ave you ever wondered how technology gets into your hands?
The process is somewhat obvious: manufacturing, distribution and purchasing. What you may not know is that behind your trusted technology vendor there is a wholesaler called Intcomex.
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Intcomex is an American multinational company that aims to distribute technological solutions and value-added products on the continent.
The work of this organization makes it a leader in wholesale technology distribution in more than 41 countries in Latin America and the Caribbean.
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Since Intcomex began operations in Ecuador in 2000, it has established itself as the largest technology wholesaler in the country.
Traditionally, its focus has been on attracting large public and private accounts. However, in 2017 Intcomex decided to focus its efforts on small and medium-sized distributors .
Initial diagnosis:
Intcomex has always remained at the forefront of digital trends to support the needs of its clients.
From the beginning, the organization had two differentiating technological resources to boost its sales:
Their own CRM that managed, among other elements, mass email sending.
A WebStore that allows distributors to make online purchases from their wide range of products.
What was the opportunity for improvement?
Both resources could be more effective with a job function email list marketing element that would make it easier to measure the impact of marketing strategies on web sales.
The CRM provided partial performance monitoring data. The only data available was recipients' clicks on offers. This meant that important details such as:
Sales conversion rate : It was difficult to accurately determine all the sales opportunities that existed.
Usefulness of content for your consumers: Without prior knowledge of the needs of your buyer persona, it was difficult to produce quality content that provided value to them.
Feedback on their tools in terms of results and their platforms: It was difficult to optimize campaigns because performance data was limited.