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Kave Home e-retail model for Julià Grup

Contexto do projeto

The furniture sector is changing because of the arrival of new international players, who offer design at a good price, and also the arrival of purely digital furniture sales. In this context, Julià Group, a company that designs, manufactures and distributes designer furniture in independent stores decided to rethink their business model, being aware of the evolution of the sector and evaluating the potential of digital business.

Challenge

Adapt the business model to the new omnichannel attitude of the consumer: Showroom + e-retail; and leveraging the experience of the B2B e-platform, create the B2C e-retail, so that they could co-exist with their international franchises.

Solution

Definition of the business model for the side-byside existence of the physical and digital channels, maintaining the focus on both B2B and B2C. To achieve this, the markets were prioritised based on the level of development of e-commerce of each, the level of market maturity and demand growth. Additionally, a market intelligence strategy was developed, offering the online channel as a showroom adapted to the context, and commercial formats were defined to maximise business in different types of categories.