It seems that things are beginning to return to normal in 2019, although we hope that we do not make the same mistakes of yesteryear. Things have changed and to believe that everything will be the same is to be too innocent. It will never be the same again.

• Online Gourmet Market: a reality with lights and shadows
• The new reality: unbridled tourists?
• Constant investment in our own communication and repeating the message of our differentiation

Last week we did an event for almost 70 people, almost unthinkable a few weeks ago, with security measures of course, but with a much more positive attitude and above all, brimming with confidence, and a positive energy that drives towards a new situation more similar to what we had in 2019. Well until the first quarter, specifically until March 13 of last year. And although we hope and wish it to be the dominant trend from now on, we must not fall into the temptation that things will go backwards in a positive version, because when did they do it? I'll tell you, never!

We must draw conclusions from these months, more than a year, in fact, so as not to make the same mistakes within the Spanish gastronomic sector, and above all, assess the new opportunities that have been generated.

Online Gourmet Market: a reality with lights and shadows

It is without a doubt the best thing that has happened to us in this changing era. Acting as an accelerator, the Spanish gourmet online market has brought many of the products made in Spain closer to potential consumers. What could be called, holy water. It has been the answer to many prayers by a large number of producers who they did not know how to reach more customers, plus, how to improve the direct sales channel to your potential customer. Provided many options to sell without intermediaries, or with the essential minimums, and created a much cleaner environment, without noise, between the consumer and the producer, that is, the affinity between both could be perceived much more.

And best of all, the customers were not from the proximity or from the producers' area, thanks to the internet, which eliminated the barriers, the products could even cross Spanish borders. All a bargain we go !!!

However, not everyone has benefited from this uptrend and the gold rush. Things must be done well, or rather, very well, and even doing them well, they are never a guarantee of success. A lot of competition trying to do the same: price war, in some cases, and worse, thinking that in shipments you can win loyal customers to your products, thinking like this makes me think you are very innocent or sorry, very silly. Yes because Amazon There is only one and its business model is antagonistic to that of online stores. Customers cannot be seduced by free shipping (which is a perfect hook), but economically, it goes directly to your margin, therefore it is illogical to promote it. When you go to a store to buy something, you do not require them to subtract your transportation to get there: gasoline, parking, bus ticket, your time ..., then why eliminate it from the equation of your sales, when what you offer is exclusivity, attractive prices and the convenience of sending home? And above all, for everything to arrive in perfect condition, you have to trust a third party, the transport company, which is not precisely an ally, it goes to theirs, that is, their business is logistics, not your products or Your brand, and delivery times, and Amazon's competition, makes the service deteriorate, and the negative image falls on the online store, even if it is not responsible for breakages, loss of products or unjustifiable delays ... that's what that still needs to improve, and much still.

The new reality: unbridled tourists?

In reality, do we believe that tourists are going to arrive unbridled, in herds of millions, to Spain in 2021 and 2022? Whoever believes it is that they have a problem of blindness and do not understand that the economic situation does not benefit this from happening. Therefore, selling again to the professional channel (HORECA) will not be so easy or short-term. Of course, it will recover, but it will not accelerate to return to the numbers of 2019, and we will see if it reaches those of 2018.

People have also changed and want more experiences, things more authentic, different and of great quality. There we have to tighten, and for this, in MadeinSpain.store We combine both, personal experiences so that they discover products and people, and rational and information-rich shopping, essential to access the best of Spanish gourmet products.

That is our opportunity with the international client. That he returns to our country, but with more desire to do different and better things, and then when he returns home he can continue including Spanish products in his shopping basket.

Constant investment in our own communication and repeating the message of our differentiation

En MadeinSpain we are apart from one online business platform for Spanish gourmet producers, business consultants, advisers for them. Because we conceived this business just to share our knowledge and help each other to make Spain the great gourmet gastronomic reference in the Mediterranean. And for that to be a reality, we only rely on our examples to achieve it. The recipe is very simple: a lot of communication in the appropriate channels and a lot of repetition of them, generating our own and unique content that differentiates us from the competition, because that is how we can achieve really hopeful results. And with that obsession of generating traffic to the web, where the customer can have the experience, especially a pleasant purchase, and where they can repeat and repeat without ceasing.

Promotions should always be focused on the customer, taking care of them, but be careful, not with things that are not our competition, such as shipments, but try our products, giving away samples and always taking care of all the details in the shopping experience.

Ah, I forgot, please, the web, that it is translated into the maximum number of languages ​​possible, to reach further and further every day in terms of end customers, because remember, that's the real customer to take care of, and the true judge of our products.

So, new reality, welcome, but let's not forget the online channel that has given us many joys this pandemic to continue doing branding and sales. Now it's time to multiply, a not easy task for some, but that is the exciting challenge of our generation: that of constant adaptation to the changing environment. MadeinSpain.store accepts it and will continue adapting whatever it takes.

AUTHOR: Israel Romero, CEO of Made in Spain Gourmet.