It was born as an innovative initiative on the part of Antonella Minca to bring the sweets that were made in her grandfather’s factory to a different audience.
Forerunner of the delivery of grocery products through the internet He tells us how that path went, how he found a consumer niche for his product and what he recommends focusing on when running an online store.
Watch the video to get an inside look (factory included!) of the world of candy! 😉
Transcription
I am anto, I am part of Truppi and we are a candy factory.
The factory started more than fifty years ago, with my grandfather and his partner. Around twenty-five people currently work at the plant.
One summer I thought what I could do, what I could create inside, and then it occurred to me that setting up an online store would be a good way of bringing the product closer to the final consumer. Online stores just appeared.
Candy is usually sold in physical kiosks, and we thought it was a cool idea to try this other virtual world that appeared and see what would happen, if people were really going to be encouraged to buy food online.
At first, what we did was set up a pseudo store on Facebook and I think a year later Tiendanube appeared, we applied and opened our store there.
We usually have a product base, which is our classic line, and we try seasonally, spring summer and fall winter, to bring out new products. We try to have at least two products per season.
They are tested, if they turn out well, they go to market. We usually choose the flavors depending on what the market is dictating and we see what is being consumed more and we see what can be transformed from there to take the plane of gummies and sweets that is our thing.
Since we started we chose that we were not going to sell directly to children. All the advertising and promotions that we think and put together are thought of from teenagers to young adults and adults.
My friends used this product, I drank them and reminded them of when they were kids but they were older and had new uses: watch movies, get together with friends, for a party. Based on that, I realized that he existed there and that he was not taking advantage of the fact that he was this young adult, who has a higher purchasing power and who enjoyed eating sweets for dessert.
The dissemination strategy that we use and that works best for us is to advertise on Facebook and Instagram. We use social networks a lot, it is our place to show ourselves.
An agency always accompanied us to guide us in this process. From how to use the store, to how to advertise, the interaction with our public, which is a great tool, from there we can see what works, what they like the most, how they prefer that we show them the products.
We always try to respect that. What you see in the store, what you are buying and what you see on the networks and others is what finally arrives at your house. The real checkout is when you open the bag or the box that arrives and you see that it is full of the gummies that you saw and to where and it is not that it was all an optical illusion.
The differential of the brand is that it is jars and that we always aim for everything to be shared. Even if it is to share with yourself and your series, but the plan is that it be in your home or in the office and that it be to share.
My most key recommendation is that they be faithful with what they sell. For us at Truppi and for me personally, it helped me a lot to make alliances with other brands, to make alliances with communicators, to have a communication team that accompanies me and helps me. Working within Recreo and having other brands by my side, that is, the environment adds a lot to me. Choose a coworking space, not be alone in that sense and make good alliances.
Did it give you a craving to have your own ecommerce? Check out the article to find out.
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