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The 12 + 1 commandments of e-commerce


The 12 + 1 commandments of e-commerce

If in e-commerce we have the answer, what was the question?
Once the halfway point of the Master in Direct and Digital Marketing had passed , we started the “back to school” operation with e-commerce classes . We did it by paraphrasing the famous aphorism of the scientist and thinker Jorge Wagensberg. The objective of the marketing telephone numbers that we put on the table was to decide together how we would approach this complex subject that protects the relevance of sales in the income statement. An immense challenge lay before us: identifying the foundations of e-commerce. We could have done it following the traditional model: the teacher teaches a subject and the students take notes. Following this model, once the class is over, there is only that of “to another butterfly thing”. But, among all of us, we chose to roll the blanket around our heads and do it in the way of the 21st century. This was possible because we established two basic premises:


Everything can be bought (and / or sold) online.
The price of the product in online sales is not determined by the channel but by the impact that the ability to monetize transactions has on the income statement. A third premise should be added, which is not really such because of the obviousness of it: all together (students and teacher) we add more knowledge than separately. From there, everything came rolled.
In the first class we discover how the dynamics of the buyers have changed . Data, Betting Email List and more data aside, what was relevant was that we reflected on the role of customer segmentation, especially with regard to age (from the ranges ranging from 4 to 14 years old to those starting 1970s) and the silent salesman: the packaging. In the second class we fully enter the core of the business: the point of sale. We contrast models with two practical cases (ZARA vs IKEA) and we identify the starting points to take into account to design and energize an e-commerce space(via promotions beyond price). The third class reminded us all, students and teacher, the reasons why we were in this learning process: we live in new times, with new rules and new business models.During the last hour of each class we develop a practical exercise. In the first, we did a Benchmark (comparative analysis of online points of sale in different sectors). In the second we develop a functional Design (at three levels) and in the third we work on a Planigram (project start-up plan that includes the critical phases).The fourth and last class of the e-commerce subject was a real gift. An immense tribute. Together we took a trip through the collective mind. We do it in the most rewarding way there is: by sharing knowledge. It was a wonderful exercise in which talent, creativity and teamwork allowed us to identify the 12 + 1 commandments of e-commerce .For the record of the level of the exercise carried out, here are the premises that, together, we put on the table of knowledge:
If an online space aims to develop e-commerce , it not only has to be so, it has to appear so .In an e-commerce space, the customer experience is the boss and it will be different depending on whether the customer is a regular customer (logged in via prior registration) vs. occasional.The products displayed in an e-commerce space must be classified by categories .The previous point, taken further, is what allows us that the customer always knows what they carry in their shopping cart .Projects e-commerce should be raised given that the markets are global .The purchase process in an e-commerce space must follow a linear logic .To know the reality of your e-commerce space you must analyze your competition .Identify points for improvement and locate a reference model .
Each product (and functionality) must have its own location .
The most important products (or promotions) must be located in the most relevant area . But publishing it is not enough, that space has to be energized.The previous point guarantees that the client has a clear notion of the relevance of the space in which it is located.
To promote sales, “calls to action” must be included.
+ 1 Above all, both the design and the appearance of the point of sale must be consistent with the values ​​of the brand .NOTE : we have an exciting discussion pending. This is te case that one of the teams argued: ” e-commerce does not apply ” due to the collateral damage it can generate. Specifically with regard to the cannibalization of “offline” sales. As this team of students explained, for this type of situation: “it would not be e-commerce , it would be something else”. What is evident is that, for this last case, we have the answer but, I am afraid that the most important thing remained pending: the question. What does not apply? Questions and answers aside, from here I discover myself before the students of the MMDD-8. Sharing these days with you has been a wonderful exercise in collective learning. I hope you enjoyed the e-commerce classes as much as I did. I hope to see you ” click ” in this huge “shopping center” that is the internet. Thank you for the generosity and courage you have shown during the classes. That makes them great. Not only in the professional aspect, but also in the personnel.

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