Grupo Consorcio boosts its eCommerce channel and strengthens its relationship with the end consumer

eCommerce as a lever to consolidate growth, customer knowledge, and international expansion.

Services

Evolution and optimization of the eCommerce platform - Shopify
Demand generation strategy (Google Ads and Meta)
Conversion funnel optimization
Activation of CRM and automation strategies
Advanced segmentation and personalization
Loyalty and recurrence strategy
Support in international expansion (France and Italy)

Context Evolve the growth model beyond retail

Grupo Consorcio, a leading company in premium preserves, recognized for its commitment to quality, origin, and certified B Corp sustainability, and distinguished with the "Alimentos de España" Award, is initiating a strategic process to evolve its business model, which has historically relied on retail and distribution channels.

In an environment characterized by margin pressure, increasing consumer sophistication, and the need to build a brand beyond price, the company identifies activating the D2C channel as an opportunity to strengthen its relationship with the end customer, access first-party data, and develop more profitable and sustainable growth strategies.

The online channel is thus beginning to consolidate not only as an additional sales channel but as a key axis within the global transformation of the business.

The online channel as a new growth path in the food sector.

The challenge

Activating a profitable direct channel in a model traditionally dominated by distribution

The main challenge was to build a digital channel capable of generating direct demand and increasing customer value in a context of high dependence on distributors and large retailers. This situation limited brand visibility, control over the shopping experience, and access to strategic end-consumer information.

Furthermore, Grupo Consorcio needed to consistently transfer its premium positioning to the digital environment, reinforcing its product storytelling based on quality, canning tradition, and origin. Activating D2C also involved adapting logistical and operational processes to manage individual orders, developing new marketing and CRM capabilities, and ensuring a balanced coexistence with the retail channel.

In terms of technology and user experience, the existing online store had limitations that hindered the optimization of the conversion funnel and the scalability of the channel, making it necessary to address a structural evolution of e-commerce and prepare it for international expansion.

approach | solution

Activation and acceleration of the D2C channel with a strategic and profitability-oriented approach

At Webmefy, we supported Grupo Consorcio in the evolution of its digital channel, working on the progressive improvement of its e-commerce and activating growth levers focused on performance and customer knowledge.

The user experience and conversion funnel were optimized, facilitating clearer navigation and a better-defined value proposition. In parallel, acquisition and CRM strategies were activated, aimed at generating qualified traffic, improving recurrence, and building a more direct relationship with the consumer.

This approach not only improved channel performance but also began to structure a database that provides greater visibility into customer behavior and preferences.

As the channel evolved, the brand was supported in opening new markets such as France and Italy, using e-commerce as a tool to validate and accelerate its international expansion.

Consortium Results

The work carried out has enabled eCommerce to consolidate its position as an increasingly relevant channel within the Grupo Consorcio business, improving its performance and laying the foundations for its future growth.

The evolution of the channel has helped to bring the brand closer to the end consumer, facilitating a better understanding of their habits and needs. This understanding has been key to adapting the digital strategy and making more informed business decisions.

Likewise, the development of the online channel has allowed the company to expand into new markets such as France and Italy, using eCommerce as a lever for its international expansion.

In the words of the team itself, the evolution of consumer behavior, increasingly oriented towards online shopping, together with the work carried out on the digital channel, has been key to consolidating eCommerce as a growth path and getting closer to its customers.

“El crecimiento de la compra online en alimentación, junto con el trabajo realizado con Webmefy, nos ha permitido consolidar nuestro eCommerce, entender mejor a nuestro cliente y avanzar en nuestra expansión internacional.”

The growth of online grocery shopping, together with the work done with Webmefy, has allowed us to consolidate our e-commerce, better understand our customer, and advance our international expansion.

Carlota Cagigas - eCommerce Specialist - Consorcio Español Conservero SA

The impact of the eCommerce channel

Consolidation of the digital channel as a growth lever
Improved performance and basis for scaling the channel
Greater understanding of the end customer
Actionable data for strategic decisions
International expansion activated
Entry into markets such as France and Italy

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