Traditional companies and the new economy implement different tools and technologies in order to interpret and understand the consumer 4.0.
In the case of electronic commerce in the Argentine market, the conversion rate that measures the number of visits to sites that turn into effective transactions is 1.36%, which marked an interannual increase of 0.06 percentage points, according to the data disseminated by the Argentine Chamber of Electronic Commerce (CACE).
From the CACE they pointed out that, in the case of e-commerce platforms per company, the average conversion rate is 0.87%.
These indicators are not far from the averages of other countries and only show that, unlike the consumer off line, the Argentine searches for information before making the purchase, whether it is a pair of shoes or the dream trip.
The report by Kantar TNS on electronic consumers in Argentina showed that before defining a purchase, 1 out of every 4 users makes online comparisons.
90% compare prices, 54% review the characteristics of the products, 49% look at the means of payment offered by different sellers for the same product, 34% also review the delivery modes and 33% take a look to the proposed financing.
An extra detail is that 8 out of 10 electronic buyers from Argentina return to the sites where they already bought, in a market that repeats for the second consecutive year 98% of satisfied consumers.
In Argentina, 9 out of 10 connected adults made an electronic purchase and 5 out of 10 made a purchase in the last six months.
When comparing 2016 with 2017, in the Argentine market an increase in the frequency of purchase is verified, since those who make a purchase per week went from 7% to 11%.
While those who make an electronic expenditure per month stayed at 35% and those who do it once per semester fell from 58% to 54%.
The trinity valued by electronic buyers is composed of “Energy, Time and Money”.
Buying online is comfortable and easy for 70% of respondents, while for 56% time savings is the main characteristic why they choose this type of trade.
For 34% of respondents, online products and services offer better prices than those in the physical world.
In the offline world, companies also incorporate technological tools to get to know their customers.
Loyalty cards, with which customers add points that can be exchanged for rewards, served to generate databases, to which technology now allows adding features.
“There is a lot of real interest in being able to apply tools that we are used to in the online world as customer knowledge, to know what interests you, when and how is your purchase cycle with your brand,” said Ariel Matías Bortz of Known Online.
The firm Known Online, which sells Awakke technology, registered an increase of 37% in the number of customers and 42% in turnover in the last twelve months in the country.
This technology allows, for example, to analyze customer traffic within a physical space, through a series of sensors that identify the customers’ phones that are already part of the database.
If the loyalty card is associated with the debit or credit card, the consumer may receive a message informing them that their favorite perfume is on sale, even if they have gone to buy diapers.