the season of summer It is a good opportunity to start or grow the business you already have. Luis Fernando Terry, director of the Marketing and Business Management program at Le Cordon Bleu University, offers some recommendations to make the most of the trend of this time of year.
This 2023 will be challenging for businesses, considering the political-social situation, the rise in prices and other points that cover the buying and selling process. In addition, it is the beginning of the post-pandemic, which finds a Peruvian consumer much closer to the use of technology, ‘e-commerce’, and immersed in a constant transformation of their purchasing and consumption behavior. Please note the following:
Strengthen service channels: Merchants must bet on omnichannel, and execute a service strategy on various platforms (online and offline). It is important to facilitate different means of payment, since currently, many people prefer to use electronic wallets in addition to credit cards. Likewise, it is also vital to work on the service/product delivery process so that it reaches the consumer correctly.
Flexibility in product design: In this case, the possibility of customers customizing the design of the product/service they want should be considered. This point will be an added value for people and institutions. Another crucial aspect is putting together “cross-sell” packages with complementary products and services of great interest or value.
Look: Cusco: there are 120,000 people at risk of being unemployed due to the blockades
Flexible delivery and return policies: Consumers are always evaluating and comparing brands, considering their desirability and value. To achieve higher conversion, companies must provide buyer security. Security in delivery times, delivery conditions, dispatch quality, order monitoring, and clear return and exchange policies to avoid inconveniences.
Increase positive customer experiences: When an additional customer requirement cannot be met, two or three scenarios should be considered that can supply or replace their new demands. Having a plan A, B and C transmits professionalism and, above all, a high commitment to the client. It is much more efficient when the response is immediate and direct, either in person or digitally.
Finally, for this summer, a greater development is estimated in the types of purchases known as “for the daily”, that is to say those “proximity purchases” and “immediate consumption” purchases. For these reasons, entrepreneurs must be aware of the purchasing behavior of customers and households during this season, to meet their requirements in a context of instability and prudence in spending.
