ReCommerce: Generation Z and entrepreneurs bet on refurbished items in Mexico – Marketing 4 Ecommerce
Concern for sustainability is trending again This is why companies that aim for success and permanence in the market are looking for ways to get involved in certain social causes, to develop product lines with recyclable organic materials or to join reCommerce.
The eBay platform recently produced a report on the sale of second-hand products (Report Recommerce, in its original language) which provided some interesting data and, in addition, recognized the commitment of Generation Z to this inclination that favors the preservation of natural resources in Mexico and in the world.
ReCommerce, an alternative for eco-friendly consumers
E-commerce is, as the Mexican Association of Online Sales (AMVO) explains, the practice of selling second-hand items, Whether they have been used or not. Over the years and among a wide range of alternatives, it has positioned itself as “the ideal” to acquire any type of clothing in a sustainable way.
It should be noted that Generation Z, which includes people born between 1997 and 2012, is the one that consumes the most refurbished products. According to the study mentioned above, 80% of respondents say they have bought one with these characteristics Over the past year; while one in three admitted to selling a second-hand item.
And the position of entrepreneurs?
Both entrepreneurs and large companies present in our country have opted for this business model or a similar business model. For example, Amazon launched a line of sustainable products earlier this month; which includes dresses, pants, sweatshirts, t-shirts, blouses, bed and swimwear.
eBay, for its part, has a specific section with at least 190,000 refurbished items. They have been inspected and restored by professionals to be then sold in perfect condition.
“Sellers they give a second life to the products with great dedication, they repair them until they look like the originals, making sure they are in the best condition and look as new as possible, gradually generating a new source of income. At eBay we are committed to having a more sustainable future, to achieve this we must act today and therefore build a healthier planet for our community and future generations”highlighted Raúl Bustamante, communications manager for eBay Latin America.
eBay will continue to develop actions of this type
The e-commerce platform has consistently implemented measures aimed at reducing the environmental impact. Among them, the following stand out: the use of clean energy in its offices, the efficient use of water and the diversion of waste from landfills.
In addition to this, it aims for the year 2025 that 100% energy used in its data centers and departments (not just in Latam, but worldwide) comes from renewable sources. What does this effort look like today? Well, 74% of what was promised has been delivered.
Image: Courtesy of eBay
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Fitness apps in Mexico exceed 9 million hours of use in just one year – Marketing 4 Ecommerce
After two years of the pandemic, because in the end life begins to return to normality: some companies resume face-to-face work and meetings between friends and family in public places are once again common. However, it is undeniable that many people still have a certain concealment due to the lack of sanitary measures in certain places or simply they have taken a liking to doing activities at homeSuch is the case of the exercise. A recent study confirms that fitness apps in Mexico exceeded 9 million hours of use in just one year.
Marketers will seek to maintain the use of fitness apps in Mexico
The American company Rocket Lab analyzed this channel and compared some recommendations that marketers can use to motivate fitness app consumers in Mexico in the post-covid era.
Before delving into the advice, it is important to note that experts predict that the world market for these applications will reach 120 billion dollars in 2030. We assume that we will tend to have a continuous increase of 24.3% per year.
1. Retargeting to recover users
The study urges marketers to implement different technologies that allows them to know the metrics of the use of the application in question and combine them with retargeting campaigns. What will they get with this? That consumers who had already installed the application, visit it again (and they will not have it as decoration).
In addition to this, I insist that create a relevant experience for consumers (personalization) so that, in addition to returning, they make purchases within the platform: retargeting ads serve to promote the redesign of the cross-device purchase process that users carry out through their mobile device.
2. Geolocation
Geolocation and path analysis of such applications have great advantages for marketers (relieving the hard work of designing a complete campaign). With both elements, users can share their performance through various social networks, encouraging others to seek it out, download it and use it. That is, they serve as ambassadors.
The report further suggests that content and offers on certain articles are shared to consumers to carry out purchases within the application (in-app) or in the physical stores of their choice.
3. Personalized training programs
Any such app must offer various levels of trainingbecause they can be downloaded by users who have decided to exercise for the first time in their lives or, on the contrary, by people who include physical activity in their daily routine.
In this context, the analysis recommends offer tutorials with certified trainers for each level: beginner, intermediate and advanced. This would also improve engagement.
4) Celebrate the victories of your users
It is necessary that these applications measure the performance of your users when walking, jogging, running or performing a specific exercise; Since there is no greater reason to know the steps-kilometers that were traveled and analyze the daily progress.
Stimulating consumer/customer interaction has always been one of the most effective strategies to conquer the mobile market.
“Include new or improved features in fitness apps that effectively combine action, motivation and education, features that today’s consumers require, permission that is vertical to get a larger number of usersyou will need marketers to constantly increase, higher return on your investment and be able to increase engagement with new and old users”concluded Carola Aliaga, Commercial Director of Latam at Rocket Lab.
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Marketing to grow or die: how to sell in the digital age – Marketing 4 Ecommerce
Until very recently, there was a certain consensus on the definition of marketing as a set of techniques and studies aimed at promoting the commercialization of a product or service. However, the emergence of the Internet over the past two decades, and specifically the consolidation of e-commerce during the pandemic, they have given this discipline a much more strategic take-off and closer to the heart of companies.
This is how growth marketing took shape, an evolving concept from traditional marketing. It is a precision approach, based on scientific data, which makes it possible to measure and optimize in a very agile way all of the communication processes of brands, as well as the purchasing behavior of customers and prospects.
Among other important contributions, growth marketing solved an old concern: how to measure the return on investment of marketing strategies? Today, we can see the consumer’s lifecycle through their data footprint and know their click journey in detail.
Like a Trojan horse, growth marketing is silently branching out into all the sales processes of brands across their multiple digital platforms (websites, social networks, online stores, etc.). Current marketing provides very useful tools to measure investment and its return in real time, at all stages of campaigns: segmented advertising strategies, SEO and SEM positioning, audience measurement on social networks and websites, among others. .
The Importance of Precision Tools in Campaigns
According to IDC, an IT consulting firm, 65% of global GDP will be digitized by 2022 and the rate of business investment in its digital strategies will increase annually by 15.5% to reach $6.8 trillion in 2023. The data reveals the importance of applying precision tools in promotional and sales campaigns.
On another side, I like to think of growth marketing as a discipline that will bridge the online and offline worlds.. This line is becoming more and more blurred, and there are already mechanisms that integrate the two worlds, correlate them and make them work in a complementary way, with very precise measures (importing offline conversions to optimize online campaigns, for example). I believe that one of the great challenges of marketing is to understand the characteristics of the two ecosystems, and to use their opportunities in a coherent way so that the user has the feeling of living the same experience.
In this context, the new business model of growth marketing is here to stay and those who fail to implement it will lose ground to their competitors, in a digital tide characterized by a huge supply that competes for the attention of consumers. dispersed users. Adapt or die, that seems to be the dilemma.
Marketers are probably facing an unprecedented era. These times require us to be flexible in the face of challenges. And at the same time, we must be a trusted answer for those who bet on strategic marketing and want to evolve with it, no longer as a peripheral business need, but as a central bet for the survival of the organization.
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This is WOOW, the Mexican insurance market that signs an alliance with PayPal – Marketing 4 Ecommerce
Today’s consumers not only want secure and convenient payment methods, they also expect the stores they visit online to offer them their favorite payment method. In search of satisfying this demand and at the same time expanding its sales, WOOW, the Mexican insurance marketplace, has decided to expand its sales through an alliance with PayPal.
WOOW, a market where you can insure anything
WOOW was born in the year 2020 as the first marketplace in our country that offers a portfolio of segments and services in a 100% digital environment. It has the support of providers that contribute to generating the trust that users expect. Among the segment options offered by your application we find:
Car insurance
The company not only guarantees the protection of your car, motorcycle or truck in the event of a theft-accident, it also promises medical or legal assistance (in the hands of experts, clearly) for you and your companions. This insurance is divided into two:
- traditional insurancewhich payments can be monthly or annual.
- Auto insurance pay per km. Which is basically a traditional insurance, but you pay for the kilometers traveled.
Hospital Medical Expenses Insurance
It covers 100% the expenses generated by an illness (including the coronavirus) or accident, without paying a deductible or coinsurance.
travel insurance
The company will accompany you on the trip of your choice, whether for work, study or vacation. How? Well, offering you the medical services that they will require at a certain time or supporting you with the payment of the change of return plane ticket if necessary.
gadget insurance
The firm provides protection against theft with violence for bicycles, cameras, video games, computers, sports equipment, tablets and more.
pet insurance
It covers accidents, illnesses, damages to third parties, vaccines against rabies or deworming, bathing and aesthetics for your dog or cat.
Road, home, medical, nutrition and psychological assistance
With your membership you will have access to doctors, locksmiths, electricians, tow trucks whenever and wherever you need it.
Cellular Protection Insurance
It covers you in case there is any accidental damage to your device, or you have experienced a violent robbery.
Telephony Plans
Share an offer of rental planes (with or without a smartphone), unlimited social networks and gigabytes of navigation.
It is worth noting that WOOW focused on the efforts of millennial consumerswhich constantly demand innovation in both contracting processes and payment methods.
WOOW goes to PayPal to satisfy our customers
WOOW leaders assured, through a statement, that the alliance with PayPal responds to knowing how to commit to avoid slow and outdated processes or procedures, adding support and confidence to its users (its main focus).
“We identify the requirements of our consumers and We transform the way of selling insurance in Mexico. At WOOW we want the user to have a frictionless and accessible experience at all times. Today PayPal allows us to offer this experience, and most importantly, within a security framework»assured Margarita Zepeda, CEO and co-founder of InsurTech WOOW.
Image: Capture – WOOW
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Metaverse: What’s to Come for E-Commerce?
The metaverse is taking shape with commerce as a key element. Be prepared for what’s next.
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81% of SMEs consider the use of online reviews to be very valuable in terms of investment and time – Marketing 4 Ecommerce
There are several factors that influence a buying decision, from geography to economics. However, in e-commerce, one of the most predominant are the opinions of other users on a certain product or service. Employees of small and medium-sized enterprises (SMEs) in Mexico not only seem clear about it, but they make the most of it: 81% of them collect, monitor and respond to online reviews; considering that its use is very valuable in terms of investment of time and money.
Online reviews help improve customer service
Opinion platform Capterra recently conducted a survey on the collection, administration and use of online reviews by SMEs in our country, which provided important data; among them, that 76% of traders think that They help improve customer service..
How does this translate? Reviews or comments (whether positive or negative) are, in the eyes of the experts, equivalent to market research that offer great value and low cost.
In this context, brands have or apply strategies to get their consumers to leave reviews about the products or services they offer. Here’s what it looks like in the data:
- 47% ask their customers to write and submit a review at the end of every call, email or chat they have with the company.
- Another significantly lower percentage, 35%, share a link on the website that redirects to the page where a review or comment can be left.
It’s worth noting that the process of collecting and managing online reviews isn’t as complicated as it sounds: there is specific software for social networks or social network analysis. This also explains why the majority (68%) of SMEs choose to do so.
How should SMEs react to online reviews?
If the company is committed to gaining notoriety and creating an interaction-loyalty with the consumer in question, the response to your online reviews must be fast and personalized.
According to the study, this idea is not foreign to the sellers of our country. 63% have developed a response policy referring to three elements: tone, content and style. Another 45% have a speed of response policy. And finally, 70% say they respond the same day or sooner.
“Online reviews They are a valuable source of information. which helps companies improve their reputation and optimize their products/services. Almost all companies that take advantage indicate that it is worth it”highlights part of the report led by Bruno Peláez, Capterra content analyst.
Methodology used in the research
To achieve these results, an online survey was carried out during the month of February of the current year (2022) among more than 400 Mexicans, adults, dedicated or related to the receipt and use of reviews online about their products/services.
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Kwai presents the 5 winners of #FunnyFriends, its first in-app activity – Marketing 4 Ecommerce
The welcome that Kwai has had in Latin America and particularly in Mexico over the past year has been remarkable: more and more users are willing to consume and generate videos, being the most favorite comedies. To thank them and continue to encourage them, the platform launched a contest called #FunnyFriends in March and published the list of winners this week. We’ll find out who they are and what they’ve found to stand out in this in-app activity.
#FunnyFriends Winners
The competition, which took effect on March 11, It was based on uploading three or more videos with a friend on the platform in which both had to do something funny, could well be a game, challenge, question and answer tag, among other creatively driven options. In these publications, they were required to use the hashtag #FunnyFriends.
the five winners
Jairito Solano. The video of this Venezuelan was a kind of joke dedicated to catching a person who constantly takes food out of the fridge and then denies it. It got 11.3,000 views and over 250 comments.
- Harold 1978. This user also made a joke, but it was meant to show that men are afraid of rats too. It reached 208.8,000 views and at least 3,500 comments.
- Vacilon of humor. The publication of this or these participants was no longer planned, they hoped that it would be the night to scare passers-by with a devil costume. They reached 267.2K views and around 4900 comments. It should be noted that this account has been dedicated, since its creation, to entertainment.
- Ronald Valles. This comedian, who already has 1 million followers on the platform, prepared a video that captivated everyone. In it, he recreates a super awkward situation that anyone can find themselves in when they have a stomach ache and get into a car with their partner and friends. It got 30.2K views and over 530 comments.
- Maria Camila Montilla. This Colombian shone with her video, in which she fakes that an ex-boyfriend apologized to her while she was talking to her current partner. It reached 16.2K views and 214 comments.
It is important to note that all were selected on the basis of two elementsconsidered fundamental for Kwai: the quality of the audiovisual material and the total number of views they managed to obtain.
The reward
As for the prizes they will receive the accounts or, rather, the creators of these contents, highlight:
- A bonus that varies from 100 to 500 dollars.
- Greater exposure. According to the Chinese mobile application, they will be able to reach up to 500,000 views per video.
- A verification sticker, which generates recognition among other users.
- Your profiles and videos will appear on official Kwai Latam networks.
“Short videos are the content of the future and Kwai is part of that story to be a platform that allows its creators to fully exploit their creativity, giving them the tools to build a space to experiment, make themselves known and entertain the world”underlined the leaders of the social network in the press release.
Image: Capturing Kwai
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Data & Analysis: 9 B2B eCommerce Trends for 2022 in Mexico – Marketing 4 Ecommerce
B2B buyers’ expectations have transformed over the past two years showing preference for the digital channel and they expect vendors to provide them with a shopping experience similar to that of B2C consumers. Given this scenario, the Sana platform analyzed the main trends in B2B eCommerce for 2022 to enhance the knowledge of distributors, manufacturers and wholesalers in our country and thus ensure that they continue to be competitive.
The main trends of eCommerce B2B for this year
These are the tips regarding technological developments, consumption habits and business evolutions that companies could adopt during this year:
1. The actual buying behavior of B2B customers
The first thing the study highlights is that B2B customers are not buying like they did before the coronavirus pandemic: After learning about the customer experience offered by B2C companies, they demand a similar one. In fact, the digital channel has been the most used to place their orders (they make up 65% of total purchases).
In this context, B2B business leaders urged to modernize their technology and pay special attention to millennialsThey estimate that by 2025, 75% of the workforce will be theirs.
2. Built-in buyer journey analytics tools
The recent drama between Facebook and Apple due to the impossibility of following iOS users, such as the future disappearance of Google cookies; have revealed that data drives everything in the digital age and that now more than ever it is inevitable to know the behavior of consumers.
In the Mexican market, for example, 37% of B2B companies use advanced campaign measurement and analysis tools. In this way, they know the habitual ones adopted by the users in the distinctions points of contact for the mediator and the impact of the commercial strategies in the results of the business in question.
It was one of the most important B2B eCommerce trends of 2021 and it will continue in 2022. Among the advantages of having these tools, the following stand out:
- They enable better data and analytics to ensure a good customer experience.
- They consent to the creation of personalized content and marketing.
- They help identify common problems.
- Among other.
3. Accept more payment methods = more sales opportunity
update and offering payment methods is essential for any company to compete in the market. Among the most important options, the following stand out: credit cards, checks, purchase orders and mobile wallets.
4. Contextualized prices in real time
This trend is important for achieving customer loyalty. and, consequently, make the B2B company more competitive. It implies that the supplier maintains the obligation to constantly adjust prices, but also to facilitate returns in real time.
5. Quick and easy order management
For 52% of Mexican B2B buyers, it is necessary to have a good shopping experience, which includes order entry in a simple and fast way. This information was confirmed by the firm Deloitte, he assured that 50% of consumers preferred to pay a premium to get their orders in less time during the pandemic.
Meet the delivery expectation of customers, too you have to revert to logistics and in delivery formats of the last thousand.
6. Continue shortage of resources for a few months
The pandemic and the current conflict between Russia and Ukraine threaten a new period of global recession. This means that prices will continue to rise in 2022. In addition to this, the labor shortage will continue.
These problems (which have a domino effect) can be attacked through electronic commercesince it allows greater flexibility and the possibility of offering customers exclusive prices and priority.
7. Reshore
Among a series of solutions to deal with the supply crisis, reshoring stands outwhich is nothing more than the process of resuming the production of goods in the company’s home country.
Several companies are looking to domestic options for sourcing, as they are less susceptible to external factors. An example that we can highlight is that of General Motors (GM), one of the most important automotive companies in the United States, which announced investments focused on “building a strong, sustainable, scalable and US-focused supply chain.” Receive information from the vice president of global sales and production chains of GM, Shilpan Amin.
8. Hybrid work is here to stay
Covid-19 infections promote the preference for flexible work and remote sales in our country. in fact, During the pandemic, 78% of B2B sales have been made through e-commerce platforms and 62% of buyers spend more online than before.
Suppliers, then, must prioritize the omnichannel experience to create a seamless checkout process. This will also allow workers to remain safe and comfortable, since their performance will not impact the company’s results.
9. The social and environmental responsibility of companies becomes crucial
The values and commitments adopted by companies become crucial in the purchase decision of customers: 75% of millennials who are interested in those companies speak out on important issues.
In this context, it is imperative that organizations have social and environmental responsibility initiatives as a priority for the current year.
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Walmart, La Comer, Soriana and Chedraui: this has been the omnichannel evolution of the supermarket in Mexico – Marketing 4 Ecommerce
What started as key in the pandemic will also be key in the following years, as is the case with omnichannel. For this reason, the large supermarkets present in Mexico such as Walmart, La Comer, Soriana and Chedraui have strengthened their strategies to maintain their effectiveness on all channelsadd value to its consumers and not cannibalize its operations.
It is not difficult to assume that everyone went at their own pace and overcame different obstacles (like logistics), however, we will stick to the facts. So let’s see how the omnichannel evolution of the supermarket has been in our country.
Omnichannel evolution of the supermarket: which company is ahead?
After learning about the self-service chains that have opted for the omnichannel model in Mexico, Julio Fernández, head of analysis at Bursamérica, assured that Walmart is the top performer for a variety of reasons; among them, the number of stores it has and its advertising campaigns. However, the rest of the companies mentioned above have been successful in establishing customer niches. To better understand the issue, we will evaluate them in separate chapters.
walmart
About four years ago, Walmart started the omnichannel transformation of its units and since then it has made great efforts to improve the experience of its users, such as the introduction of Walmart Pass (subscription service for home deliveries).
The company’s new e-commerce platform for Central America was fully implemented at the end of 2021, a year in which sales through said channel they represented 1.7% of the total. “Other retailers are copying (their model). I don’t think there is a monopoly situation, but preference for the public”Fernandez reflected.
Eat it
The Mexican channel launched its digital platform “La Comer en tu casa” which has become an axis: their sales have increased by 14% over the past yearwhich accounted for 7.9% of total sales.
In this regard, he has clarified on more than one occasion that will continue to focus on its customers stand out from competition; improving tools and processes.
soriane
This organization, for its part, merged the superentucsa.com and soriana.com sites into a single storeincluding new features: simplified search, personalized recommendations, express payment and increased security for online payments (a relief for consumers).
In addition to this, it launched a mobile application and strengthened its operations in collaboration with CornerShop, Rappi and Mercado Libre. All this has allowed a considerable increase in the company’s income up to 58% against 2020.
Chedraui
This company of Mexican origin nor has it lagged behind in adopting the omnichannel model: It has implemented improvements in both the service and its online stores. However, so far he has not shared his growth in numbers.
“Omnichannel will be one of the constants in 2022 and e-commerce will continue to grow, friction in digital shopping has been significantly reduced”added José Maceda, advertising director at Mercado Libre México.
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