La innovación tecnológica está cada vez más presente en la tienda física

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CLAVES:

  • Actualmente la industria del retail se ve afectada por distintos factores, la adopción de la tecnología, las necesidades cambiantes de los consumidores y la cantidad de datos.
  • Según un estudio de GfK, la conveniencia de la experiencia de compra, Internet y las comunicaciones móviles son los principales impulsores de la evolución actual en el comercio minorista.
  • Según un estudio de la compañía Prodware, la tecnología está cada vez más presente en las tiendas físicas para mejorar la experiencia del cliente y su fidelización.
  • Los dos principales canales son el de la tienda física, con el 85%, y la tienda online con el 54%.

Actualmente la industria del retail se ve afectada por distintos factores como la adopción de tecnología, las necesidades en constante cambio de los consumidores y la gran cantidad de datos que generan a diario.

Esto está llevando a los retailers tradicionales a buscar opciones para cubrir ciertas demandas, enfrentar la velocidad de la transformación en el mercado, a los competidores que nacen en la nube y a la vez, reducir sus costos de TI.

[section label=”La conveniencia de la experiencia de compra” anchor=”La conveniencia de la experiencia de compra”]

La conveniencia de la experiencia de compra

Según un estudio realizado por GfK, la conveniencia de la experiencia de compra (89%), seguida de Internet y luego de las comunicaciones móviles (85% y 84%, respectivamente) son los principales impulsores de la evolución actual en el comercio minorista, pero el marketing personalizado y experiencia multicanal ganarán relevancia.

Fuente: GfK
Fuente: GfK

Aunque según el estudio, anticipan que el comercio móvil será el principal impulsor en el futuro, debido a que cada vez más consumidores prefieren hacer sus compras en cualquier momento y en cualquier lugar, también esperan que la conveniencia siga siendo una fuerza dominante.

Estrechamente relacionado con cualquier cosa que facilite la vida de los consumidores, el concepto de conveniencia está en constante evolución. Hoy en día, está estrechamente asociado con el retail móvil. Sin embargo, según los retailers que participaron en el estudio, el futuro de la conveniencia estará en la capacidad de los minoristas para proporcionan una mayor transparencia de la información, por ejemplo, comparación de precios en sitios web y redes sociales.

También estará en su capacidad de ofrecer una experiencia de compra sin fisuras a través de múltiples canales, así como ofertas e información de marketing personalizada.

[section label=”La tecnología cada vez más presente” anchor=”La tecnología cada vez más presente”]

La tecnología cada vez más presente

La tecnología se perfila, cada vez más, como un medio para conseguir que las empresas consigan sus objetivos estratégicos. Según un estudio de la compañía Prodware, la tecnología está cada vez más presente en las tiendas físicas para mejorar la experiencia del cliente y su fidelización.

La necesidad de reinvención del sector ha hecho que la apuesta hacia el cliente digital sea clara, no solo para acercar el mundo online y offline, sino para ofrecer al consumidor una experiencia de compra única.

En la actualidad, las empresas utilizan diferentes canales de venta para poner a disposición de los clientes sus productos, y según el estudio de Prodware, los dos principales canales son el de la tienda física, con el 85%, y la tienda online con el 54% de los encuestados que dijeron que la utilizaban como canal principal de venta.

Fuente: Prodware
Fuente: Prodware

[section label=”La innovación es un aspecto estratégico” anchor=”La innovación es un aspecto estratégico”]

La innovación es un aspecto estratégico

Según el estudio de Prodware, la innovación es un aspecto estratégico para las compañías, tanto en operaciones, el 88% de las empresas encuestadas manifestó su importancia, como en productos y servicios, para el 70% de las compañías es un criterio destacable.

Mejorar la experiencia para el cliente es importante para el 87% de las compañías, la internacionalización también es relevante para el 59% de las empresas y un 50% de las mismas manifestó que operar con canales on/off line integrados es un aspecto estratégico.

Fuente: Prodware
Fuente: Prodware

Además, según datos del estudio los retailers confían en la tecnología in store para conseguir el éxito de sus campañas (80%), evitar la rotura de stock (80%) y conseguir un alto estándar en experiencia de cliente (86%).

Fuente: Prodware
Fuente: Prodware

[section label=”La importancia de las herramientas” anchor=”La importancia de las herramientas”]

La importancia de las herramientas

La incorporación de la tecnología al sector permitirá su evolución futura. Las empresas han tomado conciencia de la importancia de tener herramientas que les permitan adaptarse al mercado, por ejemplo, según el estudio de Prodware, las empresas, en su mayor parte, disponen de herramientas ERP para la gestión de sus procesos (un 92%) y CRM para la gestión de sus clientes (82%), un 52% emplean herramientas de business intelligence o de big data y los gestores de contenidos se utilizan en el 64% de las empresas.

Respecto a las empresas que utilizan marketing de proximidad, un 39% utiliza tecnología beacons y un 78% tecnología NFC.

Fuente: Prodware
Fuente: Prodware

Quizás la extensión de estas tecnologías no dependa tanto de su coste como de la necesidad de desarrollar otras aplicaciones, así como un sistema de gestión con estadísticas e interacciones que permitan analizar los resultados y configurar el proceso que deseamos implementar.

Las soluciones tecnológicas disponibles en el mercado están suficientemente adaptadas a las necesidades específicas del sector para un 71% de las empresas, aunque aún quede un importante camino en su implantación.

[section label=”Opciones de compra” anchor=”Opciones de compra”]

Opciones de compra

Las empresas ofrecen cada vez una gama más amplia de opciones de compra, según el estudio de Prodware, el 36% de las empresas permite la compra online y la devolución a través de la tienda física; un 35% realiza la compra en tienda y el envío a casa; el 39 % lleva a cabo la compra online y la recogida en tienda y un 48% la compra online y el envío es a casa.

Fuente: Prodware
Fuente: Prodware

Aunque los porcentajes son interesantes, dejan de manifiesto un largo recorrido por parte del sector que permita una elección cien por cien por parte del consumidor final. Del aprendizaje que haga cada empresa y de la incorporación de la tecnología a sus negocios, dependerá la adaptación a las necesidades del consumidor, de un usuario cada vez más exigente y multicanal.

PRODWARE. La tecnología en el punto de venta. Agosto de 2017. [consultado 28-08-2017]. Disponible en: http://www.prodware.es/~/media/PDF/Informes/Estudio-HablemosD-Tecnologia-punto-de-venta.ashx

MARKETINGDIRECTO. La innovación tecnológica, la principal estrategia de crecimiento de toda empresa. 11 de agosto de 2017. [consultado 28-08-2017]. Disponible en: https://www.marketingdirecto.com/digital-general/digital/la-innovacion-tecnologica-la-principal-estrategia-de-crecimiento-de-toda-empresa

IT RESELLER. 8 de cada 10 retailers apuestan por la tecnología in-store. 11 de agosto de 2017. [consultado 28-08-2017]. Disponible en: http://www.itreseller.es/distribucion/2017/08/8-de-cada-10-retailers-apuestan-por-la-tecnologia-instore

GFK. The Key drivers of retail change – now and next. Agosto de 2017. [consultado 28-08-2017]. Disponible en: https://cdn2.hubspot.net/hubfs/2405078/Landing_Pages_PDF/Global%20campaigns/2017/Retail_Trend_Monitor/GfK_RetailTrendMonitor_2017_Whitepaper.pdf?t=1502261332069

IT RESELLER. La tecnología marcará la diferencia en el sector retail. 09 de agosto de 2017. [consultado 28-08-2017]. Disponible en: http://www.itreseller.es/distribucion/2017/08/la-tecnologia-marcara-la-diferencia-en-el-sector-retail

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    Halfway down the hall, she slammed him back first into the wall again, harder than before — no frames there that time. She clawed at his chest under his shirt as she ate his kiss once more and bit down his neck; the groans he breathed out into the obscurity flinched sharply as her fangs grew less and less forgiving.

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    Halfway down the hall, she slammed him back first into the wall again, harder than before — no frames there that time. She clawed at his chest under his shirt as she ate his kiss once more and bit down his neck; the groans he breathed out into the obscurity flinched sharply as her fangs grew less and less forgiving.

    His buckle caught the flash of lamplight seeping in from somewhere outside as she tugged at the leather strap of his belt. She ran her fingers up and back down the front of his chest, back down to his waist, and unclasped his belt, plucking it from the loops with a single sliding pull. Feverishly, she tore his pants open and moved them, along with his boxers, down just enough to reveal his smug erection. With both palms on his board-firm chest, she smirked at him, kissed him once more, a little softer than before, and squatted down before him.

  86. She flicked off the lights and pushed him against the wall. A frame fell face down on the floor and shattered next to them. She didn’t allow him to take notice. She bit at his bottom lip, tugging his face, commanding him to follow her lead as she walked backwards down the hallway, deeper into the darkness, her darkness. And he, submitting to her bestial strength, simply weaved his fingers into the rust of her hair and bowed to her dominion. Like a lowly, unassuming insect, captivated by her hellfire glow.
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    Halfway down the hall, she slammed him back first into the wall again, harder than before — no frames there that time. She clawed at his chest under his shirt as she ate his kiss once more and bit down his neck; the groans he breathed out into the obscurity flinched sharply as her fangs grew less and less forgiving.

    His buckle caught the flash of lamplight seeping in from somewhere outside as she tugged at the leather strap of his belt. She ran her fingers up and back down the front of his chest, back down to his waist, and unclasped his belt, plucking it from the loops with a single sliding pull. Feverishly, she tore his pants open and moved them, along with his boxers, down just enough to reveal his smug erection. With both palms on his board-firm chest, she smirked at him, kissed him once more, a little softer than before, and squatted down before him.

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    Halfway down the hall, she slammed him back first into the wall again, harder than before — no frames there that time. She clawed at his chest under his shirt as she ate his kiss once more and bit down his neck; the groans he breathed out into the obscurity flinched sharply as her fangs grew less and less forgiving.

    His buckle caught the flash of lamplight seeping in from somewhere outside as she tugged at the leather strap of his belt. She ran her fingers up and back down the front of his chest, back down to his waist, and unclasped his belt, plucking it from the loops with a single sliding pull. Feverishly, she tore his pants open and moved them, along with his boxers, down just enough to reveal his smug erection. With both palms on his board-firm chest, she smirked at him, kissed him once more, a little softer than before, and squatted down before him.

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