One of the main objectives of any brand is for users to learn about its products and purchase them. While it may be believed that the digital channel is the biggest showcase to reach the end customer, studies have shown that it is a mix between omnichannel and internet, the way customers discover brands and products.
According to a study conducted by Blacksip on e-commerce in Mexico 2021-2022, users use different ways to discover new products and brands. Here is the detail:
- Thirty-one percent of respondents said they use web search engines, while the same number said they are guided by TV commercials.
- An old practice, but always effective, is recommendations from friends or family, as 28% say they trust these experiences.
- In fourth place we find social networks and brand websites.
- Placements are also useful and that is why they are used. 23% of Mexicans say they discover new products through television or series.
- Further down we find retail sites, websites with reviews, products in physical stores, among others.
Another relevant data provided by the study is that 52.9% of the world's population searches for information about a product or brand on the Internet before deciding to make a purchase. This information increases in Latin American countries such as Brazil (74%), Argentina (63%), Colombia (63%) and Mexico (59%).
This information is corroborated by retail experts, who recommend making the most of the unification of commerce. Some of the advice they give is that brands should maintain communication with customers who visit their stores, and that purchases that mix online and offline should be fluid, fast and flexible to provide a better experience (in-store pickup, confirm if there is stock available, etc.).
In the online world, social networks are key to maintaining daily communication with customers, as they generate closeness, help to resolve doubts/complaints and communicate more freely about products or services. In fact, according to the Global Web Index 2022 study conducted in 47 countries, among users between 16 and 64 years of age, 64% of respondents said that they discover new brands or products through social networks.
That's with the digital realm, but what about the physical, the offline?
To deliver optimal service in both areas, retail experts recommend the use of point-of-sale technologies to help streamline processes. Some of these include equipment management, in-store displays, self-service, new payment methods, etc.
Other key mechanisms that must be worked on is to avoid stock outs or lost sales and for this data management is key, since through technology you can have access to analytics that improve business services. If your company or enterprise is facing these difficulties, Datamind can help you manage your brand's data, since we have an algorithm that will help you make your business processes more efficient, reduce lost sales and avoid stock-outs, so you can keep the preference of your customersso that you can maintain your customers' preference.
As one of our clients did, in three months, he managed to reduce his lost sales from 17% to 3% .
Do you want more information about our services? Write us and we will get back to you as soon as possible.
