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.
Image: Freepik
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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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