In a world in which digitalization has transformed the way we buy and interact with business, there are entrepreneurs who have managed to balance innovation with closeness. Faced with the impersonality of mass trade and customer service automation, some entrepreneurs have opted for models that combine tradition and modernity, adapting to changes without losing the essence of human treatment. From Centenary Libraries to almost forgotten trades, through businesses that have found an ally online to strengthen the relationship with their community, the key remains proximity. To learn first -hand real cases of Spanish entrepreneurs who have achieved success with these ingredients, eldiario.es organized the meeting Undertake with proximity: the success of local ideasin which they participated Sol Alonso Rodríguezrepresentative of the Children of Santiago Rodríguez bookstore; Lluc mirteacher Marger; Mireia Altimiraco -founder of the tanina; and Guillermo GarcíaCMO of Craftelier.
The first to share his experience with the public that followed the event from the editorial of Eldiario.es and through the retransmission via streaming It was Sol. As a representative of The oldest library in SpainHe stressed that proximity is an essential pillar for the success and sustainability of your business. With 175 years of history, this establishment “has evolved without losing the essence of human treatment and closeness with its clients,” he explained. In fact, in an increasingly digitized world, Sol emphasized that “innovation is not at odds with tradition”, for this reason “from the sale on-line Until an attempt to sell electronic books, our goal has always been to keep up with trends without neglecting the link with readers. ” From his point of view, “each client is not only a number, but a person with specific interests to whom you have to know and offer you a personalized experience.” In this regard, he pointed out that “the key to the longevity of this business lies in the emotional connection with the community, something that cannot be replaced by any technology.”
For its part, Lluc is A dry stone teacher “Keep like.” Marger-, a trade that has been rooted in Mallorca for centuries and that he defends with passion. With 27 years of experience, his small company “is based on proximity and direct treatment with the client”, as stressed. For Lluc, “closeness is not only a commercial strategy, but a need inherent in our work. The dry stone construction has been displaced by the massive use of concrete, which has led to a loss of knowledge in the sector. ” “Therefore,” he continued, “this work includes a strong pedagogical aspect: to educate customers about the sustainability and profitability of this technique.” He also said that “the little businessman is not only craftsman, but also commercial, advisor and disseminator.” On this issue he recognized that “digitalization, despite being oblivious to the tradition of this trade, is a key tool to bring work closer to a broader audience without losing the essence of personalized treatment.” Through its website and social networks, LLUC shows his work, shares his knowledge and highlights the importance of preserving a legacy that is Intangible Heritage of Humanity.
The case of tanina is different, but it has points in common. Mireia has found in digitalization an innovative way to approach her community, despite physical distance. From his YouTube channel and social networks, he created “a Disclosure space on domestic agriculture and food sovereignty. ” A project that “has diversified with initiatives such as Seed Clubwhich allows members to receive unique seed varieties monthly, ”he said. Although your business does not have a physical store, proximity translates into “direct attention to our audience: responding comments, emails and messages in networks, generating a real and human connection,” he clarified. This personal attention, away from automated responses, “is key in the construction of a relationship of trust.” Mireia specified that “in our development it has been key to take advantage of networks to generate face -to -face meetings,” as the recent one remained in Madrid with members of his community, “thus reinforcing the proximity and commitment to the followers,” he said, to add later that “The organization of local groups within the Seed Club It also encourages collaboration and exchange of resources, even more strengthening ties. ”
In his first interventions of the gathering, Guillermo explained why Craftelier is a paradigmatic case of how Digitization can live with proximity and direct treatment with the client. Thus, the company that represents, “born of a small trade in the center of León, has been adapted to the times, expanding to online trade without losing the essence of personalized attention,” he said. Despite selling worldwide, “we have managed to maintain a strong link with the community, both in our hometown and in Madrid, where we have opened a physical store focused on Fine Arts,” he explained. But, in his opinion, “human contact remains fundamental because it ensures that customers receive attention in their language, for example, or that they receive in each delivery details that reinforce the relationship of trust.” At the same time, his commitment to social networks, the generation of educational content and face -to -face events “show that innovation is not at odds with proximity,” he said. This approach “has allowed us to loyalty to a diverse clientele, including older people who still feel suspicious of online purchases, thus consolidating our growth without losing the essence,” he reiterated.
Businesses that evolve without getting lost along the way
The four participants in the round table put the focus on the importance of combining tradition and innovation, of being creative and, at the same time, respecting the experience. In this sense, beyond the sale of books, Sol confirmed that “the bookstore has opted to explore new roads in interaction with the public.” How? “Our place is not just a point of sale, but it is a cultural meeting space where reading clubs, thematic events and activities for children are organized,” he explained. Through these formats, “we have managed to encourage love for reading in young generations, adapting to an increasingly visual world without losing the essence of literary experience,” he said. In parallel, he stressed “the importance of maintaining trade at street level as a form of real sustainability, promoting local consumption and avoiding the environmental impacts of mass electronic commerce.” So much so that, for Sol, “proximity is not only a differentiating value, but also a commitment to the community and the future of the cultural sector.”
But it is not always easy to combine tradition and innovation. Lluc admitted that “the first can be a brake for the second. Although dry stone has evolved over the centuries based on trial and error, it is essential to open up to new ideas. ” As a recipe to achieve this, he proposed “connecting with professionals from other parts of the world to explore creative applications for this trade: from vaults in haute cuisine restaurants, to experimental structures abroad,” he said. Under his point of view, “sustainability is the axis of work, since the dry stone minimizes the carbon footprint, allows the natural drainage of water and encourages the use of local materials,” he continued. Regarding purely economic growth, Lluc stressed that he does not only seek to expand his company, but “guarantee the quality of work and train new generations so that the technique lasts.” After this analysis, Lluc defended that “proximity is not only a way of doing business, but a philosophy of life that links artisanal work with authenticity and commitment to the community.”
Some of Mireia’s interventions also addressed this issue: “In our case, we not only teach how to elaborate a domestic garden, but we have also worked to develop a way of cultivating it, adapting knowledge of different international traditions,” he said. His scientific approach “provides rigor and reliability to the content, something highly valued by our community,” he said. One of the great projects in which the tanina has embarked is “the recovery of seeds from areas in crisis, such as Palestine or Thailand. This is innovation oriented in ensuring the survival of endangered species. ” In the field of sustainability, Mireia confirmed that “the objective is to find creative solutions, such as the reuse of coffee poses to make compost, for example.” To get where she and her partner Alan Schollmayer have done, they have had to “grow progressively and sustainably, reinviring our first income to improve production and generating small -scale employment within our community,” he said.
Finally, at the business level, Guillermo highlighted “the importance of adapting to changes in consumption habits,” where “again betting on physical trade without neglecting digital expansion,” he said. Craftelier’s evolution of a small family store to a company with 150 employees reflects “how the combination of tradition and innovation can be key to sustainable growth.” Simultaneously, its commitment to sustainable development is reflected “in packaging optimization, the use of recycled materials and solar energy in its facilities,” he listed. In spite of everything, Guillermo wanted to take the opportunity to highlight “the bureaucratic difficulties found in many cases entrepreneurs in Spain” and highlighted “the lack of support for small businesses and complexity to start a project.” However, to conclude he was optimistic: “We hope to open more stores in the coming years and consolidate our business model, maintaining the balance between digital and face -to -face,” he said. Its history, and that of its three teammates, is an example of how innovation and creativity can be fundamental pillars for business success, always betting on the proximity to the client.
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