Every marketer is always thinking and working on determining the next best strategy to give the sales a little push, even when they’re not working. There is one key to success, and that is to keep up with the current era. Whether you’re selling televisions or Dissertation help, you must be aware of the trends. Manuel Puente, head of e-commerce (NON-FOOD) in DIA (a Spanish company that deals in distributing household, personal care and food products) and Diego Sebastian, director of e-commerce (FOOD) in DIA Group, have thrown light on this matter.
DIA had a major shift in its strategies a few years back. The purpose behind the major shift in the company strategy was adapting to newer, modern times, in which the consumer is connected and present on multiple platforms and channels. DIA, at that time, was lacking in this regard and faced major threat. In 2012, the company felt like a "dinosaur," in the words of Sebastian, who felt that they were far behind and had to digitize.
For this they went with the following strategy: "high price and proximity to the franchise.” The
path to digitization was based on three pillars: brand image, the Club DIA (loyalty program) and store network. To be able to develop its strategy the company worked with three very clear objectives that it established on the following five types of actions:
1. Knowing customers better.
The company relied on outdated means of communication with its customers. The company needed to know its customers better, and for that it created new channels of communication for analyzing the data even better.
2. Bring customers to stores.
This is achieved by teaching customers to be more “digital” by providing information that is useful and always relevant. This is the reason why stores of the DIA group are positioned as points of convenience and sale. Dissertation writing service
3. Start selling online.
DIA Group has assembled its e-commerce in a natural, simple and convenient way for its clients.
4. Collect data.
The important thing is to unify all the data you have of customers in order to make the right decisions. "Identifying the time when the customer is allowing us to determine the flow and generate retention strategies is crucial, and very complicated" said Puente.
5. Make the customers evolve as well.
"We love talking about clusters, but we forget the most important thing: the level of digitalization of our customers," stressed the e-commerce specialists, since in the department of food, less than 1% of consumers buy online. What they are dealing with is a “mixed client.” Therefore, the objective should also be to take this traditional consumer towards the
path digital terrain.
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