All in / Redesigning for E-nclusion is an excellent example of a brand personalising its services to improve the shopping experience for a specific customer, driving inclusivity to drive sales. The Alliance for Affordable Internet (A4AI) noted in 2020, ‘By 2018, 80% of towns in Peru (most of them rural) lacked internet coverage, and approximately 4 million Peruvians had only the possibility to connect via 2G, but they did not have internet access.’ Given 27.7% of Peruvians live in rural areas, that’s a sizeable customer base to tap into. But making these inclusive adjustments to the website doesn’t just better the online shopping experience for customers, it’s also a smart business move for PlazaVea. As Byron Sharp says in his book How Brands Grow, the goal for brands should be to recruit as many customers as possible. Every brand has a few heavy buyers and a few occasional buyers but attracting these light buyers is what makes or breaks market share.
From start to finish / Retailers lose out $18bn in sales when it comes to abandoned shopping carts, so a key element of this initiative is how the website approaches customer checkout. According to 2022 data from Baymard Institute, one of the reasons online shoppers abandon their carts is because of a website crashing. PlazaVea has considered the whole shopping experience, and rather than just focusing on the viewability of webpages, it also ensures that shopping carts aren’t abandoned because of an unstable internet connection – a smart move that, again, delivers on both accessibility and business terms.
