GO Elocal HUB: Digital technological innovations focused on customer experience to improve the commercial competitiveness of traditional extensive livestock farming and promote short distribution circuits

Design and implementation of a short online sales channel in the form of an open and free-access marketplace, where consumers and B2B from HORECA can directly interact with 100% native breed operators through “virtual stores”, a digital e-commerce platform that manages the customer experience of the marketplace and, through an omnichannel protocol based on QR codes, introduces the traditional channel into the online world, to show the customer the livestock of origin and an intelligent interpretation of some attributes relevant to the purchasing process and the formation of consumer preferences (animal welfare indicators, extensification, etc.). In addition, provide the platform with a customer relationship management tool (CRM), automate marketing (social-commerce, banners, etc.) in the three phases - pre-sale, sale, after-sales -, an omnichannel tool based on competitive benchmarking and changes in purchasing preferences, and indicators (KPIs) that allow the activity of the model to be evaluated quantitatively and qualitatively, in order to control and manage the business.