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Dan del Palacio, Head of Marketing UX Latin America at Adobe, explains the main digital trends of this promotion with answers that give very clear insights of the Hot Sale.
With a consumer more suited to digital, this is how Hot Sale-type promotions have been adapting.
The Hot Sale is a period of promotions that seeks to promote brands and where insights allow their in-depth study.
Dan of the PalaceHead of Marketing UX Latin America at Adobe, explains in this interview three key insights we can expect from the Hot Sale.
Merca2.0 – What purchase scenarios have been foreseen or estimated for this year’s Hot Sale?
Dan del Palacio – E-commerce will continue to be a very big business opportunity for businesses and we believe it will continue to grow. However, growth this year is likely to be more conservative compared to previous years when the world turned to digital channels due to restrictions imposed by the pandemic, but growth spikes compared to an average week will still continue.
On the other hand, the number of new users, that is, customers who will buy online for the first time, is expected to continue to grow. It is important for businesses to be able to detect these new consumers and offer them a good experience from the beginning to capture and maintain their interest. In our “Retail Digital Trends 2022” report, 86 percent of retailers surveyed globally predicted an increase in the number of first-time customers during 2022, and Mexico will be no exception, particularly in campaigns that seek to increase participation of new consumers such as Hot Sale.
Data from our partner Signifyd shows that last year, 59% of spend on the first day of Hot Sale was attributed to customer accounts that were at least six months old while only 46% of spend came from older accounts.
Merca2.0 – The Hot Sale, how much does it require an average investment for online stores, to prepare for the possible load of volume in visits?
DDP – It is difficult to estimate a number because companies are at different levels of digital maturity and technology implementations. Businesses should have the ability to scale their platforms. But there are three strategies that companies in Mexico should invest in that go beyond expanding page traffic capacity and are automation of marketing processes, implementation of artificial intelligence to achieve personalization, and omnichannel experience.
All of them are related to the customer experience. It is no longer just about optimizing business websites to support the consumer traffic that increases during these dates.
A factor that will be key for the CX in this edition is supply. Businesses must ensure that the products and promotions they advertise are available to their customers. In this sense, automation plays a fundamental role because businesses need to update their promotions in real time according to the availability of products in stock.
“Out of stock” ads from the beginning of the edition is something that damages the experience of consumers. Businesses may want to consider better managing their flagship products to ensure they are available for a good portion of the edition.
Merca2.0 – What errors prevent converting visits to online stores into sales and even more into consumer repurchase?
DDP – Merchants should focus on ensuring frictionless UX and CX.
On the UX side, they must guarantee a good experience with the platform. For example, guaranteeing the elasticity of the platform so that customers can transact without problems. This will be one of the great differentials of the brands in their retention and acquisition of clients during Hot Sale.
On the CX side, many businesses in Mexico have a multichannel strategy, that is, they serve their customers through various channels that work in silos and never communicate. Mexican retailers need to develop an omnichannel strategy with the same communication approach, and this is possible by integrating platforms that allow them to unify channel management.
We are entering a new stage for commerce where customers are expecting greater consistency in communication, personalization and better retail experiences.
Another area of opportunity is in data activation. Companies invest a lot in attracting customers to their websites, but once they are there, they do not use customer journey data to activate personalization strategies that help them convert or increase repurchase opportunities.
Scalable platforms are required that make use of artificial intelligence and allow processes to be automated and customer information to be unified in a matter of seconds.