test
Search publications, data, projects and authors

Thesis

Spanish

ID: <

10670/1.guzvqr

>

Where these data come from
The era of mCommerce and the cataloguing of the online gondola

Abstract

Fil: García Fagalde, María Esperanza. University of San Andrés. School of Business; Argentina. The eCommerce industry is growing every six months, either because of the addition of new categories or because players continue to develop and expand. Moreover, the subdivision of mCommerce, that is to say, e-commerce by cellular phones, is growing faster than in desktop, but its conversion rate remains lower despite the traffic it generates. Mass consumption is one of these new categories that form part of this channel, the main problems that users face due to the insecurity of their information, problems with navigation on the site and who cannot see the details of the product they wanted to buy. In this regard, this work analyses how manufacturers of mass consumer products need to develop and implement the content of their products so that the online shopping experience at the retailer is excellent for mCommerce. There is no pre-established form of cataloguing in industry, so Unilever carried out a study, together with two leading institutions, where they present a solution to the problem of mCommerce cataloguing. This model was called ‘Mobile Ready Hero Image’, that is to say, they developed an image of the product in which it is quickly and easily discernible what type of product it is, what brand it is, what variety it is and what quantity it contains. In Argentina, Unilever has implemented these images in 90 % of its customers, who have not yet changed them, it is believed that this is because they are just starting on the channel or because they still have to resolve internal issues of the transaction. The broilers interviewed state that it is a very good practice, which they recommend to those who ask them because they actually solve the problem, mainly the net quantity or units contained in the product.

Your Feedback

Please give us your feedback and help us make GoTriple better.
Fill in our satisfaction questionnaire and tell us what you like about GoTriple!