{"id":72660,"date":"2018-07-09T12:29:30","date_gmt":"2018-07-09T10:29:30","guid":{"rendered":"https:\/\/ipmark.com\/?p=72660"},"modified":"2018-07-09T12:29:30","modified_gmt":"2018-07-09T10:29:30","slug":"futuro-los-concesionarios-sector-automocion","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=72660","title":{"rendered":"\u00bfPor d\u00f3nde pasa el futuro de los concesionarios en el sector automoci\u00f3n?"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-72661 size-full\" title=\"futuro-concesionarios-de-coches-customer-journey\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/07\/futuro-concesionarios-de-coches-customer-journey.jpg\" alt=\"Art\u00edculo sobre los retos del futuro de los concesionarios de coches.\" width=\"690\" height=\"403\" \/><strong>Desde hace unos meses cada d\u00eda aparecen en prensa m\u00e1s noticias sobre el coche aut\u00f3nomo y el conectado. La tecnolog\u00eda tambi\u00e9n ha supuesto una disrupci\u00f3n para el sector automovil\u00edstico, y no todos los <em>players <\/em>han reaccionado con celeridad. Este es el caso de los concesionarios de coches, que deben afrontar una serie de retos si no quieren perder su valor en el <em>customer journey<\/em> del consumidor.\u00a0<\/strong><\/p>\n<figure id=\"attachment_72662\" aria-describedby=\"caption-attachment-72662\" style=\"width: 150px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-72662 size-thumbnail\" title=\"Sergio-Illescas-Artyco-articulo-futuro-concesionarios-coches\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/07\/Sergio-Illescas-Artyco-articulo-futuro-concesionarios-coches-150x150.jpg\" alt=\"Art\u00edculo de Sergio Illescas, director comercial de Artyco, sobre el futuro de los concesionarios de coches. \" width=\"150\" height=\"150\" \/><figcaption id=\"caption-attachment-72662\" class=\"wp-caption-text\">Sergio Illescas, director comercial de Artyco.<\/figcaption><\/figure>\n<p>De hecho, su papel como distribuidor de coches peligra ante las acciones de Amazon, Walmart, CarSaver e incluso Trive \u2014<em>e-commerce<\/em> solo para coches\u2014. Estas iniciativas reafirman las tendencias recogidas en <em>The Next Generation of Automotive Sales 2025, <\/em>de A. T. Kearny: <strong>En 2025 se vender\u00e1n 35 millones de coches online<\/strong>.<\/p>\n<p>Ante este escenario la \u00fanica alternativa de los concesionarios es comenzar la transformaci\u00f3n digital de la mano de un <em>partner<\/em> de confianza y potenciar su atributo diferencial: La experiencia de cliente.<\/p>\n<p>\u00bfY c\u00f3mo pueden <strong>ofrecer la mejor experiencia de cliente<\/strong>? Partiendo de la premisa de que el mundo f\u00edsico y el digital han difuminado sus barreras, e implementando acciones enfocadas en la experiencia de cliente en la preventa y postventa.<\/p>\n<p>En la primera tenemos que <strong>evitar la desconexi\u00f3n entre la web y el mundo real<\/strong>. Uno de los problemas que se encuentran los consumidores es la falta de concordancia entre la informaci\u00f3n de la web y la del concesionario. Impulsemos el canal digital, con una web <em>responsive<\/em> \u2014sabiendo que el m\u00f3vil es clave en el proceso de compra\u2014 o una app con un dise\u00f1o sencillo y que sea de utilidad para el consumidor. Potenciemos la cercan\u00eda y la proximidad, y maximicemos la experiencia real, haci\u00e9ndoles sentir \u00fanicos.<\/p>\n<p>Una forma id\u00f3nea pueden ser los <em>chatbots<\/em> o bien los <em>showrooms virtuales<\/em> como el que realizamos para FIAT, en el que los clientes disfrutan de un tour virtual por el coche, sin moverse del sof\u00e1. Una experiencia \u00fanica y personalizada.<\/p>\n<p>Nuestra relaci\u00f3n con el cliente no acaba con la venta, sino que debemos <strong>fidelizarle y ofrecer servicios alternativos<\/strong>. Aqu\u00ed la implantaci\u00f3n de un CRM ser\u00e1 imprescindible para la adecuada gesti\u00f3n de clientes y la comunicaci\u00f3n con ellos.<\/p>\n<p>Tambi\u00e9n podremos usar el <strong><em>lead nurturing <\/em><\/strong>\u2014t\u00e9cnica para convertir los <em>leads<\/em> en clientes\u2014 cuando la persona interesada contacta v\u00eda web. Gracias al Data obtenido podremos enviarle mensajes adaptados al momento exacto de su <em>funnel<\/em> de compra.<\/p>\n<p>Hagamos de la conducci\u00f3n \u2014y por ende la compra del coche\u2014 un momento memorable, real, f\u00edsico, tangible, pero complementado con los avances tecnol\u00f3gicos como la realidad virtual, o los <em>bots<\/em> con inteligencia artificial. Ya lo dec\u00eda Henry Ford: \u201c<strong>El progreso de verdad es el que pone la tecnolog\u00eda al alcance de todos<\/strong>\u201d.<\/p>\n<p><strong>Sergio Illescas,\u00a0director comercial de Artyco<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Desde hace unos meses cada d\u00eda aparecen en prensa m\u00e1s noticias sobre el coche aut\u00f3nomo y el conectado. La tecnolog\u00eda<\/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":[85],"tags":[],"class_list":["post-72660","post","type-post","status-publish","format-standard","hentry","category-analisis-opinion"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Futuro de los concesionarios de coches ante Amazon, Trive, CarSaver...<\/title>\n<meta name=\"description\" content=\"El futuro de los concesionarios de coches pasa por una serie de retos si no quieren perder su valor en el customer journey del consumidor.\" \/>\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=72660\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Futuro de los concesionarios de coches ante Amazon, Trive, CarSaver...\" \/>\n<meta property=\"og:description\" content=\"El futuro de los concesionarios de coches pasa por una serie de retos si no quieren perder su valor en el customer journey del consumidor.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=72660\" \/>\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=\"2018-07-09T10:29:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/07\/futuro-concesionarios-de-coches-customer-journey.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=72660#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=72660\"},\"author\":{\"name\":\"ipmark\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"headline\":\"\u00bfPor d\u00f3nde pasa el futuro de los concesionarios en el sector automoci\u00f3n?\",\"datePublished\":\"2018-07-09T10:29:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=72660\"},\"wordCount\":498,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=72660#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/2018\\\/07\\\/futuro-concesionarios-de-coches-customer-journey.jpg\",\"articleSection\":[\"An\u00e1lisis y Opini\u00f3n\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=72660\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=72660\",\"name\":\"Futuro de los concesionarios de coches ante Amazon, Trive, CarSaver...\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=72660#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=72660#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/2018\\\/07\\\/futuro-concesionarios-de-coches-customer-journey.jpg\",\"datePublished\":\"2018-07-09T10:29:30+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"description\":\"El futuro de los concesionarios de coches pasa por una serie de retos si no quieren perder su valor en el customer journey del consumidor.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=72660#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=72660\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=72660#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=72660#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"\u00bfPor d\u00f3nde pasa el futuro de los concesionarios en el sector automoci\u00f3n?\"}]},{\"@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":"Futuro de los concesionarios de coches ante Amazon, Trive, CarSaver...","description":"El futuro de los concesionarios de coches pasa por una serie de retos si no quieren perder su valor en el customer journey del consumidor.","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=72660","og_locale":"es_ES","og_type":"article","og_title":"Futuro de los concesionarios de coches ante Amazon, Trive, CarSaver...","og_description":"El futuro de los concesionarios de coches pasa por una serie de retos si no quieren perder su valor en el customer journey del consumidor.","og_url":"https:\/\/ipmark.com\/?p=72660","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2018-07-09T10:29:30+00:00","og_image":[{"url":"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/07\/futuro-concesionarios-de-coches-customer-journey.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=72660#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=72660"},"author":{"name":"ipmark","@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1"},"headline":"\u00bfPor d\u00f3nde pasa el futuro de los concesionarios en el sector automoci\u00f3n?","datePublished":"2018-07-09T10:29:30+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=72660"},"wordCount":498,"commentCount":0,"image":{"@id":"https:\/\/ipmark.com\/?p=72660#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/07\/futuro-concesionarios-de-coches-customer-journey.jpg","articleSection":["An\u00e1lisis y Opini\u00f3n"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=72660","url":"https:\/\/ipmark.com\/?p=72660","name":"Futuro de los concesionarios de coches ante Amazon, Trive, CarSaver...","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=72660#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=72660#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/07\/futuro-concesionarios-de-coches-customer-journey.jpg","datePublished":"2018-07-09T10:29:30+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/27bd0ad78d511e9ab12d06f6568067e1"},"description":"El futuro de los concesionarios de coches pasa por una serie de retos si no quieren perder su valor en el customer journey del consumidor.","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=72660#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=72660"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=72660#primaryimage","url":"","contentUrl":""},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=72660#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"\u00bfPor d\u00f3nde pasa el futuro de los concesionarios en el sector automoci\u00f3n?"}]},{"@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\/72660","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=72660"}],"version-history":[{"count":0,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/72660\/revisions"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=72660"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=72660"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=72660"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}