Ana Clara Pedotti
08/03/2021 12:12
Clarín.com
Economy
Updated 08/03/2021 12:44
For some time now,
Argentine banks saw e-commerce as a good way to relate to their customers
and offer them to buy everything from gel alcohol to household appliances online, with the support of their financial products.
After a
sales boom in 2020,
the banking marketplaces perfected their offer to retain their own and go out to attract new ones.
In the local system, more and more entities, public and private, are making a foothold in this segment.
The offer is varied: from lawn mowers, to cell phones, notebooks and refrigerators.
Financing is key:
almost all platforms offer a long-term interest-free installment plan.
But it is not the only attraction.
Daniel Jejcic, CEO of avenida +, a company specializing in the construction of marketplaces, explained: “In 2021 all
banks became aware that they do or do have to have their own store
to complement their customer loyalty program.
Why?
Because having its own marketplace allows the bank to better channel its financial offer towards products of interest to its customers ".
Jejcic added that this is attractive for both retail clients and companies that operate with that bank, who can find a sales channel on these platforms. "The bank can send its client a personalized offer, optimizing the investment in marketing, since it is subject to specific conversion actions.
This is one of the main advantages of a marketplace in relation to any e-commerce: information they already have from their clients,
"he said.
The
Banco Ciudad
for example, saw its sales volume multiplied by
fifteen times during 2020
.
The return to normality this year impacted on a lower level of transactions, but the diversity of the options in its store keeps growth.
The promotions are segmented according to the type of customers
: the offer ranges from 6 interest-free installments to 12 on selected products.
In addition, the proposal includes discounts of up to 35%, for example in technological products and sometimes even
after-sales logistics
are covered.
Maximiliano Coll, in charge of the retail banking of the Buenos Aires entity, explained: "From the Ciudad Store we are constantly working on the end-to-end customer experience, constantly updating the catalog, improving functionalities and
monitoring
logistics on a
daily basis.
and customer service ".
Within the public banking segment,
Banco Nación made a strong bet with Tienda BNA
, launched in November of last year.
With a varied offer, ranging from school supplies to notebooks or refrigerators, in less than a year it has
already sold more than $ 4,000 million.
Sources of the entity detailed that one of the strategies, which served them both to retain their customers and to add new ones, is to carry out two marketing campaigns a month.
In August for example,
there will be special offers to buy electric bicycles in up to 24 payments without interest.
The attractiveness of the offers helped the Nation to add
more than 160 thousand new clients
in eight months
.
Banco Macro
, for its part, added Macro Premia, a platform that combines points and pesos of the user's choice, savings, discounts and interest-free installments.
Customers accumulate points for consumption that they can use as a means of payment on the site.
Bank sources explained the proposal: "Reach from produc
technology, appliances, bazaar,
even cell phone recharges, SUBE card charging
, savings on consumption with credit cards
and Aerolíneas Plus miles.
Gift cards and experiences are also offered. "
One of the banks that had come to the fore with this type of platform was ICBC, which more than four years ago launched
ICBC Mall.
Pablo Díaz, responsible for this site, explained: "Since the site was presented,
every year the billing grew between 90% and 100% compared to the previous year
. The real boom occurred last year, when sales increased more than 150%, a level that we believe will be repeated this year. "
Díaz added: "For ICBC in China the Mall is something strategic and we replicate that same policy here. We join the campaigns of the Argentine Chamber of Electronic Commerce, such as Hotsale or Cibermonday, with
discounts of up to 60% on products. .
it is a strategy that serves both our retail customers and Business. Increasingly large retailers who find the site a sales channel. "
NE
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