Case study: How does Coca-Cola do it in the digital world?
Coca-Cola is undoubtedly one of the most recognized brands in the world, with a market presence that dates back to its beginnings in 1886 when John...
Definitely this coming Christmas will be very different from the past and businesses must be prepared to be able to actively participate in an increasingly digital commercial ecosystem. The measures taken by governments to contain the contagion of COVID-19, quarantines, vehicle restriction, distancing, masks, etc., have had a powerful effect on the way we consume services. It is said that the effect of this situation, which at the technology level was expected to be achieved in 6 years, has accelerated and in many cases in 6 months what would normally take years to implement has been achieved. Christmas represents for many of us, an important moment on a family, personal and spiritual level. And parallel to this, we cannot ignore that commercially, it is one of the most important times of the year. If to this we add that in Latin America the commercial dates for Black Friday and Cyber Monday have already been established in one way or another, we have a commercial opportunity that runs from October to December.
But are businesses really ready for this new form of electronic commerce? Well, here we are going to see three topics that you can review to improve the performance of your e-commerce this Christmas.
In order to properly mount the strategy, first you have to define clear objectives, of what we want to achieve. This definition has to be SMART:
A couple of examples, to help you understand:
As we can see, we are indicating very specific things that we can measure and limit in time, so we can focus our efforts clearly.
Now we have to define a clear plan of how we are going to achieve our objectives and what resources we are going to use.
- Content to carry your message.
- Channels in which you are going to publishoDate and time, to have each item ready.
- This for each of your buyer persona.
- Budget for each initiative.
It has happened to all of us that we are going to buy a gift and we have no idea what to buy, will you like it? Do you already have one? Did I give you this before? Well this is where we can support ourselves with technology; With e-commerce systems, CRM, our B2C website, etc., we can achieve great things.
In conclusion, to prepare our e-commerce environment for this Christmas season, which will be characterized by an increase in online sales over traditional sales, we leave several tips that will help you have a more robust strategy for to work.
We know that there are many other things that can be done, but we are not going to overwhelm you with too many tasks, which possibly due to the time we have left to prepare we will not be able to develop in the best way.
So do not worry and start reviewing each of the steps that we have discussed and improve everything you can, I assure you that every effort you make will help you achieve your goals.
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