DINAMIZACIÓN DE UN PROYECTO DE VENTA DE FRUTA Y VERDURA ECOLÓGICA EN ESPAÑA. CASO DE ESTUDIO: FRESHVANA

Abstract

On-line sales of organic products is nowadays a sector gradually growing in the European Union, as well as in Spain. Spanish leadership in production in addition to the sharply increase of internet access, mostly because of smartphones and other mobile devices, make business such as Freshvana a remarkable option to take into consideration, to compete against so-called “long” or “traditional” sales channels. The research made is based on consecutive improvements made on on-line sales techniques through the information and experience obtained in straight cooperation with clients, Freshvana and UPM. From this point, several strategies on the field of social network and web communications have been made, heading to adjust the sales model to clients choices, obtaining significant improvements of conversion rate and also in the number of visits to the web page. All this facts evidence that customer relationship management (CRM) related to the sale of this kind of products constitute a key aspect and that all efforts owe to be aimed at improving client’s confidence in a market which is yet to be exploited.