Online Consumption

There is no way to influence the wishes of consumers can do online. Because it is feasible to track virtually every click, you see what works and does not within a range of products, promotional clothing and advertising has attracted more attention, all in the same time that consumers are visiting the website. But for the major brands in the world this has been a process of years of trial and error, which allowed them to finally understand very well the business model, where some keys have been offering exclusive offers products or personalized services such as Created by the consumer of the item you want to take, and often paying a higher cost, contrary to what has always been said of the Internet as a sales channel that can only be to offer promotions. But on the other side are those, who offer products of various designers and brands (which offer a wide variety of products in a single space. The, already marks represent over 20% of its sales, and in some cases such as Victoria Secret that practically sells more by this medium than in its more than 1,000 stores in the U.S.

But even if you can believe that this sales channel will only work optimally in the first world countries, here in Latin America, we see that things are moving strongly in countries such as Brazil (U.S. $ 3,000 million in 2008), Argentina (U.S. $ 1,000 million in 2008) and Chile (U.S. $ 300 million in 2007) and that the consumer really understands that issues such as security really are even more critical in a traditional shopping channel. This of course if you have a reliable site where “swipe the card.” As in Colombia there are already companies that specialize in this type of Non-payment, upon which they rely and supermarkets and Marks that have a website and want to provide security to its customers.

But in Colombia it is necessary to start building this culture of consumption online, by joining forces. So the model of multi-brand online shops, young designers will be mixed with brands that best fits our market. The consumer may receive a more reliable space to find the brands you know and proposals from independent designers on one stage, forming an eclectic mix that lets you customize your style with the best the “two worlds.” This should be backed by a serious logistic distribution, which users can even see where in the process of delivery of your order, how long will it take to receive it, and customer service ready to solve any doubt real time. If the future of Internet commerce is already present in other countries around the world and Latin America, Colombia must start the process, enabling it to get out of that without just cause lethargy in which it is, but with business models that seek to generate value to the experience, independent of the fact the practicality of the environment and the simple exhibition of photographs. The e-commerce can not be the same to sell and cellular USB’s to sell.