Daniella Raffo is an important Peruvian entrepreneur who has led multiple projects, among which teaches Peru, an organization formed in 2009 whose main goal raising the educational level of marginal schools.
The other outstanding project Raffo is Linio , an online store that has positioned itself as the largest site for online marketing products in Peru, and is present in much of Latin America.
Raffo was presented on November 5 at the Pacific University of Peru (UP) to teach the strategies adopted by Amazon to convert a virtual library in one of the companies most successful e-commerce world. In this interview, discusses this phenomenon and development of e-commerce in Latin America.
One of the main projects is led teaches Peru, what is this project?
He was born with the idea of giving quality education to all Peruvian children and also generate interest among young people in education. During my career I have tried to create impact initiatives, entrepreneurial and have a change in environment. My interest in Peru Teach born at the time I was with my master.
It is an organization that was founded in 2009, almost four years, which encourages teachers, graduates of the best universities in Peru, devoted two years of his life to teaching vulnerable, poor or at risk areas. Basically what it does is to bring highly motivated people with high leadership and intellectual powers to the classroom.
The other project that begins to have a grand opening at the Latin American level is Linio how this online store became the largest in Peru?
Linio began in early 2012, our idea was to revolutionize electronic commerce, break down the walls of the physical market and take all possible products. So was born the idea of bringing even more people to the technology.
The idea that we promote is the payment of cash , because in Peru and other countries there is some controversy on the internet payment, believing that the product does not arrive. Such has been the main barrier we faced in Peru. So we entered the cash payment on delivery, so that people trust Linio. It is a vote of confidence, because we trust that you will pay on the door of his house. When you see that it works, they start to trust and there is no need for another strategy.
What are the main challenges of selling online?
Mainly, the habit. Peru spends a lot of time online, but buy some. The key is to create the habit. N or need to see and touch all the products to take. Therefore, we must offer a good alternative at a good price. The hard part is to create the habit.
Another challenge is to make electronic commerce more human , make us feel human touch in e-commerce. For this we have made a number of strategies. The customer can e-mail us, tell us via chat or ask us to call you. We have a customer service that is in constant communication before sending the order and then.
Why you have grown so enormously e-commerce in Latin America think?
I think one factor is access to Internet connectivity. Another issue is the level of banking, because there are many people who have bank accounts, but we avoid a little cash.
However, to grow a large scale is necessary for people to visit us to have a level of banking. Newest is the dynamism of the offer, they have more online shopping, more offers, people see others buy online and perform this process is reliable.
Linio intended as a standard e-commerce and data show that is on track, but is it possible to compete directly with companies worldwide?
Yes, of course. Linio is present in four countries (Mexico, Peru, Colombia and Venezuela) and our intention is to convert Amazon Linio in Latin America. While each site has specific strategies to be developed in each country, it is possible that we can make further synergies and work together in purchasing. For example, to compete with Amazon need to carry a lot of products to a wider range of customers, at a good price and quickly. If this is not achieved in Linio, fail.
What were the strategies that made Amazon a giant in e-commerce?
The range, the size of the offer. Then there's the convenience of innovations, it a very pleasant shopping, personalization Store, recommendations, reviews, checked out in a single click or Amazon Prime. All these strategies are focused on the customers and also in low prices , which states reduce certain products causing high demand for some of them.
With regard to the jurisdiction of such products in physical stores, what are the advantages of electronic commerce?
In a digital store there is no physical space and therefore there is no limit to the number of products offered in different categories . Secondly, the digital theme allows collecting lots of data that you can use for your customers: what they like or what they prefer. This helps to understand the behavior and make better measures, which subsequently promote to customers.
How robust is the growth of electronic commerce in Peru?
No doubt it has been growing strongly. AméricaEconomÃa did a study that says that in Peru has grown between 40% and 50% in recent years. But, not only in Peru, also in USA has grown about 12%. The growth of Internet commerce has increased considerably in Peru, but also in Latin America.
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