What is the outlook for the Associates Program for 2020? The Porcelanosa Associates staff explains it to us

“Projects will get the go-ahead if the customer meets our solvency requirements and the opportunity looks promising”

Paloma Aymerich, Manager of the Porcelanosa Associates Program

Paloma Aymerich joined Porcelanosa Grupo four years ago. Following an initial period in Exports, just over a year ago she began working on the Associates project.  

In this interview, she gives us her insight into this business programme. 

2019 was a good year for the Porcelanosa Associates project. What is the outlook for 2020?

We have several new openings scheduled for 2020, including Osaka in Japan, Taipei in Taiwan or Tashkent in Uzbekistan. Our corporate expansion plans are centred on the Associates programme, which is playing an increasingly major role in our business.  

The analysis of new customers on continents such as North and South America and Oceania is another new action for 2020.  

We will also be centring attention on our associates in France and Italy. One of our goals for this year is to update and renew the showrooms located throughout these countries.   

We are currently going through a period of change, where customers are focused on updating the product displays, introducing more innovative methods and techniques. This requires major efforts from our group in terms of adapting to these changes through the use of technology; the widespread digitalisation of the industry means that we have to be capable of adapting to the future business environment fast and effectively. 

Wich regions do the group consider to be currently most attractive for setting up new associate projects?

For 2020 we will be focusing on regions such as North America, South America and Oceania. Regions are not only selected for their economic or social interest, but also because a business opportunity comes up that we decide to work on. If the customer meets our solvency requirements and the opportunity looks promising, then we’ll give the project the go-ahead.  

How do you manage to successfully introduce Porcelanosa products into societies that are commercially radically different?

By ensuring versatile products featuring designs that are not excessively radical. As a result, everyone can identify with the designs, making them real options for final products for use in their homes or projects. In other words, neutral colours and simple lines but always with our hallmark touch of distinction.  

We are aware that our designs need to be timeless – we don’t want users to become tired of them; they need to be just as appealing as the day you chose one particular design over other options. 

The onset of internationalisation and social media has meant that trends are becoming similar throughout the world, but even so, tastes between countries still vary to a certain degree.   

Porcelanosa Grupo accompanies associate candidates throughout the process of setting up a new showroom, and also offers help and support with the daily operations of the new business. How would you explain the success of the relationship you build up with associates?

There is a series of points that are absolutely essential in our relations with associates.  

Offering constant support is crucial, both on a global and individual scale from each Porcelanosa Grupo company. The entire team at our central offices in Vila-real works hard to ensure that our associates can solve any queries or problems they experience with their end customers quickly and effectively. We must also act as advisors on all issues related to the products, marketing and sales.   

We work hard to guarantee a constant communication flow and monitor the associates’ work in the showroom. An essential part of this process is the weekly report from the store managers. The idea is to provide two-way support and feedback  and this includes not only the successes, but also those processes where complications have arisen. The solution almost always lies in working together in a coordinated manner.