There is no doubt that for the vast majority of people and companies, the current year 2020 has been a disaster. The current pandemic is taking its toll and will leave its mark on us for some time. However, as in most crises, it has forced us to think and redefine some activities and businesses, and from this, opportunities arise. Now is the time to relaunch and strategize with the new tools of the new economy. I give you my advice to follow.
The market that comes to us
Everything indicates that in the agri-food and gourmet market in the coming years, online and offline sales will share a presence. The current consumer wants to buy both ways depending on the moment, the place, the product and the time available. Even if online sales will continue to growWithout a doubt, the great recommendation is to have a presence in both worlds for all companies that already have an offline presence. However, for all new companies or all those that want to open a direct marketing channel to the consumer, online sales are essential, as long as a smart marketing and communication plan is taken into account. This plan is basic to have a presence on the internet.
Look for the businesses related
For all producers and processors of gastronomy and the agri-food sector, the opportunity to carry out Direct sales, and to be able to retain your customers, will also provide economic benefits, brand value and consequently, a greater value of the company. In this sense, the partner with stores or platforms that are experts in promotion and marketing of the gourmet segment takes on special importance. The economy of scales in promotion and communication can be strategic for all these companies and finding the right partner will be key.
On the other hand Values linked to the product such as high quality, health, origin, traceability, sustainability as well as social values, will contribute to the product and the company a differentiation in a market that increasingly seeks excellence in the gourmet segment in a more holistic way.
Digitization now!
The 2020 pandemic has led us to accelerate the digitization processes that were taking place at a very low speed. This process must be consolidated and increased, in search of a best quality, guarantee, traceability, etc. Everything to arrive at more sustainable, profitable and safe products. Also to improve information and communication with the consumer, in a bidirectional way. In this way, technologies such as blockchain, artificial intelligence, the integration of the internet of things, etc., will become very important in the coming years to improve profitability and quality perceived by the consumer.
A good example is FoodXain, a service that allows you to digitize quality seals and labels; giving quality assurance and information to users looking for a greater link that leads us to greater loyalty.
How it happens in these processes there will be many companies that, for fear of the unknown, will be late to this process, and consequently, they will lose sales and brand value. Traditional companies must also be made digital, helping them to get out of their traditional markets. On the other hand, companies that undertake this digitization process at this time, they may have a very important differentiation. All this, at a time where the cost of technology is reasonable and the knowledge to integrate them is more than acceptable for most small and medium-sized companies.
On the other hand, this digitization process, for all the companies that carry it out, will establish the basis for assuming all the changes that will occur in the near future. Achieving in this way a great competitive advantage. Namely, We must understand digitization as a path that we must begin to walk today and that will lead to more benefits and prosperity.
Opportunities for 2021
The change of Consumption habits will produce business opportunities and these will be generated by understanding what the consumer values, in addition to the product.. In the gourmet segment, high quality is taken for granted and the contribution of other values, as mentioned above, it will be key in the differentiation. Companies should take advantage of the acquisition of these values to give more relevance to the brand and seek loyalty that is also more emotional with the consumer.
Finally and although they will appear from time to time, the problems of our market are there, wanting to get out of the tunnel. When this happens, the one who has resisted will become stronger with deeper roots and with a potential for exponential growth, which can bear great fruit.
Innovate, digitize and join the right partners, the keys to success from 2021.
AUTHOR: Santi Llinares, CEO of Ambrosía Media Network, which is a communication, promotion and marketing company specialized in the world of food products, wines, beverages, gourmet products and gastronomic tourism.
