6 challenges that SMEs must address to shine in the Good End

The edition of Good end This year, it is expected to have a high sales record, both physically because social activities have already been reactivated, and in e-commerce, a habit that increased due to the pandemic and that today is one of the favorites of Mexicans.

According to data from Ecomsur, this year an increase in 3.5% in online sales compared to 2021, which will represent 20% of the total sales during the days of promotions. Given this, small and medium-sized companies that already sell or are just entering this channel must be prepared for the challenges that lie ahead.

“E-commerce strategies must evolve towards omnichannel to optimize the operation,” explained Mario Mirando, CEO of Ecomsur, during the webinar. Which will be the winning businesses in the Good End?

He explained that in addition to having the technical preparations, work must be done to combine marketing with communication, as well as to optimize inventories, which can be achieved with a strategy of “infinite corridor”, have access to all inventory, updated in real time, on a single platform.

Regarding marketing, he indicated that its importance lies in the possibility of embodying the attention and promotions.

“When brands understand the behavior that the customer has with the brand, regardless of the channel through which they interact, we can have a much more efficient communication with our users and build their loyalty,” he said.

However, on busy dates such as the Good End, SMEs can enter into a crisis due to high demand and not knowing how to manage the business in a timely manner.

Given this, Miranda pointed out that there are six challenges that SMEs constantly face and that they must work on so that on November 18, they start with the best operation and achieve a favorable increase in sales.

inventory supply

It is the biggest challenge in the seasons of high sales: adequately managing the available products, having the indicated quantity anticipating the demand, as well as having the capacity to have a backup.

For this, omni-channel is key to optimizing the operation and big data can become the best ally for SMEs

Marketing digital

“The challenge is to align the strategy to the main objectives of the client.”

Given this, we must work on initiatives such as live shopping e influencer marketing that they attract more customers, many from younger generations; align communication to the client’s objectives; implement email marketing; work on social networks and on initiatives to recover customers who leave the brand.

Last Mille

Online shopping involves having an effective logistics process where more delivery options are added, because this will allow for better results and customer loyalty.

For this, you have to evaluate the partners to offer the best service to buyers, the ways of sending and the times, and above all, work in a reverse logistics for when changes or returns are made.

Customer experience

In order for customers to feel valued and heard, it is important to have a well-developed marketing strategy. customer experience both in the attention of the purchase and in the logistics process.

“It is essential to have a team of people and some automated solutions to be in direct contact with the final consumer in case of complications such as delays and doubts that may arise.”

user experience

If a client has a bad experience using the brand portal, they will not even visit it again, so declares 88% of users, so it is important to optimize the platform.

For this, there are 10 rules implemented by Jakob Nielsen that will allow you to have a favorable experience in the portals:

1. Have visibility of system status
2. Achieve a match between the system and the real world
3. Give control and freedom to the user
4. Achieve consistency and have quality standards
5. Show instead of remember, i.e. be more graphic
6. Work on error prevention
7. Provide flexibility and efficiency of use
8. Work on an aesthetic and minimalist design
9. Helps recognize mistakes
10. Offer help and document everything related to the portal

Payment methods

Having payment alternatives will give your brand a plus and customers will have more confidence to make their purchases.

To implement payment options, opt for those that enable omnichannel that allow diversifying the offer in the different sales channels; that are quick and easy to use; and guarantee the safety of its use both in clients and your business.

“Choose options that help you increase your purchase ticket, reach new customers and encourage repurchases for future occasions”, concluded María Cecilia Olguín, CMO of Aplazo.