{"id":3313,"date":"2020-07-18T13:06:08","date_gmt":"2020-07-18T18:06:08","guid":{"rendered":"http:\/\/willardmanrique.pe\/?p=3313"},"modified":"2021-02-19T16:53:02","modified_gmt":"2021-02-19T21:53:02","slug":"como-adecuar-los-canales-de-venta-al-cliente-post-covid19-revistaanda","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2020\/07\/18\/como-adecuar-los-canales-de-venta-al-cliente-post-covid19-revistaanda\/","title":{"rendered":"Revista Anda"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-bottom:0px;--awb-padding-top-medium:20px;--awb-padding-right-medium:30px;--awb-padding-left-medium:30px;--awb-padding-right-small:10px;--awb-padding-left-small:10px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1320.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:25px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-three\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;text-transform:none;--fontSize:25;line-height:1.32;\">\u00bfC\u00f3mo adecuar los canales de venta al cliente post-COVID19?<\/h3><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:25px;width:100%;\"><\/div><div class=\"fusion-text fusion-text-1\"><p>En el Per\u00fa, una gran parte del sector empresarial ya ha iniciado sus operaciones, pero vienen enfrentando distintos retos de acuerdo al rubro al que pertenecen. Todas poseen gran preocupaci\u00f3n por la salud y seguridad de sus colaboradores; muchas buscan recuperar la sostenibilidad financiera, otras han sufrido incrementos sustanciales en gastos o vienen percibiendo menores ingresos. Las que han experimentado aumentos en la demanda de sus productos o servicios tambi\u00e9n enfrentan desaf\u00edos operativos y log\u00edsticos sin precedentes. A todas ellas se suma la necesidad de entender y responder a los requerimientos del consumidor.<\/p>\n<p>\u00bfQu\u00e9 hacer? Es importante evaluar 4 puntos para mejorar nuestra adecuaci\u00f3n de canales de venta:<\/p>\n<ul>\n<li><strong>La posici\u00f3n en el canal de venta:\u00a0<\/strong>Las opciones disponibles son rebalancear, des intermediar o abrir nuevos canales. Algunos fabricantes e incluso distribuidores han optado por atender consumidores finales, a trav\u00e9s de p\u00e1ginas web o por cat\u00e1logos v\u00eda WhatsApp. Muchos retailers aprovechan el delivery y el ecommerce para compensar la reducci\u00f3n de sus ingresos, mientras que los supermercados enfrentan problemas operativos por el aumento en la demanda y las restricciones sanitarias. Incluso puestos de mercado realizan ventas itinerantes en peque\u00f1os camiones o motocarros en vecindarios.<\/li>\n<li><strong>Los cambios del consumidor:\u00a0<\/strong>El distanciamiento social aceler\u00f3 el crecimiento del comercio electr\u00f3nico. Los retailers que ya hab\u00edan invertido en el desarrollo de este canal han tomado ventaja. La C\u00e1mara Peruana de Comercio Electr\u00f3nico estima que el ecommerce podr\u00eda crecer un 200%, durante el 2020. La disponibilidad de nuevos medios de pago mediante aplicativos como Plin, Yape o Lukita han sido pieza clave en este crecimiento en ventas.<\/li>\n<li><strong>Vigencia del producto, servicio o categor\u00eda:<\/strong>\u00a0Existen categor\u00edas que han resultado favorecidas como limpieza o alimentaci\u00f3n; mientras que entretenimiento, educaci\u00f3n, turismo son de las m\u00e1s afectadas. Los fabricantes han rebalanceado sus l\u00edneas de producci\u00f3n favoreciendo los productos de mayor demanda. Los problemas de abastecimiento han obligado a los importadores a buscar nuevos proveedores.<\/li>\n<li><strong>Situaci\u00f3n financiera:<\/strong>\u00a0Algunas empresas luchan para cumplir con los plazos de entrega prometidos por el aumento de la demanda; en tanto, otras sufren por sobrevivir. Algunos fabricantes vienen negociando m\u00e1rgenes, condiciones comerciales, cr\u00e9dito al canal, plazos de pago y planes de rescate para su red de distribuci\u00f3n. La situaci\u00f3n amerita desde hacer ajustes a la propuesta comercial hasta la redefinici\u00f3n del modelo de negocio.<\/li>\n<\/ul>\n<p>A largo plazo, la adecuaci\u00f3n de los canales estar\u00e1 condicionada por los cambios definitivos en los consumidores. Por ahora, el mayor ganador es el canal online.<\/p>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:25px;width:100%;\"><\/div><div style=\"text-align:center;\"><a class=\"fusion-button button-flat fusion-button-default-size button-custom fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" style=\"--button_accent_color:#ffffff;--button_accent_hover_color:#ffffff;--button_border_hover_color:#ffffff;--button_gradient_top_color:#003591;--button_gradient_bottom_color:#003591;--button_gradient_top_color_hover:rgba(24,27,32,0.92);--button_gradient_bottom_color_hover:rgba(24,27,32,0.92);\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"http:\/\/willardmanrique.pe\/wp-content\/uploads\/2021\/02\/05-08-20-Revista-ANDA.jpg\"><span class=\"fusion-button-text\">Revisa la nota completa<\/span><i class=\"fa-angle-right fas button-icon-right\" aria-hidden=\"true\"><\/i><\/a><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:8%;width:100%;\"><div class=\"fusion-separator-border sep-single sep-solid\" style=\"--awb-height:20px;--awb-amount:20px;border-color:rgba(40,45,51,0.1);border-top-width:1px;\"><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":3687,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[134],"tags":[],"class_list":["post-3313","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - 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