First of all, how are you and your Family doing in these COVID-19 Times?
Eva Martin: Luckily, everyone is fine; my immediate family and my second family (our employees). Without a doubt, we are all adapting to constant changes and we are becoming more flexible in this regard.
Companies have also had to develop a high capacity to adapt to these circumstances and it has been useful for us to verify the effectiveness of new forms and patterns of work now that homeworking reigns.
Tell us about you, your Career, how you Founded or Joined Tiendeo
Eva Martin: I am a co-founder of Tiendeo and its current CEO.
I gained a Double Diploma in Industrial Engineering from the Universidad Politécnica de Cataluña and the École Centrale Paris in 2003 and I completed my MBA from the College des Ingenieurs in 2004.
Before founding Tiendeo, I worked for 7 years at Nestlé, where I held different managerial positions in logistics. I have always had an entrepreneurial spirit. Guided by this, together with my twin sister María and Jonathan Lemberger, a university classmate of ours, we decided to launch our own company and created the innovative start-up Tiendeo in 2011.
In just 9 years Tiendeo has positioned itself as the leading website and app for catalogues and geolocated offers, and as one of the leading digital drive-to-store marketing companies for the retail sector, with a presence in 45 countries, 6 offices worldwide, and a workforce of more than 150 employees.
How does Tiendeo Innovate?
Eva Martin: From the beginning, being a technological leader has been part of Tiendeo’s DNA. The engine of the company’s success is a highly-qualified, talented team that has developed its own cutting-edge technology, which itself is in a state of constant transformation, with the goal of always being at the forefront.
This has been the key to its natural evolution, from being a geolocated catalogues and coupons platform to consolidating itself as a leading technology company specializing in drive-to-store for the retail sector.
Thanks to Big Data and geolocation, Tiendeo has developed its own geo-profiling and machine learning engine with which it profiles users according to their online and offline behavior, offering retailers digital marketing campaigns with high returns. With nine years of experience and an impressive portfolio of clients worldwide, Tiendeo’s technology currently offers a wide variety of digital tools and services to attract consumers to the physical store, and improve their shopping experience.
For consumers, Tiendeo has also positioned itself as an invaluable tool for millions of users around the world that helps them plan their purchases quickly and easily. Through the web portal and the mobile app, users can consult thousands of geolocated catalogues and offers from stores near them. They access to a wealth of information about the products they wish to purchase.
How the Coronavirus Pandemic affects your Business, and how are you Coping?
Eva Martin: The coronavirus has brought about multiple social and economic changes and has generated an environment of constant uncertainty to which we are gradually adapting.
At the beginning of the pandemic, many retailers decided to abandon their planned advertising campaigns; however they soon realized that what consumers most needed at that moment was clear communication from the retailers they rely on.
The COVID crisis has caused a change in consumer buying habits, pushing them further towards the online channel, especially when planning a purchase.
This change in behavior, together with the slowdown in the production of paper catalogues, has accelerated the digitization of the retail sector. Many retailers had already begun to include the online channel in their marketing strategy, while others who had not yet taken that step were forced to start testing the waters, since online was practically the only open channel of communication with consumers available during the lockdown.
Subsequently, large retailers have decided to either completely stop producing paper brochures, or significantly reduce their investment in the traditional format and opt for digital substitutes, thanks to the good results achieved by campaigns rolled out over these past few months.
For all these reasons, being specialists in drive-to-store digital marketing strategies means Tiendeo can offer businesses and brands exactly what they need and via the most appropriate channel.
Did you have to make Difficult Choices, and what are the Lessons Learned?
Eva Martin: At the beginning, without knowing how the situation was going to develop and after several of our clients ceased investing in advertising, we were forced to reduce the working day of a large number of our staff (including the three founders), being included on the ERTE in Spain. However, thanks to the rapid resumption of activity, we were able to return to normal soon, and in recent months we have managed to far exceed the turnover obtained during the same period in 2019, which is very good news and bodes well for the future of the company.
However, far from stopping our activity, from the beginning Tiendeo put all its efforts into creating solutions that help users to continue planning their purchases, such as the “Where is the queue?” tool that allowed users to see queues in real-time at the supermarkets in their area.
COVID-19 has taught us to be much more flexible and give us a higher capacity to respond when the situation requires it.
How do you deal with stress and anxiety, how do you project yourself and your company in the future?
I always try to have a positive mind and look at problems from an objective point of view to find suitable and viable solutions quickly.
Online is here to stay and the retail sector has already realized its importance. At Tiendeo, we develop our technology to help the sector respond to emerging consumer needs, and that is why I believe we have a great future ahead of us.
Who are your Competitors? And how do you plan to Stay in the Game?
Eva Martin: We do have some competitors worldwide, experts in geolocated online catalogues and digital drive-to-store marketing, but the truth is there are not that many.
Our main advantage is our proprietary technology: it is the engine that drives us and sets us apart from the competition. Our continuous innovation allows us to offer retailers the best services on the market, optimizing costs and increasing their efficiency.