Interview: a look at Rajapack’s online development
2min read
10/09/2018
Rajapack has been commercially active on the internet since 2002. How has that online development paid off? Dutch magazine Emerce talked to Bart Lambrecht, marketing manager, and Gidi Pluym, general manager of Rajapack in the Netherlands. Read the full article from Emerce here: Rajapack: ‘85% of new customers order online’.
Online sales at Rajapack have boomed over the years. In fact, meanwhile, 85% of new customers in the Netherlands order online. This is the highest percentage of all RAJA Group branches in Europe. But even existing customers who used to call to place an order now find their way to the online ordering platform. The new generation of buyers has grown up with the internet and will increasingly reach for the PC or smartphone to obtain information online or to place an order.
Rajapack has ambitious targets when it comes to the percentage of orders completed online. Adding up, RAJA Group countries are now at nearly 50%. By 2022, it should reach 70%. "Compare that to 2005 when 3.75% of sales came through the website and you can see how fast it has all gone," say Gidi and Bart. "Moreover, last year Rajapack Belgium and Netherlands' turnover increased by 10%. If you only look at online, the increase is even bigger."
An online development with offline support
Rajapack’s online presence is only part of the story. Experience has taught Rajapack that online cannot do without offline. As our loyal customers know, September is traditionally the month when a new general catalogue is published. From the moment this paper catalogue reaches our customers, we see a remarkable increase in website traffic. Proof that online and offline complement each other and form a whole in a successful omnichannel approach.
In a world where communication is increasingly online, we manage to appeal to a different target audience with our offline communication. Our target audience is reached in a more direct way which gives us more visibility. The chance of being seen is thus increased. Our conclusion? By reinforcing offline with online, we believe that 1 plus 1 equals 3.
