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By that year, the company began its strategic project to diversify its portfolio with the launch of razors and, later, disposable shavers under the Fiat Lux Flexor brand. Until 1997, the company produced and sold only Fiat Lux brand matches and Cricket brand lighters.
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The biggest challenge is to implement a more digital culture within the organization and, in this way, continue to search for better performance.Īnother thing that must be carefully addressed during this process is using data to facilitate decision-making, as well as bringing in the right tools to improve processes. “It’s not just about bringing more technology or selling digitally.
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The company considers that more than an update or a search for greater competition, going through the digital transformation process is a matter of survival in the market. “As a second step in this journey, we intend to invest in building our e-commerce business to support two strategic areas: greater product availability and faster shipping.” The continuation of this project also includes other platforms with which the company is already in detailed negotiations. Our main partner at this stage is the Inventa Shop platform, with which we already have 100 percent of our product mix registered”, he says. “In this beginning of the cycle, we are looking for strategic partners, the market, to help us in the new way of digital sales. The company’s sales manager in Brazil explains the steps taken in this regard. digital presenceīeing present in the digital environment was one of the most important steps in this transformation, which is why Fiat Lux, which until 2020 had its entire sales strategy focused on physical retail stores, set the goal of becoming an important player in e-commerce.
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Culture is the process a company needs to go through to understand this digitization movement, while the sales channel is understood as the steps taken to make the brand available in new shopping channels for consumers and retailers.įinally, data analysis, a pillar that will be responsible for providing the company with an overall understanding of the user journey and, in addition, to bring knowledge on how to move forward to provide a better user experience, as well as better results. The digital transformation of Swedish Match – because of Fiat Lux – is based on three pillars: culture, sales center and data analysis. It was from there that e-commerce became very attractive and opened up opportunities for Fiat Lux. According to Murillo Biancalana, marketing manager at Swedish Match in Brazil, digital transformation is a trend that does not go back and its process has been accelerated due to the covid-19 pandemic. READ MORE: E-commerce revenue drops to BRL 38.4 billion in second quarterĬontrolled by Swedish group Sweden Match, it has already adopted plans aimed at accelerating its digital transformation journey. In order to strengthen its brand and make its portfolio better known to the general public, the company decided to create its e-commerce business and sell directly to end users.
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However, the manufacturer also produces several other products, whether for home use, personal hygiene or barbecue time. Fiat Lux has been making matches for more than a hundred years, becoming a leader in the production and sale of this article.