Verdú Artesanos: a repositioning "forged in ice"

Verdú Artesanos opened its doors in 1953 in Dénia as a small family ice cream shop, maintaining for decades its commitment to direct sales to the public and the gradual incorporation of new products. For more than 60 years, the business remained essentially the same, without major changes in its commercial strategy. Five years ago, however, the company decided to implement a radical change in its approach, opting for online commerce and communication based on transparency, showing customers how its ice creams and sweets are made and who the people responsible for the entire process are. This transformation in the way of communicating allowed the company to create a more direct connection with consumers, making the human side of the business visible. The result of this strategic change proved extremely positive, with the company tripling its billing, now approaching two million euros. The success is mainly due to the deseasonalization of activity, allowing the ice cream shop to sell throughout the year instead of concentrating sales only during the high season.