P&G’s Sales Vice-President highlights the speed of changes, and the reaching of the turning point the country needed to join to online shopping
The same pandemic that pushed professionals from all over the world to work from home in the last months also brought to P&G some learnings that will never be forgotten. According to André Felicíssimo, the company’s sales vice-president, the speed with which we can learn is the highest point in this period. “This crisis increased the learning speed. In 48hs, we moved hundreds of people to do their work from home. Moreover, we arrived at the turning point that Brazil needed for the online sales to explode”, he said during a live made by SuperVarejo.
To the sales VP, although online meetings with clients are working well, companies should not forget about relationships. “Digital relationship is good and efficient to keep the communication, however, building something new is much more difficult” explained André Felicíssimo.
Regarding the operation, the greatest lesson the sales sector of P&G had with the pandemic was to strengthen the partnership between retail and industry. “With both of us engaged, we had no shortage in store supply. Delivering is not enough, we must guarantee that the product goes from the truck to the shelf”, Mr. Felicíssimo stated.
Among the decisive factors in order to the retail to succeed during the pandemic, understanding that the consumer behavior has radically changed, is crucial; and, according to André Felicíssimo, choosing a store depends only on three expectations:
- Points of sale who offers a safely, quickly and productive purchasing journey, meaning, when the customer finds out everything he or she needs.
- Communicating to the customers that the store is ready to receive them, demonstrating some actions.
- Making the customer purchases more and more efficient, increasing the average ticket.