{"id":3557,"date":"2020-03-18T08:00:00","date_gmt":"2020-03-18T08:00:00","guid":{"rendered":"https:\/\/blog.payxpert.com\/2020\/03\/18\/el-futuro-sera-omnicanal-pero-el-comercio-fisico-seguira-siendo-muy-relevante\/"},"modified":"2025-11-11T13:49:19","modified_gmt":"2025-11-11T13:49:19","slug":"el-futuro-sera-omnicanal-pero-el-comercio-fisico-seguira-siendo-muy-relevante","status":"publish","type":"post","link":"https:\/\/blog.payxpert.com\/es\/el-futuro-sera-omnicanal-pero-el-comercio-fisico-seguira-siendo-muy-relevante\/","title":{"rendered":"El futuro ser\u00e1 omnicanal, pero el comercio f\u00edsico seguir\u00e1 siendo relevante"},"content":{"rendered":"<p><strong>Para el consumidor, la experiencia que le proporciona una marca es tan importante como los productos que compran, seg\u00fan un estudio elaborado por Salesforce.<\/strong><\/p>\n<p><!--more--><\/p>\n<p>\u201cLa gente no compra lo que haces, compra por qu\u00e9 lo haces\u201d<br \/><em>Simon Sinek<\/em><\/p>\n<p>No cabe duda ya de que los consumidores est\u00e1n marcando la evoluci\u00f3n de los comercios en sus distintas versiones.&nbsp;<strong>La relaci\u00f3n cliente-vendedor es m\u00e1s compleja que nunca<\/strong>&nbsp;y no tiene nada que ver con la de anta\u00f1o entre los comercios tradicionales y los clientes.<\/p>\n<p><img decoding=\"async\" src=\"http:\/\/test.payxpert.com\/wp-content\/uploads\/sites\/3\/2024\/10\/omni-channel.png\" alt=\"omni-channel\" width=\"410\" style=\"width: 410px;\"><\/p>\n<p>La&nbsp;<strong>omnicanalidad<\/strong>&nbsp;ha llegado precisamente para responder a las cambiantes necesidades de los usuarios, que adem\u00e1s se dividen en muy distintos perfiles en funci\u00f3n de su generaci\u00f3n (X, Y , Millenial). Sin embargo, una premisa que sigue cumpli\u00e9ndose es que&nbsp;<strong>el comercio f\u00edsico mantiene una gran relevancia. Y la seguir\u00e1 teniendo por mucho tiempo<\/strong>&nbsp;gracias a ventajas como las pol\u00edticas de devoluci\u00f3n o cambio, el servicio o soporte al cliente o los programas de fidelizaci\u00f3n. En concreto, el 71% de los usuarios prefiere la tienda f\u00edsica para su primera compra. No obstante a la hora de realizar compras repetidas a partir de ese primer momento, los usuarios ya prefieren las tiendas online multiproducto por diversos motivos como los precios m\u00e1s convenientes, las opciones de env\u00edo y la mayor diversidad de productos.<\/p>\n<p>Por su parte, las tiendas online que gestionan sus propias marcas tambi\u00e9n tienen su importancia, aunque menor que en los dos casos anteriores: La autenticidad o la calidad, la exclusividad de los productos y sus capacidades de personalizaci\u00f3n son factores que llevan a los consumidores a acceder a las tiendas online de las principales marcas.<\/p>\n<p>Son algunas de las conclusiones a las que llega Salesforce tras la consecuci\u00f3n de su 3er edici\u00f3n del informe&nbsp;<strong>Connected Shoppers<\/strong>, en esta ocasi\u00f3n con una mayor participaci\u00f3n de usuarios espa\u00f1oles entre los 10.000 que han sido encuestados a nivel mundial.<\/p>\n<p>Identifica 3 lugares principales para ir de compras:&nbsp;<strong>retailer<\/strong>&nbsp;(tienda f\u00edsica),&nbsp;<strong>marca<\/strong>&nbsp;(tienda online) y&nbsp;<strong>marketplace<\/strong>&nbsp;(venta multiproducto y multimarca como Amazon, eBay, Alibaba\u2026). Pero la comunicaci\u00f3n entre un negocio y el cliente va mucho m\u00e1s all\u00e1, ya que en la actualidad es posible realizar compras a trav\u00e9s de multitud de puntos de contacto digitales y f\u00edsicos, incluyendo las redes sociales.<\/p>\n<p>El estudio identifica en torno a 8 canales de media utilizados por los clientes para comunicarse con las empresas. Y todos ellos deben ser cuidados por estas para asegurar la continuidad de los negocios y la popularidad de los productos. \u201cEl shopping es una actividad cada vez m\u00e1s distribuida en distintos canales\u201d, se\u00f1alaba&nbsp;<strong>Salesforce<\/strong>, durante la presentaci\u00f3n del informe a los medios de comunicaci\u00f3n.<\/p>\n<p>Adem\u00e1s,&nbsp;<strong>el 83% de los consumidores dicen que la experiencia que proporciona una empresa a los usuarios es tan importante como los propios productos<\/strong>, una conclusi\u00f3n que revela el esfuerzo que deben llevar a cabo las empresas para mejorar la fidelizaci\u00f3n de sus clientes y que no se vayan a la competencia.<\/p>\n<p>Atraer a los clientes a los establecimientos f\u00edsicos, a conocerlos y atenderles dondequiera que est\u00e9n. Para el retailer moderno, esa es la clave para que los usuarios no se marchen a la competencia. Para conseguirlo, es necesario&nbsp;<strong>aglutinar toda la informaci\u00f3n posible (sea cual sea su fuente), y&nbsp;cruzarla de manera inteligente y eficiente, dejando que los algoritmos de inteligencia artificial que hagan el trabajo duro,&nbsp;<\/strong>algo&nbsp;que simplemente era imposible de llevar a cabo de forma manual hace poco tiempo para ofrecer la mejor experiencia de usuario.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Los consumidores est\u00e1n marcando la evoluci\u00f3n de los comercios en sus distintas versiones. La relaci\u00f3n cliente-vendedor es m\u00e1s compleja que nunca.<\/p>\n","protected":false},"author":31,"featured_media":2222,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","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":"","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 center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[313,333],"tags":[],"class_list":["post-3557","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-es","category-omnicanal-es"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El futuro ser\u00e1 omnicanal, pero el comercio f\u00edsico seguir\u00e1 siendo relevante<\/title>\n<meta name=\"description\" content=\"Los consumidores est\u00e1n marcando la evoluci\u00f3n de los comercios en sus distintas versiones. 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