{"id":3585,"date":"2019-04-01T12:00:16","date_gmt":"2019-04-01T17:00:16","guid":{"rendered":"http:\/\/willardmanrique.pe\/?p=3585"},"modified":"2021-02-20T00:36:35","modified_gmt":"2021-02-20T05:36:35","slug":"la-estrategia-de-la-integracion-el-comercio","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2019\/04\/01\/la-estrategia-de-la-integracion-el-comercio\/","title":{"rendered":"El Comercio"},"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;\"><p class=\"entry-title fusion-responsive-typography-calculated\" data-fontsize=\"60\" data-lineheight=\"60px\">La estrategia de la integraci\u00f3n<\/p><\/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>El avance tecnol\u00f3gico y el creciente uso de Internet hacen que las empresas sean m\u00e1s competitivas. Eso las obliga a adaptarse o a liderar experiencias que las conecten mejor con ellos. El Primer Estudio de E-commerce, a escala pa\u00eds elaborado por Interactive Advertising Bureau Per\u00fa, indic\u00f3 que m\u00e1s de 5 millones de peruanos han realizado una compra por Internet. Es una muestra de un cambio en el comportamiento tradicional del comprador peruano.<\/p>\n<p>La innovaci\u00f3n tiene un rol fundamental en la b\u00fasqueda de mejores productos, servicios y experiencia. Es primordial para las empresas si consideramos que existen m\u00e1s de 16 millones de potenciales compradores online.<\/p>\n<p>Debemos tener en claro dos principios para obtener una estrategia de canales efectiva. El primero es que no debe haber un divorcio entre los que son de venta y atenci\u00f3n. Las experiencias off y online deben estar integradas.<\/p>\n<p>Un error com\u00fan es seguir invirtiendo esfuerzos en estrategias comerciales, para tener presencia en todos los canales posibles. Los consumidores son omnicanal, de ah\u00ed parte el segundo principio. No debemos estar en cuanto canal est\u00e9 disponible de forma disociada. Transformar nuestros procesos de forma que aseguremos una experiencia integrada.<\/p>\n<p>Una cadena de supermercados llev\u00f3 su experiencia de servicio y amabilidad, a tal punto que, usando uno de sus canales digitales, se puede comprar y recoger las bolsas por la cochera del establecimiento que quieras, porque ellos te llevar\u00e1n las bolsas hasta el auto, tal como lo hacen de forma presencial. Es un mismo ADN.<\/p>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:33px;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\/elcomercio_20190401_07.pdf\"><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":3715,"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-3585","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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