Main takeaways: - Investing in e-commerce and marketplaces - Thinking in delivering challenges and opportunities - How to think of products and services more suitable for these times

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Social-Distancing Challenges as a PM
by Amazon Sr PM

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6. Challenges for Physical Stores
in a Social-Distancing Period
By Bruno Martucci
Nov/2020

7. Agenda
7
•My background
•Before Covid-19
•After Covid-19
•Challenges to sellers
•How to adapt?
•Paying and delivering

8. Professional Background – Bruno Martucci
• 12+ years experience in payments
• Credit cards, financial services, banking, insurance
• Ecommerce, prepaid cards, wallets, acquiring, checkouts
• UX / UI
• Startup, Agile/SAFe
8

9. BC and AC periods: the forced leaning curve we all had to catchup
• Before Covid-19, there were business models focused on brick and
mortar stores, that have never gone to ecommerce or marketplaces
• People are used to it due to convenience (close to home or
workplaces), quality items and buy-now-later options that small
stores have for loyal and know customers
• Common payment methods were cash (the #1 choice in most of
regions), debit card, credit card and QR Codes - this last one
increasing fast
9

10. BC and AC periods: the forced leaning curve we all had to catchup
• After Covid-19 and the social distancing procedures, millions of people were forced to
stay at home and keep a safe distancing from others
• That included avoiding going to physical stores, to reduce contamination risks
• This created an unprecedent history, raised concerns and also brought new
opportunities, overnight:
• How to sell if I cannot open my store? Or, how to sell if there are no customers?
• How to consume if I am at home and cannot go out?
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11. For sellers, the challenge is to shift quickly to a new world
For small sellers, with few resources, there
are tech services and features that may
support the shift towards digital sales:
• Sales through social media and messaging
apps
• Sales on online marketplaces – there are
marketplaces focused on local communities
and those with national operations
• But, don’t forget your customer base – you
can call loyal customers to reestablish sales
• You can also identify potential customers
nearby your store and proactively reach
them with your new delivery services
11
For big sellers:
• Sales through own ecommerce
• Joining big marketplaces, with national
operations
• Shift to digital marketing, mainly in social
media platforms
• Merge online sales with physical stores:
pick-up in store

12. On digital sales war, there is only one chance to succeed
To take those actions mentioned, some precautions should be taken to increase the chances to succeed.
With more and more online shopping options, a bad experience drives to an unhappy customer that sees
no problem in expressing a dissatisfaction with a service on social media and will never buy again.
12
Important questions:
• Who is your customers?
• What are their problems?
• Where do they live?
• How do they live?
• What they consumer regularly?
• Did they changed their consumption behavior?
• Do they have a new need?
• What communication channels do they prefer?
• Do they buy online by smartphones or PCs?
• How do they pay?
Asking feedbacks is essential to catchup
with consumers’ needs
Acting fast is equal important to not lose
relevance and to create a positive
emotional memory
Don’t be afraid to make mistakes and
apologize after
Remember: customers were also pushed to a
forced learning curve towards digital shopping

13. Two major challenges: paying and delivering
For a company going to online sales for the first time, paying and
delivering may be part of the best or worst experience for consumers
13
Challenges and Opportunities:
Paying
• Avoiding cash
• Card acceptance
• Payment link
• Installments purchases
• Buy-now-pay-latter
• QR Codes
• Peer-to-peer
• Rewards
Delivering
• Adjust size and wight of products
• Think in other ways to delivery your service
• Choose the best packaging
• Identify possible problems: item broken, smashed,
leaking, etc., and how to mitigate it
• Carefully choose the delivery partner: a neglectful
partners can blow your operation
• Manage customer anxiety: correctly inform
shipping timing and keep them informed on every
new status
Your company may outsource payment
and delivery services, but they are part
of the experience and you are fully
RESPONSIBLE

14. Only the Paranoid Survive…
14
This “Black Swan” period, as described by Taleb, can be productive
and push us to diversify our business and ways of serving customers
Thank you!

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