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La tienda del apicultor, ¡un eCommerce con un dulce crecimiento!
Desde PrestaShop estamos identificando proyectos que consideramos casos de éxito basados en muchos y variados factores como los niveles de facturación alcanzados, la escalabilidad, la internacionalización...
En este caso nos encontramos con el proyecto La tienda del Apicultor una tienda Online especializada en material apícola B2B y B2C.
¿Qué es La tienda del apicultor?
Es un proyecto nacido y lanzado en 2013 tras la unión de una antigua empresa de tablas de madera y otra de construcción de colmenas con muchísima oportunidad en el eCommerce.
Se posicionan como una mezcla de B2B (familias que viven de la apicultura y revendedores) y B2C (clientes por hobby).
Video entrevista con el responsable de eCommerce de La tienda del apicultor
Si quieres conocer con más detalle la historia y estrategia de La Tienda del Apicultor, aquí tienes la entrevista que hicimos a Joshua Ivars, CEO y director general/fundador.
Datos y KPIS del proyecto
» Unas ventas de 3 millones de euros anuales, basado en la recurrencia.
» Tráfico de sesiones de millón, millón y medio anual, el 95 % de habla hispana.
» En torno al 1,7 % de conversión general, pero en cuanto desktop, de usuarios recurrentes un 12 %.
» El 40 % de sus clientes son recurrentes, base de datos fidelizada.
Informaciones sobre PrestaShop en el proyecto
» PrestaShop lanzado directamente al inicio del proyecto en 2013 en la versión 1.5 recién salida.
» Se encuentran actualmente en la 1.7.4.
» Cambiaron directamente el año pasado de la 1.5 a la 1.7 aprovechando para realizar el rediseño de la página web.
Módulos que están utilizando
» BrainSINS, con módulos como "we miss you", recuperación de carritos abandonados…
» Oct8ne, como chatbot.
» Ekomi, con un 9 sobre 10.
» SeQura, para la financiación como método de pago.
Módulos de Addons
» TagManager
» Criteo product ads
» Pretty URLS
» SEO Schema
» Exportación por CSV customizable
Equipo del proyecto
Un equipo contratado de 16 personas, además de una parte externalizada de logística, cuando se requiere en saturación de almacén.
Entre su plantilla tienen un farmacéutico y un veterinario, dedicados a la venta Offline de medicinas la cual no se puede hacer Online y unas 4 o 5 personas dirigidas a la atención al cliente (en plena campaña se basan en outsourcing para soportar las llamadas).
Fuentes de tráfico principales del proyecto
» Blog: 10 - 15 % del tráfico total, genera mucho awareness. Se ha estado generando contenido en él desde 2013.
» SEO: La mitad del SEO para eCommerce se trabaja desde el blog.
» RRSS: para el remarketing, se usan Social Ads mayoritariamente en Facebook.
» Emailing con campañas.
Actividad en marketplaces
Al tener como motor principal su propia tienda, utiliza los marketplaces como complemento de productos de marcas y como planteamiento hacia una futura internacionalización.
Conclusión
La tienda del apicultor es un eCommerce con dos tipos de público B2B y B2C.
Cuenta con tienda propia que complementa su actividad en marketplaces.
Su estrategia se basa en el lnbound Marketing (contenidos, SEO y redes) con los que ha conseguido una base de clientes fiel y recurrente.
Sin duda, es un negocio que tendrá un largo y dulce recorrido.
Imagen por Freepik
