Customer attraction strategies for a SME company in the commercial sector before the Covid-19 [Estrategias de captación de clientes para una Mype del sector comercial ante el Covid-19]

• Autores: Florián Castillo, Odar Roberto, Dominguez Alcalde, Liz Abigail
• Formato: objeto de conferencia
• Fecha de Publicación: 2022
• Institución: Universidad Privada del Norte
• Repositorio: UPN-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.upn.edu.pe:11537/29914
• Enlace del recurso: https://hdl.handle.net/11537/29914; http://dx.doi.org/10.18687/LEIRD2021.1.1.8
• Nivel de acceso: acceso abierto
• Materia: Fidelización del cliente; Empresas comerciales; Covid-19; https://purl.org/pe-repo/ocde/ford#2.11.00

The objective of the research was to formulate strategies aimed at attracting clients for a Mype of the commercial sector dedicated to the commercialization of basic food products. The study was prospective. A reliable questionnaire (Cronbach's Alpha of 0.868) and validated by expert judgment was applied to 20 frequent clients sampled for convenience. The main problems encountered were: the lack of use of technologies, the lack of knowledge about strategies and the strong competition that the company faces. Finally, the internal and external analysis strategies were formulated: to provide additional services to clients by frequency of purchase and recommendations; implementation of digital media for advertising and sales, carry out a campaign of low-demand products, recovering the investment or obtaining slight profits; implement resources to avoid contagion in the sale process (seller - customer), implement price or service inquiries through calls or the use of WhatsApp to avoid direct physical contact with customers and possible infections.