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A new paradigm

1. A new reality, do we really know it?

2. How does it affect to designers and craftmen?

3. How can we prepare ourselves?

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Do we belong to it?

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Changes in the way we communicate

From the old phone to the social networks and WhatssappWe communicate in a completely different way

Changes on the shopping habits

Everything at just a click

E-commerce has exploded in Spain

11,8 million bought over the last year

14% shop online on a

regular basis

27 mill internet users 16- 55 years

old

E-commerce has exploded in Spain

Fashion is growing on the total e-commerce

Technology 21%

Fashion 34%

Tickets 14%

E-commerce has exploded in Spain

49% buys more than a

year ago

62% ask for more digital

innovations to the shops

42% who doesn´t buy online today will do soon

Changes on the payment methods

We are witnessing a revolution on the payment methods (Paypal, Bitcoin, Google Wallet, …)

Largest selection of products and services

Exponential increase in product offering, expertise and portfolio of new customers

Changes in the distribution pattern

From old trucks to drones

Changes in the advertising world

From paper to digital multi-divice

What can we do with so much change?

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For sure we can´t continue as before

A new reality we can´t ignore

… but we can cope with different levers

Marketing

Trainning

DistributionProduct

Loyalty

From the marketing point of view

Ideally we should work in the four areas

Social Networks Search

Email Display

From the social networks point of view

• Having presence in major Social Networks

• Be constant in time

• Add value to content

• Follow influencers

• Analyse how my audience behaves

From the search point of view

• Realizar campañas segmentadas

• Analyse permanently ROI

• Use several search engines

• Study well competition

• Why not do campaigns out of Spain?

From the email mk point of view

• Use reliable databases

• Use promotions in order to incentivize leads

• Analyse return on sales

• Space campaigns in time

• Be careful with duplicates users

From the display point of view

• Do micro campaigns

• Try segmenting

• Search niches

• Define the goal of the campaign

• It helps us to build brand awareness (no sales)

From the distribution point of view

• Include shipping cost in the final price

• Fast shippping product

• Facilitate the return of the product

• Clearly state policy changes

• Offer alternatives to change

From the training point of view

• Take courses online or in person

• Read news and case studies

• Renew constantly

From the product point of view

• Design original products

• Assuring quality of raw materials

• Respect the environment

• Making quality photographs

• Label describing the product

Quality of pictures

BAD QUALITY GOOD QUALITY

From the client loyalty point of view

• Implementation of a CRM system

• Encourage frecuency of shopping (birthdays,…)

• Facilitate product return

• Participate in shows and events

• Establish ongoing communication over time

Is that clear enough?

Thanks

Ignacio PinuagaTwitter @nacho9897

ipinuaga@blonic.com