{"id":32191,"date":"2019-09-18T17:51:00","date_gmt":"2019-09-18T17:51:00","guid":{"rendered":"https:\/\/www.capgemini.com\/ar-es\/?p=32191"},"modified":"2025-03-28T09:37:53","modified_gmt":"2025-03-28T09:37:53","slug":"los-minoristas-mejoran-la-experiencia-de-pago-la-lealtad-del-cliente-a-traves-de-monederos-moviles","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/ar-es\/insights\/expert-perspectives\/los-minoristas-mejoran-la-experiencia-de-pago-la-lealtad-del-cliente-a-traves-de-monederos-moviles\/","title":{"rendered":"Los minoristas mejoran la experiencia de pago, la lealtad del cliente a trav\u00e9s de monederos m\u00f3viles"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>Los minoristas mejoran la experiencia de pago, la lealtad del cliente a trav\u00e9s de monederos m\u00f3viles<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/9\/2021\/08\/cg-logo-3.png?w=330?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Capgemini<\/h5><h5 class=\"blog-date\">2019-09-18<\/h5><\/div><\/div><div class=\"brand-image\"> <\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/ar-es\/?p=32191\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/ar-es\/?p=32191&amp;text=\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/ar-es\/?p=32191&amp;text=\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<p>El segmento de comercio electr\u00f3nico est\u00e1 en aumento a nivel mundial, y se espera que las ventas minoristas alcancen aproximadamente $3.5 billones este a\u00f1o y los mercados emergentes en China, India, Brasil y M\u00e9xico demuestran un enorme potencial de crecimiento. [1]<\/p>\n\n\n\n<p>A medida que los tel\u00e9fonos inteligentes se vuelven omnipresentes, y los comerciantes y minoristas adoptan la tecnolog\u00eda digital, los consumidores de todas partes se est\u00e1n acostumbrando a la comodidad de realizar transacciones de pago en dispositivos port\u00e1tiles y IoT. El uso de monederos digitales \/ m\u00f3viles como instrumento de pago en el comercio electr\u00f3nico y las ventas de PoS est\u00e1n aumentando r\u00e1pidamente. Para 2022, al menos la mitad de todas las transacciones de comercio electr\u00f3nico podr\u00edan pagarse con monederos digitales, seg\u00fan las estimaciones. [2]<\/p>\n\n\n\n<p>Mientras que los consumidores esperan cada vez m\u00e1s comodidad de compra, la experiencia de pago no est\u00e1 libre de fricciones, ya que los usuarios enfrentan innumerables opciones. Adem\u00e1s, los usuarios pueden tener que crear una cuenta para procesar una transacci\u00f3n de pago como parte del proceso de autenticaci\u00f3n, lo que puede conducir al abandono del carrito de compras. En respuesta, los minoristas est\u00e1n optando por carteras m\u00f3viles para crear una experiencia del cliente sin conflictos.<\/p>\n\n\n\n<p>El uso de carteras universales como AliPay, WeChat Pay, Apple Pay, Samsung Pay, Google Pay y Amazon se est\u00e1 expandiendo a nivel mundial. A juzgar por el \u00e9xito de estos jugadores, muchos comerciantes \/ minoristas est\u00e1n desarrollando billeteras comerciales que cuentan con servicios de valor agregado y funcionalidad de pago. Los comerciantes a menudo integran sus billeteras de marca con programas de fidelizaci\u00f3n, recomendaciones de productos y etiquetado de geolocalizaci\u00f3n, con caracter\u00edsticas personalizadas basadas en la inteligencia del cliente recopilada por los comerciantes.<\/p>\n\n\n\n<p>Los minoristas \/ comerciantes pueden obtener beneficios adicionales adem\u00e1s de proporcionar una experiencia de pago superior.<\/p>\n\n\n\n<p>Carteras de marca comercial: una herramienta de compromiso con el cliente:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/ar-es\/wp-content\/uploads\/sites\/24\/2019\/09\/monederos-moviles.png?w=960\" alt=\"\" class=\"wp-image-38890\"\/><\/figure>\n\n\n\n<p>Un n\u00famero creciente de minoristas como Starbucks y Walmart ofrecen carteras m\u00f3viles de marca e incentivan su uso a trav\u00e9s de ofertas y lealtad, una t\u00e1ctica que las carteras universales a\u00fan no han adoptado. Como resultado, las billeteras comerciales est\u00e1n posicionando a los minoristas para cambiar el comportamiento del cliente y emerger como una opci\u00f3n de pago preferida. Al mismo tiempo, los comerciantes tambi\u00e9n se est\u00e1n integrando con billeteras universales (Apple Pay, Samsung Pay, Ali Pay y Android Pay) para ofrecer a los compradores una selecci\u00f3n m\u00e1s amplia de opciones de pago.<\/p>\n\n\n\n<p>Sin embargo, las billeteras m\u00f3viles de marca comercial pueden ser ventajosas porque est\u00e1n construidas utilizando tecnolog\u00eda distribuida, lo que mitiga la necesidad de que los consumidores actualicen sus dispositivos m\u00f3viles para que funcionen continuamente. Adem\u00e1s, los comerciantes no tienen que actualizar sus sistemas PoS regularmente, un factor que frena la adopci\u00f3n de la billetera universal.<\/p>\n\n\n\n<p>Por ejemplo, los usuarios de la aplicaci\u00f3n Starbucks pueden hacer un pedido, pagarlo y luego recogerlo cuando llegan a una ubicaci\u00f3n. Starbucks, y otros como LevelUp (un agregador de pedidos, lealtad y pagos comerciales con sede en Boston) y Le Pain Quotidien (un grupo de panader\u00edas y restaurantes con sede en Bruselas), han integrado la lealtad en sus soluciones. Al incentivar a los usuarios con recompensas (obtener su d\u00e9cima taza de caf\u00e9 gratis) y aumentar la propuesta de valor para los titulares de tarjetas, influyen con \u00e9xito en los clientes para que usen sus tel\u00e9fonos para pagar. [3]<\/p>\n\n\n\n<p>La adopci\u00f3n por parte del cliente de billeteras de comerciantes \/ minoristas depende de la percepci\u00f3n del valor en comparaci\u00f3n con las tarjetas f\u00edsicas. Estos pueden variar desde ahorros monetarios hasta puntos de recompensa y desde conveniencia hasta seguridad. Comprender al cliente y el valor agregado que la billetera puede aportar al viaje general de los clientes es fundamental.<\/p>\n\n\n\n<p>La adopci\u00f3n de tecnolog\u00eda por parte de los comerciantes es un factor de \u00e9xito significativo<\/p>\n\n\n\n<p>Si bien la adopci\u00f3n del cliente es cr\u00edtica, la adopci\u00f3n de tecnolog\u00eda por parte de los comerciantes, como la comunicaci\u00f3n a corta distancia (terminales Near Field Communication) debe alinearse con la penetraci\u00f3n de los tel\u00e9fonos inteligentes habilitados con NFC.<\/p>\n\n\n\n<p>La integraci\u00f3n de m\u00e9todos de pago con c\u00f3digo QR como AliPay y WeChat Pay con los terminales PoS de los comerciantes tambi\u00e9n alentar\u00e1 a los clientes a adoptar billeteras m\u00f3viles. Sin embargo, el uso de billeteras m\u00f3viles crecer\u00e1 exponencialmente solo cuando la adopci\u00f3n comercial alcance una masa cr\u00edtica.<\/p>\n\n\n\n<p><a><\/a><a href=\"https:\/\/www.capgemini.com\/2019\/09\/retailers-enhance-the-checkout-experience-customer-loyalty-through-mobile-wallets\/#_ftnref1\">[1]<\/a> Silicon IT Hub, \u201cGlobal ecommerce market trends by 2020,\u201d https:\/\/siliconithub.com\/global-ecommerce-market-trends-by-2020, accessed August 2019.<\/p>\n\n\n\n<p><a><\/a><a href=\"https:\/\/www.capgemini.com\/2019\/09\/retailers-enhance-the-checkout-experience-customer-loyalty-through-mobile-wallets\/#_ftnref2\">[2]<\/a> ResearchAndMarkets.com, \u201cGlobal Digital Payment Markets 2019-2022 \u2013 E-Wallets to Account for the Highest Share of Online Payments in 2022,\u201d June 19, 2019, https:\/\/www.globenewswire.com\/news-release\/2019\/06\/19\/1871187\/0\/en\/Global-Digital-Payment-Markets-2019-2022-E-Wallets-to-Account-for-the-Highest-Share-of-Online-Payments-in-2022.html.<\/p>\n\n\n\n<p><a><\/a><a href=\"https:\/\/www.capgemini.com\/2019\/09\/retailers-enhance-the-checkout-experience-customer-loyalty-through-mobile-wallets\/#_ftnref3\">[3]<\/a> Extend, \u201cEvolution of the Credit Card,\u201d Maika Isogawa, March 7, 2019, https:\/\/medium.com\/paywithextend\/evolution-of-the-credit-card-b6918d998b39.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":336,"featured_media":32192,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"b414b9b9-590f-4310-9c55-4136b5372c93\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":false,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[1],"tags":[],"brand":[],"service":[100],"industry":[122],"partners":[],"blog-topic":[47],"content-group":[],"class_list":["post-32191","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","service-customer-experience","industry-retail","blog-topic-customer-experience"],"yoast_head":"<!-- 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