MERCADEO Versión en español
We Have Engaged 5 Million New Buyers in LatAm After the Pandemic: José Maceda from Mercadolibre
Liz Unamo| 8 de octubre de 2020
José Maceda de Mercado Ads
José Maceda, Head of Country (Mexico) at Mercado Ads, Mercadolibre´s digital platform, said in a session of Advertising Week that at a general level in the Latin America region they have engaged around 5 million new buyers, and that one of those regions is Mexico. He added that these new subscribers are buying all kinds of things, “and that talks about users´ new way to buy, a new habit”.Accompanied by Patricio Brito, co-founder & CSO of Fitzer Agua Mineral Brava; Luciana Etcheverry, Head of Media in Mexico at Mondelēz International, and Jesús Fernández, e-Commerce Director at Publicis Groupe Mexico, who chaired the session, Maceda explained that after the pandemic, there was a very big acceleration of e-commerce. “In three months we grew the same we would have in three years”. However, he said that they were prepared at an operational level with the spaces to place the products, “the only thing we had to do was, on one hand, extend and allocate spaces, and on the other, hire more people, between 350 and 400 per week to be able to give the level of service users needed and deliver the products in time” he highlighted.Maceda explained that they segment consumers, according to their purchase frequency, in sporadic, regular, and loyal. “What surprised us a great deal with the pandemic is that a sporadic consumer who bought with a frequency of every 250 days, now does so almost every 30 days; a regular one who bought every 30 days, now does so every 15; and a loyal one who made purchases every 17 days, now does so every 12. So we are seeing how all consumer segments are increasing their purchase frequency and clearly the friction that users had to buy online is decreasing” he said.
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