Webinar gathered experts and supermarket managers from São Paulo to present solutions in the face of an increasing demand for online sales
The entire retail sector is suffering with the impact of the pandemic and the digital environment is the shelter for consumers due to the social isolation. Today, one of the greatest operational challenges for supermarkets is the e-commerce. In order to convey information and knowledge to its members, APAS has gathered experts and supermarket managers on a webinar focused on solutions and suggestions to the company’s immersion into the online sales realm.
The demand for online sales is decisive for supermarkets to have digital presence, and, according to Fábio Veras, IT director at Nagumo Supermercados, the e-commerce should have a structure in line with the physical store. Conversely, buying perishable food over the internet has always been a customer education job. “The consumer is learning to buy online the fresh produce because the acculturation process was quick. We have a great volume of new customers trying the process of buying over the internet”, said Paulo Farroco, CIO of Carrefour.
According to Erlon Ortega, Director of Serve Todos, the demand for online service, in stores from smaller towns in the state of São Paulo, grew 400% after the pandemic. “E-commerce had a very low demand as mobility was not an issue. From now on, those who have not an e-commerce must create their own. Those who already have an online presence, must think on how to improve it”, he believes.
The change of perspective in the face of social isolation happens for both stores and consumers, and in this scenario, they both prepare themselves in a quicker way. According to Júlio Baião, e-commerce expert, we are facing a new relationship model between customer and supermarket. “When entering digital environment, the ideal is to start slowly, serving the customer by phone or WhatsApp, as long as it is not in person”.
On Erlon Ortega’s view, director of Serve Todos, entering the e-commerce as result of the new scenario of increasing demand for online sales, also brings some benefits for stores of all sizes. “Any e-commerce forces the operation to have control over the stock, since the consumer have access to it when placing the order. Moreover, senior customers feel they are connected when buying online, mainly in small towns”, he stated.
Quality is one of the e-commerce foundations as the customer’s expectation and experience takes place when the items arrive at their house. “If this online purchasing experience does not fulfil or fail in any aspect, the consumer will get frustrated”, the IT director at Nagumo, Fábio Veras, explained.
Check out the full APAS E-commerce Webinar and the operational challenges in the face of Covid-19 clicking on this link.