ANIEME organizes a conference on the challenges and opportunities of digital marketing and e-commerce in the habitat sector

Valuable interventions throughout the day

Important digital platforms specializing in the field of marketing and online sales, such as EspacioDeco, Portobello Street and WestWing, have participated in the event.

---

On November 25th, a conference was held in the The Westin Valencia Hotel, organized by ANIEME (National Association of Furniture Exporters) and Castro Consulting, company responsible for conducting a specific study beforehand on the degree of use of online marketing and the e-commerce between Spanish companies from the habitat sector.

 

In order to obtain a global overview of the use of the different tools of digital promotion, as well as the online marketing of habitat products, especially furniture, Castro Consulting has analyzed the responses of a large number of companies, whose results have served as the basis for the report that was presented yesterday. By Juan Castro, Director of Castro Consulting.

 

Important digital platforms specializing in the field of marketing and online sales, such as EspacioDeco, Portobello Street and WestWingThey participated in the event, presenting their portals and discussing the commercial opportunities they offer. Furthermore, Casual Hotels It was the real success story presented, with the aim of understanding the experience of transitioning to online marketing of services in the tourism sector, and how this can be extrapolated to other sectors such as the habitat sector.

 

The various presentations have served to shed light on the challenges and opportunities offered by the channel. e-commercehighlighting that it is a channel fully compatible with traditional channels such as retail sales through importers, distributors and traditional stores, or the contract channel for the complete furnishing of facilities. The aim pursued in all cases is to increase the competitiveness of companies, and to increase their sales through a marketing strategy, which will help them position their brands in the digital sphere and obtain a portion of their revenue through the online marketing.

 

 Juan Castro, Director of Castro Consulting and responsible for carrying out the study, presented the results and conclusions of the analysis carried out among the companies of habitat sector, in which he was asked about issues such as presence in social media y digital platforms Specialized in habitat, company staff or external personnel with training in management online marketingThe main obstacles they encounter when selling online are the companies' unease about how to make it compatible with the traditional retail channel.

 

 

 

Casual Hotels was the real success story presented, with the aim of understanding the experience of transitioning to online marketing of services in the tourism sector.

 

 

 

María José González, CEO of Espacio DecoHe highlighted the fundamental importance of the brand when addressing the e-commerceas well as the fact that the manufacturer has the power over distribution when deciding who to sell to and how to position its brand.

 

Alberto Torres, CEO of Portobello Street, commented that the e-commerce It is a channel that coexists perfectly with the physical store, which is not going to disappear, as long as it offers added value in service to the customer who visits it, so we must think about mixed strategies that share promotion and online and offline marketing.

 

Juan Sureda, CEO of WestWing, in his presentation on “The keys to the new marketing for the Home & LivingHe emphasized the importance of intangibles, stating that to capture the consumer's attention and subsequent purchase decision, it is necessary to generate trust with products that offer added value, with brands that have quality content behind them, and astorytelling"interesting and that manage to "win over" the end customer, so that they make the purchase."

 

To conclude the session, a colloquium was held with the participating companies, who exchanged opinions with the speakers and addressed various questions and practical issues. The event, organized by [organization name missing], saw a large turnout of companies from the home furnishings sector. ENCOURAGE ME This reflects the interest this topic generates among manufacturers, as well as the lack of knowledge that still exists surrounding it. digital marketing of furniture at a national and international level.

 

Juan Carlos Muñoz, – President of ANIEME – , has pointed out that “Training in key aspects that directly affect our sales is one of the pillars of ANIEME's activity.

 

The use of social media and digital platforms to promote and market products online is now a reality, linked to technological advances and the profile of new consumers, who are making an increasing percentage of their purchases online. e-commerce It is the present and it is unstoppable.

 

Manufacturers must overcome their fear of using these tools and understand that they are compatible with traditional sales channels. We must learn the specifics of the online channel and give it a try, because... Spanish manufacturers We are prepared to address it. We must seize every business opportunity available to us to increase sales, and the e-commerce It is, without a doubt, one of the ways to achieve it.”