{"id":3924,"date":"2020-04-27T14:33:56","date_gmt":"2020-04-27T19:33:56","guid":{"rendered":"http:\/\/willardmanrique.pe\/?p=3924"},"modified":"2021-02-22T09:09:34","modified_gmt":"2021-02-22T14:09:34","slug":"nuestros-clientes-estan-cambiando-cambiemos-nosotros-ahora","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2020\/04\/27\/nuestros-clientes-estan-cambiando-cambiemos-nosotros-ahora\/","title":{"rendered":"Nuestros clientes est\u00e1n cambiando. Cambiemos nosotros ahora"},"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 la propagaci\u00f3n del coronavirus a nivel mundial, los h\u00e1bitos y el comportamiento de los consumidores han variado significativamente reflejando desde preocupaci\u00f3n hasta un verdadero estado de p\u00e1nico.<\/p>\n<p>De acuerdo al estudio COVID-19 Per\u00fa de Nielsen, las ventas en los supermercados durante la semana previa al inicio de la cuarentena se incrementaron en 51% respecto a la misma semana del a\u00f1o anterior. Las categor\u00edas con mayor incremento fueron: comidas preparadas congeladas (+1269%), gel antibacterial (+589%), congelados de pescado (523%), remedios para la garganta (372%), conservas de pescado (276%), analg\u00e9sicos\/antigripales (242%), lej\u00edas (220%) y rollos de papel (188%). Estas compras, lejos de ser necesarias, solo permitieron que las personas sientan un control de la situaci\u00f3n, pues, ten\u00edan la necesidad de hacer algo proporcional a como percib\u00edan el nivel de la crisis.<\/p>\n<p>Los productos m\u00e1s impactados desde que comenz\u00f3 la cuarentena son los textiles (-60%), hogar (-62%), electro (-47%) y bazar (-44%). Estas cifras reflejan la importancia relativa que da el consumidor a determinadas categor\u00edas y c\u00f3mo posterga o elimina otras. Esto se traduce en escasez o exceso de oferta, lo que llevar\u00e1 a guerras de precios en las categor\u00edas de mayor contracci\u00f3n en el corto plazo.<\/p>\n<p>La crisis presenta diferentes oportunidades y retos para diferentes industrias, categor\u00edas y marcas. En algunos casos es necesario reinventarnos y buscar oportunidades donde antes no lo hubi\u00e9ramos imaginado. Las empresas favorecidas por la coyuntura enfrentan desaf\u00edos log\u00edsticos para satisfacer los picos de demanda, en tanto que muchas otras luchan por sobrevivir. El consumidor ya cambi\u00f3 y seguir\u00e1 cambiando en la medida que evolucione la pandemia y la actividad econ\u00f3mica se reinicie. No volveremos a ser los mismos ni a consumir de la misma forma.<\/p>\n<p>Desde la perspectiva de la gesti\u00f3n comercial, estamos obligados a comprender estos cambios y de ser posible a anticiparlos. Esto \u00faltimo es particularmente dif\u00edcil ya que en occidente no tenemos referencias de c\u00f3mo han cambiado los consumidores en otros pa\u00edses y as\u00ed extrapolar sus experiencias de gesti\u00f3n en nuestra realidad. Si esperamos el fin de la cuarentena para acercarnos nuevamente a nuestros clientes, tal vez sea muy tarde. Aprovechemos los medios digitales; as\u00ed como el tel\u00e9fono para retomar el contacto lo antes posible.<\/p>\n<p>Nuestro punto de partida para el dise\u00f1o de la estrategia comercial siempre ha sido el consumidor y sus necesidades. Debemos analizar a profundidad si nuestros productos o servicios son a\u00fan v\u00e1lidos y si mantienen vigencia nuestro posicionamiento, canales de venta, comunicaci\u00f3n y estructuras de soporte. Es probable que m\u00e1s de una de estas piezas deba ser cambiada y debemos hacerlo r\u00e1pido. Esto nos har\u00e1 mejores gerentes y cuando miremos atr\u00e1s nos sorprenderemos de aquello que tuvimos que hacer y de ser el caso, de c\u00f3mo nos reinventamos a nosotros mismos.<\/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":3968,"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":[],"class_list":["post-3924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos-de-opinion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Nuestros clientes est\u00e1n cambiando. 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