How Keter CEO Alejandro Pena Strives to Meet the Needs of a Multifaceted Consumer-Base

The COVID-19 pandemic fundamentally altered the way we lived our lives. From shopping online to ordering food for takeout instead of sitting down, humans shifted behaviors to adjust to the events of the time.

It was in 2017 when Alejandro Pena was brought on board to operate as the CEO of the Keter Group, a sustainable resin-based supplier of home and garden supplies. Known for their highly durable resin-based outdoor furniture supplies, Keter became fiercely popular during the pandemic as customers sought better deals online.

A study by The American Institution of Architects revealed that outdoor living spaces had become one of the most popular household requests in recent years.

Pena took to the point to discuss the changes in how the business has operated over the past couple of years.

Better Outcomes For Online Shoppers

Alejandro Pena was brought aboard Keter Group to help expand its operations into newer regions, including North America and Europe. During this time, the COVID pandemic truly began to stagnate the markets.

To better reach customers in this new, harder-to-read market, Keter’s CEO Pena focused instead on delivering hybridized results. Instead of relying on the same old systems as usual, Pena and Keter poured resources into e-commerce, delivery services, in-store accessibility, and more.

Alejandro Pena and Keter Group have since been focused on an omnichannel approach to their business. Pena stated, “We will serve our customers wherever they are, whenever they want, in every possible way they want.”

Pena gestured toward physical stores, digital shopping, and delivery and pick-up services. Pena added, “Whichever way customers want to engage, we will be there.”

Beneficial Shopping Outcomes for Keter Customers

One of the most advantageous approaches to selling in a post-COVID market has been putting himself in his client’s shoes. Pena looks to replicate the shopping experience to improve it for his customers.

Pena says, “We see Keter becoming a more consumer-centric company. Brands will play an even bigger role.”

Alejandro Pena would go on to outline the way that Keter sets itself apart from the competition. Pena stated, “Keter products are significantly more durable than many outdoor products, and they’re made from recycled materials.”

Continued efforts will rely on CFO Pasquale Iannone as he works closely with Pena to help inform visitors and lead the company in its digital marketing efforts. Keter’s specialization in durable home consumer solutions gives it plenty of room to grow in an increasingly popular market.

Alejandro Pena says of his work at Keter, “Keter is shaping what is next for a better day. We are innovators. We invent what is new and next and do it with a sustainable mindset and consciousness.