Los consumidores se sienten ignorados por las marcas en las redes sociales

Por
Redacción Vector
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CLAVES:

  • Los consumidores de hoy en día están tecnológicamente avanzados, tienen estilos de vida completamente conectados a través de múltiples dispositivos, creando así una huella digital constante.
  • Pero los que están especialmente avanzados son la Generación Z y los Millennials, sus hábitos de compra y su comportamiento tendrán un impacto significativo en el comercio electrónico y en la venta al por menor en un futuro próximo.
  • Pero a diferencia de los Millennials, el 67% de los consumidores de la Generación Z prefiere comprar en un almacén físico la mayor parte del tiempo, y otro 31% prefiere también ir a comprar a una tienda física a veces.
  • Para estas generaciones la comunicación con la marca es muy importante. Pero un 40% creen que sus comentarios en las redes sociales son ignorados por las empresas o simplemente leídos por encima en la mayoría de las veces.

Vivimos en un mundo orientado al consumidor, que se centra más en las necesidades del comprador conectado que en el minorista. Un minorista que se encuentra constantemente bajo presión para analizar los datos de los consumidores, implementar estrategias para atraer y retener a los clientes, y crear una personalidad de marca única que permita a su negocio destacarse de la competencia.

Según un nuevo estudio de Acapture los consumidores de hoy en día están tecnológicamente avanzados, tienen estilos de vida completamente conectados a través de múltiples dispositivos, creando así una huella digital constante.

Pero los que están especialmente avanzados con respecto a la tecnología son la Generación Z y los Millennials. Según el estudio sus hábitos de compra y su comportamiento tendrán un impacto significativo en el comercio electrónico y en la venta al por menor en un futuro próximo.

[section label=”Los Millennials y la Gen Z” anchor=”Los Millennials y la Gen Z”]

Los Millennials y la Gen Z

Los Millennials son considerados como la primera generación de compradores online, que han crecido en un paisaje de empresas como Amazon, Alibaba y eBay, sus hábitos de compra empujaron al e-commerce a ser la corriente principal, a menudo buscando una mejor relación calidad-precio.

Pero a diferencia de los Millennials, el 67% de los consumidores de la Generación Z prefiere comprar en un almacén físico la mayor parte del tiempo, y otro 31% prefiere también ir a comprar a una tienda física a veces. Además, los dispositivos móviles son menos utilizados para comprar por la Generación Z que por los Millennials.

Fuente: Vecdis
Fuente: Vecdis

En un estudio de IBM la cuarta parte de los encuestados de Gen Z afirmaron gastar más de 5 horas en sus dispositivos móviles cada día, pero comprar online por el móvil no era su actividad principal. El 73% de ellos dijeron que su actividad principal era la relacionada con actividades sociales, como mensajes de texto o videollamadas.

Por otra parte, mientras que los Millennials prefieren la interacción virtual, el 53% de la Gen Z prefieren la comunicación cara a cara por encima del email o la mensajería instantánea.

Medios_por_los_que_la_gen_Z_prefiere_comprar

[section label=”Experiencias omnicanal” anchor=”Experiencias omnicanal”]

Experiencias omnicanal

El paisaje digital está evolucionando, respondiendo a las tendencias emergentes de los consumidores modernos, los canales online y offline están convergiendo para generar experiencias de venta omnicanal. La buena experiencia y la personalización son las palabras claves para el consumidor moderno. El 70% de las compras se basan en una conexión emocional con una marca, y en cómo el consumidor cree que está siendo tratado.

Hoy en día, los consumidores no están simplemente comprando, sino que están invirtiendo en una experiencia holística, por lo que las empresas deben trabajar para conseguir una experiencia positiva para sus compradores mediante la construcción de la personalización de la marca y tener un impacto responsable y positivo en la sociedad.

El estudio de Acapture muestra que las funcionalidades omnicanal, que combinan diferentes plataformas y canales incluyendo los pagos móviles, wearables y experiencias en la tienda, son un factor importante.

[section label=”Click and Collect” anchor=”Click and Collect”]

Click and Collect

Los minoristas de las tiendas físicas, a la sombra de los gigantes del comercio electrónico como Amazon y Alibaba, se enfrentan a la complejidad de ofrecer experiencias de marca mejoradas.

El modelo click and collect, relativamente simple pero descuidado, sigue siendo uno de los medios más eficaces para que un minorista consiga unir sus canales online y offline.

La presencia física le da al minorista la oportunidad de construir un servicio cara a cara, ofrecer a los consumidores una forma sencilla y cómoda de recoger y devolver el producto, y facilitar una experiencia de marca de 360ª.

Las investigaciones indican que el concepto de clic and collect, y la gestión limpia de devoluciones, tiene grandes ventajas tanto para el consumidor como para el minorista.

Modelo_click_and_collect

Un enfoque en la comunicación directa con el cliente también es importante en un modelo click and collect, sobre todo, para mantener al cliente actualizado sobre su compra, ya que según el estudio, el 25% de las compras que se realizan con el modelo click and collect nunca se recogen por que el cliente no sabe que su compra ha llegado a la tienda.

[section label=”Los consumidores se sienten ignorados en las redes sociales” anchor=”Los consumidores se sienten ignorados en las redes sociales”]

Los consumidores se sienten ignorados en las redes

La comunicación con el cliente lo es todo, y para poder ofrecer una buena y personalizada experiencia hay que escucharle al mismo tiempo que se debe potencial que compartan sus opiniones.

Las redes sociales son un buen medio para conseguir esto, ya que mientras que los clientes pueden compartir sus experiencias, ya sean buenas o malas, las propias empresas pueden escuchar claramente lo que los clientes dicen. Esto, en teoría, debería de facilitar el poder ofrecer una buena experiencia al cliente, para que así vuelva a comprar en la tienda y ponga comentarios positivos en las redes sobre esta o la recomiende a sus amigos.

Sin embargo, hay muchas empresas que están fallando a la hora de proporcionar una buena experiencia al cliente. En un estudio global de Qualtrics, en el que se encuestó a 1.700 consumidores, un 40% de estos dijeron que creen que sus comentarios dejados en las redes sociales son ignorados por las empresas o simplemente leídos por encima en la mayoría de las veces, sin importar si las quejas son dadas mediante las redes sociales, o encuestas o incluso hechas personalmente.

Las redes sociales e Internet son medios muy importantes para las marcas, ya que son muy utilizadas por los consumidores, se usan también para intentar posicionarse y como fuente de datos para conocer mejor a los consumidores, o ese suele ser el mensaje. Sin embargos, estos no sienten que las marcas y las empresas estén esforzándose para conocerlos y conectar con ellos en este escenario.

Estos problemas deben de solucionarse cuanto antes para poder seguir manteniendo la confianza del cliente y para seguir siendo la prioridad de este.

[section label=”Invertir en tecnología” anchor=”Invertir en tecnología”]

Invertir en tecnología

Para poder ofrecer experiencias realmente interactivas y personalizadas, los minoristas deberán invertir en big data, Internet de las cosas, Inteligencia Artificial y machine learning.

Los consumidores, tecnológicamente avanzados, están siempre conectados a dispositivos de Internet de las cosas. Estas rutas trazables proporcionan múltiples puntos de recopilación de datos y los minoristas pueden optimizar sus ofertas aprovechando estas fuentes de datos y convirtiéndolas en conocimientos inteligibles.

El machine learning (aprendizaje automático) y la Inteligencia Artificial optimizan este exceso de información, y un potente software puede hacer referencias cruzadas entre las preferencias de los consumidores con ofertas de productos, y proporcionar personalización individualizada al consumidor. La Inteligencia Artificial sortea la brecha entre los datos y la experiencia del cliente.

ACAPTURE. Future Trends in Consumer Behavior. Julio de 2017. [consultado 14-07-2017]. Disponible en: https://www.acapture.com/wp-content/uploads/2017/03/Future-trends-in-consumer-behavior.pdf

THE PAYPERS. Report: Generation Z shoppers to buy in-store as much as online. 07 de julio de 2017. [consultado 14-07-2017]. Disponible en: https://www.thepaypers.com/online-payments/report-generation-z-shoppers-to-buy-in-store-as-much-as-online/769438-3?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+thepaypers%2FcfKW+%28The+Paypers+Headlines%29

BIZREPORT. 4 in 10 online shoppers believe feedback overlooked, ignored. 12 de junio de 2017. [consultado 14-07-2017]. Disponible en: http://www.bizreport.com/2017/06/4-in-10-online-shoppers-believe-feedback-overlooked-ignored.html

PURO MARKETING. Los consumidores siguen quejándose de que las empresas no les escuchan en las redes sociales. 14 de junio de 2017. [consultado 14-07-2017]. Disponible en: http://www.puromarketing.com/42/28915/consumidores-siguen-quejandose-empresas-les-escuchan-redes-sociales.html

DYNAMIC BUSINESS. Why ignoring customer feedback is the most dangerous thing a business can possibly do. 07 de julio de 2017. [consultado 14-07-2017]. Disponible en: http://www.dynamicbusiness.com.au/small-business-resources/social-media-strategy-social-media/why-ignoring-customer-feedback-is-the-most-dangerous-thing-a-business-can-possibly-do.html

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