{"id":4295,"date":"2021-05-24T00:41:58","date_gmt":"2021-05-24T05:41:58","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4295"},"modified":"2021-10-26T00:43:53","modified_gmt":"2021-10-26T05:43:53","slug":"canal-online-podria-quintuplicar-su-penetracion-en-categoria-de-alimentos","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2021\/05\/24\/canal-online-podria-quintuplicar-su-penetracion-en-categoria-de-alimentos\/","title":{"rendered":"Canal online podr\u00eda quintuplicar su penetraci\u00f3n en categor\u00eda de alimentos"},"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>Debido a las restricciones por la pandemia durante el 2020, la compra online se aceler\u00f3 llegando a alcanzar el 32% en las principales categor\u00edas (indumentaria, alimentos, tecnolog\u00eda, belleza, hogar y jard\u00edn), esto respecto al total de las operaciones. De acuerdo con el estudio \u201cEl nuevo recorrido del consumidor\u201d, elaborado entre Google y Kantar, en un escenario de nuevas disposiciones para contener la COVID 19, dicho canal ganar\u00eda 12 puntos porcentuales, alcanzando el 44%.<\/p>\n<p>Este mismo estudio se\u00f1ala que las compras por Internet sumar\u00edan 18 puntos porcentuales en alimentos y 16 en hogar y jard\u00edn llegando a un 22% y 27% respectivamente.<\/p>\n<p>Asimismo, a partir de la preocupaci\u00f3n por la higiene de los comercios y las finanzas personales, el 74% de los peruanos est\u00e1 reduciendo sus compras por impulso y el 35% prioriza los art\u00edculos esenciales. Dicho estudio revela tambi\u00e9n que el 36% de los consumidores de retail adquiri\u00f3 una nueva marca en el 2020, sin embargo, esta muestra diferencias por categor\u00eda.<\/p>\n<p>Actualmente los peruanos vienen priorizando los precios (53%) y la prueba de nuevas marcas fue mayor en las categor\u00edas hogar y jard\u00edn (48 %) y tecnolog\u00eda (42 %). En contraste, esta acci\u00f3n fue menor en alimentos (21%) y belleza (20%), debido a la relevancia de las experiencias previas (68%).<\/p>\n<p>Por otro lado, resulta importante destacar que el 83% de las personas asegura hacer alg\u00fan tipo de investigaci\u00f3n tanto en el canal online como las tiendas f\u00edsicas antes de decidir una compra. Por lo general, mientras m\u00e1s alto es el costo del producto que buscan, mayor es la investigaci\u00f3n previa, esa actitud llega al 94% en tecnolog\u00eda y se reduce a 60% en alimentos.<\/p>\n<p>En el \u00faltimo a\u00f1o, los consumidores peruanos no solo aumentaron sus operaciones en el comercio electr\u00f3nico, sino tambi\u00e9n se animaron por productos que antes solo hubieran adquirido en tiendas f\u00edsicas. As\u00ed seg\u00fan el estudio de Google y Kantar, 47% de los consumidores locales apostaron por art\u00edculos en categor\u00edas que no hab\u00edan comprado por este medio. Esta conducta se pudo ver principalmente en los segmentos de art\u00edculos del hogar (66%), y tecnolog\u00eda (50%), seguido de vestimenta (40%) y belleza (36%).<\/p>\n<p>Los peruanos vienen priorizando los cuidados sanitarios y los ofertantes han encontrado una oportunidad en el canal online, sobre todo en este escenario en el que las restricciones cambian permanentemente. Sin embargo, pese a este cambio positivo de los consumidores hacia el e-commerce, las empresas no deben detener sus esfuerzos por mejorar sus procesos de \u00faltima milla y servicio de delivery.<\/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":4296,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[21],"tags":[],"class_list":["post-4295","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-canales-de-ventas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - 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