Sanganxa is a store of Musical Instruments and accessories, specialists in wind, which was born 16 years ago in Valencia with the intention of offering the musician a store concept that did not exist in the sector. Although this seems easy, they themselves confess that “When you open a business, you are tempted to sell everything, but take care of the assortment and base yourself on a series of values “Specialists in wind” was one of the keys, in addition to knowing how to transmit it and reach the customer “. They have just renewed their online store and we talk about it and its current status with Jordi Ballester, Ecommerce Manager of Sanganxa.
Ecommerce News (EcN): How was 2020 for Sanganxa? The paralysis of bands affected the music I imagine.
Jordi Ballester (JB): 2020 has been a challenging year moving steadily forward to meet consumer needs. From Sanganxa we have adapted in record time to the situation, being aware that we must offer a safe, reliable alternative with all the guarantees. In our case, we have embraced this challenge to make it our own, making technology an absolute priority, being aware that the customer is our highest priority and that those who achieve, for the first time, a favorable experience and fast and efficient attention stay with us.
It goes without saying that 2020 has been a complicated year due to the situation we are experiencing; It has been a significant shock to demand, speaking in macroeconomic terms.
EcN: How have you adapted your business to these times?
JB: I think that in any company it is key to be a specialist and master everything that one sells. Who wants to do everything without focusing on something, ends up losing their way or stops being competitive. Providing added value is more
simple if you are a specialist. In e-Commerce it is very difficult to achieve profitability. Recruitment based on a checkbook is easy, that it is also profitable is another story. Many ingredients are needed: high margins, high recurrence rates (LTV) and acquisition costs (CAC) commensurate with the possibilities of the business. In niches it is easier to achieve this profitability. In the generalist sectors you compete face to face with the big boys, and that is very expensive. Above all, to be able to carry out projects that start from scratch and with limited resources. It is true that Amazon is getting more and more into niches, but in this type of sector being specialists it is easier to add value and empathize with the customer, therefore the differentiation with the marketplace is clear. Give a customer service; of 10 and a product range of 10 from the start, and find a profitable recruitment model. They are keys to be able to move it forward.
EcN: They just renewed their website a few days ago. Why did you decide on this renewal?
JB: Ecommalia has been in charge of leading the project and managing the intense work that includes web design and development. Thanks to this joint effort, it has been possible to make the most of the possibilities of the new Sanganxa site, and implement a completely personalized, attractive and functional design, as well as intuitive and simple navigation. The mobile version takes center stage on the new website through effective interaction, to facilitate use and navigation from all types of device. In addition, work has been done on the new categorization of the web and the design of new labels, and the loading speed of the site has been considerably improved. With these implementations, the objective is to facilitate navigation and improve the user experience on the Sanganxa website.
The renovation has been carried out at the moment in which the clients have demanded it. Our goal is to always satisfy the needs of our users, providing them with an unsurpassed experience, with an easy, fast and intuitive purchase process. Luckily, we now have a technology that meets your demand and needs and with which we will be able to offer you a better service every day. The new website is not just a design change. In addition to offering more information on products and larger photographs, the portal allows customers to place an order in just two steps and to manage purchases or incidents in a very simple way.
EcN: What goals do you set for yourself with it?
JB: In 2021, circumstances change again and this means that e-Commerce has to adapt. Many have identified this upward inertia and have adapted their businesses to the online level or undertaken in the sector, which increases competitiveness and forces us to provide added value at all stages of the purchasing process. Excellence in customer experience has become a real goal: e-commerce is betting
for reinforcing personalization, omnichannel, the humanization of customer service from digital channels, the agility of the logistics network or the activation of added advantages, such as free shipping or financing, among others
EcN: How do you face this 2021?
JB: We will continue to see in 2021 more focus on online than on our physical stores and our repair workshop with the main authorized brands, which also add another differential value to this customer service chain. Although we anticipate that meeting the demand for these three lines will be an important challenge to face this year, given the global stock problems and the slow recovery of the sector in general. We have started a year full of great challenges for, but the learning of 2020 has allowed us to improve further in our constant goal of achieving excellence in customer service.
EcN: What projects do you have and do you plan to launch soon?
JB: The idea is to replicate our business model that works for us in Spain throughout Europe. We are working on it, our philosophy has always been to always move forward, but with a firm step. Each country, each market, requires a time of study and adaptation.
Rush and rapid growth are not usually good allies, we do not want to compromise the level of service and quality by wanting to tackle more than we can. Neither is financial security from trying to grow faster than we should. In fact, thanks to this, it allows us to be stronger to face difficult times such as the current ones that arise where only solvent companies are going to be able to move forward.