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Vera, D., (2024). Plan estratégico de Marketing para el canal Ecommerce de Coolbox [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/683192
Vera, D., Plan estratégico de Marketing para el canal Ecommerce de Coolbox [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/683192
@misc{renati/1033049,
title = "Plan estratégico de Marketing para el canal Ecommerce de Coolbox",
author = "Vera Villacorta, Diego Armando",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
Título: Plan estratégico de Marketing para el canal Ecommerce de Coolbox
Otros títulos: Strategic Marketing Plan for Coolbox Ecommerce
Autor(es): Vera Villacorta, Diego Armando
Asesor(es): Ceballos Cruz, Edsela Deneb
Palabras clave: Ecommerce; Tecnología; Fidelización; Cross-Selling; Experiencia de usuario; Technology; Loyalty; User experience
Campo OCDE: https://purl.org/pe-repo/ocde/ford#5.02.04; https://purl.org/pe-repo/ocde/ford#5.00.00
Fecha de publicación: 14-nov-2024
Institución: Universidad Peruana de Ciencias Aplicadas (UPC)
Resumen: El presente trabajo analiza y propone estrategias de mejora para el canal Ecommerce de Coolbox, empresa peruana de tecnología con 127 tiendas a nivel nacional y más de 800 colaboradores cuyo Ecommerce representa un 7.45% de su facturación total de S/. 370,481,587. Este bajo porcentaje contrasta con los de competidores clave en el mercado como Ripley y Falabella cuyas ventas online alcanzan el 30.3% y 28.7% respectivamente y es un área de oportunidad dado el crecimiento del Ecommerce en el Perú el cual llegó al 7% en 2023 con un movimiento de USD $13 mil millones.
La finalidad de este trabajo se orienta a incrementar la presencia de Coolbox en el comercio electrónico a través de un objetivo general, el cual es elevar las ventas del canal digital en un 10% anual durante los próximos cinco años. Esto se logrará mediante el fortalecimiento de la relación con sellers, la mejora de la interfaz y experiencia de usuario, y estrategias de fidelización orientadas al cliente.
Para alcanzar este objetivo se han planteado metas estratégicas específicas aumentar el número de sellers, incrementar la tasa de conversión de clientes y elevar el ticket promedio de compras en la web.
La investigación se enfoca en un público objetivo de hombres y mujeres peruanos entre 20 y 45 años interesados en tecnología avanzada. Para cumplir con estos objetivos se desarrollarán tres planes de marketing esenciales la expansión geográfica del canal Ecommerce, el programa de fidelización “CoolPoints” y una campaña de cross-selling.
This paper analyzes and proposes improvement strategies for the Ecommerce channel of Coolbox, a Peruvian technology company with 127 stores nationwide and more than 800 employees whose Ecommerce represents 7.45% of its total turnover of S/. 370,481,587. This low percentage contrasts with those of key competitors in the market such as Ripley and Falabella whose online sales reach 30% and 28% respectively and is an area of opportunity given the growth of Ecommerce in Peru which reached 7% in 2023 with a turnover of USD $13 billion. The purpose of this work is aimed at increasing Coolbox's presence in e-commerce through a general objective, which is to increase sales in the digital channel by 10% annually over the next five years. This will be achieved by strengthening the relationship with sellers, improving the interface and user experience, and customer-oriented loyalty strategies. To achieve this objective, specific strategic goals have been set to increase the number of sellers, increase the customer conversion rate and raise the average purchase ticket on the website. The research focuses on a target audience of Peruvian men and women between 20 and 45 years of age interested in advanced technology. To meet these objectives, three essential marketing plans will be developed: the geographic expansion of the Ecommerce channel, the “CoolPoints” loyalty program and a customer loyalty campaign.
This paper analyzes and proposes improvement strategies for the Ecommerce channel of Coolbox, a Peruvian technology company with 127 stores nationwide and more than 800 employees whose Ecommerce represents 7.45% of its total turnover of S/. 370,481,587. This low percentage contrasts with those of key competitors in the market such as Ripley and Falabella whose online sales reach 30% and 28% respectively and is an area of opportunity given the growth of Ecommerce in Peru which reached 7% in 2023 with a turnover of USD $13 billion. The purpose of this work is aimed at increasing Coolbox's presence in e-commerce through a general objective, which is to increase sales in the digital channel by 10% annually over the next five years. This will be achieved by strengthening the relationship with sellers, improving the interface and user experience, and customer-oriented loyalty strategies. To achieve this objective, specific strategic goals have been set to increase the number of sellers, increase the customer conversion rate and raise the average purchase ticket on the website. The research focuses on a target audience of Peruvian men and women between 20 and 45 years of age interested in advanced technology. To meet these objectives, three essential marketing plans will be developed: the geographic expansion of the Ecommerce channel, the “CoolPoints” loyalty program and a customer loyalty campaign.
Enlace al repositorio: http://hdl.handle.net/10757/683192
Disciplina académico-profesional: Administración y Marketing
Institución que otorga el grado o título: Universidad Peruana de Ciencias Aplicadas (UPC). Facultad de Negocios
Grado o título: Licenciado en Marketing
Jurado: Natteri Miguel De Priego, Domingo Luis Alberto; Silvy D'Alessio, Myriam Elena
Fecha de registro: 13-dic-2024
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