In the current complicated context, companies must reconsider their strategies so as not to fall into the error of making aggressive discounts, since they could affect the positioning of their products in the medium and long term.
Ariel Baños, a specialist in price management and founder of Fijaciondeprecios.com, explains some of the important conditions that must be considered when deciding to make discounts in an environment of high uncertainty such as that which has generated the current crisis of covid-19.
For companies, it is increasingly essential to support their strategies with artificial intelligence (AI) and "machine learning" tools, since these systems have the ability to suggest the best combinations of offers to ensure sales success.
For sales software used by companies, artificial intelligence (AI) and machine learning have become essential, because only in this way is it possible to successfully analyze the large volumes of information generated from information systems that record customer data.
To have clear the purpose of the organization and to improve the "human" experience of the relationship client - brand, are the two trends that the experts visualize in the strategies of the companies in the next years.
According to the "2020 Global Marketing Trends Report", prepared by Deloitte, there are five other trends that derive from human purpose and experience: fusion, trust, participation, talent and agility.
"Plan for the worst, hope for the best" - Imagining and planning for future crises is critical in an ever more volatile environment.
More and more, events outside of the once predictable economic cycle are affecting companies sales and profits.
In the U.S., for example, in recent years, sales departments have faced the effects of events such as the collapse of the housing market, the Asian financial crisis and the huge fluctuations in the price of energy and raw materials.
There are many companies and industries celebrating a good 2009 in spite of the crisis, for a variety of reasons.
Statistics from the Bank of Guatemala highlight those sectors with increased sales in 2009, either because their activity is anti-cyclical, or because they transformed the crisis' problems in innovation opportunities.
-Sugar exports grew over 18% to reach $444 million, due to good harvest and the highest prices in 28 years.
CentralAmericaData.COM, the leading Central American website on business, economics and finance, launches the Central American Business Network.
Simple and easy. Cost free. Just by registering, you will have access to superior tools to communicate with those who, like you, are defining the Central American economic region.
Through the Central American Business Network, you can inform Central America of the news and achievements of your company, by publishing press releases that will reach the select audience of CentralAmericaData.COM users (85.000 and growing).
Winning customers is important, but retaining the ones that you already have is even more so.
This is why loyalty programs are so popular among marketing managers, who try to ensure that their customer will not leave them for a competing firm.
However, focusing exclusively on these programs can be harmful if you forget that what matters to the customer is not prizes, miles or points that they can accumulate through purchases, but the quality of service that the company provides.