The head of e-commerce at Astigarraga Kit Line, Djuniet Astigarraga, has participated as a speaker at the leading eCommerce and Digital Marketing fair, E-Show, in Barcelona. Europe’s most important meeting point for e-commerce professionals brought together more than 9,000 visitors, 140 exhibitors and 160 speakers. In the Speaker’s Corner area of Prestashop, Djuniet Astigarraga participated, together with two other companies, in a round table discussion on the best practices and perspectives used in e-commerce.
Djuniet Astigarraga gave a brief description of the company and began by recalling the first steps taken by Astigarraga Kit Line, when it was a workshop dedicated exclusively to manufacturing pinewood trestles, 40 years ago. In this sense, he emphasised that currently “there is a production capacity of 15,000 units of trestles per day”, and he reviewed the entire product catalogue. Likewise, the head of e-commerce highlighted the use of local wood from the Basque Country as the company’s main value, which enables “control of the entire manufacturing cycle, from the forest to the final product”; and he highlighted the two certifications that the company holds: PEFC and the EU Ecolabel.
After the introduction, Djuniet Atigarraga explained how he made the leap into the world of e-commerce six years ago. “It was unknown territory for us, a department that had not existed in the company until then, and the enriching thing is that we created it from scratch. In this constantly evolving digital world, every day is a new opportunity to learn and grow”, he said.
Prestashop Village
The content management platform Prestashop has participated in E-SHOW Barcelona with its own space. And it was here that Astigarraga Kit Line, together with the companies Gran Velada, dedicated to the production of cosmetics and soaps, and Salvi, specialists in LED lighting, held the round table. Djuniet Astigarraga explained that Prestashop “is helping us in both B2C and B2B sales, the platform is easy to adapt to the circumstances of each country, very easy to integrate with any transport agency and the best thing is that it has 4,000 modules to make improvements and facilitate our work”.
Automation
On the table, strategies and practices for building customer loyalty, generating content or attracting traffic for both B2C and B2B were discussed. “It is essential to have fluid communication with customers to keep their attention and interest in our brand and products alive. There are several marketing channels that we use to engage with them and impact potential new customers. One of them is the sending of e-mails. The newsletters provide them with useful content so that they can tidy up and decorate their homes as well as inform them of offers and promotions, such as Back to School or Black Friday, or the launch of new products”, explained Djuniet Astigarraga.
“In addition, we believe that the use of newsletter automation is crucial in the world of digital marketing. These tools enable personalised and timely messages to be sent to each subscriber, increasing the relevance and effectiveness of campaigns”, he added.
Original and inspiring content
Djuniet Astigarraga also highlighted the effectiveness of using social media and blogging as channels that “enable us to create and share original and inspiring content to retain our audience and reach a broad community”. The blog, the only content platform totally under the brand’s control, “is an essential tool for the strategy, as it enables us to achieve good web positioning in search engines such as Google, if SEO is done well”. “We have two very positive experiences in the world of hospitality where we were able to make two bodegas into two very well known restaurants in the Basque Country: Carlos Arguiñano’s chacolí wine cellar and that of Pedro Subijana’s restaurant Espacio Oteiza. We generated exclusive content with the bottle sellers and the end result was positive as we were able to reach many restaurants in Spain”, he gave as an example.
“Growing organically can sometimes be an uphill struggle. That is why paid advertising is another marketing channel to promote the brand or specific products. And we do it both on social networks and on the Google Ads search engine. The aim is to increase brand visibility, attract potential customers and increase conversions”, he explained.
The next event… Bilbao.
