Face To Face Webinar de Jill Leccia de Pepsico Latam
According to Gatorade, the pandemic challenge has turned into an opportunity. Jill Leccia, senior director of functional and nutritional beverages at PepsiCo LatAm, said that the digital world has led the company not only to interact with consumers but also to learn which way they are trending. “We capitalized on a demand by consumers seeking digital training and directed them to platforms such as G BootCamp, a free eight-week training plan, and thus accompanied them at a time when we could inspire them,” Leccia said in an interview during the FIAP Face to Face Webinar – On the Road to the2021 Innovation Summit. As for electronic commerce, she said that Latin America experienced a five-year acceleration in just three months: “The pandemic forced e-commerce to accelerate throughout the region.” Regarding the process of adapting to e-commerce, Leccia warned that this is one of the biggest challenges because, she said, there is nothing less agreeable than feeling invaded by this tool. “We need to get accustomed to using e-commerce in order to be empathetic and understand when, where and for whom our messages must be relevant.” She estimates that over the next three months there will still be a lot of fear about breaking out of quarantine in several Latin America countries where sports will be categorically individual, even as their new forms grow in popularity.
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