Promofarma is one of the main references within the field of eCommerce of hygiene and health products in our country. With amazing growth in recent years, the reach of their online business has been recognized through awards such as the one he received at the awards ceremony Therefore, to try to learn a little more closely the secrets of its success, we spoke with David Masó, co-founder of Promofarma.com.
You have received the 2016 eCommerce Award for the Best Webshop in our country. (Congratulations!) What does this recognition mean to you?
We are very satisfied with the award because it has also been awarded in the category of Best Webshop Spain 2016, the most important of all those who distribute the eCommerce Awards. In previous editions we had received an award in other categories, but this year’s recognition means the crystallization of all work and dedication that we have been making since PromoFarma.com was born. We are very flattered and this is nothing more than an incentive to continue improving and growing.
One of the great changes at the level of consumption habits in our country has come from the hand of health and physical care. How are you living from Promofarma.com this personal care boom?
David Masó (Promofarma.com): PromoFarma.com It was born to respond to the demand of an increasingly experienced public in digital consumption that, however, was not sure where to go to find an online marketplace focused on parapharmacy products.
Since then, it is true that we have taken advantage of this upward curve of the market of consumer health driven by the rise of people interested in a healthy lifestyle and personal self-care. Our users are buyers concerned about their personal healthbut also for his family, who also trust prestigious brands and want to find a varied catalog at good prices online.
For us, this boom in personal care is an incentive to continue offering as wide a catalog as possible and services increasingly adapted to the changing needs of our buyers.
How many competitors operate in the online pharmacy sector in Spain? Would you say it is a difficult market to enter? How do you think it will evolve in the medium term?
David Masó (Promofarma.com): Although we have other competitors, both our own size and giants like Amazon or Rakutenwhat distinguishes us from our competitors is that by having a network of physical pharmacies all our shipments have the confidence guarantee that they have been provided by a pharmacy.
The difficult thing, more than entering this sector, is to have a comprehensive value proposition like the one offered by PromoFarma.com, and which is based on three axes: large catalogue, the best web prices and very demanding standards of quality and trust. In the medium term, we estimate that an important part of the traditional business in cosmetics and health will move to the digital environment, where the opportunities and advantages for both suppliers and consumers are much greater.
The Promofarma.com product catalog is basically overwhelming. What are the star articles? How are sales divided by each category?
David Masó (Promofarma.com): The catalog is distributed both by key needssuch as health, facial and body cosmetics, hygiene, nutrition and babies and mothers, such as market niches more specific such as natural cosmetics or phytotherapy products, business lines that are receiving more and more interest from our consumers.
Our star products they can be found in the “Top Sales” section of the website and they change depending on the season, as in these months prior to summer with “Operation Bikini”. By sales order, the category of facial cosmetics represents a third of our turnoverclosely followed by other categories such as dietetics and infant feeding.
How many items make up the Promofarma.com catalogue? How do you select them? Do you have plans to expand it in the coming months?
David Masó (Promofarma.com): Right now, it’s already reaching the 30,000 references. This catalog is nourished both by the references provided by our collaborating pharmacies and by the rest of the suppliers that market their products through our platform. PromoFarma.com is the parapharmacy marketplace with the largest number of articles for sale in Spain, although we have plans to continue expanding the catalogue, always attentive to market trends or the needs of buyers.
How do you approach your online marketing strategy? What kind of actions have you carried out and which ones have given you the best results?
David Masó (Promofarma.com): We focus our marketing strategy following a multichannel plan, that is, we impact consumers interested in the consumer health category both through online and offline marketing, and we believe that precisely in this lies the key to success. That is why in 2015 we started the TV campaign which helped us to create a solid and recognizable brand. From that moment on, online channels have seen their results accelerate and we have optimized their costs.
The campaigns that we are used to working to attract are articulated through performance, display or networks of . We also work hard on searchdaily adjusting the contents in and in SEM campaigns according to market trends. We work on loyalty between e-mailing and a club for users where they can enjoy exclusive promotions.
We are currently exploring new avenues in the most social part of the company, such as ads on Facebook, Instagram or Youtube, both through payment strategies and organically. Also, now the company’s focus is on the mobile channel and marketing campaigns specifically directed at users who have downloaded the PromoFarma app.
Where do you think the medium-term future of marketing is going for your company?
David Masó (Promofarma.com): Throughout 2015, our platform has followed the general trend of eCommerce and has experienced a progressive increase in visits, both organic and paid coming from mobile devices (currently these visits represent around 50% for our platform). In this sense, we have a challenge in increase usability of our app to improve the shopping experience through mobile.
On the other hand, we work following a focused on the purchasing interests of each of our core targets. The clearest example of this trend is our current tv campaign, focused on the different targets of PromoFarma. But along with personalization, we are also committed to loyalty, with very recent initiatives such as the launch of Cuídate magazine for our buyers or the presence in events such as the recent edition of the Babies and Moms fair in Barcelona. It is about advancing the concept of shop & learn: We are not only a site where we offer parapharmacy products, but also a complete shopping experience with stimulating content and initiatives that are different from the competition.
Finally, the future for us has a clear name: immediacy. We are currently developing changes in our platform to be able to deal with the requests of our consumers every time in the shortest possible timewith the aim of a next day delivery (next day) in the medium term.
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