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Brands like adidas, Mercado Libre, Zara and Vopero have developed a much more direct contact with customers.
Strategies where consumers will be taken as strategists will be more and more recurrent, generating creative ideas organically.
Digital maturity allows brands to experiment freely through strategies that were not viable a few years ago.
Brands are increasingly aware of the power that consumers have in purchasing decisions, which is why many of them are already planning to access a next level where customers will choose the discounts they want to see on their portals.
Regarding this, it is worth saying that consumers are much more attentive regarding the products they choose in their day to day life, and at the same time, they demand much more commitment from brands on certain issues, such as customer service or social commitments. In the same way, digitization through the eCommerce has become an excellent connection point.
Customers will choose the discounts they want to see from the brands
In an exclusive interview for Merca2.0, Hebert Hernández, General Director of Incubeta in Latin Americaspoke about the maturity of the consumer and the acceptance of digital campaigns such as the Hot Sale and the Good End:
“In general, I see that there is still an important maturation of the consumer or of the digital consumers or of the digital buyers, of the data too, of the events that are special, like Hot Sale, like Buen Fin, anyway. Even the data from Banco de México of transactions through credit and debit cards in digital stores are increasing.
“It seems to me that the growth that may be more interesting in terms of percentage, although perhaps not so much in terms of volume, is in older, higher age groups, where they were not so used to buying through digital channels and little by little they are getting used to They are also making it easier with the companies that are investing in developing these channels and in also facilitating the purchase processes for different groups of users, not only for what I think is wrongly called the average user, who does not exist“.
Among the brands that have learned to use these tools are Free Market and adidas. Brands recently launched the digital store called “adidas ROOM”, which already follows this trend that consumers are the ones who can vote to generate their own discounts, on a monthly basis. In the same way, this type of initiative stands out for the level of interference that customers handle in brands.
Pablo Tajer, Creative VP of Media.Monks BA commented on the initiative:
“We continue to generate unique brandformance experiences together with Mercado Ads, positioning ourselves in a unique place of expertise in the world, and pushing the limits of what is possible, something that was enhanced in this project helped by the adidas DNA that is always doing the impossible. ”.
But this is not the only initiative of this type, since the Vopero virtual store also generates similar strategies, where second-hand garments acquire the value that consumers give them from the valued prices of a community, something similar to what is established in communities of collectors, where the value is usually imposed by a majority and not a brand itself.
Pointing out that this will be the most effective strategy in the future would be quite hasty, however, it would be worth considering that yes, it is a quite creative alternative and above all, that it will generate in the same way that auction portals such as StockX or the marketplaces of social networks a knowledgeable community, capable of evaluating its own prices and recognizing when a brand offers quality products.
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