El futuro del retail está en las smart stores

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  • El comercio tradicional está atravesando una época de cambios. Ahora los establecimientos están inmersos en el reto de la digitalización, dejando de ser meros escaparates para convertirse en puntos de venta inteligentes y conectados.
  • Según un informe elaborado por Juniper Research, las tecnologías de la smart store (tienda inteligente) moverán más de 78.000 millones de dólares en transacciones en 2022.
  • Estos despliegues tecnológicos llegarán a más de 5.000 puntos de venta en los próximos cinco años.
  • Un ejemplo de tienda del futuro es la visión de Alibaba, la cual presentó recientemente su “tienda de muebles del futuro” (Home Times), dónde la tecnología, como era de esperar, juega un papel muy importante.

El comercio tradicional está atravesando una época de cambios. El auge del ecommerce ha supuesto un auténtico desafío para las tiendas físicas, con la aparición del showrooming, el famoso fenómeno que consiste en mirar y probar un producto en una tienda para luego adquirirlo en Internet.

Y ahora los establecimientos están inmersos en el reto de la digitalización, dejando de ser meros escaparates para convertirse en puntos de venta inteligentes y conectados.

[section label=”Mercado de las smart stores” anchor=”Mercado de las smart stores”]

Mercado de las smart stores

Según un informe elaborado por Juniper Research, las tecnologías de la smart store (tienda inteligente) moverán más de 78.000 millones de dólares en transacciones en 2022, frente a los 9.8000 millones que generarán este año. El estudio remarca que estas tecnologías, entre las que se encuentran los sistemas de ‘pago invisible’ (smart checkouts) como Amazon Go, enfocado en la reducción o eliminación de las cajas de pago físicas, impulsarán los ingresos de las tiendas.

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Juniper estima que estos despliegues tecnológicos llegarán a más de 5.000 puntos de venta en los próximos cinco años. Afirma que los comercios minoristas apostarán por esos sistemas con el fin de mejorar la experiencia de los consumidores y aumentar el acercamiento a sus clientes.

Fuente: Juniper Research
Fuente: Juniper Research

Además, la investigación adelanta que el uso de aplicaciones de autopago, que permiten escanear y abonar los productos de su propia compra, crecerá hasta superar los 30 millones de usuarios en 2022, lo que supone un significativo incremento desde algo menos de 4 millones de personas que los emplean actualmente.

[section label=”Tecnologías de venta minorista” anchor=”Tecnologías de venta minorista”]

Tecnologías de venta minorista

Sin embargo, el informe advierte que el coste y la complejidad de la integración de la infraestructura necesaria para poner en marcha sistemas de ‘pago invisible’ limitará  su despliegue a corto plazo.

De hecho, la consultora cree que la mayoría de los ingresos de las nuevas tecnologías de venta minorista provendrán inicialmente de la descarga de aplicaciones y de la exploración automática, que tienen unos costes iniciales más bajos que tecnologías como Amazon Go o la compra robotizada de Panasonic desarrollada a finales de 2016 y que consistía en un sistema automatizado para escanear y embolsas compras, lo que eliminaba la necesidad de un cajero humano. El sistema robótico de Panasonic utiliza una canasta informatizada para detectar los productos dentro y luego calcular el precio. Cuando la cesta se coloca en una ranura, su base se desliza y el contenido cae en una bolsa.

Algunas otras de estas tecnologías son el seguimiento de la entrada a la tienda, la publicidad y el marketing mediante el uso de Realidad Aumentada (RA), los pagos invisibles o smart checkouts, y las aplicaciones de escaneo automático. Juniper señala que estas tecnologías podrían suponer un incremento medio de los ingresos de 300 dólares por comprador y año hasta 2022.

El estudio indica que este conjunto de tecnologías, que van desde la disposición de puntos de venta móviles hasta comprobación automatizada de inventario, está transformando el papel de los dependientes, transformándose de meros cajeros en consejeros, capaces de ofrecer un servicio más móvil y personalizado.

“Las tecnologías de venta al por menor se están moviendo para hacer que la tienda minorista esté más centrada en la experiencia”, explica James Moar, autor del informe.

[section label=”Seguimiento de la entrada a la tienda” anchor=”Seguimiento de la entrada a la tienda”]

Seguimiento de la entrada a la tienda

Si bien no es un conjunto particular de tecnologías, la entrada en una tienda es una oportunidad para que los minoristas registren la identidad de un cliente, que luego puede usarse para crear una plataforma que, por ejemplo, proporcione información de productos o cupones de forma personalizada a cada cliente.

Esto puede hacerse de varias maneras, el Wi-Fi es la más común, pero no siempre proporciona acceso a la identidad de un individuo, por lo que su uso es limitado. El uso de NFC (Near Field Communication) y otras tecnologías RFID (Identificación de radiofrecuencia) para la creación de un inventario inteligente que facilite la localización del producto, podrían remediar esto, aunque no existe una única tecnología que pueda cubrir todos los casos de uso.

NFC podría ser particularmente relevante para el comercio minorista, que actualmente utiliza otros métodos para verificar la membresía. Tener estaciones base NFC en la entrada de la tienda y para el pago de la membresía ahorraría costes de personal y tiempo para el consumidor.

Fuente: Juniper Research
Fuente: Juniper Research

Sin embargo, tal técnica se basaría en la emisión de tarjetas en lugar de conectarse con el teléfono del usuario. NFC tiene también una función de smartphone premium, pero Apple solo permitió el acceso de NFC a NFC desde junio de 2017. Esto significa que los desarrolladores tardarán en desarrollar aplicaciones NFC y más tiempo para que los usuarios de iOS se den cuenta de que la tecnología se puede usar más allá del Apple Pay.

Por lo tanto, las tarjetas siguen siendo el método más simple para implementar una estrategia de este tipo de manera universal.

[section label=”Publicidad y marketing con Realidad Aumentada” anchor=”Publicidad y marketing con Realidad Aumentada”]

Publicidad y marketing con Realidad Aumentada

La RA (Realidad Aumentada) puede ser utilizada por minoristas y por compañías de productos como parte de un esfuerzo de marketing extendido en la tienda. Las plataformas están disponibles para permitir que los smartphones escaneen códigos vinculados a un producto, ya sea mediante códigos en el producto en sí o en el espacio de visualización del producto.

Estos pueden usarse para mejorar la experiencia de una marca y aumentar la consideración de un producto antes de la compra. Esto será particularmente útil para los productos que no son de consumo rápido, ya que se prestan más a la “experiencia de marca” que favorece el uso de la publicidad de RA.

Un ejemplo de este tipo de aplicaciones es la Aplicación de Realidad Aumentada de Shazam.

[section label=”Pago invisible (Smart Checkouts)” anchor=”Pago invisible (Smart Checkouts)”]

Pago invisible (Smart Checkouts)

Los smart checkouts pretenden cubrir todas las formas de la infraestructura de pago que automatizan o eliminan elementos del proceso de pago tradicional. Esto puede cubrir una multitud de diferentes elementos y técnicas:

  • Compras totalmente sin pagar.
  • Pago mediante cajeros automáticos.
  • Escaneo automático de artículos y embolsado.

Estos elementos están habilitados a través de una variedad de tecnologías de reconocimiento de imágenes y sensores, y son los segmentos tecnológicos minoristas más inmaduros. Como resultado, la mayoría de estas tecnologías solo se encuentran en etapas de prueba, con una presencia mínima en el entorno minorista.

Si bien la mayoría de ellos tienen ahorros de tiempo demostrables y, en algunos casos, ahorros en costes de personal, actualmente no está claro qué limitaciones pondría la tecnología en el entorno de compras.

Sin restringir la entrada, muchos de estos sistemas no pueden garantizar el servicio a todos los que entran en la tienda, lo que significa que seguirán siendo métodos auxiliares de pago en un futuro previsible. Esto significa que es poco probable que se utilicen a gran escala.

[section label=”Aplicaciones de escaneo automático” anchor=”Aplicaciones de escaneo automático”]

Aplicaciones de escaneo automático

Estas aplicaciones están siendo lanzadas por varios minoristas para acelerar el viaje de los consumidores a través de sus tiendas. El consumidor inicia sesión en una aplicación, que luego escanea códigos de barras a medida que el consumidor pasa por la tienda, y al final del viaje de compras, los consumidores facturan toda la compra a través de la aplicación o el saldo se transfiere al cajero.

Cuando se usa junto con los cajeros humanos, se pueden hacer verificaciones por puntos para productos que no están en la lista de compras subidas, formando un control de robo. Estas aplicaciones pueden formar la base de las tiendas completamente automatizadas, como Amazon Go, con las tiendas móviles siendo un foco particular para este caso de uso.

[section label=”Las tiendas físicas tradicionales son una tendencia en declive” anchor=”Las tiendas físicas tradicionales son una tendencia en declive”]

Las tiendas físicas tradicionales son una tendencia en declive

Por lo tanto, las tiendas físicas tradicionales tal y como son hoy en día se encuentran a salvo de momento. Según un informe de Goldman Sachs, el 85% de las ventas todavía se realiza en este tipo de establecimientos. Sin embargo, es una tendencia en declive, ya que en los próximos cinco años esa cifra se reducirá hasta el 70%.

Las plataformas ecommerce no son las únicas que están incluyendo innovaciones tecnológicas en sus estrategias. Las tiendas físicas centran su atención ahora en registrar los movimientos de los consumidores dentro de los puntos de venta. Para ello, deben recopilar gran cantidad de datos e información mediante la instalación de dispositivos como beacons, sensores, mobiliario inteligente, reconocimiento facial y otras soluciones de inteligencia artificial.

El sector retail está cambiando. Se encuentra explorando, al igual que el comercio electrónico, las posibilidades que otorga la tecnología para responder ante las necesidades de un cliente exigente y preparado en un mundo digital. El retail se dirige hacia las tiendas del futuro, es decir, puntos de venta apoyados en el Big Data.

Este tipo de establecimientos podrán monitorizar el estado de ánimo de los clientes, su trayecto dentro de la tienda, la recurrencia de sus visitas y otros datos personales como la edad y el género.

Además, según Goldman, estas instalaciones contarán con estanterías inteligentes que ofrecerán información en tiempo real, facilitarán el inventario de productos y favorecerán una reposición más ágil. La tecnología aplicada en estos espacios permitirá conocer los espacios más rentables de la tienda gracias a la recopilación de datos tanto del interior como del exterior del establecimiento.

[section label=”Alibaba y su visión de la tienda del futuro” anchor=”Alibaba y su visión de la tienda del futuro”]

Alibaba y su visión de la tienda del futuro

Un ejemplo de tienda del futuro es la visión de Alibaba, la cual presentó recientemente su “tienda de muebles del futuro” (Home Times) en Zhejiang, en China, dónde la tecnología, como era de esperar, juega un papel muy importante.

Desde su inauguración a finales de septiembre, la tienda atrajo entre 1,500 y 3,000 personas diariamente, según la compañía. Un smartphone es todo lo que necesitan para comenzar a comprar pudiendo elegir entre más de 20,000 artículos, incluidos muebles, utensilios de cocina, decoración del hogar y papelería.

Al escanear el código QR de cada elemento con el teléfono, los clientes pueden ver el nombre del producto, el precio y la descripción, y comprarlo al instante con Alipay, el servicio de pago móvil de Alibaba. Además pueden llevarse ese artículo cuando salgan de la tienda, o si lo prefieren, se lo pueden llevar a su casa.

Fuente: Alibaba
Fuente: Alibaba

Cada artículo individual a la venta, en la tienda, también tiene un precio electrónico, que sincroniza automáticamente su precio con el que se ofrece en la tienda online, eliminando la necesidad de que el personal imprima y reemplace las etiquetas de los precios cada vez que el precio online cambia.

Las pantallas de las paredes, mientras tanto, permiten a los clientes ver muebles y decoración de un hogar virtual, lo que reduce significativamente el espacio necesario en la tienda.

El big data y la analítica de datos se utiliza para comprender los comportamientos y preferencias de los usuarios dentro de un radio de 8 kilómetros desde la tienda, de modo que los productos de la tienda se pueden ir reponiendo a razón de las preferencias de los clientes, reduciendo el tiempo requerido para la mercancía de origen.

Home Times tiene previsto abrir dos nuevas sucursales en Hangzhou para finales de 2017 y entre 15 y 20 nuevas tiendas en otras ciudades chinas en 2018.

JUNIPER RESEARCH. How In-Store Retail Technologies Will Change the Way You Shop. Octubre de 2017. [consultado 17-10-2017]. Disponible en: https://www.juniperresearch.com/document-library/white-papers/in-store-retail-technologies-change-way-you-shop?utm_source=juniperpr&utm_campaign=instoreretail17pr1&utm_medium=email

JUNIPER RESEARCH. Future In-store Retail Technologies. Octubre de 2017. [consultado 17-10-2017]. Disponible en: https://www.juniperresearch.com/researchstore/content-commerce/future-in-store-retail-technologies/future-in-store-retail-technologies

THE WALL STREET JOURNAL. Panasonic Takes Item Out of Bagging Area: Human. 12 de diciembre de 2016. [consultado 17-10-2017]. Disponible en: https://www.wsj.com/articles/panasonic-takes-item-out-of-bagging-area-human-1481542493

DIRECTOS Y GERENTES. Tiendas 3.0: el retail del futuro pasa por el Big Data. 16 de octubre de 2017. [consultado 17-10-2017]. Disponible en: http://directivosygerentes.es/innovacion/articulos-innovacion/tiendas-30-retail

INTERNET OF BUSINESS. Alibaba showcases vision of ‘retail store of the future’. 11 de octubre de 2017. [consultado 17-10-2017]. Disponible en: https://internetofbusiness.com/alibaba-showcases-retail-store-future/

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