El uso de las APIs garantiza el éxito de la experiencia omnicanal

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CLAVES:

  • Los clientes no se preocupan si un minorista tiene una página web de su tienda o una aplicación, o incluso ambos; se preocupan por obtener lo que necesitan, cuando lo necesitan y sin esfuerzo.
  • Según un estudio de Apigee, satisfacer las expectativas del cliente exige un “enfoque de fuera hacia dentro (outside-in)” centrado completamente en los clientes y lo suficientemente ágil como para adaptarse rápidamente a los continuos cambios del mercado y a la adopción de nuevas tecnologías.
  • Este proceso implica APIs, ya que según el estudio de Apigee, son la base para lograr el enfoque outside-in.
  • Por otro lado, según un informe de la consultora MHE Consumer el sector que es más omnichannel es el de ocio y tecnología.
  • Y Decathlon, va a la cabeza en omnicanalidad. El grupo francés es la empresa de moda que mejor integra sus canales online y offline. Le siguen Salsa y Mango.

Los clientes no se preocupan si un minorista tiene una página web de su tienda o una aplicación, o incluso ambos; se preocupan por obtener lo que necesitan, cuando lo necesitan y sin esfuerzo. Ellos compran productos y servicios de la manera que les resulta más conveniente, ya sea a través de la web, de una aplicación móvil, de un dispositivo doméstico conectado, de un asistente virtual, de una interfaz de voz o de cualquiera de los muchos otros nuevos dispositivos que hay en el mercado.

Tratar la omnicanalidad como un multicanal 2.0 no ayudará a una empresa a satisfacer estas expectativas, o por lo menos eso es lo que Apigee dice en su último estudio sobre omnichannel.

[section label=”Enfoque “outside-in”” anchor=”Enfoque “outside-in””]

Enfoque “outside-in”

Según el estudio de Apigee, satisfacer estas expectativas exige un “enfoque de fuera hacia dentro (outside-in)” centrado completamente en los clientes y lo suficientemente ágil como para adaptarse rápidamente a los continuos cambios del mercado y a la adopción de nuevas tecnologías.

Con el enfoque convencional de “dentro hacia afuera (inside-out)” las estrategias se desarrollan dentro de la empresa, en gran medida limitadas a los puntos de vista internos, y se centran principalmente en exponer activos desde el interior.

Fuente: Vecdis. Datos de Apigee
Fuente: Vecdis. Datos de Apigee

Para cambiar al enfoque outside-in hay que empezar por preguntar:

  • Qué es lo que quieren y necesitan los clientes.
  • Qué valor obtendrán los clientes de los productos que hay en la empresa.
  • Diseñar nuevos productos con esta información en mente.

Para ofrecer las experiencias evolutivas y unificadas que esperan los clientes, las empresas necesitan que sus activos digitales sean flexibles, con la mente abierta para construir nuevos productos y servicios.

Este proceso, el de obtener diferentes sistemas para intercambiar datos y formar una experiencia cohesiva para el usuario final, implica APIs, ya que según el estudio de Apigee, son la base para lograr el enfoque outside-in.

[section label=”Utilizar APIs para lograr un enfoque outside-in” anchor=”Utilizar APIs para lograr un enfoque outside-in”]

Utilizar APIs para lograr un enfoque outside-in

Las APIs modernas y bien administradas permiten a las empresas ocultar la complejidad del back-end detrás de una interfaz predecible y fácil de usar. Estas interfaces significan que los cambios en los sistemas bac-kend no se romperán o afectarán a las aplicaciones construidas en el front-end, lo que a su vez permite a los desarrolladores construir esas aplicaciones con la velocidad y la flexibilidad necesarias para satisfacer las expectativas de los clientes.

Completamente documentadas y catalogadas en portales de desarrolladores de autoservicio, estas APIs no son una mera tecnología de integración. Más bien, son productos, productos que los desarrolladores usan para crear productos propios para los usuarios finales.

Estas APIs son generalmente agnósticas para los dispositivos y para las interfaces de usuario final, por lo que las empresas pueden exponer de forma segura sus sistemas principales a través de la API, y luego dejar que los desarrolladores usen y reutilicen esas APIs para crear aplicaciones y servicios para nuevos dispositivos, nuevos modelos de interacción y nuevos cambios en las preferencias del consumidor.

La agilidad que facilita la administración de la API sólo es útil si las empresas saben cómo deben iterar, y es aquí donde entra el análisis de datos. Con información sobre qué API tiene más actividad, qué dispositivos generan más tráfico y qué desarrolladores crean la mayoría de las aplicaciones, las empresas pueden seguir las tendencias en el comportamiento del usuario y del mercado, realizar cambios rápidamente y realizar apuestas en las áreas más prometedoras. El análisis de datos es una parte crucial de la formación y ejecución de estrategias outside-in.

[section label=”Principios para construir nuevos productos” anchor=”Principios para construir nuevos productos”]

Principios para construir nuevos productos

Según el estudio de Apigee, las empresas líderes del mercado han adoptado una serie de principios para construir y apoyar nuevos productos, servicios y experiencias.

Fuente: Vecdis. Datos de Apigee
Fuente: Vecdis. Datos de Apigee
  • Estar dónde los clientes lo necesiten y siempre que lo necesiten. Según el estudio, una plataforma de gestión de API ayuda a la empresa a hacer que sus datos y servicios básicos estén disponibles en cualquier lugar, de forma rápida, coherente, segura y a escala. Esto permite a los desarrolladores y a los socios crear de manera creativa estos activos para nuevas experiencias digitales.
  • Proporcionar experiencias sin fricciones que permitan a los clientes poder moverse sin problemas entre interacciones digitales y físicas. Las APIs permiten a los desarrolladores combinar de forma rápida y creativa activos empresariales para nuevas aplicaciones y experiencias. Un desarrollador podría combinar las bases de datos del inventario en la tienda de una marca y las bases de datos del historial de usuarios con un servicio de geolocalización, por ejemplo, para crear una aplicación que ofrezca las recomendaciones del usuario basadas en compras pasadas.
  • Asegurarse mantener a los clientes, incluso cuando están usando el producto de otra empresa, y asegurarse el fácil ingreso de clientes nuevos. Una plataforma de gestión API con un portal para desarrolladores agiliza y acelera significativamente el proceso de integración de nuevos socios. Al proporcionar acceso de autoservicio a las APIs, así como herramientas para el descubrimiento y prueba de estas APIs, el portal permite a las empresas estandarizar la integración de socios, en lugar de tratar a cada nuevo socio como un proyecto discreto.
  • Concentrarse en la agilidad para evolucionar con las preferencias del cliente. Las APIs facilitan esta agilidad porque resumen sistemas informáticos complejos en interfaces coherentes que son fáciles de usar para los desarrolladores. Para aprovechar estas APIs para un crecimiento continuo, en lugar de solo proyectos, las empresas necesitan una plataforma de administración de APIs para asegurar, escalar, analizar y administrar todo el ciclo de vida de la API. Además de la reducción del tiempo de integración y los costes de integración, la administración de APIs proporciona los datos de rendimiento y uso necesarios para que las empresas respondan rápidamente a las tendencias del mercado, reaccionen a las expectativas cambiantes de los clientes y busquen nuevos modelos y estrategias empresariales.
  • Crear experiencias inteligentes y personalizadas. Una estrategia exitosa de omnicanal no coge el enfoque “si lo construyes, vendrán”. Los negocios digitales que tienen éxito normalmente emplean machine learning y el análisis de datos para detectar e invertir en tendencias antes que la competencia y para crear experiencias más inteligentes y personalizadas para los usuarios finales. Las APIs no sólo permiten a los desarrolladores crear con más agilidad desde los servicios centrales de una empresa, sino que también proporcionan análisis e ideas para infundir esta agilidad con el propósito que se tenga.

Una plataforma de API ayuda a las empresas a exponer de forma segura sus datos y servicios y a desarrollar la agilidad para ofrecer experiencias a los clientes de una forma rápida. Además, el proveedor de API debe utilizar análisis para entender cómo se usan las APIs, aprender qué tipo de experiencias esperan los usuarios finales e informar de estrategias nuevas y actualizadas que posicionen aún más al negocio para el éxito.

Según el informe de Apigee, permanecer en el camino del éxito significa adoptar nuevas medidas y definiciones. La principal es la noción de que la madurez digital de una organización se refleja en la sofisticación y en la escala del uso de su API.

[section label=”Mucho camino por recorrer” anchor=”Mucho camino por recorrer”]

Mucho camino por recorrer

El modelo omnicanal satisface una de las principales demandas del consumidor actual: una experiencia homogénea y cruzada en todos los canales de compra. Esto cobra especial relevancia si se tiene en cuenta que los consumidores que combinan los canales online y offline pasarán del 51% en 2016 al 78% en los próximos años, según el estudio anual de ‘e-commerce’ del IAB.

Aunque en España las compañías aún están lejos de ser 100% omnicanal, algunas apuestan fuerte por integrar todos sus canales, lo que implica inevitablemente la gestión conjunta de los datos. Esto plantea grandes desafíos, especialmente en torno a dos procesos: la logística y el conocimiento del cliente.

Según un informe de la consultora MHE Consumer el sector que es más omnichannel es el de ocio y tecnología, aunque el sector moda ha conseguido un fuerte avance todavía queda un claro recorrido de mejora.

Fuente: Vecdis. Datos de MHE Consumer
Fuente: Vecdis. Datos de MHE Consumer

El informe también dice que las empresas con presencia internacional tienen una estrategia omnicanal más avanzada que las establecidas solamente en España. Asimismo, todavía hay un largo camino por recorrer en este ámbito, ya que sólo una de cada tres empresas de moda ofrecen visibilidad a su stock en tienda individual y un tercio de ellas aún no permiten recoger pedidos online en puntos de venta físicos.

También una de cada tres empresas no admiten la devolución de un producto en tienda si se ha comprado online, solo 1 de cada 25 empresas ofrecen wifi gratis, y dos de cada tres tampoco ofrecen la posibilidad de utilizar el móvil para usar sus programas de fidelización.

A pesar de ello, la tienda física es, en comparación con el año anterior, el área dónde han crecido más las iniciativas omnichannel.

Fuente: Vecdis. Datos de MHE Consumer
Fuente: Vecdis. Datos de MHE Consumer

[section label=”¿Qué empresas integran mejor sus canales online y offline?” anchor=”¿Qué empresas integran mejor sus canales online y offline?”]

¿Qué empresas integran mejor sus canales online y offline?

Según el estudio de MHE Consumer, Decathlon, va a la cabeza en omnicanalidad. El grupo francés es la empresa de moda que mejor integra sus canales online y offline.

La puntuación de Decathlon en materia de omnicanalidad es de 340 puntos sobre un máximo de 500. Le siguen Salsa, propiedad del grupo portugués Sonae, y Mango, con 286 puntos y 279 puntos, respectivamente.

Dentro de las diez primeras del ránking, la compañía liderada por Isak Andic ha sido la que más posiciones ha escalado este año con respecto al índice de omnicanalidad de 2016, ya que ha sumado 61 puntos más. Detrás de Mango, el resto del top ten lo componen (de mayor a menor) El Corte Inglés, Desigual, Bershka, Pimkie, Zara, Kiabi y Pull&Bear.

Fuente: Vecdis. Datos de MHE Consumer
Fuente: Vecdis. Datos de MHE Consumer

Fuera de los diez primeros clasificados, Pronovias, Accesorize y Caldezonia fueron las tres compañías que más crecieron en 2017 dentro del conjunto del ránking. En esta lista de las más rápidas en mejora de la omnicanalidad figuran también Camper, Punto Blanco y Max Mara.

En lo que a experiencia en web se refiere, las compañías deportivas copan la parte alta de la clasificación. Adidas, Reebok, Foot Locker y Nike fueron, por este orden, las cuatro mejores empresas por su experiencia online.

APIGEE. Realize the True Potential of Omnichannel. 25 de abril de 2017. [consultado 19-05-2017]. Disponible en: https://pages.apigee.com/rs/351-WXY-166/images/apigee-realizing-the-true-potential-of-omnichannel-ebook-2017-04.pdf

MHE CONDUMER. Moda Omnichannel Retail Index 2017 España. Mayo de 2017. [consultado 19-05-2017]. Disponible en: https://www.mheconsumer.com/2017/05/moda-omnichannel-retail-index-2017/

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