Todo en Muebles is one of the largest furniture companies in the country. It has around 1,000,000 followers on Instagram and is characterized by selling at a medium to low cost (in large quantities). Their designs are very varied and can dress from a kitchen to the most luxurious living room. Its owner, Julian de Luca, founded the company 7 years ago. “In addition to Everything in Furniture, I am a DJ. Before starting all this I did freight in the week. Along with his truck, he began to make the furniture (some of his designs and others wholesale) and post them on Facebook groups. “Nothing compares to Instagram, which is the network that concentrates our largest sales channel.”
Todo En Muebles is a clear example of the result of effort and dedication. As his story marks it, De Luca, he went from distributing furniture in his own truck to undertaking what his vision perceived. “Why only distribute what belongs to a third party, if I can distribute my own product”, recalls Julián with a smile on his face. That’s how it went, invested his savings in expanding his chain. He began to make his own furniture, in small quantities, looking for his clients, selling them and delivering them, with his own truck. weight that he earned, weight that he invests in his entrepreneurship.
After sustained growth over time, based on his perseverance, its level of demand grew to such an extent that it decided to invest in its own premises to generate expansion. He opened his own store in Merlo. At first he was cared for by his mother, while he divided the time between manufacturing and delivering them. “Today Todo en Muebles has 3 stores (one located at Avenida Córdoba 5060, a store at Riobamba 528 Merlo and the warehouse located in Moreno).
One of the turning points, which leads him to explain his current success, was to update to the new needs and ways of capturing the market: the digital market: “I believe that the market tends to digitize sales, platforms such as instagram provide advertising services for dissemination, which, if applied correctly to properly segmented markets, can generate a cost reduction in the sales chain that allows me to keep prices more competitive, in stable terms of time. today the public with appropriate digital tools for the exhibition, can in just minutes define the product they want, and in a matter of minutes materialize the purchase, in any area and moment of their life”.
Under this concept, it is explained that today Todo En Muebles has almost 1 million real followers, of which De Luca has carefully segmented in order to understand the behavior and real demand of his followers. “I invest a lot of money in advertising, mainly on the Instagram social network, but I also invest in segmenting followers. “The objective is not only to attract followers, but to understand and know what the potential client wants,” he explains.
Currently, De Luca is facing an unforeseen challenge: the volume of his followers on Instagram gender that have been created and are constantly created fake accounts, which pose as him, scamming users. ̈ I have detected the existence and constant creation of fake accounts, emulating the name of the account, which send direct messages to customers offering them products under the name of Todo en Muebles”, of which several have ended up in scams for fraudulent sales. I believe that account verification could decrease this criminal activity. Like any growing business, it requires constant updating activities. The use and understanding of networks is no exception.¨
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