For Alvaro (Elogia) sales will increase this year during the sales season, as consumers are aware that there will be very good offers and brands know that there will be demand. However, brands must be consistent about activations and discounts , because if they make too many offers throughout the year, the offer they make in the Peak Season will no longer be special.
his good perspectives for this Peak Season and explained that the good thing about working with international markets is that despite the macro situation in Spain, the economic situation in other countries can be taken advantage of. In his case, they have good expectations with emerging markets such as India .
He also talked about the importance of thinking “out of the honduras number data box.” In the Chinese market, they are learning a lot about how to position the brand there. If you sell internationally , you have to be clear about how long it takes for your products to reach the US or China in your forecasts .
As for the keys to a paid strategy , Álvaro explained to us that the following must be reviewed: the strategy to be executed (liquidating excess stock is not the same as creating a strategy to make sales), defining a pricing strategy, a retargeting strategy, paying attention to landing pages and categories, and, finally, checking the payment gateways and logistics.
And focusing on their respective strategies, Diego told us that paid advertising currently accounts for almost 50% of Lladró's strategy . They prioritize search because they get good results, but affiliate channels also work wonders at the ROAS level. He also highlighted that, with respect to paid advertising, it is very important to analyze which target you are targeting and which channels work with those targets .