Paying attention to the consumer’s preferences, purchasing habits and lifestyle, we launched an updated version of the Internet shopping site during the year. This website incorporates tools with information in real time on the availability of articles by location, as well as the follow-up on the status of the order and the estimated delivery date. We also offer such services as travel packages, insurance, the downloading of books and flower delivery. This is a reflection of our efforts in recent years to remain at the forefront and to incorporate the virtual channels with the traditional brick-and-mortar stores. liverpool.com.mx had more than 119 million hits in 2016.
Sales made by electronic means increased by 61% during the year. The preference for the Click & Collect modality, comprised of the merchandise being delivered to the store for pick-up after being ordered by Internet, currently accounts for 30% of the total sales made through this channel. The growth in this last option is the result of the adaptation to the modern consumer’s lifestyle, with the consumer selecting the purchase by digital means, with the flexibility of having the merchandise in the place most suitable to him or her.
Social media networks have also become fundamental tools of communication for our times. Liverpool clearly understands this phenomenon and has defined its social media platforms based on what is most important to us – our customer service – by complying with the objective of adapting to new markets. Our accounts are essentially a means of attention, lifestyle and communication of promotions. During 2016, the publications received more than 565 million hits, which is 116% higher than the prior year. The number of persons who join the Liverpool community on social media networks is on the rise; by the end of 2016, we had 4.1 million followers, a 51% increase over 2015.
The salesforce tablet project provides the shopper with greater speed in paying for his/her merchandise, locating articles the customer is looking for, by offering a more extensive catalog than what is available on the sales floor.
In November of 2016, we started up operations in the new CAT (call center) Morelia, which now has the latest technology and contact center processes, thereby improving our customer service, while optimizing operating costs. This center is capable of attending to more than 3.5 million calls per year; it is equipped to employ differently abled persons and represents a platform for future growth.
Fashion Fest: 15 years and 30 seasons of representing fashion in Mexico. This year, models Emily DiDonato, Hannah Davis and Sara Sampaio, headed the events, presenting state-of-the-art trends with articles and concepts available on line and in our stores.
The Christmas season began with the second annual Bolo (Liverpool’s Teddy bear mascot) Parade on Mexico City’s main boulevard, Paseo de la Reforma; the parade was attended by 250,000 people. In our stores, Santa and his elves worked together with the parents to share the letters delivered to them by the little ones, and if they wished, by sending their illusions straight to their homes in a timely manner.