Tendencias en Comercio Electrónico analizadas en el II Ecomm&Brunch

Especial e-Commerce en España

 

La II edición de los Ecomm&Brunch’s debate sobre la Experiencia de Usuario en el comercio electrónico español

 

 

·        Más de 20 directivos de empresas e-commerce punteras en España se dieron cita en la segunda convocatoria de los Ecomm&Brunch’s, eventos profesionales de carácter mensual que buscan el intercambio de conocimiento e interacción entre responsables de e-commerce

 

 

·        Planeo.com, IBM y Nonabox.es compartieron con los asistentes sus conocimientos en la mejora de la experiencia de usuario

 

 

 

Madrid, 11 de abril de 2013- ¿Por qué unas tiendas online funcionan y otras no? ¿Qué es lo que busca un cliente en una página de ventas? ¿Cuáles son las técnicas para lograr que los usuarios de internet confíen en nuestro proceso de ventas? ¿Por qué un cliente abandona la tienda? Estas son algunas cuestiones a las que se dio respuesta durante el II EcommBrunch organizado por Ecommerce News y Showroomprive el pasado 10 de abril.

 

IBM, Planeo.com y Nonabox.com compartieron sus conocimientos sobre la Experiencia de Usuario en las tiendas online, disciplina que estudia el comportamiento del usuario dentro de la página web para realizar los cambios e innovaciones que ofrecen una experiencia de usuario mejorada, que aumente la rentabilidad y las ventas de las tiendas online. Proponer una experiencia de usuario adaptada a los requerimientos del cliente es clave en el comercio electrónico para la supervivencia de la tienda online.

 

La primera de las ponencias del día corrió a cargo de Stephan Keschelis, Director e-Commerce de Planeo.com, empresa de ventas flash de grupo Prisa: “crear una marca es un proceso complejo pero básico para ofrecer una buena experiencia de usuario. El proceso de compra en una tienda y la experiencia que los clientes tienen a medida que finalizan el proceso forma parte de la construcción de marca y contribuyen a la diferenciación de esa marca respecto a otras de la competencia”.

 

Por su parte, Esther Galán, Directora Técnica Industry Solutions de IBM, explicó las claves que determinan el abandono del carrito de compra. Según datos de IBM, “el 85% de los usuarios que abandonan un proceso de compra antes de completarlo lo hacen debido a un diseño erróneo de la página, mientras que un 62% lo hace al no encontrar la información deseada en la web”.

Para Izanami Martínez, CEO de Nonabox.com, “la personalización es fundamental para conectar con los consumidores online y crear una experiencia de usuario positiva”. Personalización del producto, de la estética de la web, de las comunicaciones, etc. Nonabox es un ecommerce español cuyo modelo de negocio consiste en la oferta de suscripciones a cajitas con productos para bebés y mamás.

 

Con aforo limitado a unas 30 personas, ya han participado en esta iniciativa patrocinada por Celeritas directivos de empresas como Groupon, NH Hoteles, Neck&Neck, Acotex, BrainSINS, HA Barceló,  etc.

 

Sobre los Ecomm&Brunch’s:

Ecommerce News y Showroomprive.com ponen en marcha los Ecomm&Brunchs’ con el objetivo de fomentar el diálogo y la interacción de los directivos del comercio electrónico en España y contribuir a su crecimiento. Los Ecomm&Brunch’s se constituyen como punto de encuentro y debate sobre el e-Commerce y m-Commerce, contando con la participación de las principales empresas que operan en Internet en nuestro país.

 

Showroomprive.com es uno de los actores líderes del comercio electrónico europeo. El modelo de negocio de Showroomprive (ventas privadas online) se basa en la distribución de marcas premium de moda para mujer, hombre y niños, complementos, belleza y cosmética, decoración y hogar, pequeño electrodoméstico y equipamiento deportivo con descuentos de entre el 30% al 70%. Showroomprive opera en España desde mayo de 2010 y cuenta con 13 millones de socios en todo el mundo. La empresa obtuvo una facturación de 250M euros en 2012.

 

Ecommerce News es un medio de comunicación especializado en el entorno del comercio online, nacido en abril del pasado 2012, y que cuenta con una media de 25.000 usuarios únicos  y 100.000 visitas al mes, siendo uno de los referentes en la actualidad del e-commerce en España. 

 

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