{"id":11092,"date":"2021-07-15T10:00:23","date_gmt":"2021-07-15T15:00:23","guid":{"rendered":"https:\/\/backup.primeaction.com\/sp\/?p=11092"},"modified":"2021-07-07T21:24:22","modified_gmt":"2021-07-08T02:24:22","slug":"el-e-commerce-mexicano-debe-vender-mas-experiencias-y-menos-productos","status":"publish","type":"post","link":"https:\/\/backup.primeaction.com\/sp\/el-e-commerce-mexicano-debe-vender-mas-experiencias-y-menos-productos\/","title":{"rendered":"El e-commerce mexicano debe vender m\u00e1s experiencias y menos productos"},"content":{"rendered":"

Para algunas personas, el Hot Sale representa una oportunidad para comprar a precios m\u00e1s baratos, sin embargo, el desarrollo del comercio electr\u00f3nico en el pa\u00eds ha permitido que sus experiencias de compra tomen un rumbo hacia la sencillez y la eficiencia, elementos que ser\u00e1n vitales para el mantenimiento de las compras en los canales digitales.<\/p>\n

\u201cEn esta edici\u00f3n de Hot Sale las marcas aprendieron el tema de la retenci\u00f3n. Ahora se est\u00e1n preguntando qu\u00e9 tipo de estrategias pueden hacer para que vuelvan a creer en ellos\u201d, comenta Vaneesa Col\u00edn, especialista en e-commerce de Adobe, quien resalta el poder de la informaci\u00f3n con la que los negocios cuentan, pues esta es fundamental para ofrecer experiencias a los consumidores.<\/p>\n

\u201cSi ya tienes informaci\u00f3n de una persona, la clave ser\u00e1 en c\u00f3mo la usas para hacer que retorne a tu negocio. Puedes usar cupones o programas de lealtad, a partir de los cuales tambi\u00e9n se genere un acercamiento con los clientes\u201d, apunta la especialista. \u201cHoy en d\u00eda, el nombre del juego se llama retenci\u00f3n y c\u00f3mo lo vas a hacer: aprende de ellos\u201d.<\/p>\n

En este sentido, Colin tambi\u00e9n menciona que las empresas deben ser proactivas para analizar el comportamiento de sus consumidores y con base en esa informaci\u00f3n detectar qu\u00e9 cosas pueden hacer diferente, con el fin de agregar valor a la experiencia de compra del cliente, desde c\u00f3mo llegan, qu\u00e9 buscan en los sitios web y por qu\u00e9 no adquieren los productos.<\/p>\n

Al respecto, la experta ejemplifica la experiencia dentro de los portales de las marcas, pues refiere que si la navegaci\u00f3n en ellos implica una menor cantidad de clics para comprar, los productos tendr\u00e1n un mayor flujo.<\/p>\n

Por otra parte, per\u00edodos como el Hot Sale y el Buen Fin han sido fundamentales para identificar los problemas del ecommerce mexicano y aprender de ellos, pues si bien un crecimiento del 81% en 2020 respecto al a\u00f1o anterior, asuntos como la falta de sincronizaci\u00f3n, disponibilidad en inventarios y problem\u00e1ticas en la log\u00edstica de \u00faltima milla fueron algunas de las complejidades m\u00e1s comunes.<\/p>\n

\u201cEsto impacta porque nosotros somos la generaci\u00f3n de la inmediatez y queremos todo ese mismo d\u00eda o al siguiente, pero al no haber disponibilidad se genera una mala experiencia digital. Por otra parte, el no tener un buen gestor de \u00f3rdenes tambi\u00e9n puede afectar en el tema de costos para los negocios\u201d, puntualiza Col\u00edn.<\/p>\n

Aunque la gente ha levantado los confinamientos tras los periodos m\u00e1s complicados de la pandemia de COVID-19, los negocios deben tener en cuenta que ofrecer m\u00e1s experiencias alrededor de sus ventas tambi\u00e9n ser\u00e1 significativo. En este sentido, refiere la especialista, un punto relevante ser\u00e1 la adopci\u00f3n del modelo BOPIS (compra en l\u00ednea y recoge en la tienda).<\/p>\n

Seg\u00fan cifras del \u00cdndice de Econom\u00eda Digital de Adobe, los minoristas con tiendas f\u00edsicas que ofrecen este tipo de servicio tuvieron un aumento del 10% en la conversi\u00f3n durante el Hot Sale en comparaci\u00f3n con un d\u00eda promedio, mientras que quienes no lo ofrecieron s\u00f3lo incrementaron su conversi\u00f3n en un 3%.<\/p>\n

Asimismo, el desarrollo del e-commerce deber\u00e1 aprender a complementar sus experiencias a partir de la sencillez dentro de los procesos de devoluci\u00f3n, ya que estos tambi\u00e9n tendr\u00e1n un efecto positivo en la confianza de los usuarios. \u201cEl online y el offline no est\u00e1n peleados\u201d, concluye Col\u00edn, por lo tanto, los negocios necesitan aprender que las experiencias deben ser igualmente buenas en ambos canales.<\/p>\n","protected":false},"excerpt":{"rendered":"

Uno de los temas m\u00e1s relevantes para que se mantenga la adopci\u00f3n del comercio electr\u00f3nico en el pa\u00eds ser\u00e1 el valor de la oferta hacia los clientes.<\/p>\n","protected":false},"author":10,"featured_media":11094,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"single-post.php","format":"standard","meta":{"_eb_attr":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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