3. Cueros Vélez Strategies: omnichannel

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Unlike Totto, this company founded more than 30 years ago decided to continue investing in leather and has also obtained very good results.

However, although leather is the basis of its traditional products, over the years the company has expanded its catalogue, incorporating articles made with fabrics, canvas and other materials.

In its first 20 years, Cueros Vélez grew sustainably by taking advantage of the shopping center construction boom in Colombia , substantially expanding its business units and placing them in strategic locations.

In recent years, the company has focused on developing its digital visibility in order to shed—to a certain extent—the label of “traditional business” and project itself as a modern commercial alternative.

Indeed, as Juliana Sánchez Gómez —Director of qatar mobile database E-commerce and Digital Marketing at Cueros Vélez— expressed during an interview with Al Poniente , the company is mainly targeting late millennials (between 28 and 35 years old), an audience that is more than familiar with the web and digital universe.

Taking this into account, Cueros Vélez's digital presence and its actions in e-commerce are based on an omnichannel strategy that considers email as a central element.

Currently, the company has an email database of more than 600 thousand loyal customers with a high level of engagement .

On the other hand, Cueros Vélez aims at optimization on Google through SEO and ventures into the most popular and used networks today, such as Facebook, Twitter, Instagram, Pinterest and Snapchat.