{"id":4862,"date":"2023-05-12T18:24:56","date_gmt":"2023-05-12T23:24:56","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4862"},"modified":"2023-10-04T12:17:39","modified_gmt":"2023-10-04T17:17:39","slug":"que-aporta-el-shoppertainment-a-las-marcas-y-negocios","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2023\/05\/12\/que-aporta-el-shoppertainment-a-las-marcas-y-negocios\/","title":{"rendered":"\u00bfQu\u00e9 aporta el Shoppertainment a las marcas y negocios?"},"content":{"rendered":"
<\/div><\/div>

Por Willard Manrique<\/span><\/b>,<\/span><\/i><\/b>
\n<\/span>CEO de Grupo Crosland, Profesor del PAD Escuela de Direcci\u00f3n de la Universidad de Piura<\/span>.<\/span><\/i>\u00a0<\/span><\/p>\n

De la fusi\u00f3n del social commerce, donde las redes sociales han pasado de ser espacios de comunidad y entretenimiento para convertirse en centros de comercio, el marketing de influencers y el conversational commerce, que utilizan las aplicaciones de mensajer\u00eda m\u00e1s demandadas, nace el shoppertainment. <\/em>Este es nuevo formato en el que las marcas muestran sus productos a los usuarios a trav\u00e9s de sesiones de live streaming, con la intenci\u00f3n de interactuar con ellos y cerrar ventas durante la transmisi\u00f3n.<\/p>\n

Lejos de ser un concepto nuevo e innovador, es una estrategia que se ha implementado aproximadamente desde el 2016, cuando empezaron a ser utilizadas por vendedores y marketplaces chinos como\u00a0AliExpress. Incluso si vamos un poco m\u00e1s atr\u00e1s en el tiempo, se podr\u00eda comparar con la teletienda de toda la vida, donde los presentadores mostraban en directo\u00a0el funcionamiento de un producto, propiciando la compra inmediata v\u00eda telef\u00f3nica.\u00a0Sin embargo, la raz\u00f3n por la que esta estrategia vuelve a llamar la atenci\u00f3n es por la introducci\u00f3n de los formatos y el ecosistema digital – social.<\/p>\n

El shoppertainment<\/em> o tambi\u00e9n conocido como \u201centretenimiento comercial\u201d es utilizado ahora por las empresas que, a trav\u00e9s de las redes sociales, juegos en l\u00ednea y los \u201cEn Vivo\u201d, buscan promocionar y vender sus productos o servicios, adem\u00e1s de conocer las opiniones o dudas que tienen sus clientes sobre lo que est\u00e1n presentando en tiempo real.<\/p>\n

De esta manera, las marcas est\u00e1n superando algunas de las principales barreras que todav\u00eda presentaban plataformas de comercio online. Y es que muchos usuarios a\u00fan se resisten a comprar en este canal, en ciertas categor\u00edas, debido a que pod\u00edan \u201cexperimentar\u201d, ver o probar su efectividad, y este formato les incrementa o genera m\u00e1s confianza.<\/p>\n

La participaci\u00f3n de los consumidores en este tipo de eventos sigue creciendo por la interacci\u00f3n que estos espacios ofrecen y por los beneficios que este obtiene, ya sea a trav\u00e9s de cupones y c\u00f3digos de descuentos, promociones especiales para compra inmediata o sorteos entre los que se encuentren conectados. Empresas y emprendimientos de todo el mundo han visto una oportunidad en este formato, incluso las que no cuentan con tienda f\u00edsica o e-commerce. Marketplaces\u00a0online como Amazon\u00a0(con su propia plataforma Live), AliExpress, pionera del shoppertainment, Twitch,\u00a0Instagram\u00a0o\u00a0TikTok\u00a0(que emprendi\u00f3 una colaboraci\u00f3n con Walmart), son algunos ejemplos.<\/p>\n

Eventos en tienda, experiencias de realidad virtual o aumentada, videos y contenidos en l\u00ednea, juegos, entre otros. Cada vez m\u00e1s herramientas se integrar\u00e1n al shoppertainment; lo cual robustecer\u00e1 la experiencia, despertando el inter\u00e9s, diversi\u00f3n y emoci\u00f3n en lugar de solo promocionar bienes y servicios.<\/p>\n

Comercialmente; confianza, precio e inmediatez es lo que le ofrece el shoppertainment a las marcas. De esta manera el formato genera engagement, brinda un espacio para el descubrimiento de nuevos productos y refuerza la fidelidad de los clientes.<\/p>\n<\/div>

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