We, La Pollera Colorada, as a business have decided to sell our product online on our personal webstore. According to Cámara Peruana de Comercio Electrónico, the online e-commerce market of Peru had reached $9.3 billion USD in the year 2021 (CAPECE, 2022). The Cámara Peruana de Comercio Electrónico reports also indicate that there has been an 81% increase in fashion e-commerce sales post COVID-19 pandemic. The Global Payment Report by FIS indicated that in 2021, credit cards were used for 40% of purchases through mobile or web payment in Peru (Worldpay FIS, 2022). Americas Market Intelligence’ (2022) Peru E-Commerce Market Data report indicates that there are some factors that have impacted the e-commerce market, which we plan to address in order to provide the best customer service possible and build long-term customer relationships as a small start up business. Some of the issues that have inhibited the growth of the market are fraud, website failures, delivery, accurate inventory, and product quality (Americas Market Intelligence, 2022).
La Pollera Colorada has recruited certified IT employees to ensure that our website will be under constant maintenance to ensure all transactions are able to be completed without any interruptions and or website failures. There is also a delivery and logistics team that will audit all orders to track product making its way to and from our warehouse to ensure we are meeting our quoted delivery dates and or any returns. Our Customer Service representatives have over 5 years experience in their role and will be available to reach over chat on our site, through our phone number, and our contact email.
La Pollera Colorada plans to use social media platforms to promote our product and to announce any special promotions we will be having. Statista informs that the most commonly used social media platform in Peru in 2020 was Facebook and its users were ranging from the ages 25-34 year-olds (Statista, 2022). Our target consumers will be both working-class and upper-class women of this age group, though we will offer the option to customize or order smaller sizes for younger women who may want more vibrant colors and or different patterns. La Pollera Colorada offers polleras with very minimal design for daily use or even for easier movement at events such as the race called “Nuna Warmy”, which is how the women of La Oroya celebrate International Women’s Day (Aracari, 2018). There will also be multi-layered polleras with more intricate designs for special occasions such as weddings, parties, and even for congress meetings as worn by Congresswoman Claudia Coari Mamani as seen on Congreso de la Republica de Peru (2018).
In addition to promotion on social media platforms such as Instagram, Facebook and TikTok, we will work with a social media manager to maintain our strategy. We will use influencer marketing in regions of Peru where TikTok is extremely popular. La Pollera Colorada also hosts events and participates in textile trade shows, showcasing the array of colored Polleras available at our store.
