We share how was the work done in relation to the service provided for network management and design, professionalizing and modernizing the digital communication of the company.
Caromar’s success story in network management and design
Caromar is a chain of wholesale self-service stores, specialized in cleaning, perfumery, diapers and cosmetics with a long history of more than 40 years in the business. It has 6 own brands, the main ones being El Coloso and Goodmax. It also markets more than 30 quality brands with a variety of more than 6,000 products. It has a distribution system for sales teams in AMBA, including 9 branches in total, 6 in GBA plus Mar del Plata, Rosario, Neuquén.
The need to professionalize communication and have a digital presence
In order to professionalize and modernize the structure of the company, with a long family tradition, two years ago Caromar had a staff renewal, which implied leaving behind the historical family structure and starting a new stage of professionalization in the company, with the arrival of a new external CEO and other professionals in the market.
“At Caromar, a great team was formed that began to detect and relieve that We needed to professionalize the company’s communication, we needed to have a presence in social networks, to have external technological support to help us, and even to be able to develop our own ecommerce.. In short, what many companies have already been doing for some years now”, commented Octavio Abad, Caromar’s current Marketing Manager.
He added: “At that time there were other priorities, we worked a lot on the development of our own brands, on the branding part, there was a restyling of the Caromar logo and we started to improve the salons and points of sale, but the digital part was still pending. Until 2 years ago and as part of this professionalization, a great change took place and these modernization processes that we had been carrying out were accelerated. Thanks to the collective effort and the contribution of each member in his or her area, we have helped to overcome obstacles and reap success.s. The final result is part of the strategy of working together“, Octavio mentioned.
An innovative proposal with a digital focus, the choice of Known Online agency.
When it comes to explaining why he chose the agency, Caromar’s Marketing Manager explained: “We are very satisfied with the agency’s performance.Although we had already worked with another digital marketing agency with another project and with good results, which showed that there was a need to start working with external help and people specialized in the subject, the new authorities brought Known Online to the scene. They were very welcome as we knew we needed it. In the presentation of Patricio García De Leo -Commercial Manager of Known Online-. We were very interested in working together because it was a very important bet. Unlike what we were offered by other marketing agencies that presented us with very traditional proposals and where there was nothing specific in the digital part, Known Online’s was completely new. The presentation pointed directly to technologies and social media, to campaigns of performance and google adwords, to blogs that accompany the SEO. Known Online’s proposal seemed very agile, feasible and measurable and so we started working together with the network management and design service. It was also very interesting because they gave us examples and diagnoses of retailers and points to attack, not only at a national level but also at a regional level, with examples of clients from Uruguay and Chile. They showed us that they understand the industry and the consumption habits of users very well, always with a focus on the digital part.
3 great results obtained after contracting Known Online’s services in network management and design
When it came to pointing out the results of the contracted services, the following three major benefits were mentioned:
1) Presence in social networks: The focus was on the three brands (Caromar, El Coloso and Goodmax). Facebook and Instagram networks were developed and performance campaigns were carried out in adwords and display ads. Caromar focused on stores and businesses, since it is a more B2B segment, and the company’s own brands, such as El Coloso and Goodmax, worked on talking to the end consumer. “We were able to build a way of communicating with all the brands, understanding the age ranges of each one and counting on statistics that we didn’t have before. We defined the work teams and started to have a methodology with meetings, measurements and evaluations of the campaigns. Internally, we had to improve processes in terms of how we passed the information to the agency and how far in advance and with how much time Known Online managed to understand our business and work dynamics, which was very positive. We highlight the flexibility of the agency’s structure, which helped us a lot to improve certain internal circuits and processes to professionalize digital communication”.
2) Designñand development of El Coloso’s website: The website was built from scratch and we worked on the user experience to improve its visibility and optimize its resources.
3) Customizations to the Caromar website: “We added Tag Manager and Analytics indicators to the original Caromar website to measure, added tabs and buttons to communicate with customers, geolocated the branches, linked the branches’ telephone numbers to the Whatsapp Web, incorporated a chatbot with automated responses, etc. Although Caromar’s aesthetics are not yet polished, new technological tools have been incorporated, since the future goal is to create our own ecommerce. But first we need Caromar to have its own management system that dialogues with the distribution center, with product stocks and price lists so that they can be uploaded in real time to the web. While Caromar’s IT team is working on this management system, in order to save time together with Known Online we developed a new website with a modern, easy to navigate, communication and aesthetic design, that can have all the indicators to measure and to leave it built in a way that tomorrow you can load the catalog, price list and photos and automatically the customer can add the shopping cart.“.
What they value most about Known Online Agency
Finally, Caromar’s authorities described the agency’s main differentials:“The Known Online team understands very well the current trends, not only at the level of technological proposal but also knows about consumer behaviors, innovations, knows what customers are looking for now, what is transforming the industry and how the buying and selling system is changing in the consumption of mass products like ours, not only at the national level but also at the regional level. They are also very proactive, they encourage us to do, to trial and error, we have talks and evaluation of results and we redefine the strategies every time it is necessary. “.
