Which customer acquisition strategies?
To develop our services initially, in terms of B2B2C, so primarily employers offering our service to their employees, we mostly turned to our personal networks. Which helped us open a few doors. But the quality of the service did the rest. For the B2C portion, one of the big pluses of Luxembourg’s market, given its small size, is the power of word-of-mouth. It helped us from the very beginning, and it still helps us along every day.
B2B or B2C?
Starting out, we launched the service primarily for B2C because that’s where it makes sense. Now, it’s a service that took a long time to take off, probably like most services. And we realized we had to meet company deadlines, monthly deadlines, and salaries to pay. And in that context, we started thinking about ways to reach people faster, outside of the home. We thought of B2B2C. How to reach people in their place of work? From a profitability perspective, it was great since we could pick up several orders in a single stop. Even though serving individuals is our main philosophy, we’ve been increasingly realizing in past months that what’s been keeping us alive is the B2B. It’s the industrial part. Because the volumes are without compare. It ultimately allows us to manage our activity the best we can.
Why a mobile app?
Because once again, it’s essential. To me, smartphones are the friends of mobility too. Our smartphones are always in our pockets, close by or near our hands. So of course, we wanted Klin to be in your pockets too. That’s why we developed a mobile app. Plus, an app makes it possible to offer a more enjoyable user experience. So last year, we decided to launch a mobile app with an all-new design. We were able to fix our early errors. We realized that in the ordering process certain things weren’t very intuitive and were able to completely change in the mobile app, to come out with something very easy to use. Currently, in terms of private customers probably 60 to 70% of orders come from the app.