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Who has not ever heard someone saying that is better to buy one thing than another 'because that brand is already known? It is quite likely that we will not realize it while we are defending why we buy one thing or why we buy another that this element is having a direct impact on our buying decisions. Why do we care if a brand is known or another is not?  In reality, it could be said that the same mechanism works that make us more careful when we open the door to someone we do not know someone who we do. From one we always expect the worst and from another, we expect the best. So, the way we interact with each other (even if we really know anything about each other) is completely different. You only have to look at the opening degrees of the door the next time we face this situation. As the person who is ringing the most known or most expected was the door, we opened the door to receive it. With the brands, in the end, the same thing happens. The more we know a brand, the m

There are many temptations when talking about brand management and the value of the same ones. One of them is to think that the brand and everything that corresponds to it is an issue that is only relevant for certain professionals and certain sectors. You can fall into the trap of compartmentalizing everything and put everything in its box, in its specific space and its specific niche, which makes you lose sight of the major problem. In today's world of business, things no longer work exactly that way (if they ever did), and companies have to focus everything much more holistically than they did in business. It is becoming more important to see everything as a whole. From the outset, consumers' own relationship with brands has changed. Consumers are increasingly able to access more and more information and are able to see in a much broader way what they have in front of them. Now they not only care about the products they are consuming, for example, they also w

When e-commerce appeared, many people rushed to announce the death of traditional commerce. Consumers were increasingly buying online and, therefore, they were condemning physical stores to a possible future death. His luck was set and it did not seem to be very positive. But in spite of it, the physical stores are still there and they are a very important part of the buying habits. In fact, consumers are quite far from being buyers of one or the other scenario. They want to buy in all the stages and they want to do it also how and when they please. That does not imply, however, that they do not see the different sales channels without problems and without fail, and that they have no complaints and negative opinions about them. That physical stores have been around for so long does not necessarily mean that everything is seen in them with special good eyes. Consumers remain highly critical and continue to find defects that should be addressed. What are the things that most

Brands and companies have to face a changing environment and a series of new demands and new challenges, which quickly move to their workforce. What do they have to know right now? What do they have to be interested in than ever before to meet consumer expectations and to be the latest in the needs of the market? Companies not only need to answer those questions, but the answer is also changing what they are looking for and what they need in their marketing teams. This is what has made that in recent times they've sought profiles specialized in Internet and particularly certain specific elements, have begun to seek profiles such as mathematicians and scientists for marketing teams to meet the needs associated with big data or that have been robbing professionals from other sectors, such as the media, to fit the growing needs of companies in content. Professionals have begun to be much more imaginative and creative as far as professional outings are concerned and also

Many were those who did not want to believe that Bill Gates phrase, when he mentioned that " If  your business is  not  on the  Internet , then your business  will  be out of business" .  That phrase is perfect when it comes to verify the true importance of the internet for businesses. Now, the most immediate future, augurs us a new generational change where electronic commerce and the way of selling will be protagonists. The Internet is an increasingly important part of the day to day and is also becoming a fundamental part of understanding the future. The network is appropriating all the parts of our day to day and is integrating all our needs. The Internet is no longer an element or part of what we are or do, but has become a vehicle element that unites everyone and everything. Therefore, and especially as the penetration of the network becomes deeper and as its importance is touching more and more points (do not forget that the immediate future is undeniably

In the offline world, there are many types of stores and not all bet on the same criteria to try to reach the consumer. Not everyone wants to have a low cost supermarket or a discount store in which the main offer are products at low prices. So why is there a certain belief that when selling online you have to sell at a low price? Is e-commerce marked by offers to the point that it is only successful if it is sold cheap? For years, what most worked on the net were the offers. Consumers made the network their main ally when they were looking for things at lower prices. The trips started to be bought online because the internet was able to find the lowest prices, last minute offers of hotels or the cheapest fares of the low cost airlines. Then came the coupon pages or online outlets, which were the entry point for many consumers for e-commerce. And then many large e-commerce companies that invoice millions have made offer low prices a decisive element of their corporate image an

When a buyer receives an Amazon package, he can see quite easily (sometimes it is printed on the same box, sometimes it is on the packaging tape with which they have closed) a message that invites you to rate the package in which the product has been shipped to you. The company is one of the most concerned about how to design their packaging and how they work when the consumer receives it at home. And whoever has ever received a package from this online store already knows that they are very easy to open and that with many times simply pulling a tab the thing will already be done. Amazon is also one of the recurring examples used when discussing the importance of packaging in e-commerce and how the form in which products are shipped can completely change the way in which the company is perceived. One of the general mistakes made by e-commerce firms is to think that their work, the main job that the consumer will take into account when evaluating their work, ends at in moment i

In e-commerce is equally important what happens before as what happens after the purchase. Before the consumer makes the final click that will cause the product they want to become a purchase, the brands have to pay special attention to a large list of items. The design of the web, the photos of the product, the comments of other consumers, how the prices of different products or services are presented. All these elements are crucial to convince the consumer and all of them have become the elements of manual that all the brands and all the companies take care of. But the truth is that these are not all crucial elements and are not the only ones that brands should watch with falcon eyes. One of the trends in e-commerce is that of thinking that once the sale has been closed the work is already done. The consumer has bought, the product has been shipped and everything the seller has to do or should do is done. However, this reasoning is a mistake and only causes problems and fail

One of the first lessons learned about e-commerce is that consumers are not willing at all to pay for receiving the products they buy. Free shipments are one of the reasons why consumers decide to stay with one e-commerce firm and not another one of the causes that explain the success of one company over another. Consumers have begun to demand that the things they receive are received for free and have made shipments one of the key pieces of the e-commerce puzzle. In part, it has been the fault of the e-commerce companies themselves that, from the beginning, have used the resource of receiving product at the door of the house at no cost as one of the great marketing elements. Although consumers have taken for granted that shipments should always be free of charge and that brands should not charge them for any reason, the truth is that (and it is actually logical) shipments are never free. Making things come from the company that is selling them to the door of our house has

Any user who makes an online purchase is assisted by the right of desist. This right covers, in principle, all consumers of eCommerce and gives them the option to return the purchased product and obtain a refund of the money within 14 days after receiving the product. This deadline can be extended, and in most cases, suppliers give up to 30 days of margin for this. Others even reach 100. The merchant is not only obligated to offer the money back, but to ensure this right is a very favored point facing the customers. The vast majority of users make good use of this option, but what about those who discard by default and take advantage of this possibility? So, we have three stereotypes of buyers who "give back too much" and from whom all eCommerce tries to flee: The wardrobe buyer. Why buy clothes if you can borrow? Clothing or any other object. Let's take the example of an appliance. A major sporting event is coming up as the World Cup and television is t

Internet does not have a schedule: everything is open 24 hours a day during all days of the week, whether it is a holiday, or at night or an hour too early in the morning. There is not a moment of rest and there are no moments when you can close for vacations. The Internet is an environment that is always open, always available and where things are done when you feel like it or when you feel you need it. And this has changed the dynamics of access to information, relationships and, of course, consumption. The network has eliminated the opening hours and has made the stores have become an always active and always open element. Ecommerce does not have schedules and consumers can buy their products at any time. And this has already had an impact on what is done on a recurring basis and the customs of consumers. Consumers no longer buy with store hours. Shopping has spread throughout the day and, especially, at night. The most salient finding of the study on buying habits and th

The lack of information or provide contradictory documentation on shipping costs or exceptions that are not admissible to the right of withdrawal are just some of the most common faults that can be found when buying online.  Information not available or contradictory about the shipping costs. Often online retailers are missing information on shipping options. In many cases users find that the expenses indicated previously do not match the calculated actual expenses of the final shipment. It should be added to this situation that information on shipping costs is often incomplete: not all countries to which the products are supplied are listed, missing details and weights of the product groups and have not been registered possible reimbursement expenses that may arise. How to solve it? Before the customer places a product in the shopping list, he must be able to calculate the shipping costs, including additional costs, such as a shipment per carrier. If the shipping c

When a consumer is looking for a particular product over the Internet, what is it that takes you to click on the "buy" button? Is it a low price? Very positive ratings? Product images and videos? Detailed information about it? In a context in which the buyer is increasingly demanding, and actively seeks to compare different items to find the one that offers the best value for money, all these factors are decisive. But according to a new Salsify report, detailed and correct information outweighs all others. It is specified that 90% of consumers already buy online and that almost all (88%) expect the information they find about the product to be rigorous, complete and varied before making a decision about the purchase. Specifically, and as we said before, a good description is the most important when deciding whether to buy or not, over other issues - also key - as the reviews or the price that are second and third place. As Salsify explains, "Consumers are

The reasons are very similar in both cases: savings, variety, comfort and experience The current consumer is multichannel, and is willing to buy through all kinds of ways: from the traditional store to the computer, from the mobile app to social networks. What he wants, however, is to be able to decide at any time and place what channel he wants to use on that occasion to get the desired product. But what leads you to opt for ecommerce or, conversely, to go to the store? A new GfK survey of more than 23,000 buyers from all five continents reveals that the motivations for choosing one option or another are actually very similar. One of the main reasons that consumers are betting on online shopping is the possibility of saving money, since through the Internet it is possible to compare and access a large number of retailers, and also to those who propose real bargains. In fact, the economic saving is one of the main factors that pushes to buy online, and that was considere

At present, digital marketing strategies play an important role in the distribution channels of products or services of different companies or companies. Digital marketing represents an innovation channel that demands more investment every day and is the fastest growing sector thanks to the high commercialization of desktop computers and mobile devices worldwide. Its main advantages are: Measurable results, Viral power, Low production costs and Flexible budgets. If you are a marketer, business administrator, project manager, SEO, entrepreneur and you need some steps to carry out a strategy guided by the results, these are some steps or tips to be focused on converting new users for your business, get traffic Quality and have good ROI (return on investment) results. They are in an order of execution (which I recommend) but you are free to make variations according to what you need: - Analyze the product (introduction or diagnosis): List each of the variables of the produ

Here we will specifically analyze the Amazon store as MarketPlace (or sales platform). Although we are shown many advantages, we must take into account a number of elements to highlight: - There are two types of tariffs and based on what one estimates to sell, it may be advisable to register directly as Pro Seller, despite paying about 39% per month for this service. - When we upload our inventory in the Amazon store, we must keep in mind which categories of products we are going to sell. Except for the category of books, the sales commission per product is 7%. This means that for each sale we make 7% of our amount will remain in the pockets of Amazon. This means that the profit margin is reduced by more than 7%, since the calculation is made in the final price of the product. Therefore, it affects by more than 7% in the profit margin calculated on the taxable base of our product. - With this 7% commission we get Amazon to advertise our products and at the same time that

The smartphone is currently the consumer's best friend. It is the one who spends 24 hours at his side, the first thing he looks at when he wakes up and the last thing he sees before closing his eyes. And just as the mobile has completely transformed our way of communicating, entertaining or informing us, it has also given a 180-degree turn to our way of buying and relating to brands. Thus, actions like researching a product on the mobile web, comparing prices or making a suggestion through social networks have become something everyday. However, many consumers still find in the purchase through the computer (or even in the store) facilities that do not find a mobile. Vendors should pay more attention to facilitating the purchase process through smartphones and tablets. Among other things because consumers themselves ask for it, most consider that the shopping experience via web and app can greatly improve. And it is more than half of consumers say that it is easier to s

E-commerce is a habit and way of buying more and more frequent among consumers. It is the means of purchase that the future will occupy the future, so it makes us augur the potential of the present that we know. This is causing many companies to be created and incorporated to this channel, as well as that online marketing is a priority and dedicates a lot of money and effort. When this marketing is successful and we have the customer with the products in the shopping cart on our website, surprisingly leaves the order, the reason ?. The customer leaves the shopping cart for the shipping cost factor. Notice that most of the time, when a customer is interested in certain products is because the offer we make is attractive for their conditions, likes the product, seems to have a suitable price, has all the conditions to be bought, however, when they update the order and observe what is added to the price for the reason of the shipment, something jumps in your mind that decides, in m