“El Sabio” is a modern chain specialised in ironmorgery, DIY, home, field and garden equipment that has been created to face up to the challenge posed by multinationals with the best that local business can offer: proximity. Behind this project is the Internaco Group. Following the opening of its two first shops in A Coruña, the objective is to implement an ambitious expansion plant nationwide that envisages the opening of 25 shops this year.
The Internaco Group has taken a firm step towards its diversification strategy with “El Sabio”, a new chain of shops specialized in ironmongery, DIY, home, field and garden equipment born to become the champion of small businesses and face up to powerful multinational companies.
After opening its two first pilot shops “El Sabio Agrosilva” (Cerdeda) and “El Sabio-A Botica do Agro” (Cambre) -both in the province of A Coruña- Internaco plans to open another 25 shops across Spain in 2021.
The image of El Sabio has broken the moulds of the sector as it features a powerful and distinctive image thanks to a campaign involving the famous Liverpool anthem “You’ll never walk alone”, a truly universal call for unity against adversity, which is exactly the same philosophy behind “El Sabio”. “We seek to have all the answers for ironmongers and connect brands and people” explains Ricardo Muñoz, Director of Strategic Planning Director of the Internaco Group.
Proximity, differentiation, expert advice, and personal treatment
The El Sabio project is based on four principles: proximity, differentiation, personalized expert advice and personal treatment as opposed to the online and the superstores experience.
“El Sabio” makes available all the expertise of local ironmongers to its customers through its website: www.elsabio.eu, which has its own online shop and offers a shopping experience that is different to that of any other brand in the sector.
In keeping with the essence of the “El Sabio”, customers will have the same attention as in person. To achieve this, there is the option of contacting one of the ironmongers serving at the shop via telephone, streaming or face-to-face to get expert advice or answer questions.
The “El Sabio” communication campaign consists of several elements, including an innovative spot which is already available in the social media channels of the brand (Facebook, Instagram and YouTube), as well as adverstising spots on the radio.
“These days consumers feel lost, whether because they cannot find what they are looking for or because they don’t quite know what they need or it is hard for them to use the product correctly” explains a spokesperson from the company, which is characterized by providing a different and omnichannel shopping experience and has also its own brands: Orework for non-powered tools and Kuril for powered tools as well as other top brands.
