{"id":42906,"date":"2015-02-16T18:01:57","date_gmt":"2015-02-16T16:01:57","guid":{"rendered":"https:\/\/ipmark.com\/?p=42906"},"modified":"2015-02-16T18:01:57","modified_gmt":"2015-02-16T16:01:57","slug":"showroomprive-una-empresa-de-moda-y-de-ingenieros","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=42906","title":{"rendered":"Showroomprive: \u201cSomos una empresa de moda, pero tambi\u00e9n de ingenieros\u201d"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2015\/02\/Showroomprive_site.jpg\" alt=\"Showroomprive_site\" width=\"690\" height=\"366\" class=\"aligncenter size-full wp-image-42910\" \/><\/p>\n<p>Estrategia mobile y medici\u00f3n de resultados son dos de los ejes que impulsan el negocio de Showroomprive.com, segundo mayor  club de ventas privadas online en Europa, que se posiciona como pure player, con un modelo de negocio diferente, que funciona con \u00e9xito en ocho pa\u00edses, entre ellos Espa\u00f1a.<\/p>\n<p>As\u00ed lo ha explicado <b>Marta Panera<\/b>, international PR director &#038; business development de Showroomprive Spain, quien  ha compartido un desayuno-coloquio con Ediciones y Estudios, empresa editora de IPMARK y DA RETAIL, acompa\u00f1ada por Virginia Hern\u00e1ndez, international PR manager &#038; business development de la compa\u00f1\u00eda.<\/p>\n<figure id=\"attachment_42907\" aria-describedby=\"caption-attachment-42907\" style=\"width: 345px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2015\/02\/MartaPanera_Showroomprivee.jpg\" alt=\"Marta Panera, international PR director &amp; business development de Showroomprive Spain.\" width=\"345\" height=\"489\" class=\"size-full wp-image-42907\" \/><figcaption id=\"caption-attachment-42907\" class=\"wp-caption-text\">Marta Panera, international PR director &#038; business development de Showroomprive Spain.<\/figcaption><\/figure>\n<p>Ambas han explicado las claves que han contribuido a la expansi\u00f3n de Showroomprive. Una estrategia que tiene mucho que ver con la innovaci\u00f3n centrada en  <b>m-commerce<\/b>, <b>marketing<\/b> y   <\/b>medici\u00f3n de resultados<\/b>. \u201cSomos una empresa de moda, pero tambi\u00e9n de ingenieros\u201d, reconoce Panera, afirmando que \u201ctodo es medible\u201d y por el momento hay buenos ratios de conversi\u00f3n. <\/p>\n<p>Y es que el modelo <a class=enlace style=font-size:100%; href= http:\/\/www.showroomprive.es\/>Showroomprive<\/a> va de vol\u00famenes. Vende 20 millones de productos, a trav\u00e9s de acuerdos con 1.500 marcas. Su oferta se dirige a la \u201c<b>workingwoman<\/b>\u201d, mujer de entre 30 y 50 a\u00f1os, con poder adquisitivo y decisi\u00f3n de compra, que adquiere art\u00edculos   para toda la familia. La cesta media es de 52 euros. El 50% de los socios visita el site todos los d\u00edas -15 p\u00e1g vistas x visitas- y compra  5,2 veces al a\u00f1o. \u201cEl negocio se basa en la <b>fidelizaci\u00f3n<\/b>\u201d. El 60% de los usuarios son recurrentes y el  94% de los nuevos compradores repetir\u00e1.<\/p>\n<p><b>Smartphone y tablet<\/b> <\/p>\n<p>Con 20 millones de usuarios registrados  y m\u00e1s de 5 millones de descargas de sus apps,  el 45% de las ventas y  m\u00e1s del 60% del tr\u00e1fico se  genera <b>v\u00eda mobile<\/b>, desde smartphones y tablets. En 2017 el porcentaje web mobile se elevar\u00e1 al 90%. La compra m\u00f3vil es especialmente relevante en Espa\u00f1a e Italia. En nuestro pa\u00eds y en el arco del Mediterr\u00e1neo tambi\u00e9n se valoran m\u00e1s las marcas. De ah\u00ed,  la adaptaci\u00f3n local necesaria en cada mercado, porque la rentabilidad no es la misma. Por ejemplo, \u201cen Reino Unido el ROI  es muy alto\u201d, afirma Panera.<\/p>\n<figure id=\"attachment_42908\" aria-describedby=\"caption-attachment-42908\" style=\"width: 345px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2015\/02\/Showroomprive_IPMARK_1.jpg\" alt=\"Un momento del coloquio  Showroomprive-IPMARK.\" width=\"345\" height=\"230\" class=\"size-full wp-image-42908\" \/><figcaption id=\"caption-attachment-42908\" class=\"wp-caption-text\">Un momento del coloquio  Showroomprive-IPMARK.<\/figcaption><\/figure>\n<p>Junto a la estrategia mobile, Showroomprive ha desarrollado otras herramientas que le ayudan a crecer como la expansi\u00f3n internacional (con previsiones de entrada en nuevos mercados, como Europa del Este o Pa\u00edses Escandinavos), la <b>notoriedad de marca<\/b>, con presencia en redes sociales, donde genera  engagement, no ventas;  la inversi\u00f3n en publicidad (campa\u00f1as, displays, cpa, PR, afiliaci\u00f3n, marketing de resultados) o asociaciones con partners, como la  que mantiene con Travel Club.<\/p>\n<p><b>Log\u00edstica Expr\u00e9s<\/b><\/p>\n<p>Una de los puntos estrat\u00e9gicos de cualquier operador online es la log\u00edstica. Hasta ahora, todo este proceso estaba centralizado en Francia y la entrega era a 21 d\u00edas,  pero en 2014, la empresa firm\u00f3 un acuerdo con Dispeo, filial del Grupo 3SI para la <b>gesti\u00f3n de env\u00edos<\/b>, que le permite preparar en menos de 2 horas los pedidos  desde Espa\u00f1a y otros pa\u00edses, con  un servicio de entrega expr\u00e9s en 72h y 24h para el 30% de las ventas.<\/p>\n<p>En 2013 Showroomprive logr\u00f3 una facturaci\u00f3n de 350 millones de euros, que podr\u00eda verse incrementada en  un 40% si se cumplen las previsiones para este \u00faltimo ejercicio.<\/p>\n<p>Junto a todo ello, Showroomprive cuenta con una newsletter  que es su mejor revulsivo para las ventas. Tambi\u00e9n dispone de  una web en ingl\u00e9s en la que se puede comprar desde cualquier pa\u00eds del mundo y pagar en moneda local  y muy pronto, en abril,  lanzar\u00e1 un blog, aunque hace tiempo que realizan acciones puntuales con reconocidos bloggers.<\/p>\n<p><b>Paloma Pascual<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Estrategia mobile y medici\u00f3n de resultados son dos de los ejes que impulsan el negocio de Showroomprive.com, segundo mayor club<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5901],"tags":[],"class_list":["post-42906","post","type-post","status-publish","format-standard","hentry","category-tendencias"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Showroomprive ventas privadas 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