Logística inteligente y colaborativa, la clave para la venta directa online de vino en Argentina!

logistica inteligente

En estos tiempos por suerte se pueden dejar de lado las eternas discusiones entre bodegas y distribuidores, distribuidores y sus clientes sobre la sensibilidad de la venta directa desde la bodega.

Nunca he entendido muy bien estas discusiones, menos cuando se maneja una buena política de precios. Pero bien, lo que nos parece muy normal ya en la compra de pasajes aéreos o hoteles donde podés comprar directo o vía terceros, se parecía inédito en el mundo de vino.

Ya esta, ahora es el momento como bodega para agarrar este canal online y dejar claro que este canal no reemplaza ninguna relación con distribuidores existentes y que no tiene ningún argumento valido para dejar este canal exclusivamente a ellos o sus clientes. El mundo cambió, es un tema de acostumbrarse a eso. Vamos no más.

El desafío de vender online sin embargo no es tanto tener una pagina web presentando tu producto bien lindo y detallado con el precio o una promoción o con la posibilidad de comprarlo con un cupón de descuento. Hoy en día esa parte es un commodity. Con ganas tienes todo subido en 48 horas.

Después tienes el desafío que te encuentren, que a los visitantes les gusta tu propuesta, que todo sea fácil de navegar y fácil de agregar al carrito. Y al final te tienen que tener suficiente confianza para hacerte una compra. ¡No es poca cosa!

Pero quiero enfocarme en la parte después de que el cliente hizo clic en COMPRAR y te pagó. Ahí arranca tu parte para responder la confianza que te puso en vos. A vos a darle una experiencia de compra completa que ojalá resulte en que te vuelve a comprar. Eso es tu objetivo.

Esta experiencia de compra requiere cumplir con las normas de comunicación, los requisitos administrativos y la logística. Un cliente en internet hoy en día es cada vez más exigente. Para él no existen los otros miles de compradores que podrías tener. El te compró a vos y requiere que lo atiendas como si fuera tu único cliente. Espera que le confirmes instantáneamente su compra. Después quiere saber cuando le llega, como puede seguir el envío, con que código de tracking, quiere recibir su factura y sobre todo recibir comunicación en caso de que algo va más allá de lo prometido. La falta en una de estas cosas aumenta la angustia, lleva al cliente a buscar un numero de teléfono o mail para recibir esta información o hasta escribirte en Facebook, Twitter o Instagram para volcar sus angustias. Si llegas a tener eso, va a costo de la experiencia de compra y la probabilidad que te vuelve a comprar. Peor, estas quejas abiertas están visibles para todo el mundo.

¡Pero la entrega no la hago yo puedes pensar! Si, es cierto, la logística no vas a armar vos. Pero el cliente te compro a vos, te reclama a vos y espera que vos le resuelvas cualquier cosa. Por eso es tan importante elegir tu proveedor o proveedores de logística. La empresa que no tiene mente de E-commerce, que no ha armado toda su operación pensando en ese cliente esperando su producto, va a fallar en cumplir a vos y vos a tu cliente. El costo de adquisición del cliente va a ser un costo y no la inversión que debería ser.

Con respecto a la logística de vino y la solución eficiente para venta directa online, hay que tener en cuenta el siguiente.

1.       Más del 90% se produce en Mendoza y San Juan y mas del 90% se consume fuera de estas provincias de producción, principalmente en Buenos Aires, Rosario y Córdoba (en caso de POL más del 85%).

2.      En la experiencia de compra es cada vez más importante el tiempo de entrega que puedas ofrecer. Y obviamente sin ningún costo adicional para el cliente.

3. ¡Eficiencia en logística se genera con volumen!

Esta combinación te hace ver que armar logística de E-commerce de forma individual para envíos pequeños, relativamente pesados, desde tu bodega en Mendoza a clientes en estas bocas de consumo, es ineficiente. Operando desde tu bodega no resulta ni en cortos tiempos de entrega, ni en bajos costos. La venta directa, tan deseada por pensar de tener alta rentabilidad y conocer el cliente, no resulta.

La solución esta en:

1.       Fulfilment inteligente: tener tus productos guardados cerca de donde mas probable se van a consumir. Y ahí es donde la tecnología y datos juegan un gran rol. De tus 100 cajas que tienes en stock, 60 van a estar en BA, 20 en Rosario y 20 en Córdoba, por ejemplo.

2.      Juntarse con muchas bodegas para tener volumen y con eso mejorar costos.

Eso es lo que es POL – Productores Online. ¡Una plataforma digital que te ofrece esta solución de logística inteligente y además una solución de venta online! Con POL digitalizas tus productos y los entregas en uno de los puntos de entrega más conveniente para vos. POL recibe la mercadería y la ‘coloca’ en uno o más centros de distribución, a base de datos y estadísticas.

Al tener productos de cientos de productores, podemos operar con bajos costos. Pero más importante, podemos entregar muy rápido, algo que hoy en día para el cliente genera gran parte de la satisfacción.

Y mientras más bodegas se suman, más volumen hay y más datos para hacer la logística cada ves más eficiente.

Para saber más sobre vender vía POL y la solución completa que ofrece, hace clic aquí!

POL – Productores Online – www.polargentina.com

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