{"id":114265,"date":"2020-11-17T18:10:35","date_gmt":"2020-11-17T17:10:35","guid":{"rendered":"https:\/\/ipmark.com\/?p=114265"},"modified":"2020-11-17T18:11:12","modified_gmt":"2020-11-17T17:11:12","slug":"spain-retail-congress-2020-omnicanalidad-frente-a-la-incertidumbre","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=114265","title":{"rendered":"Spain Retail Congress 2020. Omnicanalidad frente a la incertidumbre"},"content":{"rendered":"<p>En la primera jornada de <a href=\"https:\/\/spainretailcongress.com\/\">Spain Retail Congress 2020<\/a>, tal y como se ha constatado ya desde hace meses, se ha puesto de relieve c\u00f3mo el COVID-19 no ha hecho sino <strong>acelerar las tendencias que ya esperaban el pistoletazo de salida<\/strong>. La digitalizaci\u00f3n, un proceso en el que muchos retailers ya estaban dedicando recursos, se ha impuesto por la fuerza para poder sobrevivir a los meses de confinamiento.<\/p>\n<p><strong>David P\u00e9rez, responsable de marketing de El Corte Ingl\u00e9s<\/strong>, ha sido uno de los participantes de Spain Retail Congress que ha revelado la estrategia de transformaci\u00f3n de su empresa en estas circunstancias. Una de las primeras conclusiones compartida por P\u00e9rez es que el perfil del comprador online se ha expandido y que muchos de los nuevos usuarios se han habituado ya a este canal, por lo que pronostica que aunque las tiendas f\u00edsicas hayan abierto sus puertas, el peso del ecommerce en el computo total de negocio va a seguir cobrando mayor relevancia.<\/p>\n<p>Los consumidores comprar\u00e1n en un canal o en otro en funci\u00f3n de sus necesidades. <strong>A lo largo de 2020, el 52% de los ciudadanos compra en el canal f\u00edsico y en el online, indistintamente, pero en el futuro ese porcentaje ser\u00e1 del 78%<\/strong>. Por eso, los retailers deber\u00e1n \u201ctrabajar en una experiencia 360\u00ba, en una integraci\u00f3n de los canales online y offline; de pensar en un cliente \u00fanico en todos los canales\u201d.<\/p>\n<h3>Nueva app de El Corte Ingl\u00e9s<\/h3>\n<p>Con el objetivo de conseguir esa omnicanalidad, El Corte Ingl\u00e9s ha desarrollado <strong>una app que re\u00fane toda la oferta de las empresas del grupo<\/strong>, permitiendo a los consumidores tener acceso a promociones personalizadas, as\u00ed como controlar tanto las compras online como las realizadas en la tienda f\u00edsica.<\/p>\n<p>As\u00ed mismo, la tarifa plana El Corte Ingl\u00e9s Plus pone a disposici\u00f3n de los clientes de la marca recibir sus pedidos en un plazo de dos horas.<\/p>\n<h3>Los casos Pompeii y Outlet PC<\/h3>\n<p>Durante la primera jornada de Spain Retail Congress tambi\u00e9n se pudieron conocer las estrategias onmicanal de otras compa\u00f1\u00edas, como la firma de zapatillas Pompeii\u00a0 y la empresa de inform\u00e1tica Outlet PC.<\/p>\n<p>\u201cCuando abrimos la primera tienda hace dos a\u00f1os, cometimos el error de querer dirigir tr\u00e1fico a la web llenando la tienda con pantallas. Nos dimos cuenta de que el cliente buscaba otra experiencia dentro de la tienda, y ah\u00ed fue cuando surgi\u00f3 el momento de omnicanalidad\u201d, explic\u00f3 <strong>Carlos Mancebo, retail manager de Pompeii<\/strong> en su exposici\u00f3n en Spain Retail Congress.<\/p>\n<p>Despu\u00e9s de esa primera fase, la firma espa\u00f1ola de calzado opt\u00f3 por un modelo omnicanal 2.0, \u201cdonde ya solo importaba el cliente y no tanto el punto de venta\u201d, lo que les ha permitido sortear la pandemia con valores de venta similares a antes de la crisis sanitaria.<\/p>\n<p>Por su parte <strong>Marc Estrem, CIO de Outlet PC<\/strong>, se\u00f1al\u00f3 que la transformaci\u00f3n digital va ligada a la evoluci\u00f3n del negocio y obliga a revisar qu\u00e9 aspectos se pueden realizar in-house y cu\u00e1les necesitan de la ayuda de un partner. Adem\u00e1s, del propio cambio de mentalidad que implica un proceso de transformaci\u00f3n digital, tambi\u00e9n \u00bb permite empezar a tener una l\u00f3gica descriptiva gracias a la recopilaci\u00f3n de datos, y pasar a una l\u00f3gica prescriptiva, por extraer valor a esos datos\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Spain Retail Congress 2020, evento virtual organizado por la Confederaci\u00f3n Espa\u00f1ola de Comercio (CEC) y las revistas D\/A Retail e IPMARK, est\u00e1 arrojando durante sus tres jornadas las respuestas que demanda un Retail inteligente en un contexto m\u00e1s que dif\u00edcil. La digitalizaci\u00f3n y el comportamiento del consumidor han centrado la primera jornada del encuentro.\u00a0\u00a0<\/p>\n","protected":false},"author":14,"featured_media":114270,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[],"class_list":["post-114265","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Spain Retail Congress: Omnicanalidad frente a la incertidumbre<\/title>\n<meta name=\"description\" content=\"La omnicanalidad es la soluci\u00f3n propuesta en Spain Retail Congress para sortear la incertidumbre que la pandemia supone para los retailers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=114265\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Spain Retail Congress: Omnicanalidad frente a la incertidumbre\" \/>\n<meta property=\"og:description\" content=\"La omnicanalidad es la soluci\u00f3n propuesta en Spain Retail Congress para sortear la incertidumbre que la pandemia supone para los retailers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=114265\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2020-11-17T17:10:35+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-11-17T17:11:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/Spain-Retail-Congress-0-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"678\" \/>\n\t<meta property=\"og:image:height\" content=\"361\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ana Egido\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ana Egido\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=114265#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=114265\"},\"author\":{\"name\":\"Ana Egido\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/ba89645183b346feacff0538aa54a375\"},\"headline\":\"Spain Retail Congress 2020. 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