{"id":4552,"date":"2022-05-26T01:00:40","date_gmt":"2022-05-26T06:00:40","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4552"},"modified":"2022-06-09T09:35:31","modified_gmt":"2022-06-09T14:35:31","slug":"kpmg-macrotendencias-de-consumo-y-retail-2022","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/","title":{"rendered":"KPMG: Macrotendencias de Consumo y Retail 2022"},"content":{"rendered":"
<\/div><\/div>

El informe Tendencias 2022 para la industria de Consumo y Retail en Am\u00e9rica del Sur<\/em><\/strong><\/u><\/a>, presentado en abril por KPMG, identifica las claves que los minoristas deber\u00e1n de considerar en nuestra regi\u00f3n, partiendo de un posible fin de pandemia y las proyecciones optimistas de las pol\u00edticas sanitarias, los especialistas de la firma plantean algunas macrotendencias que van desde nuevos ecosistemas y entornos de negocio hasta el posicionamiento con prop\u00f3sito y el poder del consumidor.<\/p>\n

El an\u00e1lisis de estas tendencias podr\u00eda marcar el crecimiento global y regional en el mediano plazo, principalmente en el sector de consumo de bienes y servicios:<\/p>\n

1) Los nuevos ecosistemas y entornos de negocio.<\/strong> <\/span>Producto de la pandemia, se han identificado cambios significativos en el comportamiento de compra de los consumidores, modelos de negocio y estrategias de crecimiento orientadas a transformar la cadena de valor de la industria Retail (involucrando desde fabricantes, mayoristas, distribuidores hasta minoristas). En ese sentido, a nivel global, el 24% de los CEO de consumo y retail no esperan volver a la normalidad en sus operaciones y el 74% destac\u00f3 el aceleramiento de los procesos de digitalizaci\u00f3n.<\/p>\n

2) El costo de hacer nuevos negocios. <\/strong><\/span>Con la pandemia no solo cambiaron los h\u00e1bitos de consumo, sino tambi\u00e9n los modelos de negocio han evolucionado, dejando de depender de las tiendas f\u00edsicas y apoy\u00e1ndose m\u00e1s en el comercio digital y el dinamismo en la \u00faltima milla. Sin embargo, tambi\u00e9n se identifican oportunidades de negocio orientadas a un cliente en permanente b\u00fasqueda de experiencias diferenciadas y con un presupuesto limitado.<\/p>\n

Esta nueva forma de \u201chacer retail\u201d ha tra\u00eddo grandes retos a la industrial. En un entorno en que la inversi\u00f3n para generar engagement correspond\u00eda casi enteramente a costos f\u00edsicos (vendedores, alquiler de tiendas f\u00edsicas, entre otros gastos relacionados), se est\u00e1 trasladando el peso hacia los entornos digitales.<\/p>\n

3) Construir confianza a trav\u00e9s del prop\u00f3sito.<\/strong><\/span> Lo clientes esperan que las empresas ofrezcan algo m\u00e1s que los productos que venden, una mayor oferta de valor. Tras la pandemia, los consumidores se han vuelto m\u00e1s selectos hacia las marcas, prefiriendo aquellas que trabajan bajo un prop\u00f3sito m\u00e1s all\u00e1 del puramente utilitario y apuestan por el cuidado del medio ambiente, sostenibilidad, \u00e9tica laboral, equidad, inclusi\u00f3n, diversidad, derechos humanos, compliance, entre otros.<\/p>\n

Actualmente, las empresas vienen integrando estos elementos en sus modelos de negocios y estrategias comerciales orientadas a mantener o ganar la lealtad de los clientes y captar inversiones y financiamiento (finanzas verdes).<\/p>\n

4) La experiencia del consumidor en el centro. <\/strong><\/span>Una encuesta de Econsultancy detall\u00f3 que el 60% de los l\u00edderes empresariales considera que poner al cliente al centro es uno de los factores clave en la implementaci\u00f3n de una cultura digital, ya que permite a las empresas anticipar necesidades, mejorar la interacci\u00f3n, incrementar la fidelizaci\u00f3n, obtener ventajas competitivas y comparativas y ofrecer una mejor experiencia de compra.<\/p>\n

Algunos analistas se\u00f1alan que las empresas que ponen al cliente al centro son, en promedio, m\u00e1s rentables y capaces de incrementar sus ingresos a tasas mayores.<\/p>\n<\/div>

<\/div><\/div><\/div><\/div>
<\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":4549,"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":[19],"tags":[169],"class_list":["post-4552","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comportamiento-y-tendencias-del-consumidor","tag-mayo2022"],"yoast_head":"\nKPMG: Macrotendencias de Consumo y Retail 2022 - Willard Manrique<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/willardmanrique.pe\/en\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"KPMG: Macrotendencias de Consumo y Retail 2022 - Willard Manrique\" \/>\n<meta property=\"og:url\" content=\"https:\/\/willardmanrique.pe\/en\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/\" \/>\n<meta property=\"og:site_name\" content=\"Willard Manrique\" \/>\n<meta property=\"article:published_time\" content=\"2022-05-26T06:00:40+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-06-09T14:35:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/willardmanrique.pe\/wp-content\/uploads\/2022\/05\/CTC_26MAY2022.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Willard Manrique\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Willard Manrique\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/\"},\"author\":{\"name\":\"Willard Manrique\",\"@id\":\"https:\/\/willardmanrique.pe\/#\/schema\/person\/5341186d124454865261f1dc3f296696\"},\"headline\":\"KPMG: Macrotendencias de Consumo y Retail 2022\",\"datePublished\":\"2022-05-26T06:00:40+00:00\",\"dateModified\":\"2022-06-09T14:35:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/\"},\"wordCount\":1452,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/willardmanrique.pe\/#\/schema\/person\/5341186d124454865261f1dc3f296696\"},\"image\":{\"@id\":\"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/willardmanrique.pe\/wp-content\/uploads\/2022\/05\/CTC_26MAY2022.jpg\",\"keywords\":[\"MAYO2022\"],\"articleSection\":[\"Comportamiento y tendencias del consumidor\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/\",\"url\":\"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/\",\"name\":\"KPMG: Macrotendencias de Consumo y Retail 2022 - Willard Manrique\",\"isPartOf\":{\"@id\":\"https:\/\/willardmanrique.pe\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/willardmanrique.pe\/wp-content\/uploads\/2022\/05\/CTC_26MAY2022.jpg\",\"datePublished\":\"2022-05-26T06:00:40+00:00\",\"dateModified\":\"2022-06-09T14:35:31+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/#primaryimage\",\"url\":\"https:\/\/willardmanrique.pe\/wp-content\/uploads\/2022\/05\/CTC_26MAY2022.jpg\",\"contentUrl\":\"https:\/\/willardmanrique.pe\/wp-content\/uploads\/2022\/05\/CTC_26MAY2022.jpg\",\"width\":1200,\"height\":800},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\/\/willardmanrique.pe\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"KPMG: Macrotendencias de Consumo y Retail 2022\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/willardmanrique.pe\/#website\",\"url\":\"https:\/\/willardmanrique.pe\/\",\"name\":\"Willard Manrique\",\"description\":\"Especialista en direcci\u00f3n comercial y CEO del Grupo Crosland\",\"publisher\":{\"@id\":\"https:\/\/willardmanrique.pe\/#\/schema\/person\/5341186d124454865261f1dc3f296696\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/willardmanrique.pe\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":[\"Person\",\"Organization\"],\"@id\":\"https:\/\/willardmanrique.pe\/#\/schema\/person\/5341186d124454865261f1dc3f296696\",\"name\":\"Willard Manrique\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/willardmanrique.pe\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/willardmanrique.pe\/wp-content\/uploads\/2025\/03\/willard.jpg\",\"contentUrl\":\"https:\/\/willardmanrique.pe\/wp-content\/uploads\/2025\/03\/willard.jpg\",\"width\":831,\"height\":701,\"caption\":\"Willard Manrique\"},\"logo\":{\"@id\":\"https:\/\/willardmanrique.pe\/#\/schema\/person\/image\/\"},\"description\":\"Especialista en estrategia y direcci\u00f3n comercial, gesti\u00f3n de canales de distribuci\u00f3n y en ventas. Investigador y experto en movilidad urbana, comportamiento y tendencias de desplazamientos de las personas.\",\"sameAs\":[\"http:\/\/willardmanrique.pe\"],\"url\":\"https:\/\/willardmanrique.pe\/en\/author\/willard-21\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"KPMG: Macrotendencias de Consumo y Retail 2022 - Willard Manrique","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/willardmanrique.pe\/en\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/","og_locale":"en_US","og_type":"article","og_title":"KPMG: Macrotendencias de Consumo y Retail 2022 - Willard Manrique","og_url":"https:\/\/willardmanrique.pe\/en\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/","og_site_name":"Willard Manrique","article_published_time":"2022-05-26T06:00:40+00:00","article_modified_time":"2022-06-09T14:35:31+00:00","og_image":[{"width":1200,"height":800,"url":"https:\/\/willardmanrique.pe\/wp-content\/uploads\/2022\/05\/CTC_26MAY2022.jpg","type":"image\/jpeg"}],"author":"Willard Manrique","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Willard Manrique","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/#article","isPartOf":{"@id":"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/"},"author":{"name":"Willard Manrique","@id":"https:\/\/willardmanrique.pe\/#\/schema\/person\/5341186d124454865261f1dc3f296696"},"headline":"KPMG: Macrotendencias de Consumo y Retail 2022","datePublished":"2022-05-26T06:00:40+00:00","dateModified":"2022-06-09T14:35:31+00:00","mainEntityOfPage":{"@id":"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/"},"wordCount":1452,"commentCount":0,"publisher":{"@id":"https:\/\/willardmanrique.pe\/#\/schema\/person\/5341186d124454865261f1dc3f296696"},"image":{"@id":"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/#primaryimage"},"thumbnailUrl":"https:\/\/willardmanrique.pe\/wp-content\/uploads\/2022\/05\/CTC_26MAY2022.jpg","keywords":["MAYO2022"],"articleSection":["Comportamiento y tendencias del consumidor"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/","url":"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/","name":"KPMG: Macrotendencias de Consumo y Retail 2022 - Willard Manrique","isPartOf":{"@id":"https:\/\/willardmanrique.pe\/#website"},"primaryImageOfPage":{"@id":"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/#primaryimage"},"image":{"@id":"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/#primaryimage"},"thumbnailUrl":"https:\/\/willardmanrique.pe\/wp-content\/uploads\/2022\/05\/CTC_26MAY2022.jpg","datePublished":"2022-05-26T06:00:40+00:00","dateModified":"2022-06-09T14:35:31+00:00","breadcrumb":{"@id":"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/#primaryimage","url":"https:\/\/willardmanrique.pe\/wp-content\/uploads\/2022\/05\/CTC_26MAY2022.jpg","contentUrl":"https:\/\/willardmanrique.pe\/wp-content\/uploads\/2022\/05\/CTC_26MAY2022.jpg","width":1200,"height":800},{"@type":"BreadcrumbList","@id":"https:\/\/willardmanrique.pe\/2022\/05\/26\/kpmg-macrotendencias-de-consumo-y-retail-2022\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/willardmanrique.pe\/"},{"@type":"ListItem","position":2,"name":"KPMG: Macrotendencias de Consumo y Retail 2022"}]},{"@type":"WebSite","@id":"https:\/\/willardmanrique.pe\/#website","url":"https:\/\/willardmanrique.pe\/","name":"Willard Manrique","description":"Especialista en direcci\u00f3n comercial y CEO del Grupo Crosland","publisher":{"@id":"https:\/\/willardmanrique.pe\/#\/schema\/person\/5341186d124454865261f1dc3f296696"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/willardmanrique.pe\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":["Person","Organization"],"@id":"https:\/\/willardmanrique.pe\/#\/schema\/person\/5341186d124454865261f1dc3f296696","name":"Willard Manrique","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/willardmanrique.pe\/#\/schema\/person\/image\/","url":"https:\/\/willardmanrique.pe\/wp-content\/uploads\/2025\/03\/willard.jpg","contentUrl":"https:\/\/willardmanrique.pe\/wp-content\/uploads\/2025\/03\/willard.jpg","width":831,"height":701,"caption":"Willard Manrique"},"logo":{"@id":"https:\/\/willardmanrique.pe\/#\/schema\/person\/image\/"},"description":"Especialista en estrategia y direcci\u00f3n comercial, gesti\u00f3n de canales de distribuci\u00f3n y en ventas. Investigador y experto en movilidad urbana, comportamiento y tendencias de desplazamientos de las personas.","sameAs":["http:\/\/willardmanrique.pe"],"url":"https:\/\/willardmanrique.pe\/en\/author\/willard-21\/"}]}},"_links":{"self":[{"href":"https:\/\/willardmanrique.pe\/en\/wp-json\/wp\/v2\/posts\/4552","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/willardmanrique.pe\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/willardmanrique.pe\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/willardmanrique.pe\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/willardmanrique.pe\/en\/wp-json\/wp\/v2\/comments?post=4552"}],"version-history":[{"count":1,"href":"https:\/\/willardmanrique.pe\/en\/wp-json\/wp\/v2\/posts\/4552\/revisions"}],"predecessor-version":[{"id":4553,"href":"https:\/\/willardmanrique.pe\/en\/wp-json\/wp\/v2\/posts\/4552\/revisions\/4553"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/willardmanrique.pe\/en\/wp-json\/wp\/v2\/media\/4549"}],"wp:attachment":[{"href":"https:\/\/willardmanrique.pe\/en\/wp-json\/wp\/v2\/media?parent=4552"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/willardmanrique.pe\/en\/wp-json\/wp\/v2\/categories?post=4552"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/willardmanrique.pe\/en\/wp-json\/wp\/v2\/tags?post=4552"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}