[ad_1]
In Mexico, according to the Internet.mx association, women and men buy products online on an equal basis; most are between 18 and 34 years old and 64% have children; In addition, half (49%) of online shoppers plan to buy a product or call for a service at the upcoming Good End 2018, which runs from November 16th to 19th.
Since one of the most important factors for purchasing a product on the Internet is its price, giving detailed information on it, the speed of delivery and the shipping rates, it is necessary that companies are ready to increase their sales. electronically at the next edition of this commercial season.
So here are 10 expert e-commerce tips to increase your online sales during the El Buen White Paper End 2018, excerpts from the White Paper eCommerce Expert Words, an eShow initiative, eCongress Monterrey , Association for Internet.mx, Leaders, Publimetro and El Economista:
1. Address the legal provisions on electronic commerce
According to Ms. Isabel Davara, of the Asociación de Internet.x, in Mexico, the marketing of goods and services on the Internet is governed by a series of legal provisions of different types. For this reason, it is necessary for sellers to consider these provisions if they wish to engage in e-commerce.
Before you start selling online, everything is in order from a legal point of view before you start selling online: check that your contract contains all the elements required by law. If you use membership contracts, you must also check whether, in accordance with the turn of your business, you have the obligation to review them before the Federal Prosecutor's Office (Profeco).
The terms and conditions and the privacy statement are essential for anyone who wants to market their products and services online. With them, you guarantee that the buyer has all the information necessary to make your purchase and that you are certain that your data will not be used incorrectly. In turn, you must ensure that your advertising is truthful, verifiable, clear and free of text, dialogue, sound, images or any other figure that would induce or be misleading or confusing. Needless to say, the intellectual property of your brand must be protected and you must respect that of others; In addition, it is essential that you comply with your tax obligations, according to Isabel Davara.
2. Create an attractive product catalog for every niche and budget
For Bogar Díaz, e-commerce and digital channels manager at La Europea, El Buen Fin is a perfect season to maximize sales by attracting new customers from unexplored or underused niches, thanks to an attractive catalog of products for every niche and each budget. To do this, the first thing to do is to check the prices before and during the first day of Good End to see if they are competitive.
Another tip proposed by Díaz is to create a winning product line, which means that the offers invite buyers to consult the other products in your catalog. Here too, the strategy of including the main brands of your offer, to the extent that they have invested a lot of money, can help you capitalize on your sales.
Díaz also recommends that you do not sell your products without waiting for profit, unless your company is financially prepared and operationally to stand out with the acquired customers and to make them profitable through the purchase. Do not offer products called "hooks" that are not part of your usual assortment or the price is low to be of poor quality or to make price war with your competitors.
3. Bring your customers back to your point of sale
Julio Soto, Digital and Ecommerce Manager at Montblanc, recommends to your customers when returning from El Buen End 2018 not to discover the black thread when developing your marketing strategy. That is why it is necessary that you consult all the information you have about what your company has done in previous editions, what the competition has done and what you would like to do for this new edition. With this you can evaluate past successes and mistakes and decide what works and does not work for you.
What works is what makes the customers do not forget you, even if El Buen Fin is gone. According to Soto, this is achieved by communicating your strategy to your entire team and paying close attention to every detail of your marketing strategy. from images that you distribute via social media and the media or offers that not only reduce the price of your products, but also a pleasure experience when buying.
The first thing to do to manage your advertising investment is to know your target audience. According to Rodolfo Rodriguez, e-commerce manager at Mobo, this may seem obvious, but if you do not identify the demographics of your customers, advertising will not only be ineffective, but in the long run it will be more expensive. The expert also recommends diversifying the budget in different advertising channels, in addition to analyzing each element of a campaign, from banners to the performance of your advertising slots, through the devices you use and the performance of your strategy. schedule. and day of the week.
4. Anticipate your logistical and operational capacity according to your sales volume
For Carlos Salas, director of Fulfillment at CJ Grand Shopping, the biggest problems of a company in El Buen Fin are due to the fact that they had not correctly anticipated the logistical and operational capacity required according to the volume of sales. In order to avoid these problems, it is necessary to align the volume increase on the budget of the commercial area. It is also necessary to precisely define the performance indicators expected during the increase in demand this season, as well as to determine if there is space available to support the increase in storage capacity for the reduction or preparing the required space.
According to Salas, the operations and logistics also include staff and suppliers who can meet the business needs during El Buen Fin, which adds to the acquisition of additional supplies, such as boxes and labels that may be needed during the period working. increase in sales volume.
The expert stated that despite all these predictions, there was never an emergency plan meeting the needs of the company during the commercial season, nor plans for communication, implementation and monitoring to ensure smooth operation of the company in El Buen Fin. help to make a "post mortem" report that reports incidents and achievements during the commercial season.
5. Look for a high acceptance rate, but do not minimize the risk of fraud
Companies participating in El Buen Fin via the Internet must increase the rate of acceptance of electronic transactions without minimizing the number of frauds affecting the business, but also the users. Armando Vélez, e-commerce manager at The Home Store, recommends that, if you have an anti-fraud platform, it is necessary to establish the review and analysis rules at least three weeks before El Buen Fin. In addition, due to the increased volume of transactions, it is also necessary that at least two people conduct manual reviews of suspicious transactions because the technological tools are not perfect.
Vélez also indicated that the rate of acceptance of the cards must be at least 65% during Buen Fin. You must therefore ask your bank or aggregator to guarantee this percentage of acceptance. In addition, the rate of acceptance depends on the types of products you sell. For example, if you sell electronic, cellular or computer products, you must have 65%
less, but if you sell low value accessories, the percentage of acceptance must be well above 65%, or even close to 90%.
According to Velez, during this commercial season, you have to check the transactions in real time and before accepting the product release, check the following: that the transaction has a low fraud score, that the address of User messaging is not in mode. Blacklist, in addition to meeting the criteria of speed, frequency and average ticket established by the company for the season.
Click on the image to download the white paper E-Commerce Experts.
6. Prepare to receive a lot more traffic than normal on your site
According to Guido Simeto, CEO of Magno Technology, El Buen Fin, you need to be ready to receive much more traffic than normal on your e-commerce site. The first action to take is to estimate the traffic you will receive based on your experience from previous years. It is also necessary to check how your infrastructure has reacted in the past, whether you have your own servers or are using a cloud service.
The expert recommended performing a performance analysis of your entire online sales chain. Check that everything from your site to your payment mechanisms is working properly for which it is necessary to do stress tests one month in advance, in addition to duplicating your technology resources according to the demand: "If you think that the traffic will increase by 50%, have servers for 100%, everything is going very fast and you will not have the time, in the middle of this vortex, to go out and look for more capacity ".
7. Avoid breaking your inventory
Hector Peña, E-Commerce Manager at Heineken, said the El Buen Fin was a "litmus test" for the omni-channel business strategy, which could fracture its inventory, which could cause discomfort and complaints to the consumer. For that, it is necessary to plan the request and according to this plan, to know the capacities of your suppliers. According to the expert, you can rely on the use of historical reports and information from the sector / suppliers to forecast optimal stock levels and avoid losses or gaps. A fundamental element is to carry out this planning over time to make sure the product is in your stores before the start of El Buen Fin.
According to Peña, online sales offer the opportunity to offer a wide variety of products without having to deal with the operational requirements of the point of sale. But it must also be understood that not always a greater diversity of products does not mean an increase in sales, so that the management and tracking of orders and the level of inventories that contribute to improve the efficiency of the company. operation can serve more help.
8. Establishes a customer service strategy
For Héctor Pérez, e-commerce manager at Adobe Hispanoamerica, incident management is a tool that should be used to better understand customers, increase customer satisfaction, and enhance processes to avoid future incidents. To develop this strategy in order to create a customer service plan during El Buen End 2018, the expert recommends to align and refine the contact channels with them, so that the 39, customer service experience, whether via social networks, chat or email, be the same in all cases.
Pérez explained that it was essential to ensure that your e-commerce site contained clear and accurate information, with the help of frequently asked questions or the use of a blog explaining in more detail your offer of products and services. Similarly, it is recommended to automate the simplest and most frequent processing processes, so that you can focus on proactively focusing on other, more complex types of operations that may even become an exception or a contingency, especially during commercial periods. The good end
9. Develop an after-sales strategy
According to Roberto Díaz, eCommerce Officer at Distroller, the odds for a customer who buys a product during El Buen Fin will buy again in your online store are 60%, for whom the attention is brought to details such as: promotions, secure your inventory, improve the packaging of your products and prepare the shipment of your products the same day are part of the necessary preparations to develop an after-sales strategy that increases this possibility.
After the commercial season, the expert recommends that you keep in mind the products that have worked best for you during El Buen Fin, not to mention the guarantees for which you must have stocks well stocked after that date. Finally, Díaz advises you to take charge of the customer service process, which can include a brief satisfaction survey and newsletters reminding you of your purchase and new promotions.
10. Is your company ready to participate in El Buen Fin?
If you have already implemented all these tips, but still do not know what to do to participate in El Buen End 2018, simply go to www.elbuenfin.org, click on "Sign up now", fill in all the required information, load the file. logo with the recommended specifications and accept the corresponding terms and conditions. Companies already registered must accept the terms and conditions and if they wish to update their information and / or logo, as well as download the official logo with updated dates.
Advertising on El Buen End 2018 can only appear on companies' e-commerce portals from 1 November to 19 of the same month. On the El Buen Fin website, you will find information from the Federal Consumer Attorney (Profeco) for businesses and the general public. In addition, at home, you can find sections of frequently asked questions, contact for support and general program information. You can also view the privacy statement, terms and conditions and access to the social networks of the program. All company logos will be linked to their own websites. If you have any other questions about El Buen End 2018, write to: [email protected]
[ad_2]
Source link
