Conheça os bastidores de uma operação que está integrando produtos novos no seu e-commerce #gestão

Summary

The script discusses the intricacies of integrating e-commerce with physical operations, emphasizing the importance of logistics and coordination between commercial and marketing teams. It highlights the challenges of delivering food products, such as ensuring food safety, proper packaging, and efficient in-store collection routes. The speaker shares anecdotes about the learning curve in selling perishable goods like fruits and vegetables online, including humorous mistakes in order fulfillment due to misunderstandings between customers and sellers. The narrative underscores the need for continuous training and adaptation to meet customer expectations in the rapidly evolving digital marketplace.

Takeaways

• 🛒 The importance of operational dynamics in e-commerce: The script highlights the significant effort behind delivering products to consumers, which is often overlooked in the digital realm.
• 📈 Integration of commercial and marketing areas: Effective coordination between these departments is crucial, especially when dealing with the complexities of food delivery during the pandemic.
• 🍽️ Focus on food delivery logistics: The script discusses the challenges of food storage, separation, and delivery, emphasizing the need for refrigeration and thermal packaging to maintain food quality.
• 🚚 Training for safety and efficiency: There is a need for training in food safety and work safety to ensure products are handled and delivered correctly without damage.
• 📦 Attention to detail in storage solutions: The script mentions the importance of having the right storage solutions, such as refrigerators, for different types of products to prevent spoilage.
• 🛣️ Efficient routing within stores: Understanding the most efficient paths for collectors to follow inside the store to quickly and efficiently collect products is vital.
• 🛍️ Curating products for delivery: Not all products are suitable for delivery due to logistical challenges; the script talks about the curation process to select appropriate items for delivery.
• 🥦 Innovation in product offerings: The company was innovative in offering fresh produce like fruits, vegetables, and FLV (Fresh, Local, and Vegan) products, which were not commonly sold for delivery.
• 🤝 Negotiation with the industry: The script emphasizes the importance of negotiating with suppliers to offer a curated selection of products that are both desirable and logistically feasible for delivery.
• 📈 Learning from mistakes: The company experienced errors in the delivery process, such as misunderstandings in quantity, which led to learning and adapting their approach.
• 🚫 Avoiding order ruptures: The script stresses the importance of ensuring complete orders are delivered, as customers expect to receive their entire order, and partial deliveries can lead to dissatisfaction.

Q & A

What is the main challenge highlighted in the script regarding e-commerce and product delivery?

The main challenge is the significant amount of work that goes on behind the scenes to ensure products reach consumers, which includes logistics, storage, and safety training.

Why was the integration of different areas emphasized as extremely important in the script?

Integration is crucial because it helps in coordinating efforts between commercial and marketing teams, ensuring efficient product delivery and meeting consumer demands.

How did the pandemic affect the demand for food delivery applications as mentioned in the script?

The pandemic led to an increase in demand for food delivery apps as people were staying at home and becoming more interested in cooking, turning to delivery for ingredients and food products.

What logistical considerations were discussed in the script for delivering food products?

The script mentioned considerations such as storage conditions, the use of refrigerated vehicles, and differentiated packaging to prevent spoilage and mixing of products during delivery.

What kind of training was necessary for staff as described in the script?

Training in food safety and work safety was necessary, including understanding how to handle products within the store, using carts, and following efficient collection routes for orders.

How did the script describe the process of optimizing the collection route within the store?

The process involved understanding the store layout, identifying the most efficient paths for collectors to follow, and determining where to store refrigerated and frozen products.

What role does the commercial team play in food delivery operations according to the script?

The commercial team is responsible for negotiating with the industry to offer products suitable for delivery, curating a limited range of products that are logistically feasible for delivery.

What marketing aspects were considered fundamental in the script for structuring communication campaigns?

Fundamental aspects include product curation, understanding which products are suitable for delivery, and creating innovative campaigns that highlight the unique offerings, such as selling fresh produce like fruits, vegetables, and FLV (Fruta, Legume, Verdura).

How did the script illustrate the challenges faced during the initial stages of selling fresh produce online?

The script mentioned instances where customers ordered items by quantity and received an excessive amount due to misunderstandings, such as ordering five bananas and receiving 5 kg instead.

What was the main issue with the initial approach to selling fresh produce by unit or weight as described in the script?

The main issue was a lack of sensitivity and understanding of customer needs, leading to over-delivery and customer dissatisfaction due to receiving much more than they intended to purchase.

How did the company address the problem of order accuracy and customer satisfaction as mentioned in the script?

The company developed skip training to ensure that orders were complete and met customer expectations, avoiding partial deliveries and ensuring that the customer received the full order they paid for.