Businesses have had to develop new strategies and we have seen how companies that until now only had a physical channel have developed e-commerce, and like others that were pure players, now have physical points.
Things have changed a lot and they have shared it like this Rosa Granados, Spain Country Manager of Preto cat; Elena Salazar, Ecommerce & Big Data Manager at The Goose; Jaime Garrastazu, Retail Manager of Pompeii; and Carlos Serra Mencos, Founding Partner of Scotta 1985, at a table moderated by Juan José Llorente, Country Manager ES&PT of Adyen at the Retail Forum.
The case of Gato Preto
EL Gato Preto has been one of those companies that had the average online channel developed, but does not pay the attention it should, for that reason, the pandemic offered them “the perfect storm to dedicate ourselves to online and see what happened”.
As explained Rosa Granados consumers of the online channel are the same as those who go to buy from the physical store, although they do have a difference: they are more serious about efficiency.
The challenge they are currently facing is in technology and in the search for a new partner to be omnichannel.
The case of El Ganso
Elena Salazar has told how El Ganso is working to offer the most omnichannel experience possible: “The client does not have to differentiate if he is in the online channel or in the physical”.
Some of the strategies they use to be omnichannel are:
- Finish the purchase from anywhere. The buyer must be able to start the purchase online and finish it in store or vice versa. “A failure that we have seen is losing the shopping cart”.
- Analyze data. Knowing consumers is essential, but it is as important to do it online as it is in the physical channel.
- Seek loyalty. Elena explains that El Ganso has focused a lot on customers buying, while now they are working on customer loyalty.
- Single stock. “If in the warehouse there is no stock for the web, the stock that is in one of the stores where the product is found is used ”
In case of Pompeii
Pompeii has the most particular history of the companies that are on this panel. In their case, they started out as a pure player and now they have several points of sale in Spain.
Jaime Garrastazu has shared his vision on the changes that the pandemic has brought such as the loss of fear on the part of consumers when buying online. He has seen this reflected in “increase in exchange and returns, because people had not bought before or buy and return more. “
Pompeii’s learnings for the physical channel have been that this medium works in a traditional way, that is, what works is to have “a good brand, a good product and a good price”.
The Scotta Affair 1985
Scotta 1985 is found both online, physically and in franchises. Therefore, the goal of the brand is to ensure that customers have the same experience in all channels.
“Technologies change day by day, therefore, unifying it is a challenge in which we are all immersed. “ comment Carlos Serra Mencos, Founding Partner of Scotta 1985.
To integrate the omnichannel experience into the company’s values at Scotta 1985, training sessions are held to improve knowledge on this topic.