As one of our great and undisputed winners of the MX 2021 eCommerce Awards, RedLemon has shown us that it has been able to stand out in its marketplace strategy, taking full advantage of these portals as a way to reach its target audience and attract new potential customers. .
To tell us more about their market strategies, today we have the opportunity to chat with Alejandro Joloy, CCO and Commercial Director of RedLemon.
Interview with Alejandro Joloy, CCO and Commercial Director of RedLemon
01:50 To get to know you a little better, tell us about your story. What is it and how did you come to RedLemon?
I have had the opportunity to work in several companies from different sectors and areas, which has contributed to both my professional and personal training. In my beginnings I was working with Canyonthen I went to work with citi Banamex in the area of financial analysis. He also participated in a market research agency on the sales side, in the online insurance and transportation sectors. Finally, five years ago he served as commercial director of redlemontaking care of the areas of sales, customer service, marketing, new product development, demand planning, and a long list of etceteras.
RedLemon is a 100% Mexican brand, born 16 years ago as a technology and gadgets brand, focused on product innovation. During these years we have been evolving, testing new categories and lines of business, becoming today one of the main sellers of electronic products for home, kitchen, sports, etc.
03:30 Let’s update data about RedLemon, tell us a little about: your team, turnover and conversion rate
At RedLemon we are close to 130 collaborators, which means exponential growth in recent years, because when I joined five years ago we were barely 10 people. The fact that we have vertical integration, ranging from product manufacturing, quality control, import, marketing, customer service and sales, makes it necessary for us to have a fairly robust team.
In any case, our conversion rate varies a lot depending on the sales channel. Our own eCommerce has an estimate of 1.2% to 1.5%, although in season it can even reach 2%. And in terms of the market, the conversion rate is quite high, but it also depends a lot on what we are talking about, there are some in which we reach 2.5% and others in which we are close to 4% conversion.
07:20 According to what you told us, you have your own eCommerce and you also have a wide presence in different markets. Why combine both channels?
For us it is very important to be present where the clients are, and Current customers are present both in marketplaces and in their own new eCommerce. Electronic commerce in Mexico still has a lot to develop and has a relatively low acceptance rate compared to other countries. Furthermore, the reality is that the markets capture a large part of the e-commerce market in the country. On the other hand, being present on these platforms allows customers to meet us in a first purchase and then come to our store for a second purchase.
29:30 Four tips that I would give to someone starting in the world of eCommerce to accelerate their sale
The first advice would be to position yourself, position the brand and the products, since it is difficult to stand out in the world of electronic commerce and the markets due to the almost infinite offer in the product. For this reason, I believe that it is very important to invest in branding and positioning, so that consumers know the brand and the service that we are offering. In the first 15 to 17 years of eCommerce in Mexico, the buyer knew that it was a no man’s land, with very cheap prices but without any security. In reality, this is no longer the case, so I would say that one of the most relevant factors to take into account is to offer a guarantee of customer satisfaction.
Secondly, invest in advertising for both the branding and marketing aspects. Ad spend can sometimes be difficult to pull off, but it is a differentiating factor between reaching customers or falling behind in search. Finally, recommend them to offer interesting, entertaining and valuable products. The arrival of more customers, with the rise of e-commerce, also brought with it new vendors, making it more difficult to differentiate. For this reason, it is necessary to seek to stand out, offer the customer innovative, fresh and modern products, with closer communication.
46:00 What are the challenges and goals for RedLemon in the remainder of 2022?
The first and most important thing is the internationalization of the brand, at the end of 2021 we will bring RedLemon to Chile and Brazil, where we are already active selling. But the Latin American market is very large and we still have a long way to go in it, in addition to integrating ourselves into the North American market.
Another objective is to build new brands, we are launching very new brands with totally different products that did not fit in RedLemon’s current line of business. This is a very interesting and fun challenge, which has cost us a lot of work, since it means starting from scratch with a new brand. To end the year we should be launching 5 or 6 new brands, aimed at very specific niches in which RedLemon has no place now. And finally, continue growing and conquering the eCommerce ecosystem in Mexico, and helping to grow not only our brand, but also the penetration of this market in the country.
Stay informed of the most relevant news on our Telegram channel
