The Cybermonday turns five. And although this time it will do so with more than 500 companies that promise discounts on products and services, it will do so in the worst economic context of the country since its first edition: backward consumption, projected inflation above 40%, restriction on the use of financing because of the high rates. What can be expected then of this, which, in its beginnings, was proposed as the great cheap on line tending to promote electronic commerce?There are reasons to generate expectations according to the context. Although there are already companies that anticipate that they will offer discounts of 50% or 60%, this may not be a common accord among the 500 participants. There will be discounts because they will have to respond to the demand, although for now they do not dare to put an average range. The financing is in full discussion among the participants, their banks and the cards.At the same time there are concrete reasons for there to be an expectation: both the Cybermonday and the HotSale have already entered the retail calendar as special dates to carry out promotional actions. It was a fact that this year was seen in several meetings where the perspectives of consumption, retail, e-commerce, and marketing in general were analyzed. These are dates that companies incorporated into their calendar to generate better sales and where a goal must be met.In this opportunity, and to encourage consumers to press on the purchase button, the Bomba Mega Deals will be activated, that is, offers that will appear for one hour at three times of the day, basically those where there is less traffic . "50 Mega Bomba Offers will be activated to generate more expectation and competition among the brands, they will have all the items"."And they will be highlighted with a special button within the Cybermonday page, the goal is that the discount of that offer is greater than the one that is seen on that same product during the three days of the action," he told iProUP , Gustavo Sambucetti, institutional director of the Argentine Chamber of Electronic Commerce (CACE), which promotes this type of initiative.This button can be seen all the time on the institutional page of Cybermonday. As long as there is no active offer, you will see how much will be missing for the next one. When the clock reaches 00.01 on October 29, when the move starts, those interested can register to receive alerts about the proximity of the next pump offer. Before that time, they can do so on the home page and thus have the common notifications about the categories of interest.At what times could these pump offers appear? There are no precisions, since the expectation is part of the tactics and commercial strategy that the companies will deploy. But it is worth noting that the peak moments of online shopping are at the beginning of the action, during the three days at noon and after 18, and a few hours before it ends.
The 2017 edition of the Cybermonday produced sales of $ 5.195 million, 66% more than what was recorded in 2016, an amount that was reached through 1.58 million transactions that resulted in 2.5 million users. The expectation is that in 2018 this figure will be exceeded by at least 50%. If so, the amount could range between $ 8,000 million.But of course, we will have to see how prices behave on the one hand, and what behavior users will take in a context where the consumption of massive products has been recorded consecutive losses since the devaluation began, back in May."There are two things to keep in mind: for different reasons, electronic commerce continues to grow, be it due to habit or the incorporation of new categories. On the other hand, we know that people are going to look for discounts. We do not know yet in what percentage but it is also clear that companies need to sell, "said Sambucetti.In Linio, the e-commerce company acquired last August by Falabella, they promise discounts of 60% on perfumes, 50% on technology, and 30% on televisions and cell phones.50% discounts also promised Craft Society in beverages and OneClick that, in addition, will add free shipping in purchases that exceed a minimum of $ 9,999, a whole figure at the moment.Nor are there, at least these days, details of what financing could be provided during the three days of the action, between October 29 and 31 next. The credit card fees prevent the possibility of purchasing in more than 12 installments, something that was seen in the latest online move, the TravelSale, specifically geared to tourism and in which that shortage was seen.As iProUP could know, some operators who are regular users of online promotions, said that discounts in both domestic and international tourist destinations would be around 30% of the prices seen these days. Meanwhile, the maximum funding will not exceed 12 installments. Those editions in operators and cards offered to extend the payment terms up to 24 months were forgotten.Already in the previous to the start of the promotion, several brands are anticipating their strategies, such as Personal, which in social networks anticipates that during the three days of discount will offer better prices of smartphones in 12 installments without interest.Although the organization said that "there are no certainties about financing, because each one (of the companies) is negotiating with their banks and cards", some of those same companies are opting to anticipate some initiatives in order to warm up the engines and encourage consumers to have the card ready to take advantage of in the last days of October.Sambucetti stressed that the fact that the barrier of the 500 participating companies has been overcome is already an indicator of the success of the initiative. "There is no doubt that this edition will be a success again, but it will have to be understood in the context. In addition, the scheme is going to repeat that in three days it will accumulate the same level of sales as in a month, "explained the executive.In this edition, the available categories will be the following: Electro and Tecno; Clothing and Footwear; Travels and tourism; Home, Furniture and Deco; Sports and Fitness; Babies and Children; Cosmetics and Beauty; Food and drinks; Automotive; and Miscellaneous.
Clothing, electronics and tourism are proposed, once again, as the strongest items, which will attract the most interest, sales and, in the case of the last two, the highest tickets.Among the absences of major brands stands out that of Coto in the field of supermarkets, which decided to focus on October sales - the most competitive in the sector because several chains meet years at the same time - and leave the Cybermonday despite the fact that Last HotSale had participated.Part of the good expectation that is saved from the CACE comes, in addition, hand in hand with traffic and sales that can be generated from the provinces. In the 2017 edition, 51% of the traffic came from outside of Buenos Aires and the forecast is that in this 2018 it will continue to grow."The action already has an important level of maturity, that's why each edition becomes more challenging in terms of the proposal to be made and the sales. It's going to be an event with a lot of tactics and strategy, "Sambucetti ventured.In this scheme, companies will have the chance to lower prices to get a certain product if they see that the objectives are not reached or if the competition is being more efficient in those terms.From Google they issued a report with recommendations to brands that will participate in this initiative and, among them, highlighted that "Argentines are always looking for offers." In fact, online searches for savings have been growing steadily for two years now years. "A phenomenon that is evident in particular during CyberMonday is that the products on offer attract sales in products that are not in promotion".Add to this that, although there are traffic bumps during the 72 hours in which it extends, "the most recent trend is that the interest in the offers is no longer concentrated only during the first day but the growth of searches during the second and third day of the event is much bigger. "It is one of the reasons why, in addition, these days it is expected that users also go strongly to the use of price comparators to be able to have at a glance the values in which a certain product or service moves.One of them is Comparacity, from the same creators of the aggregator Turismocity, which already has 15 included businesses that will allow comparing the values to which they offer their products or services.In the last Hotsale was a tool that went viral strongly, said those responsible, and it is estimated that the same behavior will be repeated in the last days of October.
Mega offers pump, price comparator, attentive consumers, discounts to clear sales, a commercial action that wins in maturity, limited financing. They will be the condiments of this new edition of the Cybermonday, designed to stimulate electronic commerce and as an advance to Christmas shopping, but this time it is in the worst context, or the most challenging. The final numbers will tell their truth.