Master in Digital Marketing Management – UPF-BSM Acquire specialized knowledge to manage the digital marketing of your organization. IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online A couple of days ago, a local bakery chain posted a photo on Instagram. They had opened a home delivery service for closed purchases through the internet during the remainder of the confinement of the coronavirus pandemic. For a not very high cost (4 euros), they promised to bring home the products they sell. Bicas, cakes, croissants, sliced ​​bread and similar products could be part of those home deliveries. The opening of the service served for a new conversation in my WhatsApp groups, one of the many that we have had in my circle on this topic. It was clear that the company – an SME – had opened the service because times are difficult and they needed to close more sales. Considering that it was a small company, no one in the conversation denied that helping them with their consumption was important. At the same time, however, we wondered how ethical there was in the role of consumers. Could we order chocolate cakes and pastries at home even though they are not really a staple product? Wasn’t that exposing delivery personnel more to illness for something that’s not so important?

Never, and these kinds of Colombia Phone Number List conversations have been repeated many times in my environment, have we come to a clear conclusion. For many SMEs, e-commerce has become a kind of patch to use while the quarantine lasts to continue generating sales, something that makes us as part of the citizenry feel that buying from them is reasonable and a way to support them. On the other hand, however, we know that every time something is brought home to us we are exposing a chain of workers to the increased possibility of contagion (to bring us home whatever it is, they have to get out of their way). which makes the purchase decision seem brutally irresponsible and unsupportive. Buying the supermarket purchase online seems – and we do not debate it much – the best, since this reduces the exposure of the personnel of these companies to people entering and leaving their establishments. And, after all, milk, toilet paper or fish are essential goods that we cannot avoid buying. But what about ecommerce in general? “It’s a moral contradiction,” a friend told me, after spending a few minutes in a conversation about whether or not it would be okay to buy certain products online. My friend is not a market analyst, but the truth is that the debate about what can and what not to buy online and how ethical it is to expose the delivery drivers has become one of the hot topics of the moment and one of the that mark our relationship with ecommerce in these times of confinement.

The delivery men are clear: do not make them take whims Some articles in the Spanish general media have already collected statements from logistics company distributors complaining about having to distribute clothing purchases or from restaurant delivery platforms, they have criticized what they should do. Their positions are clear. If what you are going to buy is a whim, you better not do it. Riders complain that they are expanding their risk to carry burgers and beers, not essential services. Consumption data already says that citizens are asking for less food online, as they are afraid that it is a vector of contagion that brings the coronavirus home to them. Anyone who has been a client of any of these platforms at some point may have guessed. In recent weeks, email marketing campaigns reminding them that they continue to operate and that they are following security precepts have been repeated. The European Food Safety Authority has made it clear that there is no evidence that food is a possible source of contagion. The question is, again, and as they recalled in an article in El País, the ethics of the process.

The debate on the ethics of ordering non-essential items at home is accompanying the advance of the pandemic. Italian riders also complained about the situation at the time. In the United States, the magazine Time he asked a professor of medical ethics at the University of New York. Arthur Caplan believes that you can still order “just have the delivery person leave the food at the door and walk away.” Do not use money, do not have physical contact, he points out. Jim Thomas, a professor of epidemiology at the University of North Carolina, takes the opposite view. If something is not essential, don’t ask for it.Giants against SMEsAnd, in addition, the debates on the ethics of consuming online in these times have another aspect, that of confronting the positions between the giants of electronic commerce and the small companies that are trying to gain their niche in the market. The resources of the giants are much more extensive, they have a stronger logistics network and they have a larger stock that leads them to be able to sustain demand for longer.

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