{"id":64688,"date":"2017-09-06T13:55:37","date_gmt":"2017-09-06T11:55:37","guid":{"rendered":"https:\/\/ipmark.com\/?p=64688"},"modified":"2017-09-06T13:55:37","modified_gmt":"2017-09-06T11:55:37","slug":"estrategia-de-marketing-clienteling","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=64688","title":{"rendered":"Reinventando la experiencia de compra: el dif\u00edcil reto de marcas y retailers"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-64690 size-full\" title=\"estrategia-de-marketing-clienteling\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2017\/09\/estrategia-de-marketing-clienteling-1.jpg\" alt=\"estrategia-de-marketing-clienteling\" width=\"690\" height=\"400\" \/><strong>Poner al cliente en el centro de la <a href=\"https:\/\/ipmark.com\/marketing\/\">estrategia de marketing<\/a>. Escuchamos tantas veces esta frase que su significado ha quedado un tanto devaluado. En realidad, solo algunas marcas hacen realidad dicha afirmaci\u00f3n, bien por falta de recursos o de conocimiento. No obstante, cada d\u00eda son m\u00e1s las herramientas que pueden ayudarnos a convertir al cliente an\u00f3nimo en persona y cada interacci\u00f3n en relaci\u00f3n. \u00bfHan o\u00eddo hablar del clienteling?<\/strong><\/p>\n<p>Se trata de una t\u00e9cnica a desarrollar en la tienda f\u00edsica cuyo atractivo reside en <strong>aunar trato humano y tecnolog\u00eda<\/strong>. Hasta ahora han sido las firmas de lujo las precursoras en utilizar este tipo de herramientas para proporcionar a sus clientes experiencias de compra de alta calidad.<\/p>\n<p>Esta soluci\u00f3n, seg\u00fan informa la compa\u00f1\u00eda especialista en software de <strong>customer experience management<\/strong> Splio, permite al\u00a0vendedor acceder\u00a0a toda la informaci\u00f3n del cliente a trav\u00e9s de un dispositivo m\u00f3vil para poder as\u00ed atenderle de una forma hiperpersonalizada. Adem\u00e1s, la relaci\u00f3n de confianza que se puede establecer en la tienda f\u00edsica entre vendedor y comprador genera un mayor <strong>flujo de datos<\/strong> que quedar\u00e1n tambi\u00e9n almacenados en el dispositivo para utilizar en posteriores transacciones, futuras estrategias de marketing y <strong>programas de fidelizaci\u00f3n<\/strong>.<\/p>\n<p>De este modo, el vendedor puede saber al instante las preferencias del cliente, su historial de compra, sus productos favoritos, etc. y darle as\u00ed la bienvenida, ayudarle y afianzar una relaci\u00f3n que redundar\u00e1 en el compromiso y el apego con la marca.<\/p>\n<p><strong>CONEXI\u00d3N EMOCIONAL<\/strong><\/p>\n<p>La tienda f\u00edsica, el lugar en el que se siguen haciendo el 77% de las compras, aporta m\u00faltiples ventajas a las marcas. Adem\u00e1s de la proximidad con el consumidor, el establecimiento es tambi\u00e9n el entorno en el que se produce la conexi\u00f3n emocional.<\/p>\n<p>Sin embargo, de acuerdo con los expertos de Splio, <strong>los retailers no est\u00e1n todav\u00eda suficientemente preparados para implementar el clienteling<\/strong>. Los vendedores todav\u00eda se centran m\u00e1s en completar las ventas que en responder a las necesidades del cliente. Todo ello a pesar que hasta un 84% de los clientes estar\u00eda dispuesto a pagar m\u00e1s si las marcas les ofrecieran una mejor experiencia de compra, seg\u00fan el estudio RetailMeNot.<\/p>\n<p>De esta misma fuente nos llega otro dato preocupante: el 80% de los consumidores sienten que no se les da la bienvenida a las tiendas de una forma personalizada. Como an\u00e9cdota cabe se\u00f1alar que hasta un 35% de los usuarios que entran en una tienda de lujo con la intenci\u00f3n de comprar acaban y\u00e9ndose sin hacerlo.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Poner al cliente en el centro de la estrategia de marketing. Escuchamos tantas veces esta frase que su significado ha<\/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":[44],"tags":[],"class_list":["post-64688","post","type-post","status-publish","format-standard","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Estrategia de marketing en la tienda f\u00edsica: el clienteling-IPMARK<\/title>\n<meta name=\"description\" content=\"Incorporar soluciones de clienteling a su estrategia de marketing puede ayudar a marcas y retailers a &quot;humanizar&quot; la experiencia de compra\" \/>\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=64688\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Estrategia de marketing en la tienda f\u00edsica: el clienteling-IPMARK\" \/>\n<meta property=\"og:description\" content=\"Incorporar soluciones de clienteling a su estrategia de marketing puede ayudar a marcas y retailers a &quot;humanizar&quot; la experiencia de compra\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=64688\" \/>\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=\"2017-09-06T11:55:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/2017\/09\/estrategia-de-marketing-clienteling-1.jpg\" \/>\n<meta name=\"author\" content=\"ipmark\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"ipmark\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=64688#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=64688\"},\"author\":{\"name\":\"ipmark\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"headline\":\"Reinventando la experiencia de compra: el dif\u00edcil reto de marcas y retailers\",\"datePublished\":\"2017-09-06T11:55:37+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=64688\"},\"wordCount\":457,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=64688#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/2017\\\/09\\\/estrategia-de-marketing-clienteling-1.jpg\",\"articleSection\":[\"Marketing\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=64688\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=64688\",\"name\":\"Estrategia de marketing en la tienda f\u00edsica: el clienteling-IPMARK\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=64688#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=64688#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/2017\\\/09\\\/estrategia-de-marketing-clienteling-1.jpg\",\"datePublished\":\"2017-09-06T11:55:37+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"description\":\"Incorporar soluciones de clienteling a su estrategia de marketing puede ayudar a marcas y retailers a \\\"humanizar\\\" la experiencia de compra\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=64688#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=64688\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=64688#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=64688#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Reinventando la experiencia de compra: el dif\u00edcil reto de marcas y retailers\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\",\"name\":\"ipmark\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g\",\"caption\":\"ipmark\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=21\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Estrategia de marketing en la tienda f\u00edsica: el clienteling-IPMARK","description":"Incorporar soluciones de clienteling a su estrategia de marketing puede ayudar a marcas y retailers a \"humanizar\" la experiencia de compra","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=64688","og_locale":"es_ES","og_type":"article","og_title":"Estrategia de marketing en la tienda f\u00edsica: el clienteling-IPMARK","og_description":"Incorporar soluciones de clienteling a su estrategia de marketing puede ayudar a marcas y retailers a \"humanizar\" la experiencia de compra","og_url":"https:\/\/ipmark.com\/?p=64688","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2017-09-06T11:55:37+00:00","og_image":[{"url":"https:\/\/ipmark.com\/wp-content\/uploads\/2017\/09\/estrategia-de-marketing-clienteling-1.jpg","type":"","width":"","height":""}],"author":"ipmark","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"ipmark","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=64688#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=64688"},"author":{"name":"ipmark","@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1"},"headline":"Reinventando la experiencia de compra: el dif\u00edcil reto de marcas y retailers","datePublished":"2017-09-06T11:55:37+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=64688"},"wordCount":457,"commentCount":0,"image":{"@id":"https:\/\/ipmark.com\/?p=64688#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/2017\/09\/estrategia-de-marketing-clienteling-1.jpg","articleSection":["Marketing"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=64688","url":"https:\/\/ipmark.com\/?p=64688","name":"Estrategia de marketing en la tienda f\u00edsica: el clienteling-IPMARK","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=64688#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=64688#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/2017\/09\/estrategia-de-marketing-clienteling-1.jpg","datePublished":"2017-09-06T11:55:37+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1"},"description":"Incorporar soluciones de clienteling a su estrategia de marketing puede ayudar a marcas y retailers a \"humanizar\" la experiencia de compra","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=64688#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=64688"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=64688#primaryimage","url":"","contentUrl":""},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=64688#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"Reinventando la experiencia de compra: el dif\u00edcil reto de marcas y retailers"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1","name":"ipmark","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/386009538b8cc7d7f1fd9eb965ed74cc85c95ce0765d3dbe671542b85d6a9bae?s=96&d=mm&r=g","caption":"ipmark"},"url":"https:\/\/ipmark.com\/?author=21"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/64688","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=64688"}],"version-history":[{"count":0,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/64688\/revisions"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=64688"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=64688"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=64688"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}