The emergence of new tools and platforms has meant that omnichannel is no longer the main challenge, now it is to have a good digital performance: "Today consumers put experience, security and even brand values above prices and offers. To sell it is necessary to connect with people from a perspective that generates value and trust, and also appeals to their emotions", says Shelley Pursell, director of Marketing in Latin America and Iberia for HubSpot, a CRM platform that aligns the success of large companies with that of their customers.

The concept of the consumer will be another challenge to take into account: according to Accenture, 50% of consumers state that the pandemic has made them reconsider their personal purposes and what is important for their lives. Under this context, and with the Buen Fin just around the corner, how to have a successful online business? According to Pursell, there are 5 keys:

1. Personalized attention: 57% of consumers place customer service as the main attribute to be loyal to a brand. Tools such as chatbots powered by artificial intelligence or survey software can be a great resource to offer an efficient and personalized service, especially in high-demand seasons.

2. Security guarantees: 34% of mexicans still distrust online transactions. That is why it is important to make sure that our website or web store has advanced protection features such as SSL certificates, web application firewalls and a content delivery network (CDN) hosted worldwide, in order to ensure reliable navigation.

3. Frictionless experiences: Given that purchases are online, the design and experience offered by a web store are decisive: it is estimated that 84% of companies that focus on improving the user experience on their site increase their revenues and customer loyalty.