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Estado del arte y situacion del Consumo Digital en Argentina y Region

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Material de apoyo de la conferencia Magistral dictada por Marcos Pueyrredon Presidente del eCommerce Institute & Global VP Hipanic Markets VTEX

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Estado del arte y situacion del Consumo Digital en Argentina y Region

  1. 1. Estado del arte y situacion del Consumo Digital en Argentina y Region MARCOS PUEYRREDÓN - GLOBAL VP HISPANIC MARKETS | VTEX
  2. 2. Hola, soy Marcos Pueyrredon VP Hispanic Markets de VTEX y Pte. del Ecommerce Institute.
  3. 3. Agenda ↳ CONTEXTO & OPORTUNIDADES ↳ PILARES & BUENAS PRACTICAS & CLAVES ↳HANDS-ON & CONCLUSIONES MARCOS PUEYRREDON GLOBAL VP HISPANIC MARKETS VTEX & PRESIDENTE ECOMMERCE INSTITUTE
  4. 4. Objetivo Ayudar a una marca & retail a aumentar sus ingresos, en términos de facturación total (%) o pedidos de cantidad (trx) y / o rentabilidad ESTADO DEL ARTE ECOMMERCE EN ARGENTINA
  5. 5. ESTADO DEL ARTE ECOMMERCE EN ARGENTINA https://create.kahoot.it/share/edesafio-profesionalizacion-2019/a4a638ff-e060-426d-8e50-71b1a2867034
  6. 6. Agenda ↳ CONTEXTO & OPORTUNIDADES ↳ PILARES & BUENAS PRACTICAS & CLAVES ↳HANDS-ON & CONCLUSIONES MARCOS PUEYRREDON GLOBAL VP HISPANIC MARKETS VTEX & PRESIDENTE ECOMMERCE INSTITUTE
  7. 7. GROWTH OF E-COMMERCE WORLDWIDE By 2021, it is forecast that electronic commerce will represent 17.5% of the Total Retail Sales in the world.
  8. 8. E-COMMERCE WORLDWIDE I
  9. 9. 2018 VALUE OF ELECTRONIC COMMERCE IN THE INTERNATIONAL CONTEXT Ventas Retail eCommerce ($USD) % Share eCommerce Del Total Ventas Retail
  10. 10. 2018 INTERNET USER'S PURCHASING CAPACITY Penetración Tarjeta de Crédito Ticket Promedio Comercio Electrónico De Bienes de Consumo ($USD)
  11. 11. 2018 INTERNET USER'S PURCHASING CAPACITY Penetración Tarjeta de Crédito Ticket Promedio Comercio Electrónico De Bienes de Consumo ($USD)
  12. 12. THE BUSTER OF ECOMMERCE IN LATIN AMERICA * Fuente: eMarketer. Total Retail eCommerce. Incluye Bienes de consumo, Durables, Moda, Hogar, etc.
  13. 13. THE BUSTER OF ECOMMERCE IN LATIN AMERICA
  14. 14. THE BUSTER OF ECOMMERCE IN LATIN AMERICA * Fuente: eMarketer. Total Retail eCommerce. Incluye Bienes de consumo, Durables, Moda, Hogar, etc.
  15. 15. THE BUSTER OF ECOMMERCE IN LATIN AMERICA * Fuente: eMarketer. Total Retail eCommerce. Incluye Bienes de consumo, Durables, Moda, Hogar, etc.
  16. 16. ESTADO DEL ARTE ECOMMERCE EN ARGENTINA https://drive.google.com/open?id=1JaqrPnHKfZ4SYUZSTolf2uTnx_Aab1Pg
  17. 17. THE BUSTER OF ECOMMERCE IN LATIN AMERICA http://ecommerce.institute/etop-100-del-digital-commerce/
  18. 18. http://ecommerce.institute/etop-100-del-digital-commerce/
  19. 19. Agenda ↳ CONTEXTO & OPORTUNIDADES ↳ PILARES & BUENAS PRACTICAS & CLAVES ↳HANDS-ON & CONCLUSIONES MARCOS PUEYRREDON GLOBAL VP HISPANIC MARKETS VTEX & PRESIDENTE ECOMMERCE INSTITUTE
  20. 20. Claves FOCO EN DESARROLLO ACTIVOS DIGITAL COMMERCE I •Claves >> Profesionaliz ación •Claves >> Experiencia de Compra •Claves >> Canales Alternativos •Claves >> KPI Pilares >> Tecnologia Pilares >> Marketing 360 Pilares >> Operación & Logistica Pilares >> Atención al Cliente ESTADO DEL ARTE ECOMMERCE EN ARGENTINA
  21. 21. FOCO EN DESARROLLO ACTIVOS DIGITAL COMMERCE II LABORATORIO DE IDEACION DE NUEVOS PRODUCTOS Y SERVICIOS
  22. 22. ACTIVOS => Funnel Retail Ecommerce I CLAVES RETAIL ECOMMERCE SKUs Clientes CLIENTES •CPC •CPA •ORGANICO SKUs •MARKETPLACE •SOURCING
  23. 23. ACTIVOS => KPI for Omnichannel Commerce CLAVES https://www.slideshare.net/pueyrredonline/5-strategic-decisions- doro-itmirror-omnichannel-organizational-structure
  24. 24. ACTIVOS => ISU Independent Service Units CLAVES https://www.slideshare.net/pueyrredonline/5-strategic-decisions- doro-itmirror-omnichannel-organizational-structure
  25. 25. ACTIVOS => Actores Funnel Retail Ecommerce II ESTADO DEL ARTE ECOMMERCE EN ARGENTINA
  26. 26. Agenda ↳ CONTEXTO & OPORTUNIDADES ↳ PILARES & BUENAS PRACTICAS & CLAVES ↳HANDS-ON & CONCLUSIONES MARCOS PUEYRREDON GLOBAL VP HISPANIC MARKETS VTEX & PRESIDENTE ECOMMERCE INSTITUTE
  27. 27. DESAFÍO RETAIL ECOMMERCE: 10 Estrategías Practicas para la mejora de la Conversion y Tasa Orgánica de Recompra 1to1Europe: 19-20 October 2017
  28. 28. 1. Masterdata => Catalogo, Pricing & Clientes Estrategías Practicas para la mejora de la Conversion y Tasa Orgánica de Recompra
  29. 29. 2. Metodologias Agile Estrategías Practicas para la mejora de la Conversion y Tasa Orgánica de Recompra
  30. 30. 3. Upseeling & Crosselling Estrategías Practicas para la mejora de la Conversion y Tasa Orgánica de Recompra
  31. 31. 4. Automatizacion de Procesos Estrategías Practicas para la mejora de la Conversion y Tasa Orgánica de Recompra
  32. 32. 5. PickUP Store & Trust Delivery Point Estrategías Practicas para la mejora de la Conversion y Tasa Orgánica de Recompra
  33. 33. 6. BI & Marketing Predictivo & Automation Marketing & Inteligencia Artificial Estrategías Practicas para la mejora de la Conversion y Tasa Orgánica de Recompra
  34. 34. Triggers >> Reducir el abandono de carritos Estrategías Practicas para la mejora de la Conversion y Tasa Orgánica de Recompra
  35. 35. 7. Optimizacion Funnel Digital eCommerce CLIENTES RETAIL ECOMMERCE CLIENTES • CPC • CPA • ORGANICO SKUs • MARKETPLACE • SOURCING Estrategías Practicas para la mejora de la Conversion y Tasa Orgánica de Recompra SKUS MASTERDATA Catalogo Pricing Cliente
  36. 36. 8. BLACK FRIDAY – CYBER MONDAY- Eventos Masivos Estrategías Practicas para la mejora de la Conversion y Tasa Orgánica de Recompra
  37. 37. 9. Optimización Velocidad & Mobile Estrategías Practicas para la mejora de la Conversion y Tasa Orgánica de Recompra
  38. 38. 10. Free Shipping Estrategías Practicas para la mejora de la Conversion y Tasa Orgánica de Recompra
  39. 39. DESAFÍO RETAIL ECOMMERCE: KPI en la Práctica => Análisis de los principales indicadores que tiene que considerar un Director de eCommerce 1to1Europe: 19-20 October 2017
  40. 40. KPI >> Tasa de Conversión KPI en la Práctica
  41. 41. KPI >> Funnel Proceso de Compra KPI en la Práctica
  42. 42. Estudio de Caso KPI en la Práctica Tasa de Conversión >> +1% Tasa Orgánica de Recompra >> Mayor a 6 SLA de Expedición >>Entre 90% y 95% SLA de Entrega >>Entre 90% y 95% Costo de Fullfilment >> Entre 2% y 3% ROI >> Mayor a 7 Markup >> Arriba d ??% SLA Atención al Cliente >> NPS Mayor a 6
  43. 43. eCommerce Report => Indicadores Performance 1- eCommerce Recursos & KPI`s 2- Marketplace 3- Papers: Profesionalización eCommerce 4- Omnicommerce Experience ESPAÑOL 5- E-Tips: Maximizar el eCommerce 6- Casos de Éxito Retail eCommerce http://ecommerce.institute/ecommerce-report/ Link para descargar version completa del eCommerce report en http://ecommercereport.org/ ESTADO DEL ARTE ECOMMERCE EN ARGENTINA
  44. 44. Handbook para Pilotos y Directores de Escuderias Omnicommerce MATERIAL DE APOYO https://docs.google.com/document/d/17ggYm7Cb6s2DZvGTA4bLlAE6 -yYchz-F2ti65mwGQGk/edit
  45. 45. Licencia de Copyleft Este documento está protegido bajo la licencia Reconocimiento – Sin Obra Derivada 2.5 de Creative Common (http://creativecommons.org/licenses/by-nc-nd/2.5/ar/) Copyright © 2019 Marcos Pueyrredon <marcos@pueyrredonline.com> El autor permite: Compartir - copiar, distribuir, ejecutar y comunicar públicamente la obra citando el autor No se permite su uso comercial y la realización de obra derivadas, a no sea ser que se obtenga permiso expreso del autor. PROGRAMA EJECUTIVO RETAIL ECOMMERCE
  46. 46. Mg. Marcos Pueyrredon ¡MUCHAS GRACIAS Y SEGUIMOS ONLINE! marcos@vtex.com www.vtex.com Twitter: @vtexonline blog personal: www.pueyrredonline.com www.linkedin.com/in/pueyrredon www.facebook.com/pueyrredon skype: pueyrredonline Twitter: @pueyrredonline
  47. 47. Contact Us www.vtex.com +1 (888) 8888-999 info@vtex.com

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