Page 17 - CBM11

At the Digital 1-to-1 event in Barcelona, we meet up with Bosco Garcia Puig, Head of
Digital at Meller. The Spanish brand focuses on social commerce, selling fashion accessories
such as sunglasses and watches online and offline. The brand is close to its fifth anniversary
and has been expanding quite a lot over these years.

hanks for taking the time to meet with us, Sunglasses are a very seasonal product. Is that a rea-
Bosco. What is it you enjoy most about son to look for other markets, like the Americas?
Tevents? ‘It is one of the reasons. We, for example, tried to make
‘Events like Digital 1-to-1 have a very different approach things work in Australia. Seasonality is something that can be
when it comes to meeting people. You get to know a lot of ‘solved’ when going cross-border. Unfortunately, though, the
people in just a few days. You learn about twenty new solu- Australian market did not work for us just yet.’
tions that are offered and you wish you could add them to
your e-commerce the very next day. When a new solutions How did Meller become a famous brand?
surprises me, I want to know more about it. I want to try ‘Social media is very important for our brand, especially
it. That is what you can do during these events. Watch live Facebook and Instagram. Right now, we are collaborating
demonstrations and talk to the people behind the idea. The with many micro-influencers. We did more than a thousand
communication is personal and authentic, especially in one- collaborations with micro-influencers last year’
on-one conversations. That aspect of networking is great.’
As competition in your market has grown significant-
Tell us about Meller. It is very online-oriented, but ly over the past few years. Have you noticed that it is
has started to sell through offline channels in Spain more difficult to brand your products?
as well. What is the reason for adding these alterna- ‘There’s more to it than just that. We have a lot of competi-
tive channels? tion from sellers who try to sell the same kind of products.
‘We are focusing on opening offline channels in order to There are brands that sell sunglasses and watches all over
extend our client reach. the world. What is even
Our focus is online, more striking is that there
“ WE DID MORE
but we partnered with is a lot of competition on
a big distributor that Instagram and Facebook
sells through 400 sell- through which we adver-
THAN A THOUSAND
ing points in Spain. tise. The costs associated
This way we can sell our with advertising and the
sunglasses in retail too. cost for CPM (Clicks Per
our brand name through COLLABORATIONS WITH Message) have increased by
It is a great opportunity
to expand the brand and
more than 100% per year
offline channels. Online over the past three years.
Additionally the experi-
channels will remain our MICRO-INFLUENCERS ence of collaborating with
core focus. Right now, it an influencer can differ
accounts for about 80% of hugely from country to
all our sales. It is why we LAST YEAR. ” country. For example, it is
are looking for more ways possible to collaborate with
to sell online in countries an influencer in Spain that
such as Germany and the has over 100,000 follow-
Netherlands.’ ers for free, as they only
wish to receive the product. Contrarily, influencers with more
Which is your best-selling product category? than 20,000 followers in Germany ask to be paid extra to be
‘It depends on the time of year and the location. Sunglasses interested in a collaboration.’
sell very well in the summer, so it is worth focusing on this
product category during these months. On the other hand, How do you deal with that?
sales of our main product, watches, are rising in the months ‘We use two strategies. Firstly, we try to collaborate with
of September, October, November and December. Our busi- micro-influencers and reward them with our products. They
ness of selling watches is sustainable all through the year, receive the product as a reward for their collaboration. The
creating a profitable cash flow.’ second strategy is to activate paid collaborations with influ-

17