{"id":3853,"date":"2020-12-08T20:03:09","date_gmt":"2020-12-09T01:03:09","guid":{"rendered":"http:\/\/willardmanrique.pe\/?p=3853"},"modified":"2021-02-20T17:27:40","modified_gmt":"2021-02-20T22:27:40","slug":"como-deben-adaptarse-los-minoristas-para-la-campana-navidena","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2020\/12\/08\/como-deben-adaptarse-los-minoristas-para-la-campana-navidena\/","title":{"rendered":"C\u00f3mo deben adaptarse los minoristas para la campa\u00f1a navide\u00f1a"},"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-text fusion-text-1\"><p>Con el aumento de casos de Covid-19, la econom\u00eda de los peruanos se ha debilitado, impactando de manera gradual en el gasto de los consumidores. Sin embargo, con la activaci\u00f3n de la campa\u00f1a navide\u00f1a, los comerciantes minoristas esperan que este \u00faltimo mes del a\u00f1o se evidencie un incremento significativo de las ventas en l\u00ednea. Aqu\u00ed surge una interrogante \u00bftendr\u00e1n la capacidad de cumplir con sus promesas de entrega frente al aumento de pedidos online?<\/p>\n<p>Al inicio de la pandemia algunos minoristas ya ten\u00edan estrategias de omnicanalidad avanzadas, acompa\u00f1adas de tecnolog\u00eda para la gesti\u00f3n de pedidos; mientras que otros enfrentaron grandes dificultades para satisfacer la demanda inusual a trav\u00e9s de los canales online. Con el fin de prepararse adecuadamente para las ventas navide\u00f1as, ser\u00e1 importante que los minoristas tomen en cuenta las siguientes recomendaciones:<\/p>\n<ul>\n<li><strong>Conectar con los clientes.<\/strong>\u00a0Los minoristas y las marcas deben mantener el compromiso y comunicaci\u00f3n con sus clientes utilizando todos los caminos posibles y rentables. Una alternativa son los eventos virtuales que permiten la interacci\u00f3n permanente con su p\u00fablico objetivo. Otra ser\u00e1 aprovechar la experiencia de compra en tienda f\u00edsica, pues, a diferencia del comercio online, ofrece atributos como la inmediatez, permite el contacto presencial y la sensaci\u00f3n de bienes experienciales.<\/li>\n<li><strong>Desarrollar el canal online.<\/strong>\u00a0El acceso restringido a las tiendas f\u00edsicas har\u00e1 que los vol\u00famenes de compras en el comercio electr\u00f3nico sigan creciendo, por lo que ser\u00e1 fundamental, adem\u00e1s de desarrollar una estrategia omnicanal robusta, invertir en el desarrollo de la tecnolog\u00eda que demanda el e-commerce; pues, m\u00e1s all\u00e1 de ser una alternativa al canal f\u00edsico, en algunos casos se convierte en el \u00fanico canal de ventas.<\/li>\n<li><strong>Monitorear el inventario en tiempo real.\u00a0<\/strong>Es posible que durante este periodo se experimenten quiebres de stock de ciertas categor\u00edas de productos, por lo que los inventarios deben monitorearse cuidadosamente para que los \u201cestantes f\u00edsicos y digitales\u201d puedan reabastecerse o actualizarse r\u00e1pidamente.<\/li>\n<li><strong>Adecuar las pol\u00edticas de devoluci\u00f3n.<\/strong>\u00a0Con m\u00e1s clientes comprando en l\u00ednea sin la posibilidad de probar o revisar presencialmente las condiciones de sus productos, las devoluciones podr\u00edan aumentar inevitablemente y los minoristas experimentar\u00edan sorpresas al tener tasas de devoluci\u00f3n de productos a las que no est\u00e1n acostumbrados. Asimismo, se debe facilitar un canal de atenci\u00f3n para soportar la log\u00edstica inversa.<\/li>\n<\/ul>\n<p>Cabe destacar que las marcas y empresas deber\u00e1n dar prioridad al servicio al cliente, m\u00e1s ahora cuando los consumidores estar\u00e1n m\u00e1s preocupados por recibir sus productos a tiempo y en perfectas condiciones.\u00a0Ser\u00e1 de vital importancia tambi\u00e9n capacitar al personal de las tiendas f\u00edsicas para hacer cumplir los protocolos de bioseguridad y as\u00ed generar confianza tanto en consumidores como en colaboradores. De la misma manera en el canal online, cuidar los detalles de todo el proceso de compra determinar\u00e1 el \u00e9xito de esta campa\u00f1a.<\/p>\n<\/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":3962,"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":[137],"tags":[151],"class_list":["post-3853","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos-de-opinion","tag-diciembre-2020"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - 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