Krika Cosmetics projects that digital channels become 20% of its sales

With more than 11 years of history, the Krika beauty products retailer continues its expansion plan leveraged by omnichannel. This year, according to Camilo Zuluaga, the company's CEO, the goal is to strengthen its online sales and open new points of sale.

What changed within your operations with the pandemic?

We have begun to focus more on trends, on the consumer who is more connected to the world. We evolved the experience in stores and strengthened the theme of omnichannel. We want to be present in the different channels and that the client can reach us more easily.

Were there any increases in 2021 sales? What is the expectation for 2022?

We had an increase of almost 15% versus 2020, taking into account that in addition to the pandemic, we are facing the entire crisis as a result of the strike that forced us to have our stores closed for almost a month.

This year, the expectation is high, we have invested in innovation with the development of our application, we are also working on the last mile part to have faster deliveries and we will have two launches of our own brands.

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What tools will the application have?

We want to start with the 'Krika Academy', with which academic content will be offered on demand, and we will also implement the 'Krika Bar', so that our products can reach other cities with distributors. In other words, people will be able to set up shelves in their homes to generate additional income and they will be able to manage orders from the app with a lower investment than if they were to open their own store. We are in the pilot, but the goal is that by the first semester we have between 20 and 30 shelves.

How much does the digital channel represent of total sales?

Right now, we're getting to 4%. When we started it was close to 0.5% and we have been there for a year and a half. The expectation is that this channel will come to represent 20% of total sales with these new innovations.

This year, what is the goal for store openings?

We have an expansion plan for this year within Cali and we will also open our first store in Bogotá, which will be our gateway to more cities in the country. By the end of 2022 we would be talking about a total of 12 stores.

How many jobs do you create with your points?

We have approximately 220 direct jobs. In the last year, we have made more than 50 direct contracts and the idea is that as we grow the number will increase.