Sales cannibalization: myth or reality?
Posted: Thu Dec 05, 2024 9:43 am
One of the biggest fears of companies when selling on marketplaces is that sales on jordan telemarketing list these platforms can "cannibalize" their own online stores. However, according to Consoli, this fear is not always justified. In fact, marketplaces can act as a springboard to attract new customers to your brand.
“Many of the customers who buy for the first time on the marketplace then look for our online store for future purchases,” he explained. This is because marketplaces are often the first point of contact between the customer and the brand. If the shopping experience is positive, the customer is more likely to seek out the official store in the future.
How to avoid sales cannibalization?
Some of the main strategies include:
Difference in prices and promotions: offer exclusive promotions in your online store that are not available in the marketplace.
Retargeting strategies: use remarketing strategies to capture customers who found you in the marketplace and direct them to your e-commerce.
Added value in your online store: offering additional benefits, such as free shipping or product customization, that the customer would not get in the marketplace.
The role of internal communication in digital transformation
For a digital transformation to be successful, internal communication plays a fundamental role. Leaders must be transparent about the change process and the reasons behind strategic decisions. In the case of XL Extra Large, Consoli emphasized the importance of “communicating the improvements that digitalization will bring and listening to employees’ concerns.”
An effective internal communication strategy can reduce resistance to change and foster a culture of innovation. Employees must feel valued and be an active part of the transformation process.
If you want to implement effective internal communication with your team, you must take into account the following aspects:
Transparency: Share with your employees the reasons behind the change and how it will positively impact their work.
Continuous training: offers training programs adapted to the new digital tools that employees will use.
Constant feedback: Listen to your employees and adjust the implementation strategy based on their needs and suggestions.
Do you like what you're reading? Subscribe to the blog!
Email *
your email
I have read and accept the Privacy and Cookies Policy .
Examples of success in digital transformation
Success in digital transformation does not happen overnight, but with a well-executed strategy, the results can be astonishing. Companies like XL Extra Large have shown that it is possible to transform a completely analog department into a digital one and, at the same time, expand their business to new platforms.
Consoli explained how a focus on people was key to XL’s success: “In the end, it’s not just about implementing technology, but how this technology improves the lives of our employees and customers.” This “people first” mentality is crucial to any digital transformation process.
Conclusions on digital transformation
Digital transformation is a complex process that requires careful planning, clear communication and, above all, a focus on people. As we saw in the case of XL Extra Large, leading this type of change can bring enormous benefits for both the company and its employees and customers. The key is to find the right balance between technological tools and organizational change management.
What do you think about digital transformation in e-commerce? Leave us your comment!
If you want to learn more about this topic, we invite you to listen to the full episode of the Marketing and Sales Leaders podcast where María Florencia Consoli shares her experience in detail .
New Call-to-action
Originally published on November 20 , 2024.
Reviewed and validated by Sarah Vercheval , Marketing Director at In
“Many of the customers who buy for the first time on the marketplace then look for our online store for future purchases,” he explained. This is because marketplaces are often the first point of contact between the customer and the brand. If the shopping experience is positive, the customer is more likely to seek out the official store in the future.
How to avoid sales cannibalization?
Some of the main strategies include:
Difference in prices and promotions: offer exclusive promotions in your online store that are not available in the marketplace.
Retargeting strategies: use remarketing strategies to capture customers who found you in the marketplace and direct them to your e-commerce.
Added value in your online store: offering additional benefits, such as free shipping or product customization, that the customer would not get in the marketplace.
The role of internal communication in digital transformation
For a digital transformation to be successful, internal communication plays a fundamental role. Leaders must be transparent about the change process and the reasons behind strategic decisions. In the case of XL Extra Large, Consoli emphasized the importance of “communicating the improvements that digitalization will bring and listening to employees’ concerns.”
An effective internal communication strategy can reduce resistance to change and foster a culture of innovation. Employees must feel valued and be an active part of the transformation process.
If you want to implement effective internal communication with your team, you must take into account the following aspects:
Transparency: Share with your employees the reasons behind the change and how it will positively impact their work.
Continuous training: offers training programs adapted to the new digital tools that employees will use.
Constant feedback: Listen to your employees and adjust the implementation strategy based on their needs and suggestions.
Do you like what you're reading? Subscribe to the blog!
Email *
your email
I have read and accept the Privacy and Cookies Policy .
Examples of success in digital transformation
Success in digital transformation does not happen overnight, but with a well-executed strategy, the results can be astonishing. Companies like XL Extra Large have shown that it is possible to transform a completely analog department into a digital one and, at the same time, expand their business to new platforms.
Consoli explained how a focus on people was key to XL’s success: “In the end, it’s not just about implementing technology, but how this technology improves the lives of our employees and customers.” This “people first” mentality is crucial to any digital transformation process.
Conclusions on digital transformation
Digital transformation is a complex process that requires careful planning, clear communication and, above all, a focus on people. As we saw in the case of XL Extra Large, leading this type of change can bring enormous benefits for both the company and its employees and customers. The key is to find the right balance between technological tools and organizational change management.
What do you think about digital transformation in e-commerce? Leave us your comment!
If you want to learn more about this topic, we invite you to listen to the full episode of the Marketing and Sales Leaders podcast where María Florencia Consoli shares her experience in detail .
New Call-to-action
Originally published on November 20 , 2024.
Reviewed and validated by Sarah Vercheval , Marketing Director at In