Confinement, work or distance education and health measures generated an unprecedented digital growth and the “Buen Fin”, Black Friday, Cyber Monday, as well as Christmas and New Year’s Eve will soon arrive, so all companies must prepare to have list your strategy, campaigns, creativity, implementation, and measurement, in order to achieve profound online sales success.
Consumers adopted new habits and the challenge has been to learn, act and evaluate almost simultaneously, so we share a guide that will help you prepare or confirm that you are ready to start one of the most important commercial seasons.
Trend in transactions
First of all, you should know that the isolation derived by COVID-19 caused 47% of people to increase purchases or payments online, according to a study by IAB Mexico. In addition, now 6 out of 10 small and medium-sized companies in Mexico sell online, with a growth of 94.6% compared to last year.
In addition, you cannot be left out of a market where, in Mexico alone, there are 22 million Internet users who are planning to buy during the upcoming edition of El Buen Fin. It also considers that the mobile phone is the main device from which transactions are made, either in apps or websites.
Of the potential consumers, Google reveals that 7 out of 10 have declared that they intend to buy online or at least review by that same means before going directly to the store to do so or to pick up the product.
According to a study by the AMVO of the “Buen Fin” of 2019, to know what and where to buy, customers are first influenced by search engines, by digital advertisements, social networks, family and friends, but less and less by TV or print media.
El Buen Fin in 2020 will be more extensive than the previous editions, from November 9 to 20, and also in recent years the adoption of discounts and special opportunities on“Black Friday” and“Cyber Monday”, American seasons around the Day, has become popular. Thanksgiving marks the beginning of Christmas shopping. Only in 2019, the volume of searches was more than 5.4 million in our country, representing a growth of 37% over the previous year.
In Mexico, the people most interested in these temporalitiesare young people: first from the 24 to 34 year-old segment and then from the 18 to 24-year-old segment who are looking for computer items, clothing, cell phones and shoes in general, that is, 65% do not are associated with a specific brand or retail name. In terms of location, for obvious reasons, the north is more attracted to these sales periods, but it has been increasing in the central and southern areas of the country.
Start your strategy
Find your greatest opportunity in online commerce and propose the following steps to consider to achieve an increase in your sales:
- Focus your goals
- Know deeply the audience you are targeting
- Optimize your digital spaces
Digital campaigns are the detonator of online sales, so define all these points:
- Budget available
- Means to use
- More effective formats for the brand
- Appropriate messages for audiences
- Outstanding Creatives
It is important to keep track of what happens with your previously defined key performance indicators:
- Correct implementation of the site and app
- Measurement model
- Priority metrics to monitor in real time
Get ready as soon as possible because from this month you should have everything ready to act in the best time of online shopping.