"A coffee with..." Bruna Castro - Director of Be Blair

Empack and Logistics & Automation Porto: Tell us about yourself and your journey at Be Blair. What is the day-to-day life of an e-commerce manager like? Bruna Castro: I started the Be Blair project, at Farmácia de Lamaçães, 2 years ago. Taking the step towards online sales was the Pharmacy’s next goal, which was accelerated by the needs that arose with the pandemic. I came from a very different area, home textiles, as Ecommerce and Branding Manager, being responsible for my own brand. In this project, challenging due to the competitive market where it is inserted and the dynamics of working with dozens of different brands, the day-to-day is a kind of roller coaster that includes everything from defining a new communication strategy to managing customer support, always trying to provide the best possible service. I’m responsible for all business communication, be it social media, newsletters, online media or influencer marketing. In addition, I monitor and manage all the channels where we invest in online advertising and define all the promotional campaigns, offers and actions that the shop will do throughout the year. Working in e-commerce is working in sales, marketing, finance, logistics and performance. It’s challenging and enriching! E.L.Porto: Tell us, how did the idea of creating Be Blair come about? And what are, for you, the essential elements to start an e-commerce linked to a physical commerce? Bruna Castro: Be Blair arises from the desire to scale the Pharmacy business, being able to serve and satisfy consumer needs across the country. The infrastructure and solidity of the team allowed us to start an online sales business, founded on the basis of the Pharmacy. The stock used is the stock belonging to the physical space and the team of pharmacists existing in the Pharmacy allows the shop to have specialised pre- and post-sales customer support with the same dedication and proximity as the physical space. To start this project, it was necessary to create basic strategies that allowed us to achieve some medium and long-term objectives, as well as to reach the intended target audience. The biggest initial concerns were with the packaging and the delivery system. We wanted a careful and differentiating packaging that was in line with the needs of our products. We chose to develop personalised boxes with differentiating characteristics, which despite representing a significant cost in each order, also allows us to build customer loyalty and surprise the customer. Regarding shipping, it is extremely important to have a reliable partner, with prices compatible with the reality of the business and with fast enough deliveries to, once again, leave the customer satisfied. Having these services assured and combined with an efficient, user-friendly and 100% functional shop (with varied payment methods, loyalty points system, among others), I would say that the global and digital strategy is the most important step. Realise the strengths and limitations of the market and our company, establish a close and relevant communication with the consumer and make a presence through differentiating actions, influencer marketing and digital media, in order to create awareness and notoriety. E.L.Porto: How do you compete with the big companies in the market in online sales? Bruna Castro: Be Blair’s main goal is to provide a proximity service, as similar as possible to the pharmacy experience (in the physical space). We want the customer to feel that they can trust us, ask for any kind of clarification and advice and be satisfied with the experience of receiving our order. Therefore, it is very important that the customer is surprised with a careful packaging, with several personalised samples and a fragrance that spreads as soon as the box is opened. In addition, all employees do their best to resolve any issue that may arise with customers, always satisfying their needs and requests. We believe that this is the most differentiating factor we can have and one that really brings value to the customer. Online shops are a practical and safe way to make a purchase, but they must keep in mind the contact between people and the willingness to help and know who is on the other side, in the same way that we know and help all customers at the counter of our pharmacy. E.L.Porto: Finally, from your point of view and experience, how do you see the evolution and the near future of the e-commerce sector, after the pandemic? Bruna Castro: The pandemic has triggered a very sharp growth in the e-commerce area, stating that any business must adapt and respond to consumers in a more practical and remote way. Still, I believe that in the future, the success and longevity of any online business will depend on the close and loyal relationship it can establish with the customer. The consumer, in addition to looking for price and practicality, gives more and more importance to the values of the brand and the message it sends. It will be crucial to maintain a coherent, solid strategy with the central objective of giving the customer useful, personalised content at the right time. Proximity, customisation/personalisation and adaptability will be the key to success.