Without a doubt, new technologies are conditioning the future of sales and the world economy. New ways of selling include ubiquity, 24/365 availability, direct shipping, trust, and dual sales channels.
In this sense, betting on digital sales systems is a complement for cost savings, but above all because it increasingly involves brand image. A non-optimized process has repercussions on the price, on the after-sales, and therefore the customer does not perceive it as quality.
Branding means selling the capacity to respond, the knowledge of the customer, having communication and management possibilities (invoices, orders, queries). The customer does not want to make a call to know something that can be consulted. It is not profitable. He does not want to make a call to buy. If they want to be given information when they need it, in the same way that a professional who offers them a product is interesting, or on the basis of alternatives.
Betting on a dual sales system is to close the circle of the marketing process, without which we lose or efficient operational management and empathic humanization of the sale, which as we have said on other occasions affects the emotional purchase. The sales process is supported by these two pillars, which help each other. They are complementary.
5 elements of dual selling
-Creating new sales channels
-No initial investment
Whichever strategy or system you choose, it must comply with those premises, because otherwise it would be slow, costly, impossible to manage and above all, it would leave options and market opportunities aside. There is no classic, you have to see on each side what others do, imitate, improve, and do it in addition to what is already done. If you sell a lot and do nothing, it will change (ask the Corte Inglés) and if you don’t sell anything, there will be no spontaneous improvement, because luck doesn’t exist. Brands such as Dia have gone from a suitable business model: Crisis + hard Discount, to an obsolete business model: I prefer to buy little and quality, or I prefer to pay a little more and have better product exposure, or also expressed: I have no margin on any product.
I create an online shoe store. There are already many, everything is already invented, …. false. The shoe has been invented. How it sells is yet to be discovered. Shoes sell millions, and for now we still have feet, so it is a product of infinite rotation, with customers = the whole planet. Of course, there are always brands and ways to sell shoes. Objective to make sales profitable. It is certain that all the brands of shoes you are thinking of sell something else too. And if I buy one type of shoe, I will probably buy shoes for the whole family. Selling shoes at home… uhmm is an idea.
Carrefour is a bazaar, a mix of shopping centre (it makes the stores in position profitable, we all enter from the right and leave by walking through those stores), take-away food (it has done away with sushi restaurants), electronic shopping and take-away (MediaMarkt knows this well), and prices that are constantly changing and rising at certain times. Go at Christmas…but most of the things you buy you do because someone tells you to…or even you could sell them.