Presentaciones Roberto Held - eCommerce Day Ecuador 2016
-
Upload
ecommerce-institute -
Category
Marketing
-
view
323 -
download
0
Transcript of Presentaciones Roberto Held - eCommerce Day Ecuador 2016
![Page 1: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/1.jpg)
CONSTRUYENDO UNA EXPERIENCIA
AUTÉNTICADIGITAL
JUNIO, 2016
![Page 2: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/2.jpg)
![Page 3: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/3.jpg)
Más de 50% de los municipios del país son productores de café20 Departamentos de Colombia Más de 500.000 familias caficultoras
Colombia ES CAFÉ
El cultivo de café representa un recurso de ingreso estable a lo largo de Colombia.
![Page 4: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/4.jpg)
96%
3% 1%
Pequeño 0-2 ha Medio 2,1 - 4 haGrande 4,1 ha en adelante
La gran mayoría de caficultores son
Pequeños PRODUCtores
96% de los caficultores de colombia tienen menos de 2 ha
![Page 5: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/5.jpg)
DESARROLLANDO UNA MARCA ICÓNICA
![Page 6: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/6.jpg)
Cautivar al mundo con los cafés Premium de Colombia, generándole valor a los caficultores colombianos.
NUESTRA MISIÓN
![Page 7: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/7.jpg)
Generar una experiencia de café Premium DIFERENCIADA en mercados en los que los consumidores aun no aprecian la superioridad del café Premium y en una industria cada vez más competida.
NUESTRO DESAFÍO A
NIVEL GLOBAL
![Page 8: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/8.jpg)
LA DIFERENCIACIÓN DE JUAN VALDEZ CAFÉ DEBE SERCONSISTENTE CON LOS VALORES DE MARCA
Vamos a diferenciarnos a través de una Plataforma de Negocio basada en la
AUTENTICIDAD que genere preferencia de marca y consumo
![Page 9: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/9.jpg)
![Page 10: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/10.jpg)
A través de la estrategia digital buscamos que los consumidores adopten e interactúen con nuestros pilares de diferenciación.
ESTRATEGIA DIGITAL DE
MARCA
![Page 11: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/11.jpg)
1. Posicionar la marca en Todos los mercados, diferenciándola a través de las características que la hacen única.
2. Aumentar la conexión y generación de advocacy, manteniendo un canal de conversación ‘Always On’.
3. Conectar digitalmente a usuarios y tienda reforzando las experiencias alrededor del café Premium con experiencias digitales.
A TRAVÉS DE LA ESTRATEGIA DIGITAL DE MARCA NOS PLANTEAMOS LOS SIGUIENTES OBJETIVOS:
![Page 12: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/12.jpg)
+3.6 millones followers
+250K followers
+151K followers
EL ECOSISTEMA DIGITAL
+1 millón conexiones mes
+5.000 followers
![Page 13: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/13.jpg)
LA REFLEXIÓN: eCOMMERCE para EE.UU
LA SEGUNDA REFLEXIÓN: eCOMMERCE para Latam?
![Page 14: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/14.jpg)
EL DILEMA: eCOMMERCE o mCOMMERCE
Now what?....Then what? And How?
![Page 15: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/15.jpg)
Mobile, Mobile……and Mobile
![Page 16: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/16.jpg)
INICIATIVAS ESTRATÉGICAS SE UNEN PARA CREAR UNA EXPERIENCIA
EXPERIENCIA EN TIENDAS
INNOVACIÓNB&A
RECLUTAR
VIVIR
AMPLIAR+ +
![Page 17: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/17.jpg)
mCOMMERCE: Now What?
![Page 18: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/18.jpg)
EXPERIENCIA EN
TIENDAS
![Page 19: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/19.jpg)
mCOMMERCE - Our Idea: Partnership
![Page 20: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/20.jpg)
mCOMMERCE: The Concept & the App
![Page 21: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/21.jpg)
mCOMMERCE: The Concept & the App
Mobile Geolocalization“One click to
buy”
Client 2.0Connected to
LoyaltyDelivering Innovation
Reduce time in line
Connected to our POS & ERP
Incremental Sales
![Page 22: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/22.jpg)
mCOMMERCE: Takeouts
• Mobile is the new “normal”• It´s about the experience• It´s just not technology• It´s a Challenge• It´s about the customer• Take advantage of in-place
technology and partnerships
• You have to deliver: Train, Practice and Train
![Page 23: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/23.jpg)
mCOMMERCE: Takeouts
#nomasfilas
![Page 24: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/24.jpg)
mCOMMERCE: Takeouts
Organizaciones con experiencia digital ganan un 8.5% más en márgenes netos y un 7.8% más de crecimiento que competencia
Harvard Business Review
![Page 25: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/25.jpg)
mCOMMERCE: Takeouts
• Incremental Sales• Disruption• Differentiation• Innovation• Aligned to Strategy• Information
![Page 26: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/26.jpg)
Fuente: http://yourcmto.com/what-is-a-cmto/
![Page 27: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/27.jpg)
mCOMMERCE: Takeouts – Hitting the Front Page
![Page 28: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/28.jpg)
![Page 29: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/29.jpg)
Para Finalizar…
#nomasfilas
Quien es el nuevo CMTO?
Mobile is the “new normal”
Todo es sobre la Experiencia del usuario
Es solo un proyecto de IT?
![Page 30: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/30.jpg)
“La mejor manera de predecir el futuro es inventarlo”
Alan Kay - Xerox
![Page 31: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/31.jpg)
mCOMMERCE:
JUMP! And Go Mobile
![Page 32: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/32.jpg)
![Page 33: Presentaciones Roberto Held - eCommerce Day Ecuador 2016](https://reader035.fdocumento.com/reader035/viewer/2022062310/58e9a3321a28ab9c318b50cf/html5/thumbnails/33.jpg)
GRACIAS