Regarding internationalisation in B2B, Carlos stressed that culture is fundamental to the success of international sales. “ In our case, there are projects that have worked in America and failed in EMEA .”
Alberto, for his part, focused on aspects of the socioeconomic structure of each market: “All our clients are companies and self-employed people, and we see a big difference between what we can sell in different markets, in Spain or in Germany, for example. In Germany there are larger companies, which make larger orders. Here there are many more self-employed people and small companies. In Portugal we sell technology from 15 years ago, but in Germany we are selling the latest .”
Next up was a panel moderated by Cinzia Barberis, Head of Marketing & Communication at Naiz Fit. Carlos Andonegui , General Manager of Vinopremier, Marta Castillo, Head of Brand and Marketing Spain at Backmarket, and Josep Casas , CEO of Food for Joe , discussed the challenges of moving from online to offline.
These three digital native projects are clear examples of belize number data how to take advantage of the best of both worlds (online and offline) to grow, but in different ways. On the one hand, Backmarket is a pure digital player but does offline campaigns to mobilize digital; while Vinopremier ended up opening its own stores; and Food for Joe has opted for the wholesale model or selling its products in third-party physical stores.
All three agree that the customer is truly omnichannel and that action must be taken accordingly . When asked about the moment when they realised that it was not enough to focus only on the internet, Carlos (Vinopremier) explained that it was the sector itself and its circumstances that pushed them to do so. “ When we started talking to the wineries and they saw that we were an online store, they didn’t even want to talk to us. They saw us as a demon. And when we opened the first physical store, we saw that the wineries that previously didn’t want to know anything about us no longer had any problem travelling to Madrid to see us. For them, it was more important to be on that shelf in the store than on the website