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It is estimated that just over 70 percent of consumers prefer to interact through apps and sites Web of physical stores.
At the end of 2021, digital commerce in Mexico generated an economic spill of at least 400 million pesos.
According to the AMVO, digital commerce generates between 11 percent and 12 percent of the total market check of the companies.
Within the current context, the consumer base has changed its behavior significantly, becoming more demanding of the actions of brands, prioritizing aspects such as coherence, sustainability, customer service and shopping experiences, aspects that lead brands to improve their marketing strategies hypercustomization meminichannel.
Through omnichannelcompanies can link and give coherence to their customer relationship channels, in such a way that they seek to generate an effective and immediate response ecosystem, while the hyperpersonalization, It can be conceived as a highly directed care service, immersive and unique for each client, thanks to the effective collection of data through digital strategies.
In Mexico it is estimated that just over 70 percent of consumers prefer apps or physical store sites with presence on-linesince one of the main concerns of national consumers is being able to maintain an interaction with brands through all available channels, seeking, in turn, to ensure that their shopping experience is integrated.
That is why with the omnichannel It seeks to provide the user with a more fluid experience, seeking to improve their shopping experience and with the intention of forging organic relationships between brands and consumers, knowing and anticipating the needs of customers.
Hypercustomization meminichannel by SAP
The Mexican Association of Online Sales (AMVO) recorded that electronic commerce generates 400 million pesos, which means that through electronic commerce is generating between 11 percent and 12 percent of the total market check of companies, a figure that places Mexico as the number one country in growth of eCommerce in Latin America.
In this sense, Juan Montes, director of experiences at Customer Experience in SAP, points out that “derived from the current technological acceleration, today there are hybrid consumers and generations of consumers, merely digital, so the omnichannel has come to permeate all business models”, pointing out that in addition to the sales processes, today the omnichannel It also has an impact on communication processes and the customer relationship process.
Despite the physical reopening of spaces and stores, it is estimated that by the end of last year, just over 39 percent of Mexicans had made a purchase of goods or services online; however, the new generation of hybrid consumers has begun to like multi-source options, where they have the option of consuming products previously valued digitally in physical stores or vice versa.
However, adapting to this trade was not easy for all brands, as pointed out by Rodolfo Álvarez Loeza, director of eCommerce in a group flexiwho comments that their transition to a digital sales model was complicated, since they implemented the project just three months before the health crisis impacted the world and forced all sectors to rapidly migrate to the network.
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