{"id":3932,"date":"2019-10-17T15:05:53","date_gmt":"2019-10-17T20:05:53","guid":{"rendered":"http:\/\/willardmanrique.pe\/?p=3932"},"modified":"2021-02-22T09:11:28","modified_gmt":"2021-02-22T14:11:28","slug":"el-avance-del-canal-moderno-en-el-peru","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2019\/10\/17\/el-avance-del-canal-moderno-en-el-peru\/","title":{"rendered":"El avance del canal moderno en el Per\u00fa"},"content":{"rendered":"
<\/div><\/div>

Los cambios en las preferencias del consumidor latinoamericano han generado el avance del canal moderno de manera sostenida. Pese a que en el Per\u00fa el canal tradicional es el m\u00e1s protag\u00f3nico, el canal moderno viene creciendo y en el pasado trimestre alcanz\u00f3 un 36% sobre el total de compras seg\u00fan Nielsen.<\/p>\n<\/div>

<\/div>\n
\n\n\n\n\n\n\n\n\n\n
2019<\/strong><\/th>\n<\/tr>\n<\/thead>\n
Pa\u00eds<\/strong><\/td>\nCanal Moderno<\/strong><\/td>\nCanal Tradicional<\/strong><\/td>\n<\/tr>\n
Per\u00fa<\/td>\n36%<\/td>\n62%<\/td>\n<\/tr>\n
Chile<\/td>\n60%<\/td>\n28%<\/td>\n<\/tr>\n
Colombia<\/td>\n31%<\/td>\n40%<\/td>\n<\/tr>\n
Argentina<\/td>\n43%<\/td>\n43%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n
<\/div>

El consumo en el canal tradicional viene disminuyendo lenta pero consistentemente pese a la predominancia actual del \u2018bodeguero\u2019, el \u00b4ferretero\u00b4 o el \u2018casero\u2019 del mercado, y esto es consecuencia del desarrollo econ\u00f3mico del pa\u00eds y de las tendencias de consumo. As\u00ed, el peso de la facturaci\u00f3n de alimentos en el canal de autoservicios ha alcanzado el 42.4% de las compras totales de alimentos seg\u00fan reporta Nielsen.<\/p>\n

Los principales factores que impulsan el desarrollo del canal moderno son: el desarrollo econ\u00f3mico del pa\u00eds, las tendencias de consumo orientadas a una mejor experiencia del cliente, los nuevos formatos m\u00e1s cercanos a los potenciales consumidores, los precios m\u00e1s bajos y el acceso al cr\u00e9dito. Los minoristas del canal moderno en el Per\u00fa desarrollan diversas estrategias para capitalizar las oportunidades que ofrecen estos factores.<\/p>\n

Por ejemplo, la estrategia de menores precios se basa en elegir las categor\u00edas \u201ctop of mind\u201d, es decir, aquellos precios de productos que un cliente conoce de memoria y ofrecerlos a un precio muy competitivo y subir los precios en otras categor\u00edas. As\u00ed, en un supermercado el kilo de papa y la docena de huevos resultan m\u00e1s baratos que en otros canales a costa de la rentabilidad de la tienda. Esta rentabilidad es compensada en otros productos tales como enlatados, especias y comida preparada; de modo que la ganancia del comercio se logra en el ticket total de venta.<\/p>\n

Es importante precisar que la penetraci\u00f3n del canal moderno no es homog\u00e9nea en todas las categor\u00edas de las diversas industrias. Es decir, los alimentos, abarrotes, art\u00edculos de ferreter\u00eda, bebidas y farmacia, son comprados de distinta manera. Seg\u00fan Nielsen, en el pasado trimestre el canal tradicional se contrajo en ciertas categor\u00edas. Por ejemplo, con\ufb01ter\u00eda result\u00f3 afectada tras los \u00faltimos cambios regulatorios ocurridos en nuestro pa\u00eds; mientras que, en los productos de la canasta de alimentos, la mayor contracci\u00f3n se present\u00f3 en leches evaporadas.<\/p>\n<\/div>

<\/div><\/div><\/div><\/div>
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