The added experiences
Since its first edition was held, in 2014, and until the last one in 2021, this campaign organized by the Mexican Association of Online Sales (AMVO) has managed to bring together more than 18 million new buyers to the digital ecosystem, for which it represents an opportunity to evolve in the digital ecosystem, says MacKinney.
“Retailers are evolving the way they serve customers through their digital channels. Hot Sale is a window. Businesses should think about offering good deals, but primarily about delivering a great experience. It is a stage to show its capabilities and digital evolution, while for businesses that see it in the short term, it will be useless, “says MacKinney.
The e-commerce specialist highlights that in the last two years, this campaign was of the utmost importance, because during the pandemic the digital channel was the one that carried the most weight. But after the return to physical stores, brands will have to generate omnichannel strategies for these periods.
In addition, it highlights that the companies that will see sustained growth in the Hot Sale will be because they manage to keep their customers in a unified way regardless of the channel. “The experiences will not be exclusive to selling in an app. Successful businesses will be those that eliminate the barriers of interaction and purchase in digital media, in addition to proposing value to their physical store”.