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Información inteligente: distribución

El ritmo de cambio en el sector distribución está impulsado por los avances digitales: más puntos de contacto, más opiniones y comparaciones sobre los productos -accesibles a los consumidores en cualquier momento y lugar- y  más variedad de opciones para elegir al momento de la compra.

Para ser competitivos y relevantes, la distribución debe comprender la evolución que están experimentando los comportamientos de compra y las demandas de los grupos objetivo. Deben aplicar este conocimiento para generar experiencias diferenciadas tanto en entornos digitales como físicos.

Nuestros expertos en  investigación de mercados para el sector distribución le proporcionan la información necesaria en cada etapa del proceso: desde la medición de las experiencias de compra y los caminos hacia la misma (path to purchase), hasta monitorizar el desempeño y las tendencias de la distribución.

Juan Carlos Montes
Industry newsletter

Newsletter sobre el sector distribución

Descubra la última información del sector distribución, las tendencias y los datos del mercado con nuestra Newsletter Industry.

Últimas tendencias

Aquí puede encontrar las últimas tendencias del sector distribución. Siga leyendo

    • 08/14/17
    • Retail
    • Consumer Goods
    • Global
    • English

    4 things your brand is missing out on without an online store finder

    According to a 2017 study on ecommerce trends, 61% of shoppers are more likely to research brands before making a purchase. So while shoppers are on your site, it’s important to keep them there and give them more of a reason to buy your products. One strategic way of doing this is to capitalize on using a store finder or ‘where to buy’ application on your website. Besides what may seem obvious with this function (giving customers information into where they can buy your products), there are some other key benefits your brand may be missing out on if not installed.

    Lost sales due to comparison shopping

    Many brands lose business to competitors through comparison shopping. In a 2017 survey, 71% of shoppers believe they will get a better deal online than in stores, so it’s likely that they are going to shop around for the best one. Having a store finder that displays pricing and stock information for other retailers can help sales tremendously as it keeps potential buyers from starting a product search on a marketplace where they can compare and find competitive products. Tip: Make sure your store finder technology is able to list pricing and stocking info in real-time so that you are giving our customers the most accurate and up-to-date info.

    Value-Added convenience

    Today’s digitally connected and multi-channel shopping consumers always seem to be on the go either by surfing the web or physically out shopping. By having a store finder application on your website you are providing your shoppers with all the right ways to buy your products – your website, in store, or through other online channels. And by displaying all pricing, inventory and location information this is a major convenience that helps save your customer’s time and you are helping your customers find retailers who they may already be loyal to. Tip: For further convenience, it is essential that your store finder is responsive for those mobile shoppers and can be geo-targeted to their location so that location results are showing near-buy retailers.

    Channel support

    Although not customer facing, by having a store finder that lists the location, pricing and stocking info of your key retailers, you’re offering more support to your channel partners. And if you are a brand that doesn’t have a shopping cart on your website to support resellers, a store finder is even more valuable to your business and your channel relationships. Eliminate cart abandonment due to comparison shopping and keep them coming back with a positive shopping experience.

    A better online shopping experience

    Enhancing your product detail pages with quality product content and images all make for a good online shopping experience, which can lead to sales. With the added convenience and functionality of a store finder, your product detail pages are set up for an even greater experience that can help keep customers coming back to your site, no matter the stage of their buying journey. Tip: Ensure you are able to use your store finder technology to its full potential by tracking performance metrics. When set-up with all the right information such as, real-time pricing and inventory, geo-targeting, and a responsive design, a store finder just may be the ultimate product closing tool. Interested in adding a store finder or looking for other options? As a product content company, GfK Etilize has all of the data to easily crawl and match products with different identifiers on popular retail sites, to always show accurate products and inventory. We also automate the addition of new products as launches happen, to maximize sales on newer, best-selling SKUs.
    • 08/11/17
    • Retail
    • Technology
    • Global
    • English

    How is the smartphone transforming brick and mortar retail?

    When we think about how smartphones have changed the retail landscape, it often revolves around how e-commerce is banishing traditional brick-and-mortar establishments to obsolescence. At least, that’s what you would gather from sensational news reports about the current mall crisis in the US and the shutdown of several local stores in Singapore such as furniture store, iwannagohome and fashion brand, Raoul. Here’s a story that’s less newsworthy, but equally true. Rather than being the harbinger of doom and gloom of physical retailers, the smartphone also has enormous potential to transform physical retail for the better. The smartphone has made shopping a breeze with apps for fashion, groceries, electronics and food, with the likes of Zalora, Lazada, Redmart and Honestbee. If implemented effectively as part of an omnichannel marketing strategy, smartphones could somewhat ironically be the key to survival for physical retail outlets. For the uninitiated, the idea of omnichannel marketing is simple. Brands need to provide customers with a seamless experience, regardless of channel or device. Whether it’s in-store, online, via social media or through a smartphone app, the consumer’s experience should be consistent and complementary. A one-size fits all approach does not work though, as shoppers behave differently by country. That’s why it’s essential for retailers to have market research intelligence on shopper needs and behavior, to tailor retail strategies for the local market.

    Smartphones have enhanced our lives

    In our 2016 Connected Consumers Report, we referred to the smartphone as the ‘hub of the consumer’s life’ – a nexus where their offline lives meet their digital ones. Smartphones are the top choice for online shopping (it used to be the desktop) as they give shoppers numerous benefits and convenience. Our research shows that 45% of all shopping is influenced by mobile, and without having to enter the physical stores, shoppers can avoid queues, order ahead and enjoy customized offers. Smartphones are also beneficial for e-commerce sites that want to move offline, for example Amazon – which has recently been making headlines for opening bookstores and grocery stores. Amazon has been using mobile technology to track customer preferences and sales, and enabling shoppers to grab groceries and walk out of the store as the order gets posted to the shopper’s Amazon account later. Closer to Singapore, we’ve seen homegrown brands like Naiise, HipVan and Love Bonito extend their online presence offline in shopping malls. Naiise for example, offers self-collection services at its physical stores for online orders. hbspt.cta.load(2405078, '19fbe304-01ff-4a00-a0a7-7864a1840b6e', {});

    The role of smartphones in consumer retail

    In our global survey on consumers’ activities with mobile phones in stores, we found that globally, 40 percent of shoppers use their smartphones while in a physical store to compare prices and contact a friend for advice, while 23 percent and 22 percent buy products through an app or through a website respectively, proving that once customers step through the door, even more can be done to seal the deal. Beauty retailer Sephora for example, has successfully used augmented reality and lip-mapping technology in it’s app – Sephora Virtual Artist, to instantly and effortlessly help users figure out which of 3,000 lipsticks shades suits them most – a typically time consuming task. Singapore shopping malls such as 313@Somerset and Parkway Parade have been experimenting with proximity marketing and mobile location analytics to reach out to shoppers who are surfing nearby, in a more targeted manner while showcasing offerings effectively. Through proximity alerts, patrons are able to enjoy exclusive deals, purchase and redeem their items immediately.

    Winning consumers with customized mobile services

    One of the most valuable resources of a smartphone is that it can provide retailers with information, which is key to capturing brand loyalty – a trait that today’s spoiled-for-choice Connected Consumers are lacking. Brands can leverage customer data and point-of-sales (POS) analytics to offer more personalized services such as customized offers. In turn, this presents an opportunity to generate long-term relationships. AsiaMalls for example, which owns six heartland malls, has seen success with AMperkz, its card-less loyalty program that enables personalized and location-based rewards and exclusive member offers. Starbucks too, has seen massive success in the past six years by taking its popular loyalty program to the mobile platform, resulting in higher sales, customer loyalty and foot traffic. Last year, 25 percent of the chain’s transactions in the United States were from a smartphone. Mobile Order & Pay, the company’s mobile order-ahead service has been lauded for providing convenience, but the code behind it – the data-driven algorithm to predict, personalize and recommend individual offerings at checkout shouldn’t be understated either as it’s a data-driven Artificial Intelligence (AI) algorithm based on consumers’ preferences and behavior; and behaviors that Starbucks is trying to drive. In the age of the Connected Consumer, omnichannel shopping is becoming the new normal. Therefore, understanding the shopper’s purchase journey is crucial – and this is one of the toughest challenges faced by retailers today. However, armed with research insights on the route shoppers take when making a purchase, ways in which different online and offline touchpoints influence their purchase decision, and the type of media they are exposed to; retailers can optimize their omnichannel strategy. Karthik Venkatakrishnan is Regional Director at GfK. To share your thoughts, please email karthik.venkatakrishnan@gfk.com or leave a comment below. hbspt.cta.load(2405078, '19fbe304-01ff-4a00-a0a7-7864a1840b6e', {});
    • 08/10/17
    • Retail
    • Geomarketing
    • RegioGraph
    • Geodata
    • Picture of the month
    • Global
    • English

    Map of the month: Sales area productivity, Europe 2016

    Growth in sales area productivity (gross retail turnover per m2) is an important gauge of market health for retailers looking to expand to new regions. In 2016, sales area productivity grew by 0.9% in the EU-27 (this excludes the UK due to the exchange rate disparity). Luxembourg, Switzerland, Norway, and Sweden top the rankings, but retailers can also prosper in countries with lower values, but less market saturation. Various factors influence sales area productivity, including retail format, brand strength, location quality, competitor presence, and the available purchasing power of the population.
    • 08/09/17
    • Retail
    • Automotive
    • Mystery Shopping
    • Global
    • English

    Crowdsourcing versus Mystery Shopping – sometimes the quick answer suffices

    Whether you’re a retailer trying to push through a new service initiative or a manufacturer launching a new product, all your hard work and investment can quickly unravel if your in-store activation misses the mark. Gleaning fast early-launch feedback of what is happening at the point of sale is critical, so that key elements can be tweaked, re-communicated or corrected to ensure a successful launch. With this ever-present challenge, it’s no surprise that most major brands employ some form of in-store mystery shopping activity, to gain that quantitative and qualitative read of performance. Although mystery shopping may go in and out of fashion, it is still arguably the single best methodology for understanding exactly what is happening on the shop floor and identifying problems. However, there is also increasing demand for fast turnaround data on retail performance – and this has triggered increasing use of ‘crowdsourced audits’ alongside traditional mystery shopping against a smaller number of metrics and across less defined samples.

    When to use crowdsourced audits and when to use mystery shopping

    On-trade product launches are typically prime candidates for the use of quick-fire checks (crowdsourced audits), rather than statistically representative studies (mystery shopping). A product manager who wants to understand how one bar chain is promoting and serving his new product versus another bar chain requires the statistical certainty of a mystery shopping program. But, in early stage launches, sometimes the overriding need can be as simple as quickly assessing whether your product is actually present. In our mystery shopping programs, we regularly uncover distribution issues, or stock still sitting in backrooms and out of date POS/promotions bearing no link whatsoever to a scheduled launch. In this instance, a fast random coverage of the market is what is needed, rather than an all-singing, all-dancing robust sample exercise. This is where crowdsourced audits come into their own as a measurement methodology.  In essence, these are a variant of mystery shopping, based on wide-coverage, untrained panels of everyday consumers who can ‘pick up’ assignments based on their proximity to locations and conduct quick turnaround simple ‘checks’. For example, checking specific promotions and activations, product availability, pricing or a simple recommendation across a non-fixed sample of stores is ideal territory for crowdsourced audits. They are essentially fast turnaround checks without the robustness of a representative sample. The ability to feedback quickly with both objective responses and photos means client teams can get that all-important early read and work out if there are any launch issues to be addressed.

    Conclusion

    The critical factor is that the agency you choose must have the experience to know when the ‘crowdsourced audit’ route is appropriate, and when a more comprehensive mystery shop approach is needed. The tipping point can be quite small, but will have big implications on the resultant data and level of insight. We employ both methodologies and increasingly are providing clients with a blended approach in order to best deliver the whole story in the most cost effective way. Both techniques can be fast turnarounds and both can provide photo capture with GPS stamping but, in its simplest terms, the differentiation revolves around the complexity of the task and the type of sample needing to be covered. As such it’s no great surprise that mystery shopping is the primary solution in sectors such as Banking and Automotive, where we measure high involvement and detailed purchases, but when it comes to high street retail and simple product recommendation checks, the blended solution becomes very relevant. Whether it’s a quick answer or more comprehensive measure, marketers and product managers have a far greater range of solutions to call upon and it’s the job of the agencies to properly assess the need and find the best fit. Oli Bailey is the Development Director of Mystery Shopping at GfK. To share your thoughts, please email oli.bailey@gfk.com or leave a comment below. hbspt.cta.load(2405078, '06b77cbf-e974-4b10-9826-1a53f39dbe39', {});
Soluciones
  • Marca y experiencia del cliente

    Marca y experiencia del cliente

    Las marcas están bajo presión ya que deben desarrollar conexiones emocionales y relaciones con los consumidores que son los encargados de tomar decisiones comerciales.

  • Paneles de consumidores

    Paneles de consumidores

    Su negocio se basa en sus clientes, por lo que, comprenderlos es fundamental para asegurarse que los productos y servicios atiendan sus necesidades, y para identificar las oportunidades de crecimiento. 

  • Innovación en el mundo digital

    Innovación en el mundo digital

    Cuando los consumidores compran, buscan, se comunican, recolectan información e interactúan con empresas o marcas online, lo hacen de diferentes formas dependiendo del dispositivo o la pantalla que utilicen. Asimismo, esperan tener una experiencia consistente sin importar el canal o dispositivo que usen.

  • POS Tracking

    POS Tracking

    Tanto los distribuidores como los fabricantes están siempre bajo presión para desarrollar productos y servicios que maximicen las ventas y los beneficios, a su vez, conseguir que los clientes vuelvan.

    El éxito se basa en contar con los datos de ventas del canal minoristas más actualizados, al igual que comprender qué productos y servicios tienen un buen desempeño en el mercado (y cuáles no). Con esta información, las empresas pueden establecer estrategias claras para el crecimiento comercial y aumentar el retorno de la inversión. 

  • Estrategias sobre el comprador y el punto de venta

    Estrategias sobre el comprador y el punto de venta

    La era digital sigue abriendo nuevos caminos hacia la compra, cambiando cómo y dónde compran los consumidores. Cada día se habilita el acceso a más información, a medida que los compradores se adaptan a las experiencias multiplataforma de las marcas. 

  • Experiencia del usuario (UX)

    Experiencia del usuario (UX)

    En la actualidad, se bombardea a los consumidores con promesas de experiencias fascinantes. Ellos son sofisticados y exigentes.  Para tener éxito, un nuevo producto o servicio debe ser intuitivo, útil, atractivo y deseable. La experiencia del usuario debe ser inolvidable.

    Los expertos en investigación y diseño de la experiencia del usuario  (UX) de GfK ayudan a nuestros clientes a crear y mejorar las experiencias de los clientes para productos y servicios tanto actuales como futuros.

Contáctenos
Juan Carlos Montes
General