The 2017 edition was a historical ECBR Forum. Many topics were discussed in depth and our team jumped head first in it, took notes and selected 40 essential lessons about trends, experience, the omnichannel, consumer behavior and more. Keep up and let’s share!
THE STORE OF THE FUTURE
By Scott Emmons, from Neiman Marcus:
“Consumers are not always going to use a particular feature in the physical store, technology does not always solve all problems; on the other hand, there are technologies that are very useful and end up being widely used by consumers.”
“We are committed to personalization to deliver incredible experiences to our customers. When we make an offer to him he has to be relevant, we do not offer what’s not important to him. We’re not talking about the store of the future, but the consumer of the future ”
// Trends for the coming years: Conversational Commerce – chatbots, AI, opportunities to scale service -, Hyper Personalization and Experiential Retail.
DIGITAL CULTURE AND THE DEVELOPMENT OF E-COMMERCE
By Maria Clara Batalha, from Mondelez:
“We need to be fearless to make changes. There are many barriers, but we must have courage and build solid values. The organization needs to make this digital transformation because the consumer has already done so. Mondelez went from 7% digital to 35% by creating a culture of learning by doing, without fear of making mistakes. ”
“Do not create projects that are too time consuming, because they are going to be born old. We work on ‘startup mode’, which is to test and deliver a good product, but the least feasible. Work creatively and collaboratively. There is nothing ready or right.”
CONSUMERS BUY – FOCUS ON EXPERIENCE
By Anthony Long, from Kimberly Clark:
“Consumers no longer respect the barriers of retail, brands, and categories, because they are just buying.”
“We’re not talking about technology, but about behavior. People have adopted the mobile as a life tool and the mobile has created a global behavior. In order for the retailer to succeed, it is necessary to be in line with the standard of consumer behavior (whether through mobile, messaging and other apps), deliver a clear value proposition, and be a trusted source for their customers. ”
“Beware of vanity metrics such as impressions, likes, bounce rates and hits; establish clear metrics like attribution and post-purchase activity, consider your consumer’s Life Time Value (LTV).”
By Juliana Sánchez Gómez, from Cueros Velez:
“Having a loyalty program and CRM is important because the channel will only succeed if you have loyal customers. Look at the customer as one: it needs to be the same in all your sources of information so you can anticipate their needs and create new demands for them. ”
“Meet the customer where he wants to be served. Remember the term ‘omnichannel’ exists only for us retailers. The consumer just wants to buy .”
By Daniel Santiago, from Netshoes:
“New customers are more expensive because they have to be earned. If we know the recurring site users, why not focus on what they really like? ”
“At a time of cautious decisions, our brain acts more agile if it has to solve a single task at a time. For example, if you enter into a check-out process and all process information is already available, there will be many decisions to be made. The ideal would be to present one option at a time, so that the mind concentrates efforts on that activity, having less chances of having some mistake/wrong fill. ”
DATA ARE THE PILLAR OF MARKETING
By André Fatala from Magazine Luiza / Luiza Labs
“You can not optimize what you do not measure.”
“You have to store as much data as possible on the consumer – even if the shopkeeper does not know what to do with them. With the development of more and more accurate technologies, at some point this information will be better understood and applied strategically to map and understand the identity of each client. ”
“Model the data thinking about the customer’s journey and not on their channels. Treat data as assets of your business ”
“In the physical world, with actions like customer in-store check-in and CPF number, you can identify that customer’s behavior. Then the seller receives accurate recommendations and indicates the products that the customer has shown interest in the virtual world. ”
E-MAIL MARKETING AND ITS PRACTICES
By John Panighel, from adidas:
“Capture. Convert. Fidelize. ”
“Placing the FAQ in transaction email can lower Call Center costs.”
“What is good for one company may not work for another. So do not be afraid to test. ”
“Understand which communication channel best communicates with the group you want to reach.”
“Keep these key points in mind: Create the best digital marketing strategy that connects your business with consumers; Use financial resources effectively; Know which marketing channel best communicates with consumers”.
CREATING AN ONLINE SUPERMARKET CULTURE
By Patricia Amaro, from Unilever
“Our first step was a consumer survey, both online and non-customer grocery shopping, and we asked them what they wanted. The result: people want their problems solved quickly. They do not want to be reading too much about a product they already know. ”
“When you look at more developed markets such as England, they already have a list ready and buy by recurrence. In Brazil, it is not so. The Brazilian has a list on paper and does the search product by product. That’s why Unilever has mapped the main ways products are sought and sends retailers the alternative search terms for official names – including Portuguese errors, regional variations, and popular forms for which an item is known. ”
ONLINE MARKET IN LATIN AMERICA AND OPPORTUNITIES FOR RETAILERS
By Michelle Evans, from Euromonitor
// Electronics, food and airline tickets are the most promising sectors for online sales in the coming years.
// The Latino consumer is more open to receiving personalized advertisements (Target-Ad) and does not find it as invasive as the rest of the world.
// Consumers generally use computers, but they use more for communication than for commerce. The second most popular activity on the desktop is the sending and receiving of emails, followed by third-party social networks.
// Social networks are very significant as a channel to reach Latino consumers: on average 80% are connected to these networks, 88% surf the internet daily and 35% buy via mobile.
// Some barriers are: the checkout experience is still very complicated in Latin America; The use of digital wallets (still much money is used even in purchases initiated in the online); Frauds; The average low ticket per consumer and delivery problems.
By Glory Kalil:
“The fashion pyramid has been inverted and turned multiple: today is the street that influences the prêt-à-porter. There is no longer ‘being fashionable’, what matters is style. ”
“Before we defined the product and its price according to what we thought it should be. From the 90’s onwards this has changed. The fashion consumer profile became fickle, unfaithful, spoiled, demanding, pulverized and fully computerized. ”
“Retail is service. We cease to be an industrial society, we are a society of service and information, the more service, the more value for a business. ”
“Are the vendors able to be consultants in the stores? Is the customer service fast (delivery and after-sale)? The good news is that people like to buy and in Brazil, and consumption is considered leisure. E-commerce is the most modern way of talking to the consumer. You have before you a new and fascinating way. ”
By Julia Petit:
“In the past the demand came from top to bottom. The fashion houses and the magazines gave us the information we absorbed. Despite this, at that time already existed people already wanted another format of information. The emergence of ordinary people who explain in a common way specialized market affairs is a good example of this inverted pyramid. ”
By Taciana Abreu, from Farm:
“We can not lose – and something that the Farm brings – is the human relationship, despite all the technology involved. How we put the affection in language, in email marketing, in the sale, in the product is the challenge “.
LEADERSHIP, INSPIRATION AND MANAGEMENT
By Abilio Diniz, from BRF
“Copying is easier than inventing. First you copy, then try to improve and innovate the idea. ”
“Honesty and ethics, humility, determination and determination, discipline and emotional balance are fundamental to success and should guide, including the hiring of a company’s staff. Along with my values and the road of my life, I have developed my pillars that are: physical activity, healthy eating, stress management (you only have to stress about what is important in your life), self-knowledge To relate better to other people), spirituality, faith, and love. Invest to have a longer, happier life and start already. ”
“Management is: keep it simple, never hurry. Don’t ride at high speed. Put your eye on the future without losing the present. Anticipation is fundamental in everything. ”
“I hope to participate in this reversal and I think we have to prepare for the end of the crisis. We have to believe in Brazil and do our part. It is necessary to generate wealth, increase the number of jobs and the productivity of the country. ”
“If you make a mistake, make it new. If something goes wrong, look at the mirror, not the window. Do not make decisions ahead of time or at night. We choose what we want in life, to be great is a choice. Just believe. You have to decide. ”
For more information, check the E-commerce Brasil portal 😉