El mercado omnicanal alcanzará los $15 millones en 2025

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CLAVES:

  • Según un estudio de Persistence Market Research el mercado global de plataforma de comercio omnicanal minorista fue valorado en $2,965.3 millones en 2016.
  • Se espera que registre una CAGR de 19.9% de 2017 a 2025 para alcanzar una valoración de mercado de $14,987.5 millones para el final del período de pronóstico en 2025.
  • América del Norte representó la mayor participación de mercado en 2016, pero la demanda de plataformas omnicanal está aumentando en los mercados de Medio Oriente, África y América Latina.
  • A medida que más y más marcas comienzan a operar a nivel omnicanal, los programas de fidelización tradicionales deben intensificarse para cumplir con las expectativas del cliente de querer una buena experiencia.

La experiencia del cliente hoy en día lo es todo, las empresas compiten únicamente en la experiencia del cliente. Las expectativas del consumidor ponen el listón bastante alto para la experiencia del cliente que impacta directamente en la fidelización de la marca.

A medida que más y más marcas comienzan a operar a nivel omnicanal, los programas de fidelización tradicionales deben intensificarse para cumplir con las expectativas del cliente de querer una buena experiencia. Los programas exitosos de fidelización omnicanal brindan a los miembros la oportunidad de ser recompensados por el gasto y el compromiso en todos los canales a través de una integración perfecta.

[section label=”Aumento del mercado omnicanal” anchor=”Aumento del mercado omnicanal”]

Aumento del mercado omnicanal

Y es por esto que las estrategias omnicanal siguen aumentando, y las empresas cada vez más se decantan por utilizar estas plataformas. Según un estudio de Persistence Market Research  el mercado global de plataforma de comercio omnicanal minorista fue valorado en $2,965.3 millones en 2016, y se espera que registre una CAGR de 19.9% de 2017 a 2025 para alcanzar una valoración de mercado de $14,987.5 millones para el final del período de pronóstico en 2025.

El aumento de la demanda de los consumidores por las tecnologías avanzadas y por la mejora de la experiencia de las aplicaciones móviles son los dos principales factores de crecimiento de los ingresos del mercado mundial omnicanal.

Además, según el estudio, América del Norte representó la mayor participación de mercado en 2016 debido a la creciente necesidad de plataformas de comercio omnicanal. También remarca que la demanda de plataformas omnicanal está aumentando en los mercados de Medio Oriente, África y América Latina. Se prevé que Asia Pacific registre la tasa de crecimiento anual más alta (CAGR) del 25,6% en términos de valor durante el período de pronóstico.

[section label=”La importancia de la experiencia del cliente” anchor=”La importancia de la experiencia del cliente”]

La importancia de la experiencia del cliente

Comprender lo que quieren los clientes es fundamental para crear conexiones de marca significativas. Según un estudio de Loyalty 360 el 90% de los clientes esperan interacciones de marca consistentes entre canales. Del mismo modo, los clientes fieles esperan ser reconocidos por cada acción realizada con una marca sin importar qué, cómo o dónde.

Según un estudio de Walker, para el año 2020 la experiencia del cliente superará al precio y al producto como el diferenciador clave de la marca. ¿Cómo pueden las marcas garantizar que cumplen las expectativas del cliente?

Las marcas se están moviendo hacia la adopción de un enfoque omnicanal para brindar conveniencia, relevancia y valor a los clientes en todos los canales.

Un programa omnicanal exitoso conectará a los clientes con una marca en todos los puntos de contacto sin problemas, sin fronteras. Irá más allá de los descuentos unidimensionales, ofreciendo, en cambio, experiencias a los clientes profundamente personales y auténticas que generarán un mayor compromiso y un mayor gasto entre los clientes.

[section label=”Estrategias omnicanal de fidelización de clientes” anchor=”Estrategias omnicanal de fidelización de clientes”]

Estrategias omnicanal de fidelización de clientes

Según datos del estudio de Loyalty 360, la mayoría de los programas de fidelización de clientes tradicionales son de un solo canal, basados en tarjetas. Recompensan el gasto en lugar de recompensar por el compromiso. Por lo general, no recompensan los comportamientos que conducen a la compra, ni recompensan en tiempo real.

Los programas omnicanal maximizan el compromiso entre canales, no a través de una sola campaña, sino a través de una serie de continuas campañas ofrecidas en tiempo real. Según datos del Grupo Aberdeen, las empresas con fuertes estrategias omnicanal de fidelización de clientes retienen un promedio del 89% de sus clientes, en comparación con el 33% de las empresas con estrategias omnicanal débiles.

Ya sea que una empresa esté actualizando un programa tradicional de fidelización o desarrollando un nuevo programa omnicanal, es importante seguir una serie de estrategias.

[section label=”Los programas de fidelización se basan en el valor” anchor=”Los programas de fidelización se basan en el valor”]

Los programas de fidelización se basan en el valor

En el corazón de las expectativas cambiantes de los clientes sigue habiendo una que es constante: que las interacciones de los clientes con los programas de fidelización se basan en el valor. La definición de ese valor, sin embargo, ha evolucionado de programas tradicionales de “gastar y obtener” a ganar para cada interacción con la marca.

Hoy, los clientes quieren ganar puntos por cada compra que hacen, sin importar dónde se realiza la transacción o cómo pagan. Esperan que se les recompense por compartir información personal con una marca y por involucrarse con una marca. Prefieren las comunicaciones personalizadas y el acceso a  las recompensas relevantes.

Ya no quieren un artículo gratis por cada diez que compran, prefieren tener acceso a recompensas que no se pueden comprar con dinero y recompensas que los hacen sentir como un cliente valioso. Y quieren que toda la experiencia esté integrada y sin interrupciones.

Los programas de fidelización omnicanal deben proporcionar conveniencia, relevancia y valor para los miembros, y según Loyalty 360 de esas tres se pueden sacar una serie de técnicas que pueden integrarse en los programas de fidelización y que harán que una empresa destaque de la competencia: técnicas de conveniencia, técnicas de relevancia y técnicas de valor.

[section label=”Técnicas de conveniencia” anchor=”Técnicas de conveniencia”]

Técnicas de conveniencia

Según Loyalty, el principal objetivo en este caso es la recompensa de los miembros por el gasto y el compromiso. Se puede hacer de dos maneras:

  • Simplificar la estrategia de recompensas por gastos: Los puntos ganados por el gasto deben ser sin fricciones y sin fisuras en todos los canales. Esto se puede conseguir a través de:
    1. La integración del pago por móvil, como Apple Pay y Google Wallet, los códigos QR y los programas de aplicaciones móviles que integran soluciones de pago, facilitan a los clientes realizar transacciones. Un ejemplo es la aplicación de Starbucks que se integra con su programa Starbucks Rewards. La aplicación permite a los consumidores cargar dinero en sus cuentas móviles, realizar pagos y rastrear y canjear sus recompensas desde su teléfono.

    1. Oferta de recompensas neutrales, los consumidores de hoy esperan la libertad de pagar cómo elijan, y existen mayores beneficios de ampliar su alcance con programas de fidelización neutrales. Avanzar hacia este enfoque facilita que los compradores reciban los beneficios del programa de fidelización sin importar cómo paguen por sus compras. Por ejemplo, en el programa de fidelización de Best Buy, los clientes obtienen múltiples puntos por cada dólar que gastan (en la tienda y online) sin importar cómo paguen.
    2. Recibo de escaneo para puntos adicionales, si hay una marca sin una conexión directa con el punto de venta, permitir que los clientes escaneen sus recibos para comprar los productos de la marca les permite maximizar realmente su participación en el programa de fidelización al brindarles la oportunidad de acumular puntos en cada compra a través de múltiples minoristas.
  • Facilitar la recompensa por la participación: Permitir que los miembros ganen puntos u otros incentivos para interactuar con la marca a través de todos los canales. Esto se puede conseguir a través de la fomentación de check-ins en las webs, es decir, ofrecer puntos por registrarse en la web a través del móvil, o a través de la recompensa por la participación social, es decir, hacer que los clientes ganen puntos a razón de su participación en las redes sociales de la empresa.

[section label=”Técnicas de relevancia” anchor=”Técnicas de relevancia”]

Técnicas de relevancia

El principal objetivo de las técnicas de relevancia es entregar a los clientes el mensaje correcto, en el canal correcto y en el momento adecuado, a través de:

  • La obtención de más información sobre los clientes: Con el fin de ofrecer experiencias relevantes en todos los canales, se debe comprender el estilo de vida y el comportamiento de los clientes mediante la captura de grandes volúmenes de datos de los clientes. El primer paso es recopilar una amplia gama de datos demográficos y de comportamiento, antes de activarlo con actividades de marketing relevantes. Para conseguir esta gran cantidad de datos, según Loyalty 360º se puede:
    1. Incentivar la información compartida, que consiste en ofrecer a los clientes un incentivo para que los miembros del programa de fidelización actualicen sus perfiles. Por ejemplo, Zumiez otorga a los miembros del programa de lealtad puntos adicionales por actualizar los detalles de su perfil, incluidos el número de teléfono y la fecha de nacimiento.
    2. Fomentar la conexión social, consiste en incentivar a que los miembros conecten sus redes sociales con su perfil del programa de fidelización para ayudar a construir una visión de 360º. Por ejemplo, TOMS Shoes otorga puntos a los miembros que conectan sus cuentas de Facebook, Twitter, Instagram y Swarm / Foursquare con el programa de lealtad My Passport Rewards de TOMS.
    3. Motivas a hacer encuestas, al incentivar a los clientes a realizar encuestas, la empresa puede motivarlos para que les ofrezcan información adicional y ayuden a la empresa a mejorar su alcance de mercadotecnia.
  • Ofrecer experiencias personales, basadas en comportamientos y preferencias: Las marcas con un enfoque omnicanal recopilan sistemáticamente datos sobre sus consumidores a través de canales y plataformas, y analizan datos a través de tácticas sofisticadas como el machine learning y el análisis predictivo. A través de estas metodologías, pueden predecir comportamientos futuros y crear experiencias de mercadotecnia que responden a los deseos y necesidades de sus clientes.

[section label=”Técnicas de valor” anchor=”Técnicas de valor”]

Técnicas de valor

El principal objetivo es ir más allá de los descuentos y crear más valor en cada punto de contacto del consumidor para los miembros de un programa de fidelización, a través de:

  • Oferta de recompensas exclusivas: Las recompensas inestimables son una parte crucial de la estrategia de lealtad omnicanal porque crean una conexión más profunda con la marca, a menudo a través de puntos de contacto digitales y físicos. Esto se puede conseguir mediante:
    1. Eventos VIP, para hacer que los clientes se sientan parte de una comunidad exclusiva. Los eventos VIP especiales solo para invitados son una forma de despertar el interés en una marca. Por ejemplo, Nordstrom invita a los miembros de alto nivel y a un invitado a un spa o a una experiencia gastronómica junto con un evento privado de compras de moda otoñal.
    2. Acceso VIP a ventas online y a ofertas exclusivas, por ejemplo, los miembros del programa de fidelización de Saks Fifth Avenue obtienen acceso anticipado a las ventas especiales, lo que brinda a los clientes la posibilidad de comprar artículos imprescindibles.
    3. Recompensas de edición limitada, para distinguirse de la competencia hay que ofrecer recompensas de edición única o limitada para generar una mayor afinidad con la marca.
  • Recompensar a los clientes en tiempo real: Gracias a los avances en el espacio móvil, la tecnología ha allanado el camino para el canje inmediato de recompensas. Las recompensas instantáneas demuestran un mayor valor para los consumidores y ayudan a mantener un alto nivel de participación. Esto puede realizarse:
    1. Aplicando descuentos en tiempo real, por ejemplo con los programas de carga de tarjeta que brindan a los clientes promociones de varias semanas en diferentes marcas para que el cliente aproveche las promociones y los descuentos.
    2. Recompensando con ofertas que están de nuevo en pos, lo que permite a los titulares de tarjetas canjear sus recompensas en la tienda al instante.
    3. Usando los servicios de geolocalización, para identificar la ubicación de un consumidor lo que permite mayores oportunidades de participación. Esto puede incluir enviar un cupón u oferta, o recompensar a los consumidores por una acción que tomaron por estar cerca de un lugar específico. Por ejemplo, Pepsi junto con Facebook, la aplicación Pepsi Pass automáticamente otorga puntos a los miembros cuando están con amigos que también tienen la aplicación.

LOYALTY 360º. The ultimate guide to omnichannel loyalty. Octubre de 2017. [consultado 26-10-2017]. Disponible en: https://www.loyalty360.org/getattachment/914e74cd-dc0c-46c5-916f-536e0a2c5f64/Omnichannel_Loyalty-(1).pdf?ext=.pdf

LOYALTY 360º. Omnichannel loyalty: Connect the dots for a better customer experience. 16 de agosto de 2017. [consultado 26-10-2017]. Disponible en: https://loyalty360.org/content-gallery/multimedia/podcast-omnichannel-loyalty-connect-the-dots-fo

PERSISTENCE MARKET RESEARCH. North America to Dominate the Global Retail Omni-Channel Commerce Platform Market in Terms of Revenue During 2017 – 2025. 24 de octubre de 2017. [consultado 26-10-2017]. Disponible en: https://www.persistencemarketresearch.com/mediarelease/retail-omni-channel-commerce-platform-market.asp

NASDAQ. Retail Omni-Channel Commerce Platform Market to reach US$ 14,987.5 Mn by 2025 – Persistence Market Research. 25 de octubre de 2017. [consultado 26-10-2017]. Disponible en: https://globenewswire.com/news-release/2017/10/25/1153183/0/en/Retail-Omni-Channel-Commerce-Platform-Market-to-reach-US-14-987-5-Mn-by-2025-Persistence-Market-Research.html

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