The influence of information and communication technologies in the field of trade, through digital marketing and e-commerce, especially in the Covid and post-Covid period, has the intention of taking precedence over the traditional way of trade. What is your experience so far, both as a seller and as a buyer?

Today’s customer wants to satisfy his needs in the simplest possible way, which the Internet allows him to do much more efficiently compared to going to the point of sale. However, one does not exclude the other, so online stores today should be seen as another channel in which we are one step closer to our customers. How successful it will be depends to a large extent on the experience we provide within it.

Recognizing these circumstances, IDEA is the first consumer goods chain to open an online store in Montenegro. Our vision in this domain was clear from the very beginning – we wanted to enable customers to enjoy the possibility of quality shopping from the comfort of their home or office and thus save time.

The main challenge on this journey was educating customers and raising awareness of the advantages offered by online shopping. It was extremely important to convince them that this type of purchase is completely safe, that they can count on the fact that their order will actually be delivered at the time they specified, as well as that the quality of the delivered food will always be in the first place, i.e. that we will choose them for them with special care, just as they do when they go to the store.

Evaluate the impact of social networks on bringing the offer closer to end users?

Social networks have changed the way we access information and thus the way we make decisions. Today, they are the places where we find inspiration, we come into direct contact with products and brands, but also with their users, among whom, as a rule, are our friends in whom we trust.

On the other hand, users of social networks expect to receive answers to questions they are interested in at any time. This also represents a special challenge for traders who must be engaged and ready to provide a recommendation or more information when it is expected of them.

We can say that today customers carry their purchasing power in their pockets. What used to bring us going to the store, today we can achieve by simply scrolling through our accounts on social networks. We no longer have to call friends for recommendations, it is enough to ask a question and get answers. This is especially true for brands’ most desirable demographic: millennials.

Sublime your experience in one message and convey it as a necessary lesson that future e-sellers should know.

E-commerce is not a future trend, but the present, and by investing in its development, we are investing in the future of our business.

What is your proposal for the improvement of e-commerce business, in the sense that end users are more interested in this type of purchase? How to animate them, what to offer them (tie up with a bank, offer special cards for trade, improve logistics for delivery…)?

It is important to understand that business improvement in the e-commerce segment must be planned in accordance with the customer’s expectations. That’s why the first task is to understand how they make a purchase decision in the online environment. Customers want simple processes, steps that will be absolutely clear to them at all times and enable them to get what they came for as quickly, accurately and easily as possible.

This is also the reason why, respecting the needs of customers, we have made online shopping simple and adapted for everyone. The range of the IDEA online store is adapted to the demand that occurs at physical points of sale, but it is carefully improved by constantly listening and respecting the suggestions we receive from our online customers.

Of course, the development of the offer and the expansion of the assortment is a continuous process, and it is especially important that our customers do not have to research and compare prices, because all promotions and advantages for users of the Super Loyalty Card, as well as current and seasonal discounts are also valid in our online store.

What strategy do you use to be recognized in the market as an e-commerce success story?

The key to a successful strategy is in adapting to the market and target groups. You must monitor the needs of customers and accordingly invest in all aspects of e-commerce – from the selection of items, through the development of additional services and communication on those channels where the target groups are located, all the way to the top readiness and coordination of the teams that take care of – the purchase went flawlessly.

Delivery time is very important for the customer. How do you provide logistics for order delivery? Do you have contracts with the post office, transport or courier service, or have you developed your own delivery unit?

IDEA Online has its own temperature controlled vehicle delivery, so that all items are delivered in optimal condition.