Argentina – The ecommerce escapes to the conjuncture and the sales widely surpass the inflation

Online sales continue to show good performance despite the decline in consumption. In the first half of the year, 59% more purchase orders were registered than in the same period of 2017, which resulted in operations for $ 97,282 million.

The outlook for the second half of the year remains on the rise, that is, the rate of growth in the amount of sales continues despite the fact that, in parallel, mass consumption will be reduced by 1% at the end of the year, according to the perspectives of analysts.

E-commerce currently represents 1.4% of the total volume of white retail trade that operates in the country. Once again, this percentage is expected to increase over time and, over a period of 3 to 5 years, it is estimated that several categories could exceed 10% of total retail sales.

The data was made known by Alberto Calvo, president of the Argentine Chamber of Electronic Commerce (CACE) during the e-commerce Day that is being carried out …

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Artificial intelligence and mixed reality applied to fashion

In July of this year, Chinese e-commerce giant Alibaba presented a demo of its first conceptual physical store: FashionAI. It opened its doors for 4 days in Hong Kong, with the main objective of simplifying the clothing shopping experience through big data analysis and artificial intelligence (AI) application.

“FashionAI reflects our thinking about what the future of retail fashion might look like,” Zhuoran Zhuang, the company’s vice president, said in a statement.

Access to this fashion store, in pilot format, is through the smartphone, by scanning a QR code. It is associated with the user account on Taobao, the fashion and beauty e-commerce site of Alibaba.

Then, the face of the prospective buyer is scanned. If a garment you like, you can approach the smart mirrors (something that is not new, the largest store of the brand H & M in New York, have one, for example), to see your article, choose size and colors.

These touch screen mirrors can even suggest other items to buy or add other products to the shopping cart. That is, it combines the experience of an ecommerce platform with the physical presence of the user in the store.

FashionAI products have tracking labels with radio frequency identification (RFID) chips, gyroscopic (to detect if clothes are being touched, moved or picked up) and have a Bluetooth connection.

A near future
Buyers of centennial fashion (between 9 and 17 years old) today demand personalization. And, according to an IBM study, 52% of women in Generation Z would like to see tools that allow them, precisely, to have a customized shopping experience (of their tastes and sizes).

“E-commerce platforms know what fashion items and accessories consumers bought in the past, what they are buying right now and what they are likely to buy in the future. This is achieved by following the digital footprint of the buyers, the operations derived from purchases and searches, “Gabriel Farias Iribarren, an Argentine sourcing professional in Asia, tells Infobae.

He continues: “The AI ​​can recommend complementary models, based on information about …

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Argentine Ecommerce, pum up: moves $ 156,300 million and 260,000 products are already sold per day

The times of fears and doubts when putting the credit card to make a purchase on the Internet seems to be over forever. E-commerce is consolidated in Argentina as an unstoppable  trend.

According to the Argentine Chamber of Electronic Commerce (CACE), the sector already moves $ 156,300 million and had a growth of 52% in 2017.

“This growth is due to the fact that confidence in the modality consolidates the frequency of purchase and extends the categories of products that are acquired online.” Another important characteristic is that the conversion rate is increasing faster in mobile devices, this means that users who search through these devices now use them to close their purchases, “said Alberto Calvo, president of CACE.

A summary of the online sales market in 2017 (Cace)
Mobile purchases represented 27% of the total, compared to 73% that is made from computers. In 2017, the mix of devices from which products and services were acquired was as follows: PC, 38%; notebook, 28%, netbook, 7%; smartphone, 25%; and tablets, 2%. The only one that grew was smartphones that reached 25%, from 13% in 2016; all the others lost participation.

The boom data

Last year, 263,000 products were sold online per day, with a total of 96 million and an average ticket: $ 2,600 (19% more than in 2016). The strongest items in sales were tickets and cell phones, but those that promoted the category are food and beverages and clothing.

The top 5 of the categories that sell the most:

Tickets and tourism
Cell phones and phones
Electro and air conditioners
Non-sporting clothing
The items that grew the most:

Tickets and Tourism, $ 43,638 million
Equipment and audio accessories / image, consoles, IT and telephony, $ 18,361 million
Household items (furniture, decoration), $ 14,432 million
Food, beverages and cleaning supplies, $ 12,088 million
Appliances (white and brown line), $ 9,115 million
Flights, Hotels and Videogames are the most consolidated online sales categories. Growing, according to CACE, are located Computers, Cell Phones and Televisions, among others; and those that have the opportunity to develop, with potential, are Cosmetics, Beverage and Food.

The reasons for buying and not buying

The CACE investigation, carried out by KANTAR TNS, shows that 9 out of 10 Argentines have ever bought online, and that …

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How to improve the customer experience in the physical store?

If we already have a commercial location that provides customer service, our challenge is always to improve the shopping experience of our customers, which also in the context of ECommerce, more and more people buy online and only interact with the physical store using it as  pick up center.

We share a very interesting article that we hope you find useful:

The online channel is pushing the transformation of the physical store, where the “theatricalization” of the point of sale, innovation and customization are three levers with which to improve the customer experience.

These are the conclusions reached in “Shopping experience in the physical store, how can it be improved?”, The event organized by in-Store Media, a multinational leader in shopper marketing, in which the challenges of the physical channel were analyzed to attract the consumer and connect with their new needs.

A day that counted on the contributions of Cugat Bonfil, Director Shopper and Data Analytics of Kantar Worldpanel; Francisco Esteban del Castillo, Customer & Category Marketing Manager of the GSK pharmaceutical company; Laia Baños, Trade Marketing Manager of Gallo who explained the success story of the product ‘Pasta Lover’; Lluis Martínz-Ribes, Professor of Marketing at ESADE and founder of MF Marketing Catalysts; Jordi Mur, Marketing Director of in-Store Media; Albert Parera, Customer Marketing (trade) in Mars multisales and Juan Carlos Jimena, Head of Marketing of Large Consumption in El Corte Inglés.

Figures of the consumer goods sector

Cugat Bonfil, Shopper Director and Data Analytics of Kantar Worldpanel, affirmed that “the physical store is still 100% relevant”, adding: “In Spain there are altogether 23,159 establishments in the mass consumption sector, for more than 17,5 millions of homes. What the physical channel has to achieve is how to get the most opportunities to buy. ”

The drop in store visits means fewer occasions to seduce the buyer. According to Kantar, in 2001 the consumer visited 351 times a physical point of sale, in 2016 visits fell to 246. In addition, the Spanish consumer is dynamic: he does not hesitate to alternate between different stores. On average, a home visits between 6 and 7 different schools per quarter.

However, Bonfil pointed out that the physical store concentrates 98% of the sales of large consumption, with an average expenditure in Spanish households of € 4,100. In addition, the online channel complements the physical channel in sales, all those who buy online spend more than 90% of their budget in physical stores.

In relation to ecommerce, 3.6 million households already buy consumer goods online, with an average ticket of 44 euros.

“57% of brand sales are decided in the physical store. The physical store is and will continue to be important. The more appropriate the experience, the better return we will have, “underlined Bonfil.

In order to make the visit to the physical store attractive, the Kantar Director Shopper and Data Analytics indicated that the point of sale should be explored as …

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Ecommerce News Source | Álvaro Gutiérrez