Future Success of Small Businesses Depends on Digitalization

In the Federation of Business Entrepreneurs (FEC) they are very clear that the future of small businesses not only depends on quality and personalized attention, but that digitalization – in its many aspects – will be key for their good progress and for their success. future. That is why the organization has been offering its associates for years all types of courses related to digital marketing, starting up online stores or managing social networks. Its president, Consuelo Fontecha, recognizes that many establishments have benefited from regional and state aid lines, but demands a municipal plan that contributes to the modernization of commerce in everything that has to do with the digitalization of its structures.

Fontecha knows that the present Government team is working on it and that “Cristina Ayala is personally involved” in the design of a “short and medium term” program to finance this type of initiatives for local businesses in Burgos. «Businesses use their own funds and put in time, but the resources of a small store are limited; so we need the help of the City Council to finance the digitalization of commerce,” she adds. Currently, 35% of the establishments in the province of Burgos are, to one degree or another, committed to digital transformation, but that “number has to continue growing, because otherwise many stores will be left behind.”

In this collaboration with the City Council, which Fontecha hopes will take shape shortly, the future of the ‘Amazon of Burgos’, of the platform called ‘Burgos at home’, which “continues to function” but not as the FEC would like, will also come into play. “It is a positioning problem and to gain presence on the internet we also need the help of the City Council,” confesses the president of the merchants.

Networks are essential. Fontecha is convinced that today all stores, regardless of the sector, “have to be connected with society through social networks.” “Online stores are very good, but the essential thing is to have that other showcase that Facebook, Instagram or WhatsApp represent, which allow you to reach a type of customer – probably younger – who does not have as much time to visit establishments,” she explains. In his opinion, “there is a lot to learn from all types of businesses, many of which are in not very large locations, but which have managed to connect with numerous potential clients through direct contact, presenting products in an original way, etc. ». “It’s the future and we can’t escape it,” she concludes.

Meritxell Merida | Cloeb4

«It is essential to be on Instagram; Otherwise it would be very difficult to survive.”

In Cloeb4 (Calle de la Moneda, 4) were clear from the beginning of their journey that having visibility on social networks was going to be a differentiating factor that had to be taken advantage of. Meritxell, co-owner of the business, produces and makes four or five stories a day that she uploads to Instagram, one of the store’s non-physical windows. «This channel is key; Without it today it is very difficult to survive,” she says. And it is true. The establishment has an online store, but its sales are still not very high, about 10%, in part due to “the fact that many customers continue to demand the personalized attention” that is physically dedicated to them in the store.

«They see us a lot on social networks, but when it comes to buying, a majority prefers to come here so that we can help them directly; and it is normal, because it is what is sought in local commerce », he explains. As for its online store, it also values ​​the management program that is linked to it, “which allows for much more effective administration of all products, since you can instantly know which items are available in stock with a single click on the computer,” he says. What Meritxell is clear about is that we must not neglect digitalization, because “many young people today go to stores using their mobile phone.”

Marlene Cruz | Marlene Cruz

“It requires investment and requires a lot of effort, but it has to be done because it is the future”

Marlene has invested a lot of money and a lot of time in giving her shoe store a good position on the internet. Marlene Cruz (Portales de Antón, 10). He has taken digital marketing courses, has bought a machine – which is not cheap – to take ‘special’ photos of his items and has launched an online store that takes care of all the details. To the point that any customer can know what numbers are left in the store for the shoe model they are interested in. That is, the virtual and physical store are perfectly connected. «This requires money and it requires effort, but it has to be done because the future lies here; “We can’t just set up the window and wait for customers to come by,” he says.

Marlene posts numerous stories on Instagram and also performs weekly live shows that accumulate a high number of views. “Many customers come to the store after seeing them,” she admits. Betting on digitalization “is betting on growth.” And this allows this businesswoman to hire more staff. “It’s not easy,” she says, but “there is no other way out than to be present in networks to maintain and make businesses prosper.” It is advice that extends to all stores in Burgos.

Esther Ortega | Cups Tea Coffee Chocolate

«About 18% of our sales are already made through the online store»

Since Cups Tea Coffee Chocolate It began its journey 11 years ago, Esther, one of its owners, was clear that being present on social networks was going to be key to the smooth running of her business. Knowing that they could not depend only on in-person customers and that they had to open up to the outside world, in 2016 the establishment (22 Santiago Street) launched its website with an online store. And at this moment “between 15% and 18%” of her sales are carried out through this channel, as she admits.

«We have many clients outside of Burgos who have met us through Instagram that of Facebook and they go on the website to make all kinds of orders,” says the co-owner of the store. At Christmas “it has been non-stop preparing all kinds of packages” to send outside the capital and even the province. Specialized in all types of products that have to do with tea, coffee and chocolate – they have included lines of jams, etc. – this business works “with its own brands”, which makes its customers “very loyal.” “What we offer is very difficult to find anywhere else,” says Esther, who encourages all stores in Burgos to “be competitive on the internet,” because digitalization is “the future.”

Soraya Calvo | Celeste

«Many clients come to the store after seeing the stories that I post on networks»

Soraya founded Celeste, a lingerie store located in Francisco Grandmontagne, in 2020, in the middle of the pandemic. Hit the spot. Shortly after opening it had to close due to legal imperative. So he had no choice – he had already thought about it beforehand – but to promote his website. Sales through this channel are still not very high – between 10% and 15% – but where Celeste is really present is “on social networks.”

«Every day, without exception, I upload 5 stories to Instagram where I present news or give some advice,” explains Soraya. So the networks become “one more showcase” of the store. It works, because there are many clients who come to the establishment encouraged by what they have seen on Instagram. “They tell me: I have seen you and I have come,” she warns.

In his opinion, nowadays “we have to take great care of the networks because it is the way to gain visibility, especially among young people, who no longer have as much time to go to the stores.” “But if you present the product to them on Facebook or Instagram, they see you on your mobile phone and then come here almost immediately,” he says. In addition, “it is also a way to build people’s loyalty, by becoming familiar with brands that only” the establishment sells.

2024-01-13 19:11:37
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