Continuing with its second cycle of Webinar 2020, the Chamber of Digital Economy of Uruguay (CEDU) convened experts to talk about the importance of logistics and planning strategies for a better development of e-commerce.
The teleconference, which was attended by a large number of people, was led by Camila Páez, operations manager of the online store Botiga; and Mauricio Pintos, commercial manager of the delivery company UES.
Given his knowledge in the operation, one of the main ideas that Páez transmitted is the need to differentiate the internal and external logistics that any company has. He pointed out that the internal one is the less visible and the one that has less contact with the customer, including the assembly of the box, the location of the stock, and time management, among other elements. "These are steps that must be scheduled so that the orders reach the recipient in time and form," he explained.
On the other hand, external logistics is the contact with the customer, in which you must meet their expectations and that their evaluation is the best. "Although internal logistics is very complex, external logistics must be simplified," Páez emphasized.
He also stressed that the moments of contact with the customer occur before and after the purchase, and are essential for the user to feel satisfied. In the first, the purchase is agreed, the delivery is agreed and the best service is promised. In the second, you must comply with what has been agreed and promised.
In the middle, meanwhile, is the internal logistics that, although it is an invisible process for the customer, you must provide him with information that may be relevant (stock, times, stage in which your order is, etc.).
"There are different tools to keep in touch with customers, ranging from the more manual and personalized to the fully automated, such as bots, to suit the audience," he said noting that there are differences in the form of communication depending on the form of purchase, age and more.
In addition, he indicated that it is not advisable to conform to either extreme and to have possibilities for various types of communication.
A final step would be to have post-delivery solutions - reverse logistics - in case clients have any problems with the goods. This process, Páez stressed, should also be simple and as fast as possible.
The operations manager of Botiga closed her presentation by highlighting the importance of achieving metrics to determine what are the opinions of customers regarding the logistics process that is being implemented and then seek to improve.
For his part, Mauricio Pintos began his talk by pointing out that "this is an area that has a beastly vertigo, and the only recipe is to plan and prepare ourselves.
The manager mentioned six key points for the logistics development of a company. They are to define the logistics model to be implemented depending on the products offered; manage inventories optimally; implement digitization in warehouses to locate products; ensure the quality and accuracy of shipments; offer different delivery options -home delivery, pick up and others-; and define what will be the strategic approach of the business.
"The objectives can be diverse, but it is essential to establish a strategy to plan operations and be prepared for peak demand," he added. In this context, Pintos stressed that it is of utmost importance to have a committed team and logistics partners that add to the business strategy. "Everyone has to have the objective of getting the product in time and form to its final recipient," he said.
Likewise, Pintos remarked the idea presented by Páez who pointed out that the client will evaluate how his order arrived and the presentation is a fundamental element, since the user wants to receive exactly the same thing he bought on the web. Because of this, a packing that protects the product should be made, but also take into consideration that the cost should be adjusted to the reality of each business.
As for distribution, he noted that there are options such as doing it yourself, which allows control of the experience, although it may lead to the need for more resources, or do it through a logistics partner. "It is best to hire a service that specializes in e-Commerce. Freight transport is not the same as transporting digital commerce products," he concluded.
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