Por Maurício Trezub, director de e-Commerce de Totvs.
Con el empoderamiento de un nuevo consumidor, el millenial, vivimos de cerca una transformación en la manera de ejecutar el comercio en México y en el mundo. Podemos afirmar que ya se inició una reorganización del sector, dando lugar a un nuevo mapa del comercio global. El informe de Deloitte, «Los Poderosos del Comercio Global – El arte y la ciencia de los clientes» – 2015, muestra que en los próximos años habrá importantes cambios de escenarios.
Lo relevante ha sido Amazon, que figuró por primera vez en el top 10 del ranking y que, con una proyección de sus tasas de crecimiento, en apenas tres años, debe convertirse en la segunda mayor empresa minorista del mundo, cerca de Walmart, que ocupa el liderazgo desde hace un buen tiempo. La verdad es que quien tenga un nuevo ojo sobre cómo entregar productos y servicios, a través de experiencias diferenciadas a los consumidores, saldrá adelante.
Si antes algunas tecnologías eran consideradas futuristas, hoy pasan a ser desarrolladas e incorporadas por el comercio de forma mucho más accesible y totalmente viable. La robótica, por ejemplo, sirve para la automatización y llega más barata y humanizada para la operación del comercio, o para la vigilancia y monitoreo de estacionamientos, incluso, para una atención previa y personalizada a los clientes en la entrada de una tienda, entre otras aplicaciones.
Otra tecnología emergente es la realidad virtual. Con precio bajo y una adopción masiva por el entretenimiento, la herramienta se convierte en una estrategia transformadora, incluso para los canales de e-commerce. El comercio alimentario europeo tiene una iniciativa de comercio electrónico combinada con la realidad virtual aumentada, que cambia totalmente la experiencia de compra. El cliente accede al portal de ventas online y, usando las gafas dentro de casa, pasea por los pasillos del supermercado, como si estuviera en una tienda física, pero con la ventaja de tener innumerables informaciones proporcionadas por el sistema a su disposición, como recetas y hasta hábitos de consumo de sus amigos. Finalizada la compra, el consumidor paga y recibe los productos en casa. Conclusión: una experiencia sensacional y sin fricciones, con la aplicación práctica del comercio digital, por el uso de tecnologías transformadoras.
El e-commerce se consolidó como pieza clave de la transformación del comercio, agregando, cada vez mayores partes en las ventas totales. En el caso de México, siete de cada diez internautas mexicanos resultaron ser compradores digitales, según reportes de operaciones de compra realizadas de mayo a julio de 2016. El gasto promedio trimestral en todos los dispositivos y categorías no asociadas a viajes fue de 6535 pesos, aproximadamente 2,178 pesos gastados en línea por mes, según datos de la Asociación Mexicana de Internet de su “Estudio Comercio Electrónico en México 2016”. La demanda ya se ha preparado para comprar online – hablamos de consumidores millenials, totalmente conectados. Pero la oferta de muchos segmentos todavía está a muchos pasos de esa realidad.
La tecnología digital es fundamental para que el minorista innove la entrega de su marca y, por lo tanto, proporcione nuevas y sorprendentes experiencias. El consumidor dicta las reglas sobre lo que espera y corresponde a las empresas transformarse para superar esa expectativa. Hay una nueva lógica de consumo para los negocios y la tecnología pasa a ser protagonista y no más pieza complementaria en el proceso de ventas. Uber; por ejemplo, la mayor compañía de transporte privado del mundo, no posee autos, sino una plataforma tecnológica. Facebook, el mayor vehículo de medios, no crea contenido, pero ofrece una herramienta en línea. Alibaba, el mayor servicio de ventas, no tiene stock y, sin embargo, es un gigante de comercio virtual. Airbnb no compró una sola cama y es el servicio de hospedaje más grande del mundo.
La transformación del comercio global es palpable. La experiencia nada menos que sensacional es lo que el consumidor espera y, de forma rápida, va a descartar de sus elecciones marcas que no realicen esa entrega.
Soportada por una estrategia bien definida, la tecnología es la única forma de satisfacer estas expectativas. Acertar en el uso de esas herramientas y plataformas es lo que hace de estos recursos los astros principales capaces de transformar el mercado y encantar al consumidor.
El presidente de la Comisión de Educación, Gordon Brown, y Shakira Mebarak, miembro de la Comisión, hicieron un llamado urgente a los líderes mundiales para que incluyan a la educación en la agenda de la cumbre de este año.
Tecnología de información ayuda al sector de hospitalidad a construir un programa de lealtad relevante y personalizado que beneficie al cliente y reduzca costos de mantenimiento para la compañía.
El gerente de Proyecto tiene que encontrar el balance ideal entre las acciones que sus clientes realizarán para mejorar el medio ambiente y los beneficios tangibles que obtendrá por las inversiones que realice al respecto.
19 mil quejas por robo de identidad se registraron durante el primer trimestre del año. Más de 325 millones de pesos fue el monto reclamado por este delito.
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Chen Ping an returned to his ancestral home in Niping Lane. After closing the door, he first began to boil the medicine, which was a prescription for treating internal injuries.No matter how powerful their magical powers are and how wide their ghost paths are, they are just poor people living under the shelter of others and not worth mentioning.
Chen Ping an couldn t understand them all, so he could only memorize them by rote, and then asked Juque and Taiyuan respectively.
The most important thing was of course his injured left hand. Unable to bear it, Chen Ping an quickly jumped off the green stone cliff after landing for the last time, and got into the grass beside the stream.Then Cai Jinjian, who was most likely an obstacle to his own path, died suddenly in front of his eyes.
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Por Maurício Trezub, director de e-Commerce de Totvs.