Avera is a Mexican company founded in 2018. They offer high-quality home and kitchen products, which also include a purchase, use and after-sales service experience that no one else in this business category offers: the so-called Avera experience. They take care of each of the details that make up the purchase, use of the product, support, maintenance, etc.
On this occasion we had the opportunity to speak directly with Jorge Cielak, CEO of Avera. Jorge comments that thanks to the experience he obtained living in Shanghai, he was able to notice that customer service is one of the great weaknesses of corporations. Thus, he began to develop his own line of household appliances, initially focused on two categories: water heaters and cooking.
Avera quickly began to position itself in marketplaces such as Mercado Libre and Amazon, since, as Jorge relates, they were the only ones available in that market. It was thus that sales began to rise and the brand began to be more recognized than it was, and at this point, one of the biggest challenges for the company came: technical service.
Jorge comments that he, like many of us, had always had great frustration with the way in which electrical appliance companies served their after-sales customers. Turning these frustrations into goals to improve, he began to recruit various service centers that could attend to the technical service of his products and customers until he opened his own service center in the Metropolitan Area of Mexico City.
Avera currently distributes its products in marketplaces in other countries such as Chile, Colombia and soon in Brazil.
One of the things that has most differentiated Avera from its competitors is that both in its devices and in the operation of the company, its objective is to take care of the planet and leave the smallest possible carbon footprint.
Through Scolel'te, Avera joins the carbon capture program through reforestation and sustainable forest management activities.
With this, they not only contribute to the mitigation of climate change, they also collaborate with rural communities in Chiapas to promote social well-being and thus also strengthen their capacity to establish functional forest systems.
Today, Avera is an omnichannel brand, present in retail stores and positioned with more than 20 SKUS in Liverpool, Sears, etc. It also has a distribution channel specialized in wholesale for companies and distributors.
Jorge knows that the growth potential of his company is enormous. Avera has managed to position itself in the digital world in an impressive way, but the current challenge is to enter the physical market since Avera's percentage of sales in this sector is a small part of the total sales made in the industry by other brands.
In terms of innovation, Avera seeks to be a brand that not only offers household appliances, but also makes customers' lives even easier. Currently, they focus on the development of products so that they can be controlled by users through a mobile application.
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