Möchten Sie zur deutschen Seite wechseln?JaNeina
Cerrar
Smart Automotive Insights image

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.

Carlos Paz
Colombia
GfK, Colombia
Colombia
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

    • 04/15/16
    • -INDUSTRIES
    • Retail
    • Colombia
    • Spanish (Latin America)

    4 de cada 10 personas usan celular para comparar precios

    Una investigación a compradores de 23 países revela que hombres y mujeres en similar proporción estando dentro de una tienda usan el celular para cerciorarse de que han hecho una buena compra. La manera en la que realizamos las compras viene cambiando de manera vertiginosa. Ya no se trata solo de entender como está afectando la experiencia de compras online a los retail, ni tampoco de desarrollar estrategias creativas para que la marcas puedan mantener una vigencia en la mente de los consumidores, tanto en el mundo virtual como en el real. Empezamos a ver un mercado cada vez más abierto en donde las diferencias entre lo virtual y lo físico se estrechan. En la investigación se encontró que como primera actividad, los compradores usan sus celulares para comparar precios vía online, 4 de cada 10 en promedio; esto significa la realización de una búsqueda de precios tanto en otros retailers como en tiendas virtuales. En segunda instancia, otro perfil de compradores (hombres y mujeres en su mayoría entre 15 y 19 años) tratan de asegurar su compra a través de la recomendación o visto bueno de un amigo o familiar cercano, quien a través de una llamada o chat aconseja o no la compra. Finalmente, la toma de fotografías de distintos productos es una actividad que cada vez se realiza con mayor frecuencia en el punto de venta. Dicha actividad representa el deseo de acertar, o al menos, disminuir la incertidumbre con la validación de un tercer. En términos generales, la dinámica de compras se torna cada vez más completa, ya que los influenciadores directos como vendedores y acompañantes dentro de las tiendas empieza a perder terreno en tanto la tecnología ofrece distintas alternativas para lograr la sensación de realizar una "compra perfecta". De la misma manera, podemos pensar que el papel de la publicidad en punto de venta empieza a verse afectado ya que no basta presentar información útil y atractiva para los compradores, sino que a la vez debe motivar en proporciones similares a audiencias que se encuentran alejadas del espectro físico del producto, o en otras palabras, de la experiencia de compra.
    • 07/17/17
    • Retail
    • Geomarketing
    • RegioGraph
    • Geodata
    • Picture of the month
    • Global
    • English

    Map of the month: Forecasted stationary retail turnover, Europe 2017

    Europe's largest and most developed economies offer fruitful conditions for retailers, but they can also be fiercely competitive, and in some cases, are near saturation. Results from GfK's recently released European Retail Study bear this out: As a general rule, the greatest growth in brick-and-mortar retail turnover for 2017 is forecasted for mid-sized European markets, such as the Ukraine (+12.3%), Romania (+9.8%), Norway (+6.2%), Hungary (+5.7%), Estonia (+5.5%), and Poland (+5.3%). By contrast, projected growth for the larger economies such as Germany (+1.0%), Italy (+1.2%), France (+2.0%), and Spain (+2.9%) is much more modest. These insights help retailers pinpoint new opportunities for expanding their market share. GfK's Map of the Month for July illustrates these forecasted 2017 growth rates for retail turnover in Europe.
    • 07/05/17
    • Retail
    • Consumer Goods
    • Connected Consumer
    • Global
    • English

    Conquering the Connected Shopper and their multiple paths to purchase

    Conquering today’s connected shopper is a battle. Consumers’ expectations of convenience, choice, price and experience are continually escalating. Whatever you make or sell, the true power rests in the palm of shoppers’ hands. The “always-on” culture of connectivity puts both manufacturers and retailers under intense pressure to stay relevant and create “fans for life”. This is a cut-throat, slim profit environment that is further endangered by emerging hyper-competition from global marketplaces. Conversion is more key than ever. No retailer or manufacturer has a free pass to success. No existing business models are guaranteed. For instance, in the recent past, the generalists and the manufacturers that supplied them were all-powerful. Today, specialists and global market places like Amazon are squeezing the generalist model. Clearly, whatever the sector, whatever the scale or geography, all players must constantly re-evaluate their strategies and tactics to ensure they win the connected shopper’s business. It is essential to constantly be on top of your shopper by focusing on the right touchpoints at the right moment throughout the whole omnichannel path to purchase. So, if you’re serious about conquering the connected shopper, you must understand today’s retail environment and anticipate tomorrow’s trends to plan and prepare for the future.

    The connected retail transformation: Two very different routes to purchase

    Retail is transforming to keep pace with the connected shopper and their demands. We believe that in the future, shopping will either be functional, rational and efficient, or it will need to offer an emotional connection or be an experience. Our two future scenarios for retail in the connected world are rooted in our extensive knowledge gained from researching consumers. What is common to them all is that the shopper is front and center, and has more control than ever before of how they shop and what they buy.

    One: Staying in

    Here the smart home of the future takes over the functional aspects of shopping, ordering and replenishing supplies as they run out. Never fear, this won’t disengage shoppers from brands, as virtual and augmented reality will come to the rescue. For fun, connected shoppers will be able to try on clothes, trial appliances and test drive cars – all from the comfort of their home.

    Two: Going out

    If you leave the comfort of your home to shop, there will be two very different options. On the one hand, much shopping will become uber-convenient, super-fast and easy with in-store GPS navigation, pick up points, automated payments (no queues) and minimal browsing. Mobile phones will have a key role to play, becoming hand-held shopping trip assistants. On the other, retailers will offer experiences, where shopping will be seamlessly integrated into socializing and entertainment. The smartphone will be the connector of the personalized digital and physical retail world, for chatting, browsing, sharing experiences and paying. Whether shopping from the home or when out and about, manufacturers will increasingly focus on their own omnichannel retail concepts. They will want to get closer to their shoppers and find personalization-driven business models where this can deliver a profit.

    Getting up close and personal with the connected shopper

    There is no one “connected shopper”, every consumer and every purchase is unique. For a 360° perspective, you need to evaluate the key target audience segments in detail. How do they behave, what are their need states, how can you meet their expectations? From Gen X, Y and Z to iBrains, Millennials and Baby Boomers, we’ll help you identify and reach your audience with the relevant product, service and experience at the right point in their purchase journey. With more consumers than ever saying they feel overwhelmed by choice, understanding and helping shoppers find the products they really want will become a core tenet of the successful retailer. Relevance and persuasion will become more important as key success factors. As a result, many retail marketing budgets are shifting to content and attribution marketing to be closer to the shopper during the moments that matter. The focus will be less on where the purchase happens, and much more on how you can influence it. Having an in-depth customer understanding is essential if you are to offer shoppers the all-important personalized product or service, such as H&M’s customized dress designed with Google. And it’s most definitely key if you want to anticipate their needs to increase their basket size and grow loyalty.

    Reinventing business models

    Achieving a profit requires a laser-like focus on logistics and operations, constant innovation, relevant marketing, perfect customer service, excellent customer and market intelligence… the list is infinite. By focusing on the connected shopper and building a true picture of buyers of all sorts of products and services, you can identify the business models that give you the best chance of success in the retail transformation. Marco Wolters is Global Industry Lead Fashion, Home & Lifestyle at GfK. He can be reached at Marco.Wolters@gfk.com. hbspt.cta.load(2405078, 'a7c49c12-21d2-41fc-a305-57b021074f75', {});
    • 07/03/17
    • Retail
    • Technology
    • Consumer Goods
    • Connected Consumer
    • Global
    • English

    Introducing the iBrains: Understand how to reach tomorrow’s shoppers

    By 2020, 40% of consumers in Europe, the US and BRIC markets will be “iBrains”, or Gen Z. The first generation fully immersed in smartphones and social media, these digital natives will drive disruption in retail. Always connected, they live in the fast lane. If you are to succeed in the future, you will need to identify, predict and meet their needs. And you’ll need to grab their attention to maximize the opportunities they offer retailers and manufacturers. Here’s how.

    Meet the iBrains

    You’re already familiar with Millennials, but the iBrains – the “selfie generation” – are different. They don‘t know a world without smartphones and social media. While Millennials are tech-dependent, iBrains are always connected, intense social media users and live through technology. They expect brands and retailers to do the same in a seamless, authentic way. They want an identical brand experience, whether they are in-store, online or on their mobile device. For many brands, this represents a goal still to be achieved. The iBrains:
    • are aged 19 or under, most live at home
    • have little spending power, but, with 93% of parents saying their iBrain kids hold sway over what they buy, they are powerful influencers of purchase behavior
    • readily share details of their lives, likes and dislikes across dozens of platforms online
    • expect to engage in two-way conversations with brands in this virtual world
    • will happily share their brand allegiance with others and are more likely to trust their peers than marketers

    How to reach the iBrains

    So far, we’ve shown that iBrains present brands and retailers with many growth opportunities. Compared to Millennials, they are more open to buying in-store, and in general they see no difference between online and offline. So, how should retailers prepare for the arrival of the iBrain wallet? Firstly, it’s key to be available 24/7 across all channels and devices. The mobile is the handheld personal life assistant of iBrains and they reach for it first when thinking about making a purchase. It connects the physical and digital worlds and holds the key to the personalization you need to offer to win over this group. Anticipate the iBrains’ needs and issues, and provide the solutions before they themselves identify them. Achieve this, and you’ll make fans who are willing to publicize their brand loyalties. Social media is extremely important to iBrains when deciding what to buy and where – according to our FutureBuy survey*, 59% in APAC and 34% in Europe say it’s an important source of information for making the best product choices. For iBrains, previous experience with a retailer is key for 57% when deciding whether to make a purchase (versus 49% of Gen X). So too are the opinions of family, friends and colleagues (50% versus 35% of Gen X). They also much more likely to search other shoppers’ online reviews (46% versus 30% of Gen X). Speed is also essential to iBrains. They will accept a “good enough” product or model and have it now rather than wait for a better one. Of course, you need to react fast to grab their attention – iBrains are super multi-taskers. Or, to put it another way, you only ever have their parti­al – never full – attention. Also, don’t ever ignore the fact that they are more impulsive than Gen X. Brands that get their offer right can really maximize on this trait. Finally, it’s worth noting that iBrains are not loyal to any one brand. They browse intensively to find the best deal. This is the case for 60% of iBrains in APAC and 55% in Europe. However, brands that involve them in shaping products can win vital brownie points – particularly from iBrains in APAC where 64% favor this option versus 53% of Gen X*. In Europe, 46% of iBrains value this involvement versus 36% of Gen X.

    The iBrain shift

    • The iBrains herald a new era in retail – in fact, it’s a revolution. Retailers must think differently. They must shift from offering new things to buy to new things to do, from telling a story, to conversing. They also need to move from making a perfect product slowly to making a better product quickly with iBrain collaboration. Here are some other pointers:
    • Be visible online and on social media. iBrains prefer peer-to-peer social media platforms such as Snapchat and Instagram over Facebook. Use social media and online advertising to get their attention.
    • Keep their personal information secure. Concerns about the security of personal information rank high and are a primary factor in their preferences for shopping in-store. Make sure you protect their financial and personal information.
    • Share diverse images. Make sure your advertising, window displays, website and social media accounts include images of diverse customers, and treat all customers with respect, no matter their age.
    • Let the music play. Incorporate music into your store experience if you want to attract Gen Z.
    • Help their decision-making. An iBrain’s shopping journey typically includes lots of online and offline research, getting opinions from peers in real life and online, and looking for the best value and price. You could describe iBrains as “feedback fanatics”. Stay with them during the process.
    • Experience matters. Retailers must create places – stores, websites, online communities – where iBrainers feel welcome walking in and just as wonderful walking out. Brands that help iBrainers to define and express their individuality and lifestyle will succeed with this group.

    Retail is on the brink of a revolution

    Retailers and brand owners need to fundamentally reconsider their proposition if they are going to capture the hearts, minds, wallets and attention spans of this constantly connected, partially attentive generation. A generation of consumers who will determine and dominate future shopping behavior. Marco Wolters is Global Industry Lead Fashion, Home & Lifestyle at GfK. He can be reached at Marco.Wolters@gfk.com. hbspt.cta.load(2405078, '16d3b306-a448-4b8a-ab3a-96cd639045fa', {});
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
Carlos Paz
Colombia
GfK, Colombia
Colombia
General