Happy after having exceeded the expectations he had with respect to the most recent online discounts marathon of the Cyber ​​Monday -"we cover the demand and obtained a great sales result," says Alejandro Taszma, commercial director of Frávega, explained exclusively to Business integration The keys to the chain's commercial strategy since the coronavirus pandemic was unleashed.

“Our digital transformation began several years ago, with investments in technology, agile processes and logistics, among other aspects, which helped us to be prepared and adapt quickly to the situation caused by the COVID-19. But, product of the pandemic, we had an extraordinary acceleration in the ONMNICANAL strategy. Without a doubt, the habit in consumers changed, and especially in our industry Sales by e-commerce, ”he says.

-What are the numbers of that online channel growth?

-In the framework for the growth of the digital economy, the appearance of the coronavirus accelerated and finished installing this process in society. Since the isolation began in Argentina, as indicated from the Argentine Chamber of Electronic Commerce, Internet sales increased 84%. That is, consumers were forced to change their habits and this is reflected in sales. In our case, we had great growth throughout the year. Consequently, our Market Share increased and we are leading the sector. We are carrying out a Marketplace strategy and we manage to cover the traditional categories of appliances, and also others, such as mattresses, tools, bicycles, pools and furniture.

-How did the customer change the attention, from this change in the purchase format?

-The online purchase modality is the one that records the greatest growth in our country. 90 percent of Argentines bought at least once in this way during the pandemic, allowing Argentina to occupy first place in Latin America in the online consumption ranking. From Frávega we knew how to channel the high demand, offering a great experience in each of the purchases made by e-commerce and satisfying the needs of all our customers.

-But how did they do it?

-Many customers were used to buying online, and then to withdraw at the premises. But the mandatory quarantine set aside these behaviors and opened place to the Home Delivery, which grew exponentially in recent months. From Frávega we ship to the whole country in just 48 hours. We have a wide logistics that runs through Argentina from end to end, and we manage to supply all our customers in Records.

-What other changes in management did they have to face?

-On the other hand, it is also worth highlighting the company's adaptation capacity. In March, in just 48 hours, all the collaborators of the Frávega administration began to work remotely, with results that follow until today.

-How do the future postpandemics glimpse for the company?

-We think e-commerce arrives to stay, and will continue to grow. We also believe that physical branches have a strategic role in our business. We will continue betting on them, providing a differential service to the user through post sale and advice. At the moment, in which the quarantine is raised and physical stores resume their daily activity, branches fulfill an active role in relation to logistics. For example, we have available to the customer various product withdrawal options, whether pick-up at the premises 48 hours after online purchase, or immediate retirement the same day the purchase is made. That is, the digital business will continue to grow in the postpania context, and we are prepared to accompany that growth without neglecting the main role that our branches throughout the country fulfill.