Understanding Fiesta’s Digital Transformation
Fiesta, a renowned candy company, has been a household name in Spain since its founding in Alcalá de Henares in 1965. With its roots in candy production dating back to the 1940s, the company has established itself as a leader in the industry, particularly with its iconic Kojak candy stick. Fiesta has also been at the forefront of digitalization, being one of the first companies in its category to offer online sales for both businesses and consumers.
A Conversation with Jonathan González
Jonathan González, Senior Digital Marketing, Media, and E-Commerce Manager for EMEA at Fiesta, shares his insights on the company’s online channel strategy, its approach to working with new generations, and its plans for innovation and growth.
Online Channel Strategy
Fiesta’s online channel is an integral part of its omnichannel strategy, offering clients and consumers a convenient way to purchase products and try new ones on the same day of launch. The company’s value proposition is to provide a complete portfolio of its brands at competitive prices.
Improving User Experience
Fiesta is set to launch a new online shopping experience in the coming months, which will include new features to enhance user experience. The company is also exploring the possibility of introducing cryptocurrency payments and will enable the Bizum payment option by the end of the year.
Target Audience
Fiesta’s online channel is used by both end consumers and professionals. The company has identified an institutional client segment and another professional segment that helps strengthen and expand its distribution, particularly in rural areas.
Most Prominent Brand
Kojak is Fiesta’s most prominent brand, with a strong presence in the market. The company’s other notable brands include Lolipop and Fresquito.
Marketing Strategies for Generation Z
Fiesta is developing various marketing strategies to connect with Generation Z, including campaigns, promotions, sponsorships, and social media engagement. The company aims to make its brands relevant and appealing to the younger generation.
Collaborations and Innovations
Fiesta has collaborated with KFC to launch a range of ice creams inspired by its iconic Kojak lollipop. The company has also set up a pop-up store in Madrid, which was well-received by consumers. Fiesta is committed to introducing new technologies and innovating within the company, with an ambitious project in the Digital Marketing area and a new category launch planned for September.
Future Plans and Challenges
Fiesta aims to continue growing and innovating, with a focus on building and gaining share with its main brands in the EMEA region. The company’s challenges include maintaining its competitive edge and adapting to changing consumer preferences.