Algo se mueve en el ecommerce

Comprar en internet

A las grandes marcas siempre les había costado trabajar al rítmo de internet. Quizás pensaban que no era un canal de ventas interesante, pero las cosas están cambiando.
Con la abundancia de los negocios personales, en las que una persona recibe y contesta a los correos y como no, envía los pedidos, las grandes empresas han pensado que ya es momento de poner su bandera en internet para no perder ese canal de ventas.

Por un lado, parece que fue Zara la que inició la guerra de las grandes marcas por estar en la red. Y muchos pensaron: si ya está Zara pronto estarán las demás.

A Zara se le cuestionó muchas deficiencias en su página web. Y lo que parecían comentarios negativos se convirtió en una estupenda campaña informativa (o de marketing) sobre los nuevos servicios de Zara en la red.

Hace unos días, El Corte Inglés sacó adelante un nuevo negocio de ventas privadas llamado Primeriti. Quizás no sea el nombre más adecuado para mi gusto, pero será un buen punto de venta. Competirá con los centros de oportunidades en los que puedes encontrar cosas horribles de grandes marcas a precios todavía escandalosos. Reconozco que no me gustan los centros de oportunidades. Espero que Primeriti tenga material más reciente y más acorde con la moda actual.

¿Qué pueden hacer los pequeños empresarios para competir con los grandes?

1. Confiar en una empresa de prestigio para crear su tienda virtual.
2. Dar cosas que los grandes no pueden dar. Sobretodo en este apartado se valora mucho la atención al público. Llamadas al móvil para valorar el producto comprado, fidelización con descuentos por sucesivas compras, trato directo con un experto…

Cada año la cifra de tiendas virtuales crece. Pero nunca es tarde para comenzar si tienes dinero y una buena idea. Sin estas dos cosas, los problemas se van a multiplicar. No lo dudes.

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