In an effort to revitalise and modernise the commercial sector, Santa Marta de Tormes has launched the innovative Be SMart project. This initiative, part of the Recovery, Transformation and Resilience Plan, seeks to transform local commerce through digitalisation, sustainability and increased awareness of CO2 emissions.
The Be SMart project focuses on several main objectives:
1. Regaining consumer confidence: Improving the shopping experience and offering more personalised services.
2. Promoting Digital Culture: Encouraging the use of advanced technologies in local businesses, enabling closer collaboration between entrepreneurs and customers, and promoting a more digital and sustainable economy.
3. Opening up to new distribution channels: Facilitating entry to digital platforms and online marketplaces, extending their reach and potential clientele.
4. Raising public awareness of CO2 emissions by creating communication channels and disseminating information.
5. Managing parking availability, a drawback that affects commerce due to limited availability.
Diagnosis and Proposed Solutions
The project began with an exhaustive diagnosis carried out by the company Seeketing, of the current state of commerce in Santa Marta de Tormes. This analysis was carried out through several meetings with local agents and the review of the technological situation in the main shopping streets of the municipality, such as Avenida de Madrid and Naharros Road.
The diagnosis carried out in Santa Marta de Tormes covers several crucial aspects for the effective implementation of technological solutions:
1. Connectivity and Energy:
- Avenida de Madrid and Ctra. Naharros : Identified as the main commercial areas, they present a good infrastructure for the installation of technological devices and for the digital transition.
2. Technological Status of Shops:
- Most of the shops lack advanced tools for the analysis of customer behaviour. We propose the implementation of technologies that allow retailers to obtain accurate data on customer traffic, facilitating the creation of personalised and effective marketing campaigns.
To this end, Seeketing has recommended the use of marketing mix tools and the creation of a loyalty programme that allows for the knowledge of the behaviour and interests of the potential customer in order to adapt the business to the needs of its consumers in a much more personal way.
3. Connectivity and Training Capacity:
- In addition to installing technological devices, it is essential to provide adequate training to entrepreneurs and employees to maximise the use of these tools and improve interaction with customers. A basic level of technological culture and digitalisation has been detected, so in order to meet the objectives, it is also necessary to train the agents involved in the digital culture.
PHYGITAL technologies for the transformation of local commerce:
The diagnosis carried out in Santa Marta has made it possible to see which technologies will enable the necessary change to boost trade. Seeketing recommends the implementation of Phygital-based technologies (person-to-person linking of physical and digital activity), the knowledge of which will allow awareness of the environment, but also the promotion of commercial areas to generate visits and create loyalty that ensures the return of consumers and creates a solid relationship of trust.
In relation to the Improvement of the Customer Experience: it is mainly necessary to be able to know the influx, how many people visit the municipality, the frequency of visits, whether it is at weekends or during the week, the key hours and, of course, how they move once they arrive in the municipality. With this information, it will be possible to manage the issue of parking (a major problem in the municipality that negatively affects trade) and availability, but also the possibility of creating a relationship of loyalty with all these people. This loyalty relationship will serve to raise people's awareness of sustainability issues and also of better management of the different resources available in the territory. To this end, the mobile detector nodes will make it possible to obtain the necessary information to carry out the different actions proposed.
The big data generated by this technology will enable actions to be taken not only in the areas of commerce and tourism, but also in mobility, security, more sustainable management in terms of the occupation of car parks and parking areas and raising awareness among the different sectors involved and people about climate change.
On the other hand, the digitalisation of local commerce will open up new business opportunities and attract more customers, boosting the economy of Santa Marta de Tormes. The use of the loyalty programme compared to others such as Marketplace is much more effective and the conversion rate can be measured and see how many of the marketing actions carried out are actually valid and result in sales. This will translate into positive economic growth for the municipality.
The Be SMart Project: A Step into the Future
The Be SMart project represents an important step towards the modernisation of local commerce in Santa Marta de Tormes. Through the integration of technological solutions and the promotion of a digital culture, this project aims not only to revitalise the local economy, but also to foster sustainability and social cohesion. The collaboration between the different agents and the awareness of the population will be essential for the success of this initiative, positioning Santa Marta de Tormes as a benchmark for innovation and sustainability in the commercial sphere.
