Strategic Keys for Cyber and Logistics Campaigns in E-commerce

Sebastián González, Manager of the E-commerce Business Unit at Dinet, a leading logistics solutions provider, offers an insightful perspective on the planning and execution of Cyber campaigns and the importance of logistics in e-commerce.

Addressing Cyber campaign planning, Sebastián emphasized the need to optimize the website to handle increased traffic, as well as the importance of logistical planning and stock availability, stating, "The lack or breakdown of stock when an e-commerce sale is generated reflects poor inventory management and misguided purchasing planning. This not only results in a bad experience but also a lost sale." He also highlighted the relevance of providing a variety of delivery options to enhance the customer experience and minimize stock issues.

González also identified improvement opportunities for companies in campaign planning, emphasizing the importance of evaluating past customer experiences and having an effective customer service during e-commerce events. In his own words, he stated, "Evaluating the customer experience in your last cyber is crucial to identify issues and prevent them from recurring in future campaigns. This type of event undoubtedly tests processes, structures, and resources as the volume that usually occurs in weeks is concentrated in a few days."

Regarding the fundamental role of logistics and inventory management, González stressed that stockouts reflect poor management and can result in lost sales and negative customer experiences; "The first experience will be negative if we do not have an updated and real inventory."

Regarding the selection of logistics operators, González highlighted the importance of considering a provider that can provide traceability, security at each stage of the process, national capillarity, and a correct customer service or CX to ensure a satisfactory experience. In his words, "Having a reliable logistics operator with good traceability and customer service is key to ensuring a satisfactory experience for our customers."

Regarding Dinet's differentiating advantage for B2B clients, Sebastián highlighted the focus on customer service, the elastic capacity for operational growth, the diversity in delivery configurations, the robust national network of the company as well as the powerful systemic engine; not forgetting the support and experience over the 32 years. "Service is key to e-commerce growth," González affirmed.

To ensure visibility and traceability of orders during high-demand campaigns, González recommended conducting stress tests on systems and integrations, as well as requesting direct access to suppliers' systems. According to González, "It is key to have integrations and stress tests of the systems to ensure the visibility and traceability of orders during high-demand campaigns."

Finally, for companies looking for logistics partners, González advised seeking partners with experience in e-commerce and last-mile delivery, scalability, and an innovative approach, as well as guarantees in security and insurance.

Sebastián González, Manager of the E-commerce Business Unit at Dinet, a Logistics Operator of the Sandoval Group, with his experience and knowledge from working in different countries in the region, offers valuable guidance for companies looking to excel in the increasingly competitive world of e-commerce.