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Due to the response he received from Mama Lucha, the consumer decided to expose the private conversation with Aurrera before the Profeco.
With the fact, the Aurrera operation was exposed and patents the challenge of what and how to communicate it to the followers.
This case also reminds us of the brand personality that companies assume and how Mama Lucha is a great example of it.
To respond to a consumer, the CM of Aurrera personified as Mom Fight, exposed one of the most important secrets in electronic commerce, from the famous store of Walmart.
It all happened when Isa Rolbrets complained to Aurrerá’s CM, after explaining that they ruined a collectible Monopoly that he bought in the online store. After lamenting the delivery of the board game, he showed how they had destroyed the packaging by sticking a barcode sticker on it, which damaged it.
In his complaint, he stated that in the physical store they had not resolved his ruined product, so he went to social networks to present his case, where the CM asked to keep the conversation private.
After communicating privately with the CM, the consumer regretted the brand’s response through networks and decided to expose it to Profeco, only he was too explicit in his complaint, since he published the private conversation where he revealed his biggest electronic commerce secret : how your online store operates.
Within the conversation, the CM revealed to him that the inventory of the online store depends on independent warehouses, that is, the reputation of the brand online and its sales depend on third parties.
@AttentionProfeco Well, their solution is to return it but they don’t replace it, so I would lose the promotion with which I bought it, why can’t they change it or respect the price, what can we do? pic.twitter.com/QlDJFE3Q47
– Isa Rolbret’s (@Isa_Rolbrets) January 29, 2022
The personality of the brands in networks
Brand personality dictates the path to be followed in communication by brands and the most important thing in this exercise is the capacity that organizations have when they dictate how to interact with the consumer.
In this exercise there remains a very important element to take into account and it is the impact with which brands get involved in competing, with conversations where the successful exercise in interacting uncovers opportunities, but also challenges, as occurs with cases like Burger King.
The brand has a highly questionable personality in networks, due to the tone with which it responds and that sometimes generates controversy, such as the reactions that Netflix’s CM also triggers.
Communicate in networks
Communication on social networks is an interesting exercise where the opportunity for brands to succeed with their strategy of interacting with the consumer is put to the test. In this year we have seen very important activities, to be able to innovate in the way that brands are evolving in their interaction with the consumer.
Given these exercises, social commerce has become an interesting activity that is not wasted today, on the contrary, it determines new levels to which communication with the consumer and response to the competition against which it faces can be scaled. .
The power of social networks
Social networks are definitive channels from which very important tasks have been patented in the market and they are the ones that have to do with the way in which better tasks are developed.
With this in mind, it is discovered what is correct and what elements play against the brands, which is why activities have been revealed that manage to be fundamental, such as those that have to do with the way in which a brand manages to perform tasks of weight in the market and most importantly, what is important not to perform in networks, such as a study that analyzed what should and should not be activated by a CM in networks. The recommended activities were responding to comments on networks and among the least recommended activities were commenting on political issues.
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