Kartox, Juvasa and Aktiva Brand Experience Design met virtually last Wednesday, 10th of June, in a webinar organized by Packaging Cluster, to share with the nearly 60 professionals present how they have come to digitize their processes until they reached electronic commerce, with the implications that entails. During the session, we saw that digitization is not only the implementation of digital technologies in existing business architectures, but also questions the existing business logic in light of the new possibilities offered by the latest digital technologies.

Martina Font, CEO of KARTOX, started the webinar with the presentation of a successful example of how to incorporate online sales into an industrial company.

Kartox, which is the only ecommerce in Europe that manufactures custom boxes from one unit, was born as a result of the Strategic Plan that its master company Font Packaging developed in 2010 and thanks to the evaluation of the results obtained after trying different ways of being introduced in the online sales market. To this day, the company has been growing thanks to the commitment that the Martina Font team has made to invest in innovation adapted to the needs of its public. Social networks have helped Kartox to know more easily the opinion of its customers and receive constructive feedback with which to work its strategy, because when a product is sent, you have to make sure that the package used will protect the content throughout the journey. As Martina Font said "the first visual contact with your company is your packaging".

On the other hand, the presentation highlighted two important aspects for Kartox: sensitivity towards sustainability, with a line of eco packaging that they have launched to reuse packaging once it is received by the consumer and thus increase the shelf life of the product; and the deal offered to streamline processes in the industrial world, behaving like a start-up.

Subsequently, Luis Cosías, Commercial & Marketing Director of Juvasa, presented the case of Juvasa that was born in 1987 and is currently the leader in the distribution of packaging in Spain.

They have been in electronic commerce since 2009 thanks to the learning they have done since then and with which they have not stopped growing. Currently, the context has changed the rules of the game that require maximum efficiency and quality to survive on-line, with an increasingly demanding consumer and which quickly changes providers if the service offered is not available. expected level.

To achieve excellence in e-commerce, Luis Cosías suggests a list of key ideas such as maintaining a coexistence between the different channels -physical store and electronic store- offering a complete shopping experience through technology; develop platforms that balance functionality with design; or invest in the human team of the company, with people involved in the project.

In the revolution that COVID-19 has brought about in e-commerce, these key ideas make more sense than ever. Juvasa has faced the crisis as an opportunity to differentiate itself from the rest in its action processes and procedures.

The third speaker was Camil Castellà, Co-founder & Marketing Executive of Aktiva Brand Experience Design, who taught us to virtually transmit sensory experiences through technology, to feel a brand as its own.

In his more than 10 years of experience in e-commerce, Camil Castellà has worked and works with highly reputable companies to offer them a brand strategy with which to position themselves virtually following coherence and synchronization in the communication that is launched through of all its channels.

In his 8 digital transformation solutions to face the repercussions of the global pandemic, Camil Castellà has explained to us how to create content in tune with the DNA of our brand so that the client feels that he is taking a journey with us and that he can affirm: “this is what I want ”.

For this we have to ask ourselves what our objectives are between now and the end of the year and have a holistic work strategy to generate a connection with our public and communicate with them directly, so that they feel identified with our company. Finally, from Aktiva they close the circle with periodic studies of the results obtained.

On this webinar we have learned the possibilities offered by online sales to companies in the sector and some of the systems that speakers have implemented to differentiate themselves from their competition. If you want to see a summary of the day, visit our Youtube profile here.