Brico Depôt Iberia has made significant strides in its digital presence over the past four years, driven largely by the pandemic. The company’s digital strategy is characterized by a focus on omnichannel retailing and personalizing the customer experience.
Tailoring Strategies for Different Markets
Sandra Zárate, Digital and Marketing Director at Brico Depôt Iberia, notes that while the company has a global strategy as part of the Kingfisher Group, it adapts to local preferences. In Portugal, for instance, the company places greater emphasis on local product ranges and specific online payment methods. The firm has implemented options like MBWay and Multibanco to cater to local tastes. Brico Depôt Iberia has also developed a robust omnichannel strategy, offering services such as Click and Collect since the launch of its website. This creates an effective link between physical and online stores, allowing customers to buy online and pick up in-store.
The main difference between the Portuguese and Spanish markets lies in buying trends. Portuguese customers tend to prefer local brands and are more loyal to familiar brands. In contrast, Spanish consumers are more open to trying new options. Both markets, however, are demanding in terms of service quality, expecting fast deliveries, constant order updates, secure payment methods, intuitive websites, and a wide range of products available in one place.
Logistical Challenges in the European Market
One of the biggest challenges Brico Depôt Iberia faces in managing its European strategy is logistics. The company deals with large-volume items like custom doors, windows, and kitchens, which presents unique challenges in packaging, preparation, and transportation. The goal is to be efficient in packaging and preparing these products and finding logistics partners capable of delivering them in perfect condition. While there are specialized carriers, the logistics sector still has a long way to go to fully adapt to the specific needs of consumers and businesses in the sector.
Adapting to New Trends and Technologies
Brico Depôt Iberia is constantly evaluating new technologies and market trends. The company is exploring the use of augmented reality to help customers visualize products in their spaces before buying. It is also investigating how artificial intelligence can enhance the shopping experience and personalization on its online platform. The firm’s approach is to test and experiment with new tools and strategies in a calculated manner, considering how they align with its sector and customer needs.
For Black Friday 2024, Brico Depôt Iberia expanded its promotional period to a “Black November,” starting promotions earlier to adapt to market trends. As a discounter, the company already offers competitive prices, making it challenging to offer additional attractive discounts. The strategy focused on carefully selecting products with additional discounts that were truly attractive and would give new customers a chance to get to know the brand.
Future Plans
Brico Depôt Iberia’s future plans include:
- Improving its e-commerce platform to make it more intuitive and user-friendly
- Expanding delivery and pickup options, including same-day delivery for certain products
- Developing educational and inspirational content to help customers with their DIY and construction projects
- Strengthening its presence on social media and exploring new ways to engage with its audience
- Continuing to expand its marketplace, incorporating more sellers and products to offer a wider range to customers
The company aims to continue evolving digitally, maintaining its focus on customer needs and the specifics of its sector.