What place does price occupy in the way of buying in the millennial?

The so-called millennial belongs to the generation that has the most purchasing power in global terms. But it is also the one that has more diverse buying habits, representing a real challenge for ecommerce, who must define marketing strategies to seduce them. Unlike what happens with other buyers, for millennial the price is very important. While other types of buyers see price as one more component in their buying decision, for millenial price is key. Price and smart consumption The... + read more

Growth analysis of the Amazon catalogue in the last 6 months

About 6 months ago we analysed the total volume of assortment that the different Amazon´s have in the world, confirming that it is in Europe where more assortment is available. Let's see how the volume of products has evolved in the last 6 months, both in Amazon USA and in Spain. Total products in Amazon USA 4/17: 371,371,285 Total products in Amazon USA 10/17: 613,829,698 (+ 65%)   Total products on Amazon ES 4/17: 198,881,585 Total products on Amazon ES 10/17: 244,524,644... + read more

Talk and buy: 'Voice shopping'

The arrival of Siri, the voice assistant of Apple, caused a big surprise as it usually happens with almost any innovation proposed by Apple. And it was also a reason for many jokes. We have seen humorous gags in which a person talks to Siri as if it were somebody real, situations in which a rebellious Siri refuses to talk to the owner of a smartphone, and even to Siri giving incorrect instructions just to annoy. But voice assistants are already a serious thing, and voice is beginning to... + read more

Tips for stock management in ecommerce

For consumers, the omni- channel commerce of brands is a much appreciated situation because it allows them to buy in multiple points of sale, both virtual and physical, directly to the brand in question or through other multi-brand channels with absolute comfort. But for brands the omni-channel commerce is a headache, a complex puzzle with a key piece: stock management. Stock management impacts on finance, trade policy, storage space and logistics, just to mention some of the most important... + read more

Brand building and pricing

Although price is one of the four key variables for the definition of marketing, in reality, a marketing manager concentrates his activity around the issues of identity, values, positioning or value proposition of the brand. Sometimes due to organization reasons and others because of the dynamics of the business sectors, the fact is that the focus of marketing areas is not usually in the treatment of price as a variable. And when this happens, although tactically the price treatment can be... + read more