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Interview with the store owner

How was that first version of the web?

We started with something very simple: store logo, product photo and price, we actually used Wix. Whose system was manual, he had to be deleting the products when he sold them.

The following year we had to set up something more professional, a PrestaShop that continues now, at first it was very basic but as you can add modules we customize it. But we are being limited, for example managing the stock of the online store and the physical store separately, gives us many problems. In addition to getting a POS in a physical store that connects to PrestaShop and subtracts stock.

What is your current photo?

It changes a lot of season. Now we are 12 people, but we have become 18/20 during Christmas for example. We are in the warehouse, with people uploading products, customer service and preparing shipments. The logistics have grown very fast, we had to rent a warehouse to have more stock.

From a small online store where the stock was the shelf of my store that I wrapped up to take a larger place with a back room, it was an odyssey to find the products, they were placed that way. And now look at us, with a warehouse.

We maintain the physical store and a warehouse where we prepare online orders, which is still manual. It has been difficult for us to have a warehouse ordered by products and to know how to send them, because we have many categories and they are very different, from clothes to realistic swords or jewelry. We want to keep the neighborhood store.

What markets do you work in?

Mostly Spain, over 80%. We ship to the rest of Europe and America. Last year we shipped to 43 countries different. We have the website in English but we do not make great efforts to sell outside of Spain. We do not have campaigns prepared to internationalize, it is something pending that when we see ourselves with desire we will do it.

We also sell on Amazon, so on our website you can see that you can pay with different currencies and currencies. Our internationalization largely comes from Amazon.

In the recruitment part, what do you work in marketing?

We do a lot of SEO work, it is brought to us by an external company that we have a lot of confidence in and whenever a new product comes we look for and work on those keywords. We also work in affiliation and in RRSS with ads for people of a certain profile.

Social Ads have done better for us than Google ads. Now we have a lot of competition, part of our products can be found in chains such as Carrefour or El Corte Inglés, for prices there are people who get the products cheaper than me or who can spend a lot of money on Google Ads.

We are with an external company where we work with different forms of affiliation: banners, coupons, influencers… At the same time, anyone who has a social media profile or a powerful blog can sign up and affiliate with us, we pay better than Amazon.

How many followers do you have on social networks?

150 thousand followers on Instagram, it is the network that generates the most traffic.

We are 73 thousand on Twitter, we arrived here with a lot of patience but it was difficult for me to catch the rhythm because you need another language and type of communication.

We live in the golden age of Facebook, with a lot of likes and visits to the web that we had back then, we never went back to that time. At FB we are now stagnant, we have 270 thousand followers but it is where we have the most purchases.

We opened TikTok last year and are experimenting to see what content to create. For now we are going to learn how to use it.

We have a very personalized communication, explaining the products as if someone were present, maintaining our neighborhood store soul. Before we did a lot of live shows showing the products that came to the store, at first it worked very well but it started to decline.