Plan de mejora área comercial, estrategia e-commerce empresa Cencosud Colombia

Abstract

The main objective of this work is to make an improvement plan for the company Cencosud Colombia, determining the possible shortcomings that can be found in the e-commerce pages of Jumbo.com and Metro.com. To carry out this, the main competitors of the company Cencosud Colombia are identified and a competitive Benchmarking is performed in order to observe in detail the websites against the competition and to be able to apply good practices within the pages of Cencosud Colombia, for this is determined on each page the search engine, filters, the category tree, the shopping cart, the go to buy button, the shipping cost and speed of shipping and finally a study of the purchase process and the difference with other web portals is performed. From the purchase simulations carried out in the different e-commerce web pages, it can be seen that the company Cencosud Colombia can improve its sales in the on-line channels by improving the purchase process that an average customer must carry out when entering the page.