Creating an e-commerce from scratch is always complicated, why are we going to fool ourselves. But not impossible! If you are thinking about setting up an online food store , pay a lot of attention to this post, because it will give you the keys so that, at least, you survive the tortuous first year. Tip: get a pencil and paper. What sets you apart from the competition? Why should the customer buy from you and not from the 20 e-commerce that he has at his fingertips? Add your value proposition from minute one on the home page, landings, networks and any communication you carry out. And remember: what differentiates your product is not that it is the best on the market . Please understand Aruba Email List that this message is going nowhere and that the customer simply ignores it. Seriously, it’s like I don’t see it. What differentiates you may be that your fruit only comes from local farmers in Madrid or that your La Mancha cheeses are made in a truly artisan way, without any type of industrial process. That gives a value.Set yourself a series of goals before launching your food e-commerce . Difference between long and short term objectives, primary and secondary . In this way, you will know where you want to go and what sense all your actions should have. Short-term targets are 10 months ahead and long-term targets are 18-24 months ahead. Consider what you want to achieve in both cases, but remember that, if you are just starting out, setting very high sales goals in the short term is not going to do you much good.
The difference between the main and the secondary ones will be seen very clearly with an example. A main objective would be “I want to invoice X”, while a secondary objective would be “I need X number of leads (even if they are not clients yet)”. That the second can help the first? Yes, but they are not exactly the same .Basic in any project, whether online or offline , in Spain or China. If you do not know your audience almost (and without almost) as if you had given birth to them, you are going badly. And I’m not just talking about basic demographics, but about their interests and what stage of purchase they are in when they take you to your website. To do this, you must differentiate between the people who come to your online food store with a transactional demand (which is already willing to buy) or informational (which for now is only being informed). Our proud co-founder of Marketing Paradise, Jorge García , explains it much better under these lines . If there are no visits, there are no sales. Simple as that. Therefore, put the batteries in both SEO positioning and SEM , social networks and social media ads . That if you want a 1% conversion (which is already saying), you have to get 100 unique visitors for each sale! Customer loyalty Taking care of customer service is basic in any sector, but in a food e-commerce it is vital. In a sector where recurrence is a key factor of success, build customer loyalty becomes IM-PRES-CIN-DI-BL E . Get it with an exquisite shopping experience, good shipping conditions and impeccable customer service (which we will discuss in more detail a few paragraphs later). Logistics capacity Have you thought about the way and the costs of taking the product to the customer ? Have you ever wondered who is going to pay for the shipping (come on, if the customer will do it at the time of purchase or if you take it on the margin)? You should also ask yourself questions such as the minimum amount of the order so that the transport is free or what happens if the order cannot be delivered .
It must be borne in mind that this last issue is very important in the food sector, especially in cases where perishable products are used. Advertising budget When creating an online food store, you will have to invest a part in SEM and social media ads , okay. But … when and in what way should you spend that money? Jorge González, Direct to consumer (D2C) and Ecommerce Manager at Philips Ibérica Health, explains it to you amazingly under these lines.SEO in the food sector It is not only important to put in the text what you are going to sell, but in the way in which your audience looks for it . In other words, it is not the same that people look for “acorn-fed hams” as “hams from Extremadura” or “acorn-fed ham 500 grams”. In general, in this sector, transactional searches are carried out through so-called long tails . This will greatly condition the structure of your website and the architecture b2 cfax of your online food store . Why? Well, because it will be essential to determine the categories and the text of the product sheets. Blog and networks in this sector These channels are a very good option to achieve secondary objectives such as capturing emails through subscription or simply to incorporate cookies. This fact will then lead to the fact that when the fat sales times arrive, like Christmas or Black Friday, you can impact on them instead of on cold traffic. Jorge García explains it to you better.It is not the first time that I say it in this article: recurrence in the food sector is vital for the survival of e-commerce . Therefore, having a customer service to match is essential for the user to repeat their purchase. However, in order for professionals in this area to carry out their work in the most efficient way possible, the company must give them the necessary tools . I am referring to discount coupons at specific times or the segmentation of VIP clients. Costs and margins Depending on the traffic sources and the volume of visits that your online food store has the first year (and the costs that this implies) and the conversion percentage (which until then in general will not reach 1%), you can start to assess your margins. For this, you must add the VAT, shipping costs, the commission that PayPal takes or payment by card. We must also take into account the added costs of marketing, structure, office … And, finally, the margins, which if we talk about manufacturers in this area is around 40% -50% . For more information, listen to Jorge González.