Aaron Rodriguez explains how to convert an analog company into a digital one

The pace of technological advances is progressing at an accelerated pace, and the way of doing business has changed. For this reason, it is important to be aware of the changes that are generated in order not to be left behind in business strategies, such as what happened with the pandemic that brought companies a great challenge and accelerated their digital transformation. Aaron Rodriguez, a specialist in business optimization and transformation, explains how companies are moving from an analog format to adapt to today’s digital era.

The market, customers, and workers are going digital, so betting on a digital transformation for your business could be a new way to explore new business opportunities and survive the changing situations that may arise in the future. There are different resources for digital transformation that can help you create different marketing and sales strategies aligned with the current situation and the new economy of the future.

“Digital transformation is the process of integrating digital technology into all areas of a company to improve the way it markets its products and services,” Rodriguez explains. “It entails changes in business processes and the way work is done, with the intention of improving those processes and keeping businesses constantly updated, for example, with the use of big data or the implementation of intelligent management tools for the different areas that make up an organization.”

If you want to take your company’s data to a higher level, you can make use of smart data strategies, with which you can ensure the quality of your data before sending it to a consolidation platform. Digitalization refers to the digital transformation of society and the economy. It shows the transition from an analog era to an era full of digital technologies and business innovation.

The way customers interact with technology has evolved. Today, customers seek to satisfy their needs through e-commerce. Not for nothing did 2020 add 13 million new buyers in Latin America alone. “As a result, we can say that digital transformation is the means by which companies could improve the customer experience through digital marketing, as well as increase their sales,” Rodriguez said.

Digital transformation enables companies to achieve their goals by helping them develop their strategies in a more efficient way. The relevance of digital transformation in companies goes beyond the incorporation and use of digital technologies in all their processes, as it also involves a change in business culture, which implies a more significant effort.

Beyond implementing digital tools that help with business processes, it is important that all people involved in the company understand the advantages and benefits of digital transformation and support digital business marketing strategies, promoting digital culture and offering continuous learning to its employees.

“Digital transformation helps improve employee experience,” Rodriguez says. “Putting new technologies within reach of your employees and collaborators that complement and improve their work leads to constant flexibility and the ability to organize resources, which improves their productivity.

It also helps to increase productivity. Optimizing processes is undoubtedly one of the business strategies that allow companies to achieve their goals and digital transformation is a way to streamline and achieve greater productivity in all departments.

While one of the first steps to start the change is to recognize that you need it, it is important that to start a digital transformation in your company, you are prepared at all times since this is here to stay. Start by conducting a SWOT analysis of your business, focused on the theme of innovation and integration of digital technologies, so you can identify your strengths, weaknesses, opportunities, and threats.

Once you have identified which are the most important processes in your company that require a digital transformation, it is important to develop a strategy that allows you to find the relevant digital communication channels that fit your culture, existing workflows and budget. To do this, develop a roadmap with the main initiatives and tasks in the future that will be implemented during the digital transformation.

Aaron Rodriguez provides insight into the changes in Latin American eCommerce

China, the US, and the UK lead international eCommerce. While in Latin America, Argentina has more than 90% Internet penetration, its eCommerce sales are barely a quarter of those of a giant like Brazil, which, like Mexico, is among the 15 countries with the highest online sales. Latin America seems to have a strong presence in this sector and Aaron Rodriguez, an eCommerce specialist, delves into the changes the region has experienced due to this movement.

eCommerce is growing by leaps and bounds in recent years, as figures worldwide have shown. It is increasingly common that people prefer to buy through the Internet, which, according to analysts, responds, among other things, to the penetration of technology and changes in consumer habits.

It was estimated that in 2019, eCommerce in the world would have a turnover of more than $3 billion, representing 12.8% of total retail sales, a figure that has grown steadily in recent times and is a sign of the importance of this mode of purchase today.

This creates, according to Rodriguez, significant economic development opportunities for the international market. The expert’s study analyzes two important aspects: annual eCommerce sales and the percentage of Internet penetration. The purpose of the study is to understand the global status of eCommerce and its relationship with social networks and the digital divide in each nation.

“Regional economic and infrastructure developments can also be interpreted from the research, in addition to the pending tasks that are required to contribute to a balanced increase in the global digital economy. It should be noted that the indicators are dynamic, i.e., economic fluctuations and changes in the socio-political contexts of each country make constant changes,” says Rodriguez.

According to the expert, of the total eCommerce sales in the world, Latin America contributes almost 3%. In 2019, the sector’s sales represented 3.5% of retail in the region. Its annual increase has been up to 15.7%, thanks to the reduction of the digital divide, investment in infrastructure, and an increasingly banked population.

In the region, eCommerce sales are led by Brazil with $19 billion, followed by Mexico with $17 billion. Sales in the Aztec lands are almost three times those of Chile and four times those of Peru. “Latin American countries have an Internet penetration of over 50%, with an average penetration rate of 70%. There are more than 300 million Facebook users in the region,” Rodriguez said.

Although Argentina has more than 90% Internet penetration, its eCommerce sales are only a quarter of Brazil’s, which places it fourth in the region. Colombia, on the other hand, is one of the major potential players: with less than 70% Internet penetration, its sales are just below those of Argentina.

Chile is positioned as the third country in the Latin American region with the highest sales, reaching more than $5.8 billion in turnover. The Santiago Chamber of Commerce (SCC) has forecast a growth of more than 3% in recent years. With only 22 million Internet users and a much smaller population than Colombia and Argentina, sales in Peru are very close to those countries, demonstrating an active and optimistic participation in the sector.

In the Southern Cone, total sales in the sector reach $39 billion, of which Brazil contributes 50%, Chile 15%, Argentina 11%, Colombia and Peru 10%, Ecuador 2% and Venezuela just 1%. In some countries, eCommerce sales are growing at double digits. In Latin America, the aspects that have accelerated growth are related to public and private investment in infrastructure, banking, and increased user confidence that is reflected in purchases with an increasingly higher ticket.

The near future will continue to transform eCommerce with trends such as the use of artificial intelligence, product search by voice, the sale of products from images on social networks, the reduction of delivery times, and the incorporation of new generations that have different shopping habits and preferences.

Aaron Rodriguez explains what businesses need to consider when they’re ready to expand

Expanding a business can be a new challenge that involves investing more time, money, and effort; however, it is a very good opportunity to grow and increase the income you get from it. Aaron Rodriguez, a business optimization specialist, hares some strategies you can implement to successfully take your business to more places.

Before you start expanding your business, you must go deep into your current market to grow as much as you can within it. You can do this by attracting as many potential customers as possible who have not yet purchased your products or services. Execute strategies such as offering discounts, promotions, or rewards to make them interested and strengthen your position against the competition.

“One action you should complete before launching into a new market is to identify it in order to know its tastes, preferences, and buying habits and thus evaluate what success could be expected if you reach it,” Rodriguez suggests. “That is, if you want to expand your business internationally, you must know where they buy or demand what you offer so that your investment and effort are viable.”

Having a wide variety of products is a good strategy to better position yourself and attract a greater number of customers, so you can take advantage and develop new products at the same time you are expanding. This will also help you consolidate quickly in a new location and continue to innovate.

If you are already considering expanding your business, it would be a good idea to choose to do so through a variety of sales channels. For example, if your business operates physically and you are already planning to open a new branch, perhaps you could choose to affiliate with digital platforms where you can get a good share or even open an online store as well.

In addition to focusing your efforts on expansion, you should concentrate on how you can highlight your added value. This is necessary so that when you establish yourself in your desired locations, new customers will immediately identify what makes you different from the competition and consider becoming your regular consumers.

It is also extremely important to use new forms of promotion. Both your customers and potential customers need to know that now you can be closer to them to meet their needs.

Rodriguez recommends that you promote the expansion of your business and what you offer through campaigns that are eye-catching and generate a large reach. For example, you can create a social media campaign using formats such as video or three-dimensional photos.

“Look for partnerships with other businesses,” Rodriguez points out. “Another way to successfully expand your business is to seek alliances with companies that have customers similar to yours. This strategy will help you cover more markets and, at the same time, consolidate your business as high quality by having the support of your ally. You may even get the opportunity to learn the tactics they use and complement your own.”

When a business reaches a new location or market, it must adapt according to the demand it presents. For example, if in the new area where you will open your branch, people prefer home delivery service, perhaps it would be appropriate to implement it or create a fast and efficient service fortress. Also, taking care of aspects such as communication, type of service and product quality will help you adapt your business in a better way.

When expanding your business, it is necessary that you take into account that you can have enough products to supply all points of sale and that customers always find availability of what they want to purchase. So that this specific point does not affect the liquidity and finances of your business, you can choose to use credits to invest in it.

Last but not least is to offer good customer service. No matter what your business does, this is an aspect that can help you keep and attract more customers. With these strategies to help you succeed in expanding your business, start your plan and achieve the goals you have set for yourself. Remember that having a roadmap is essential for a project to be successful.