Laura Blesa | San Jorge Café

In this conversation, Laura BlesaHead of Ecommerce at San Jorge Caféshares the levers that are driving the digital transformation of a category as traditional as coffee. From the optimization of the subscription model to the use of WhatsApp as a sales channel, Laura unveils practical learnings applicable to any ecommerce.

1. The key to the subscription model: stability vs. novelty.

A subscription model only works when it is understood that there are two types of customers:

• The one who is constantly looking for noveltiesspecial editions and variety.

• He who always wants the same thingwith the same quality and the same experience.

The key is in identify the profile of each person and offer him what he really values.

2. How to transfer a traditional product to ecommerce

Historically, coffee was not a product that was purchased online. However, San Jorge Café has managed to changing the consumption habit by adapting it to the digital channel.

For this reason, Laura explains that they have worked on smart packagingoffering formats and quantities that encourage the customer to fill the pantry and maximize the value of each purchase.

WhatsApp: the underestimated trend of the moment

Although few brands are still using it strategically, for San Jorge Café it is becoming an important channel with very good results:

• Customer proximity

• Direct conversion

• Smooth communication

• Quick resolution of doubts