Strengthening after-sales service and continuously improving the customer experience are among Scania Mexico ‘s priorities for the coming years, in a context where the industry demands greater operational efficiency and closer relationships with carriers, according to Gisela Quintero, the company’s Customer Experience and Services Director.

Quintero commented that the company seeks to promote programs focused on evaluating and improving the customer service processes that support the operation of its field units. The intention is that every interaction with the service network contributes to improving customer relations and unit availability.

“The area has a strong focus on supporting after-sales service, but also on going a step further, on continuing to improve the experience of our customers every time they visit us,” he emphasized.

He explained that the goal is to ensure that internal programs allow for constant review of what is being done and how the experience of those who acquire or maintain their vehicles within the brand’s network can be improved.

In that regard, he emphasized that having a structured approach to customer experience is fundamental for the transportation industry, as it allows supporting the carrier throughout the vehicle’s life cycle, from acquisition to maintenance services.

One of the elements the company considers a differentiator is its close relationship with its users. To this end, Scania holds regular service meetings where it reviews, together with the carriers, the performance of their vehicles and the specific needs of each operation.

“We sit down with the clients to see how their operation is going and how together we can ensure that the unit is where it needs to be, which is on the roads, moving passengers or cargo,” he explained.

The company is also continuing to expand its service network . Last year, it completed eight projects, including new locations and facility renovations, a strategy aimed at strengthening service coverage across the country.

Among the projects that Scania Mexico completed in 2025, there was the relocation of its headquarters in León, Guanajuato, as well as the relocation of its Quality Assurance Center for Buses to the Innovation Technology Park in El Marqués, Querétaro, and others.

In 2026, Quintero noted that the economic environment remains somewhat uncertain , particularly during the first half of the year. However, he expressed confidence that the market’s direction would become clearer by the second half.

“I think the third quarter will give us much more visibility into how to handle things in the future,” he commented, referring to the potential impact of the definition of the United States-Mexico-Canada Agreement (USMCA).

Despite this situation, the company maintains a long-term perspective focused on supporting its customers , with solutions that integrate product and service to keep the units operating on the road.

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The Mexican Online Sales Association (AMVO) presented the results of El Buen Fin 2025 in a session led by Daniela Orozco, the organization’s Research Director. With this analysis, AMVO concludes its annual reporting cycle and confirms the solid growth of e-commerce in one of the country’s most important sales events.

During the campaign, the digital channel reached almost 46 billion pesos (mdp) in sales , representing a growth of 31% compared to 2024.

With this figure, e-commerce now contributes 21% of all the revenue generated during El Buen Fin, consolidating itself as an indispensable engine for the performance of Mexican retail .

Orozco recalled that, although this initiative was born 15 years ago in a mainly physical context, today omnichannel sets the pace of consumption.

The study also revealed the key factors for brand success in this edition. Attractive promotions remain the primary attention-grabber, but inventory availability and logistical efficiency now play an equally crucial role.

According to AMVO, the alignment of inventory, routes, delivery times, and return policies became critical for competitiveness. This, coupled with the seamless integration of online and offline channels , enabled many companies to achieve double-digit growth.

In terms of consumer behavior, six out of ten internet users made a purchase during El Buen Fin. The AMVO (Mexican Association of Online Sales) observed an increase in shoppers who opted exclusively for digital channels, a sign of greater maturity and confidence, especially among frequent users of specialized platforms.

There was also a notable advance in lower-middle socioeconomic segments, which now represent 11% of digital buyers, as well as a greater balance between men and women, something that had not happened in previous years.

The report confirms that almost eight out of 10 participants had purchased in previous editions , but highlights the addition of new users, particularly from Generation Z, who are approaching digital purchasing for the first time.

Many of them opted for alternative payment methods, such as bank transfers or digital wallets , which were used by almost half of online shoppers . The use of options like “buy now, pay later” also saw significant growth.

In terms of categories, electronics and fashion remained the most purchased products both online and in physical stores . However, there were significant differences depending on the channel: while beauty and toys had a greater presence online, in physical stores, appliances and pantry staples saw growth.

According to AMVO, these variations reflect how brands are refining differentiated strategies according to the point of sale and the convenience perceived by each type of buyer.

The overall user experience remained positive . Nine out of ten shoppers reported being satisfied with their purchases, and this positive perception surpassed levels from previous years. However, affordability and product availability remain the main barriers, both for those who wanted to buy more and for those who didn’t buy at all.

Traffic to e-commerce sites also saw a considerable boost . During the five days of the campaign, more than 1,600 e-commerce pages were visited , increasing national digital traffic by 56 percent.

For Orozco, this year’s findings confirm five key trends: the digital channel as a growth engine ; the need for segmented proposals driven by analytics and artificial intelligence; an advertising approach based on efficiency; the consolidation of retail media as a central strategy; and the importance of social engagement to generate trust and business results before, during and after the event.

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LAS VEGAS, NV.- The digital transformation of companies must focus on an essential principle: offering a personalized, consistent and innovative experience , regardless of the channel of contact with the consumer, as commented during SAP Connect 2025 , Sarha Tuta , Head of Customer Experience (CX) for SAP Latin America North .

“ The customer experience has to be identical, no matter the purchasing method . A person can go to a physical store or shop online, but what they expect is for the brand to recognize them, to know who they are and what they like. That’s the foundation of loyalty,” he emphasized.

The company strengthened its CX solutions portfolio with the launch of SAP Loyalty and SAP Engagement , tools designed to help organizations connect with their customers through omnichannel strategies, advanced analytics, and Artificial Intelligence (AI) .

“The goal is simple: for the customer to feel like the brand is speaking directly to them, even if there’s a machine behind them. That emotional connection is what truly builds loyalty,” Tuta said.

Purposeful Innovation: Data, Empathy, and AI

The directive emphasized that AI should be understood as a tool to support human talent, not as a replacement.

“AI could offer recommendations and analyze behavior, but it always needs human input —someone to interpret the emotion or context behind the data,” he explained.

SAP promoted a vision of innovation centered on the human experience : technology at the service of empathy. To this end, it fostered the development of digital capabilities among its customers, enabling their teams to work strategically with intelligent solutions.

“It wasn’t about a machine serving the customer, but rather helping them identify what they really needed. Empathy remained irreplaceable,” he added.

Tuta acknowledged that technological adoption was progressing at different rates in Latin America.

“ Mexico used to set the pace due to its proximity to the United States , while other markets, such as Colombia or some southern countries, were more cautious and took the plunge when they were fully convinced,” he commented.

However, he agreed that digitalization is an irreversible path . “By the end of 2027, 80% of companies in the region will have migrated to the cloud. Not doing so would be falling behind,” he said.

To accelerate this process, SAP created specialized support teams for technology adoption, focused on reducing resistance to change.

“In Latin America, we’re stubborn,” he said with a laugh, “but when we understand the value of an innovation, we embrace it wholeheartedly. The important thing is to teach, support, and demonstrate the real impact,” he emphasized.

Regarding Mexico , he indicated that the country represents one of the most solid innovation ecosystems in the region, however , he warned that the main challenge remains in small and medium-sized enterprises ( SMEs) .

“Many businesses seek to develop their own solutions to save money, but end up creating disconnected systems, veritable ‘Frankensteins.’ SAP works with flexible adoption models to demonstrate that investing in CX isn’t an expense, but a strategy for growth,” he noted.

The specialist summarized SAP’s philosophy in a single sentence that encapsulates its vision of innovation and experience.

“Companies can have the best financial or logistics systems, but if they don’t create a memorable experience, they have no future. True digital transformation begins when the customer feels unique,” he asserted.

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