Identifying and correcting failures in the logistics
process of product delivery, while maintaining the satisfaction levels of their customers, who demand facilities to buy online, is the main challenge facing companies in the new commercial "normality".
utbreak of covid-19 in Central America and the severe home quarantines decreed by the governments, caused the market to undergo deep changes and to be deeply and rapidly transformed, to the point of establishing a new commercial reality.
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Prior to the health crisis, the digital channel had been growing moderately in most markets in the region. However, in this context of social isolation, online sales increased exponentially. This exposed the limitations of most digital platforms and product delivery
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In recent weeks’ social networks have highlighted the frustration of consumers as a result of the obstacles they face when trying to make a purchase online
Martesfinanciero.com reports complaints about the service provided by companies that make "... supermarket purchases, since it takes them several days to make deliveries, which in theory is senseless given that in the supermarket and especially these days they ask for food and hygiene products, that is, basic necessities,
" which are required immediately. In these cases, companies have difficulty identifying the root of their problems.
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Demosthenes Perez, a supply chain strategist, explained that the problem of late deliveries is largely due to the "... constant refusal to modernize and digitize the internal processes of companies, as well as its consequences. In addition, it is thought that selling online consists of building a nice website and doing digital marketing as much as possible. Ignoring that it is the logistic processes that really make the difference.
According to the interactive system that monitors in real time the changes in the interests and preferences of consumers
in Central America
n countries, developed by the Trade Intelligence Area of CentralAmericaData
, during the year the interest in e-commerce services in the region reported a clear increase, with Guatemala, El Salvador and Panama being the countries that registered the greatest increases in interactions associated with the subject.