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.
Al Virginia Mason Institute le hace ilusión ofrecer Diseño de instalaciones de salud y flujo a organizaciones de atención médica y equipos que buscan mejorar su flujo y obtener grandes ventajas de instalaciones previstas o existentes.
Para facilitar el transporte y control de mercancía, en punto de venta y almacén, es necesario que las empresas piensen en implementar sistemas de control dentro de sus procesos de trabajo y operación.
Nómada por naturaleza, el ser humano ha encontrado en los viajes una manera de saciar su curiosidad por conocer el mundo, lo que ha generado una próspera industria.
She will also come from Beihai to accompany us to the Fengyun Meeting.His slender fingers scratched his frizzy hair, and a lively smile overflowed from the corners of his eyes.
The unimportant passers by and cannon fodder are not written, and there are few scenes, but I think there are still subsequent characters to be recorded temporarily.She is still wondering if there is a way to push it backwards onto fire.
Jiang Yuebai rubbed his face and inhaled. These days, he had saved himself several years of hard work between the eighth and ninth levels of Qi training.Going to practice. Jiang Yuebai said casually. Lu Ying raised her eyebrows and looked at Jiang Yuebai carefully.
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Jiang Yuebai rubbed his temples. After he recovered, he continued to play with the wooden puppet.When he comes back, Tianyan Sect will Another strong Nascent Soul has been added.
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The shopkeeper divided the thunder essence into two parts with his fingers The quality of the six pieces here is not very good.Coming behind Bai Shitong, Su Ye said quietly, How was the drink last time Bai Shitong wanted to stop, but Su Ye stopped him with words.
I ll be back in a moment. After Su Ye finished speaking, he walked away.After about three weeks, Su Ye breathed a sigh of relief and slowly opened his eyes Sure enough, it doesn t work Su Ye still wanted to try a breakthrough.
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At that time, the city guards went door to door to help search for them.The prince s hook up with people from the Baiyue Chamber of Commerce is inappropriate at best, and it is against the imperial court at worst.
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We need to be careful not to expose our wealth and avoid being targeted.Fang Yuxing has an ordinary appearance but a strong aura.
Foundation building can be prepared. If she didn t use the elixir, it would take an incalculable amount of time.You used to look down on me, but now you overestimate me.
The young male cultivator s eyes sternly said, Isn t she ruining everyone s jobs and breaking the rules Why If you re not looking for someone
The burly male cultivator had a look that you don t understand, Although we are about to cry, but don t mention it, the entire Nanji including my stall has had a lot more repeat customers, and we have made more money than before.
Hot eyes glanced at Jiang Yuebai s face without any concealment.The geese were flying slowly high in the sky, and Yun Shang was sitting in front of her holding the little monkey, her whole body tense, because the girl behind her was half lying lazily, unable to move.
The two spiritual energies met in the meridians and immediately started fighting fiercely.The golden city is thousands of miles away and is majestic.
Por Maurício Trezub, director de e-Commerce de Totvs.