ACCESS FOR WHOLESALE CUSTOMERS OF ELEKTRO3Borja Gorostidi: "The market is saturated with products, so it is essential and necessary to differentiate with added value."
Question: What have been the key milestones in the evolution of Elektro3?
Answer: We are aware that hardware stores need to update themselves. That’s why we understand that sales must focus on the solutions we can offer our customers to make it easier for them to sell to the final consumer. Therefore, by strengthening the "customer-supplier" relationship through services, both of us can move forward and sell more in a very competitive and changing market. In short, I would summarize the key milestones as the need and commitment to helping our clients adapt and evolve in the face of changing times, and on the other hand, the ambition to continue growing as a company amid the constant changes in the market.
Q: What sales solutions have you developed or improved recently? How do you think they are helping your clients become more efficient and competitive?
A: Nowadays, businesses in the sector need support to refresh their point of sale to update according to the current market. For this reason, we have a department that creates and remodels points of sale, helping our clients achieve guaranteed profitability for their business with “zero risk” through a custom project, including setup.
Every project starts with an idea turned into reality, which is why we have one of the largest showrooms in the country. The purpose is for the client to experience the kind of supplier we are, both in terms of sales solutions and products. This way, the client can check out different sales concepts and the various display and technological solutions we offer through a guided, personalized tour, so they can adapt them according to the needs of their business.
We understand that some might think price is necessary to be more competitive, but that’s not the case. Currently, the market is saturated with products, so it is essential and necessary to differentiate with added value. From now on, price will not define our sales, but the unique value that the product or point of sale brings.
Our business model is helping our clients become more competitive and efficient because today, it's not the cheapest who sells, but the one who is better prepared to create a need and offer a solution, conveying trust and professionalism.
Q: What role do your private labels play in your commercial strategy and in your relationship with customers?
A: The current market is leading hardware stores and industrial supplies to rely on distributors who can offer a variety of brands. We understand that in our sector, it’s important to have reference brands, but on the other hand, it’s equally necessary to have a private label that offers additional value and a correct and appropriate profit margin.
Our commercial strategy focuses on offering a complete range, both of reference brands and private labels. This way, a business can generate its margin, making it easier to centralize suppliers without having to carry large stock inventories, allowing them to place orders daily to better control purchases and product turnover.
Q: From your experience, how can Elektro3 help a hardware store sell more?
A: Experience shows that the market has evolved in such a way that it has changed the way sales are made. In previous years, price was very important, but today, other parameters come into play, such as product presentation, variety, cleanliness, organization, lighting, the sales experience, personalized service, and after-sales service, among others. All of these factors matter.
For this reason, through our store creation and remodeling department, we try to integrate all these concepts in order to provide solutions. It’s true that in each area, the market may vary, requiring different solutions and quick responses to help our clients boost sales in their daily operations. Only in this way can we meet the circumstances.
Q: What role does technology play in this process?
A: It’s important to understand that technology is a fundamental tool for saving our clients time, so they can focus on selling and generating revenue, as well as improving their quality of life.
We are clear that introducing technology into a business is essential in today’s world. However, many points of sale face obstacles like time and financial resources that prevent them from evolving.
That’s why the digital services offered by Elektro3 are ideal, as we provide all the necessary tools for easy access to the digital world, without requiring a large financial investment, all in one package that includes technology, services, and products.
Some of our services include the creation of an e-commerce platform, virtual displays, touch screens, comprehensive control software, communication and image services, and e-commerce integration for clients with their own websites.
Q: How do you identify your clients’ changing needs?
A: The most important need of our clients is to grow in sales, so we are aware that we must offer a constant flow of innovative ideas and solutions to help them stand out in a saturated and changing market.
Additionally, the growth or decline of different sectors often provides us with the necessary information to develop effective short-term commercial strategies. We are and want to continue being a commercial reference, both in products and technology.
From there, it’s necessary to do self-reflection to keep learning, and if we find solutions that are working in other sectors, the most logical step is to apply them to our daily operations.
Q: What new developments or improvements can we expect from Elektro3 in the short and medium term?
A: At Elektro3, we want to keep moving forward, so in the short-to-medium term, we plan to automate our logistics warehouse to increase agility and capacity in the preparation and shipping of orders. We also aim to expand our catalog with more references and add a new communication and image service to meet the market’s needs.