{"id":131370,"date":"2021-07-20T14:09:54","date_gmt":"2021-07-20T12:09:54","guid":{"rendered":"https:\/\/ipmark.com\/?p=131370"},"modified":"2021-07-20T18:19:32","modified_gmt":"2021-07-20T16:19:32","slug":"pandemia-incentiva-aparicion-comprador-mixto","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=131370","title":{"rendered":"La pandemia incentiva la aparici\u00f3n de un comprador mixto"},"content":{"rendered":"

Las restricciones lanzadas para mitigar los contagios por COVID-19 han originado que el consumidor haya evolucionado hacia un comprador mixto, entendido como aquel que divide su tiempo entre la tienda f\u00edsica, el comercio online y el servicio de recogida en tienda – tambi\u00e9n conocido como click and collect<\/em>-.\u00a0<\/strong><\/p>\n

Seg\u00fan el \u00faltimo estudio realizado por DS Smith, en un mes promedio, los usuarios compran en tienda f\u00edsica seis veces; en tres ocasiones en internet; y emplean al menos dos veces el servicio click and collect.\u00a0<\/em><\/span><\/p>\n

Pero a pesar del uso de esta variedad de canales, no todas sus experiencias de compra terminan siendo agradables. De acuerdo a los datos del fabricante de packaging, solo un tercio de encuestados elige las compras online como su m\u00e9todo de compra favorito. Adem\u00e1s, un 62% define el sistema de recogida en tienda como \u201clo peor de ambos mundos, f\u00edsico y online\u201d<\/strong>.\u00a0<\/span><\/p>\n

El establecimiento contin\u00faa como canal predilecto para un 48% de encuestados.<\/strong> Y se espera que, poco a poco, la tienda f\u00edsica siga ganando tracci\u00f3n a medida que se reduzcan las restricciones de movilidad y aforo. Un 52% de compradores en Espa\u00f1a prev\u00e9 volver a comprar en tiendas f\u00edsicas<\/strong>, y cinco de cada 10 asegura extra\u00f1ar la experiencia de salir de compras.\u00a0<\/span><\/p>\n

Compradores precavidos en tienda f\u00edsica<\/span><\/h2>\n

Aunque las compras en tienda f\u00edsica siguen siendo el m\u00e9todo preferido por los espa\u00f1oles, estas tambi\u00e9n se enfrentan a nuevos retos, ya que la pandemia de coronavirus ha hecho mella en la paciencia de los consumidores y en su predisposici\u00f3n a estar en espacios muy concurridos, explican.\u00a0<\/span><\/p>\n

Ofrecen como datos que un 41% de compradores intente evitar tiendas concurridas<\/strong>; que un 25% se muestre molesto cuando tiene que esperar demasiado; o que un 73% no est\u00e9 dispuesto a esperar m\u00e1s de 10 minutos en la cola de caja.\u00a0<\/strong><\/span><\/p>\n

El estudio tambi\u00e9n desvela algunos de los principales inconvenientes del sistema click and collect<\/em>. A saber, desplazarse hasta la tienda para recoger el pedido (27%), esperar para recogerlo (16%) y las dudas sobre la calidad del art\u00edculo (15%).\u00a0<\/strong><\/span><\/p>\n

Respecto al comercio online, los principales aspectos negativos son tener que pagar por el env\u00edo (26%), no saber cu\u00e1ndo llegar\u00e1n los art\u00edculos (28%) y un mal embalaje que lleva a una compra da\u00f1ada (15%).\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

En un mes promedio, los usuarios compran seis veces en tienda f\u00edsica; tres veces en ecommerce; y emplean al menos dos veces el servicio click and collect. <\/p>\n","protected":false},"author":29,"featured_media":131372,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[5470,2154],"class_list":["post-131370","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-coronavirus","tag-ecommerce"],"acf":[],"yoast_head":"\nLa pandemia incentiva la aparici\u00f3n de un comprador mixto<\/title>\n<meta name=\"description\" content=\"La COVID-19 ha potenciado la aparici\u00f3n de un comprador mixto, aquel que divide su tiempo entre la tienda, el ecommerce y el click and collect\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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