{"id":23946,"date":"2016-04-11T13:57:42","date_gmt":"2016-04-11T11:57:42","guid":{"rendered":"https:\/\/www.emagister.com\/blog\/?p=23946"},"modified":"2021-04-27T10:15:28","modified_gmt":"2021-04-27T08:15:28","slug":"un-cliente-para-todo-un-cliente-all-line","status":"publish","type":"post","link":"https:\/\/www.emagister.com\/blog\/un-cliente-para-todo-un-cliente-all-line\/","title":{"rendered":"Un cliente para todo, un cliente All-line"},"content":{"rendered":"<p style=\"text-align: justify;\">A pesar de que <strong>la penetraci\u00f3n de internet en Espa\u00f1a<\/strong> sea superior a los tres cuartos de la poblaci\u00f3n- casi 36 millones de personas tienen acceso a la red- y que un 30% afirman que han comprado alg\u00fan producto en la red durante los \u00faltimos tres meses, <strong>el volumen de compras realizadas\u00a0<em>online<\/em>\u00a0en el 2014 no super\u00f3 los 9.000 millones de euros<\/strong>, cifra que supondr\u00eda un poco menos del 5% del total de ventas en comercios, 183.000 millones, seg\u00fan datos elaborados a partir de Euromonitor Internacional.<!--more--> Porcentajes que est\u00e1n muy lejos del 15% que algunos pronosticaban para la mitad de esta d\u00e9cada. A pesar de que el rol de la red en las compras ha ido creciendo a\u00f1o tras a\u00f1o, no lo ha hecho al ritmo pronosticado.<img loading=\"lazy\" decoding=\"async\" class=\"size-thumbnail wp-image-23947 alignright\" src=\"https:\/\/www.emagister.com\/blog\/wp-content\/uploads\/2016\/04\/4-150x150.png\" alt=\"4\" width=\"150\" height=\"150\" \/><\/p>\n<p style=\"text-align: justify;\">Si usted tiene una empresa, seguramente se plantear\u00e1 el hecho de <strong>vender onlin<\/strong>e, puesto que, como ya hemos visto, el n\u00famero de ventas f\u00edsicas aplasta num\u00e9ricamente a las ventas digitales. Pero ojo, porque los datos cuantitativos pueden hacernos olvidar una realidad m\u00e1s cualitativa. A pesar de motivadores muy potentes de la compra, relacionados especialmente con precios m\u00e1s bajos que en el comercio tradicional,\u00a0una cosa es buscar informaci\u00f3n y otra comprar en la red. As\u00ed pues, aunque el tanto por ciento de ventas online sea muy inferior a su competidor, internet s\u00ed que es b\u00e1sico a la hora de buscar informaci\u00f3n sobre productos.<\/p>\n<p style=\"text-align: justify;\">\u00a0No hay duda de que estar en internet es importante para los negocios y, a pesar de que a\u00fan nos frena comprar\u00a0<em>online<\/em>\u00a0por diferentes motivos como el fraude, costes de env\u00edo cesi\u00f3n de datos personales, <em>\u201cel hecho de conseguir estar presentes en una parte del proceso de compra del consumidor, el de la b\u00fasqueda de la informaci\u00f3n, es clave para las empresas\u201d especifica <\/em>David Rom\u00e1n, profesor de\u00a0<a href=\"https:\/\/www.emagister.com\/product-manager-postgrado-marketing-cursos-666377.htm\" target=\"_blank\" rel=\"noopener\">marketing<\/a> de <a href=\"https:\/\/www.emagister.com\/eada-cursos-332-centrodetalles.htm\" target=\"_blank\" rel=\"noopener\">EADA<\/a>.<\/p>\n<p style=\"text-align: justify;\">\u00a0Los comerciantes deben <strong>satisfacer las demandas de sus clientes<\/strong> y para ello deben dise\u00f1ar su estrategia en funci\u00f3n de la oferta que el consumidor espera encontrar y los canales d\u00f3nde la buscar\u00e1,\u00a0<em>online<\/em>\u00a0u\u00a0<em>offline<\/em>.<\/p>\n<p style=\"text-align: justify;\">En este panorama no debemos olvidar que\u00a0<strong>no somos \u00fanicamente compradores en l\u00ednea o presenciales<\/strong>, sino que utilizamos indistintamente el canal que tenemos m\u00e1s a mano y nos es m\u00e1s confortable en cada situaci\u00f3n. El nuevo cliente es\u00a0<em>all line<img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-23921 alignleft\" src=\"https:\/\/www.emagister.com\/blog\/wp-content\/uploads\/2016\/04\/EADA.gif\" alt=\"EADA\" width=\"130\" height=\"87\" \/>, <\/em>busca por internet pero a\u00fan compra m\u00e1s en la tienda f\u00edsica (offline), aunque probablemente, con el paso de los a\u00f1os, los n\u00fameros antes explicados podr\u00edan revertirse.<\/p>\n<p style=\"text-align: justify;\">Es un hecho habitual que recibamos, a trav\u00e9s de nuestro m\u00f3vil, informaci\u00f3n de un producto por la ma\u00f1ana mientras vamos en autob\u00fas; que despu\u00e9s vayamos a un punto de venta f\u00edsico, al mediod\u00eda, para contrastar la oferta recibida con m\u00e1s opciones; y acabemos el proceso de compra en casa por la noche, desde la tableta, una vez consensuado con nuestra pareja. Esta serie de pasos se denominan, en el \u00e1mbito del marketing, <strong>omnicanalidad<\/strong>\u00a0y se ha convertido en la t\u00f3nica habitual entre los consumidores.<\/p>\n<p style=\"text-align: justify;\"><strong><em>\u00a0<\/em><\/strong>En el proceso de compra, lo que iba a ser un figurante, que ya es actor secundario y que se ir\u00e1 convirtiendo en protagonista, los<em>\u00a0<strong>smartphones<\/strong><\/em>, salen a escena con fuerza, ya que, seg\u00fan la <strong>consultora Deloitte<\/strong>, las tiendas f\u00edsicas ceder\u00e1n un 10% de sus ventas actuales a los dispositivos m\u00f3viles en los pr\u00f3ximos cinco a\u00f1os.<\/p>\n<p style=\"text-align: justify;\">El\u00a0<strong><em>show<img loading=\"lazy\" decoding=\"async\" class=\"size-thumbnail wp-image-23948 alignright\" src=\"https:\/\/www.emagister.com\/blog\/wp-content\/uploads\/2016\/04\/5-150x150.png\" alt=\"5\" width=\"150\" height=\"150\" \/>rooming<\/em><\/strong>, fen\u00f3meno que define la utilizaci\u00f3n del tel\u00e9fono inteligente dentro de un punto de venta f\u00edsico para buscar un mejor precio en internet y acabar la compra\u00a0<em>online<\/em>, ser\u00e1 el principal causante de este cambio. Si bien algunos comercios lo ven como una completa amenaza e intentan limitar su uso lo m\u00e1ximo posible, otros facilitan la conexi\u00f3n, entendiendo que es m\u00e1s factible conseguir una venta, actual o futura, si el consumidor tiene una experiencia de compra positiva en el punto de venta.<\/p>\n<p style=\"text-align: justify;\">En el 2015, casi tres cuartas partes de los usuarios de un tel\u00e9fono inteligente lo habr\u00e1n usado para comprar, frente a poco m\u00e1s de la mitad que afirmaban hacerlo en el 2014, debido al alto nivel de satisfacci\u00f3n de los usuarios con la compra realizada, lo que afianzar\u00e1 el comercio electr\u00f3nico en un futuro.<\/p>\n<p style=\"text-align: justify;\">Fuente: Blog EADA Business School<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A pesar de que la penetraci\u00f3n de internet en Espa\u00f1a sea superior a los tres cuartos de la poblaci\u00f3n- casi &#8230; <a title=\"Un cliente para todo, un cliente All-line\" class=\"read-more\" href=\"https:\/\/www.emagister.com\/blog\/un-cliente-para-todo-un-cliente-all-line\/\" aria-label=\"M\u00e1s en Un cliente para todo, un cliente All-line\">Leer m\u00e1s<\/a><\/p>\n","protected":false},"author":160,"featured_media":23949,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[759,785],"tags":[3413,3415,3540,3541,3542,3543,3544,10141,523,2580,2832],"class_list":["post-23946","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-para-profesionales","category-nuestros-clientes","tag-3413","tag-eada-business-school","tag-cliente-online","tag-ventas-online","tag-ventas-fisicas","tag-tiendas-online","tag-showrooming","tag-noticiaselpais","tag-ventas","tag-smartphone","tag-noticias-de-centros-de-formacion","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-25"],"acf":{"bannerid1":null,"bannerid2":null,"hreflang":null,"estilo_titulo":null,"fecha":null,"mostrar_faldon":null,"texto_faldon":null,"link_faldon":null,"link_texto_faldon":null,"link_button_faldon":null,"noticiasElPais":null,"noticiasLaVanguardia":null},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.1 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Un cliente para todo, un cliente All-line - Blog Emagister<\/title>\n<meta name=\"robots\" content=\"index, follow\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.emagister.com\/blog\/un-cliente-para-todo-un-cliente-all-line\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Un cliente para todo, un cliente All-line\" \/>\n<meta property=\"og:description\" content=\"A pesar de que la penetraci\u00f3n de internet en Espa\u00f1a sea superior a los tres cuartos de la poblaci\u00f3n- casi ... 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