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DEFINIR LOS PROCESOS DE 
MI TIENDA ONLINE 
Ximena Lafora
Marketing Busca – Encuentra - Compra 
• Generación de tráfico / Conversión 
• SEM / SEO 
• Analítica web, segmento adecuado 
• Usabilidad, navegación, páginas vistas, tiempo en el sitio 
• Experiencia de compra 
• Registro 
• Pasos para cerrar la compra 
• Fidelización 
• Retención 
• CRM 
• Encuestas
Comercial 
• Definición de Surtido 
• Catalogación de productos 
• Definición de Precios 
• Precio sólo para el canal 
• Descuentos en fechas especiales 
• Precios de introducción 
• Definición de Promociones 
• Cross Selling 
• Up Selling
Operaciones y Logística 
• Aprovisionamiento 
• Gestión de pedidos, codificación de productos, devoluciones 
a proveedores 
• Almacenaje 
• Recepción de mercadería, verificación de producto, 
ubicación, control de stock 
• Logística de entrega 
• Reserva de stock, Picking, Packing, Facturación
Operaciones y Logística 
• Logística inversa 
• Devoluciones, cambios, verificación de pedidos 
entregados, relación con compras y transporte. 
• SAC y Servicio de Post Venta
Ecosistema eCommerce Retail
Mano de Obra Calificada …… 
Activo más valioso de E-commerce 
• Gerente de E-commerce 
• Responsable de todo el proceso 
• Ventas y EBITDA 
• Gerente de Operaciones 
• Responsable de la operación, logística, SAC, 
facturación. 
• SLA entrega, atención
• Gerente de Comercial 
• Responsable de la catalogación, compras y promociones 
• Margen 
• Gerente de Marketing 
• Responsable del layout, ppto de publicidad, email 
marketing, diseño de campañas, generación de tráfico 
• ROI y Conversión
ximelafora@gmail.com 
@ximelafora
ximelafora@gmail.com 
@ximelafora

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Presentación Ximena Lafora - eCommerce Day Lima 2014

  • 1. DEFINIR LOS PROCESOS DE MI TIENDA ONLINE Ximena Lafora
  • 2. Marketing Busca – Encuentra - Compra • Generación de tráfico / Conversión • SEM / SEO • Analítica web, segmento adecuado • Usabilidad, navegación, páginas vistas, tiempo en el sitio • Experiencia de compra • Registro • Pasos para cerrar la compra • Fidelización • Retención • CRM • Encuestas
  • 3. Comercial • Definición de Surtido • Catalogación de productos • Definición de Precios • Precio sólo para el canal • Descuentos en fechas especiales • Precios de introducción • Definición de Promociones • Cross Selling • Up Selling
  • 4. Operaciones y Logística • Aprovisionamiento • Gestión de pedidos, codificación de productos, devoluciones a proveedores • Almacenaje • Recepción de mercadería, verificación de producto, ubicación, control de stock • Logística de entrega • Reserva de stock, Picking, Packing, Facturación
  • 5. Operaciones y Logística • Logística inversa • Devoluciones, cambios, verificación de pedidos entregados, relación con compras y transporte. • SAC y Servicio de Post Venta
  • 7. Mano de Obra Calificada …… Activo más valioso de E-commerce • Gerente de E-commerce • Responsable de todo el proceso • Ventas y EBITDA • Gerente de Operaciones • Responsable de la operación, logística, SAC, facturación. • SLA entrega, atención
  • 8. • Gerente de Comercial • Responsable de la catalogación, compras y promociones • Margen • Gerente de Marketing • Responsable del layout, ppto de publicidad, email marketing, diseño de campañas, generación de tráfico • ROI y Conversión