Digitalisation & Internationalisation: the Most Cost-Effective Combination for Automatic Doors
Automatic door manufacturers need to expand their market to boost growth, and through internationalisation, they are ever closer to achieving it. However, analyst Luis Miguel Inglés, Vice-Chair of PFS and director of CreZes, warns that for this internationalisation to be truly effective, there is a step that companies need to take first: digitalisation.
Today more than ever, any company that wants to grow has to widen its market, and the automatic door sector is no exception. But to achieve this growth in a real and substantial way, they have to go beyond national borders. This is a difficult task to accomplish without going through a digitalisation process first.
Luis Miguel Inglés explains that “automatic doors are an occasional consumer purchase, and so customers tend to search for them online using their usual web search engines.” So, companies that want to sell outside their traditional market first have to go through a digitalisation and marketing process to showcase their products to the global market. They can do it with their own websites or those of specialised online stores. “This is the first step, whether an Andalusian company wants to sell in Navarra, Canada, or the United Kingdom.”
Innovation
In this internationalisation process, automatic door companies have to highlight the strong points of their products, “their degree of sophistication, their technology and innovation.” And they have to take into account the export subsidies they can access, mainly through ICEX and Next Generation EU funding.
Inglés says that at first, internationalisation “is not at all easy,” so he recommends seeking help from companies specialised in this task, “which can help with everything it entails: markets, commercial processes (such as sales, insurance, and transportation), currencies (if the host country is outside the Eurozone) and many other factors.”