The food and consumer goods sector has been one of the most important sectors in the Spanish economy for decades, representing around 20% of the country's GDP. This undoubtedly makes it a powerful, firm and economically consolidated sector, but at the same time impacts of overseas chinese consumers in uk vulnerable to the volatility of the environment. This volatility, although it is usually present, becomes even more evident at times like the present, when the pandemic and the subsequent economic crisis have shaken all sectors of the economy.
In this uncertain, volatile and vulnerable context, innovation takes on special importance. For a brand like Conservera de Tarifa, which takes over from generations dedicated to an artisan tradition such as canned fish, innovation does not have to go through an extremely disruptive process, but can focus on, for example, the launch of an e-commerce site. Online sales open the doors to millions of homes for Conservera de Tarifa without depending on distribution in points of sale throughout Spain.
We have collaborated in the launch of their online store, implementing various data intelligence functionalities in ecommerce that seek to optimize sales and deepen the knowledge of their customers, key processes for the success of the business. Through this knowledge, we have implemented methodologies for attracting and retaining customers through personalized communications. In addition, we have implemented marketing automation solutions that allow us to minimize shopping cart abandonment, carry out remarketing actions and even segment communications, generating and qualifying the databases that make up the company's CRM. In parallel, from Mediapost's call center support, we are in charge of managing everything related to customer service and telemarketing.
Interview with José Manuel Morales, commercial and marketing director of Conservera de Tarifa
Question: What has the launch of an e-commerce site meant for a traditional company like Conservera de Tarifa? Has there been a significant increase in sales?
José Manuel: At Conservera de Tarifa we already had an e-commerce launched a few years ago but it was not very developed from the point of view of digital marketing. The e-commerce itself was not optimized, we did not have a social media strategy, etc., let's say it was a minimum digital presence. In December 2018, when I joined the company, a search for marketing improvements was launched, both offline and online. Within the analyses carried out, this possibility of relaunching the e-commerce with greater quality and attention was detected. From there, we began to collaborate with a team to plan everything and implement the change in the company and in the e-commerce itself. We had, as a strategic company for CRM management, which was a great success for us.
Since this launch, the brand's positioning has improved significantly, moving from a more traditional positioning to one more in line with current times. At the end of August, growth has been 130% compared to the same period last year, which has also been accompanied by a greater investment that we will continue to optimize.
