collect from the store), ship from store (site purchase and store delivery), and store sales of e-commerce products using tablets. If previously it was only possible to offer jewelry available at the stores, now we have products available at any Vivara unit, which are just a click away for both the seller and the customer. With data management based on man- ufacturing and logistics, we achieved a healthier inventory and improved goods turnover, since from the moment an item enters the platform, it can be purchased by people anywhere in the country. In the supply chain, intelligence allows us to figure out where products have more demand and acceptance, distributing the mix more efficiently and assertively. At the end of this process, we improve the customer's satisfaction, as he can receive his purchase in a shorter period of time by decentralizing the stock. In terms of sustainability, optimized distribution allows the reduction of fuel consumption and pollutant gas emis- sions, besides lowering freight costs. By building a decentralized logistics network, we optimize delivery options, providing a win-win for company, cus- tomer, and environment. SUSTAINABILITY REPORT 2021 VIVARA SUSTAINABILITY REPORT 2021 VIVARA 23

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