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.
Blockchain está marcando un antes y un después en la gestión de la cadena de suministro, ofreciendo una herramienta potente para responder a las crecientes demandas de transparencia, eficiencia y sostenibilidad en un entorno global.
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That is the core monk of the Yuqing Sect, and may not be able to compete with the Bairi Sect s many The monks in the middle stage of Nascent Soul fought a battle, but it was easy to escape.He had forgotten that the jade plate could locate the identity of the sect.
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He opened the jade box with his spiritual consciousness, and when the jade box was opened, his spiritual consciousness immediately sounded an alarm.Qin Hu s ancestor was one of the four princes and twenty eight princes who founded the Yu Kingdom.
The thunder and lightning spread throughout Song Yu s body, and life disappeared wherever it passed.Judging from the test of the cave, the further back it is, the more trouble it will be.
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Stinky dragon Give me a hammer The little Bai Jiuyou wielded the hammer with both hands and jumped up from the top of Hong Ye s head.She only absorbs the breath and does not harm the vegetation and spiritual beasts in the Lotus Terrace Cave.
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After handing the jade slips of the martial art to Jiang Yuebai for a deposit, he made an appointment with Jiang Yuebai to meet at the entrance of Longgu Gorge in the northwest of Black Demon Mountain one day later.She also ate all the books and jade slips accumulated in her study.
This distance is almost at the limit of my spiritual consciousness to control the clone.The medicine inside can give me the appearance of a foreigner in a short time.
Trees and spiritual plants grow intertwined, with hundreds of flowers blooming and surrounded by bees and butterflies.Jiang Yuebai opened the stopper of the gourd and sucked a little for herself.
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If I return to the Monster Clan, I can t stay for sixty years, how long can I stay How long can I stay There will be no disputes there and I can concentrate on practicing for a period of time.
Immediately choking, Li Jiuchuan frowned and said nothing, his eyes gradually became colder.The timing of Fengyunhui must have been specially chosen by Fang Ruyan, because only at this time, the earth s spiritual energy will be consumed by the secret realm, and Fang s protective formation will be weakened.
Do you know where Jiang Yuebai is at this moment The two Jindan monks stopped far away.There are also spiritual beasts carefully selected by Yun Shang for her all over the cave.
They didn t find it strange that he came back at this time.What he is focusing on is the fire element in his heart.
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At this moment, suddenly, he thought of the lightning he saw on the top of the mountain.Adhering to the previous thoughts. He only selected a few from so many Chuanwu, corresponding to other parts of his body, such as fists, arms, back, etc.
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At least take a look at his surroundings as a reference, so we can plan a route up the mountain Kendia looked at Helena and said with a serious face.Xiao Bai, whose name is Zhong Bai, is the youngest among this group of traffickers.
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Others felt that Huang Jiang s return was for Qin Feng.But it would have been impossible for other people of the same age to deal with it so easily.
If the Martial Alliance sends another master at this time, Chu Tiankuo will definitely lose.She didn t know, even she didn t know it at first. But by chance, she happened to overhear the conversation between Chen Li and Chen Dong.
As long as Dou Longyang passed his inspection and took the initiative to hand over the assets of the Shencheng Martial League, their family would be exempted from severe punishment.Lin, I think you should give me the things. In addition, my boyfriend no matter what No matter what happens, I will never forget when he saved me alone, he will always be my hero.
Just these two old men, any one of them can be crushed.In fact, in terms of face alone, she is not the top class, and cannot be compared with Chen Chuqing.
If you want to muddy this pool of water, be careful that you are the one who drowns first.Tang Kexin, who grew up in such an atmosphere, will definitely do well.
If she didn t choose Qin Feng, I m afraid she would never meet such a stunning man again in the rest of her life.However, he did not get angry impulsively. After all, the junior brother just now was provoked by Miao Jin and acted impulsively, only to be hurt by Miao Jin s secret strength.
I took this opportunity to ask you for advice, but now it seems that I don t have this opportunity.There were many people placing bets this time, but Qin Feng was no longer alone.
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Ye Tianqi s grandfather was the eldest son of that generation, and his father naturally became the legitimate head of the family.But they ignored that Qin Feng was also a guest brought by Dai Ruolan, and he was also her savior.
The little princess in the entertainment industry pulls her hand whenever you want A group of women, on the other hand, believed that Qin Feng was trying to seduce Zeng Keyi, the royal little princess, and did not want to work hard, and their beautiful eyes showed contempt.Dai know Qin Feng Du Shixi next to her heard her speak, but did not hear clearly Qingyue, you What did you say It s okay.
But reality gave him a hard slap in the face, telling him that it was not just the mountain of Xu Mofang that lay in front of him, but also an endless stream of monsters appearing one after another.Just as she revealed the slightest hint of murderous intent, a powerful force made her realize what reality was.
When a sect is founded, one person carries the cauldron.It stands to reason that this little girl doesn t like him very much, and of course Qin Feng doesn t have much interest in her either.
Fortunately, he endured the severe pain and gathered an internal force into his arm, which instantly took away a lot of Yuan Shan s strength.Okay, please. Han Qiusheng and Du Bangyan went out without saying a word, but no one knew that they were going to No one asked where to get the poison.
Before this, everyone had not taken Xinlongmen and Du Shixi seriously.
Por Maurício Trezub, director de e-Commerce de Totvs.