[Interview] Milica Vesovikj Denkovska: The pandemic contributed to the change of habits and the openness to ordering online

We are talking to Milica Vesovikj Denkovska from Philip Morris Skopje about the newly launched product IQOS, e-commerce as a key aspect of their strategy especially in the wake of the pandemic and the positive experience of their customers from their online store.

MECA: The innovative IQOS device that revolutionized the tobacco industry was launched on our market at the height of the pandemic caused by COVID-19. Tell us more about its impact; maybe that was one of the reasons you decided to make IQOS available online? How did the pandemic affect your e-commerce strategy?

Milica Vesovikj Denkovska: Like you, yourself said, our revolutionary product was launched in very specific conditions, during a pandemic, so the approach and strategy itself were specific and different. The whole situation required much more agile action, which to some extent contributed to the decision to start e-commerce at the very beginning of the launch. Considering that this is a product intended for a targeted group of consumers, in that period the strategy we applied was like that. The very fact that the pandemic also contributed to a change in user habits, contributed to a greater openness to ordering online. We hope that this practice and acquired habits will continue.

MECA: Customer care is really important, especially to many who are still exploring the concept of working on this new, modern device. So can you tell us more about your approach and how you make it available to IQOS users?

Milica Vesovikj Denkovska: Customer care is what our company puts the most emphasis on. Building loyal customers depend on their onboarding process. For this reason, customer support is present on the relevant digital channels, fully supporting the process and solving challenges, through single hyper care that guides and supports users in the change process. The consumer at the core approach, in the true sense of the word, is what currently raises customer support to a completely different level from what consumers in our country are used to.

MECA: What can you tell us more about your online sales experience of the device and accessories available on your e-shop? What is the feedback from users?

Milica Vesovikj Denkovska: To be honest, we are surprised how many positive comments we receive, especially for the availability and offers of our online store. I am pleased that even during the period of easing of restrictions on movement in the time of coyote, consumers retained the habit of shopping online. The feedback we receive daily from our adult users is invaluable because it helps us to learn more about them, to try to be better, and to offer much more, all to improve the user experience.

MECA: Let's say you are talking to a person who is interested in buying your innovative device through your e-shop. What is the most important thing you can tell us and what should we pay the most attention to when buying IQOS online?

Milica Vesovikj Denkovska: Buying our device is not just another ordinary order online. It is a decision for real change in your life. The whole ordering process with us does not end with your order in our online store, but on the contrary, begins. Imagine ordering a product that will be delivered to your door by our expert who will guide you through the process of using the device, will give you answers to all your questions that you will have at that moment, and will certainly be here for you in the next period of adaptation? I think you will agree that this is a unique and unprecedented approach to our market.

MECA: Finally, what was the last thing you bought online, and what was your experience? What would you recommend to those who have not yet (if any) experienced online shopping?

Milica Vesovikj Denkovska: Honestly, I have been practicing ordering and shopping online for years. I usually order groceries at home, weekly. Super experience, saving time and money. Exactly yesterday I finished my order, I am expecting the delivery today. During the pandemic I often ordered birthday presents, I must admit that the celebrities were very positively surprised. What I can recommend to those who have not yet experienced the benefits of ordering and shopping online is to start right away, I'm sure in a large percentage it will become their everyday life.

This article was originally published on MECA’s official website.