{"id":32389,"date":"2018-11-20T19:36:00","date_gmt":"2018-11-20T19:36:00","guid":{"rendered":"https:\/\/www.capgemini.com\/ar-es\/?p=32389"},"modified":"2025-03-28T10:03:08","modified_gmt":"2025-03-28T10:03:08","slug":"comercio-electronico-y-nuevas-experiencias-para-el-consumidor-digital","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/ar-es\/insights\/expert-perspectives\/comercio-electronico-y-nuevas-experiencias-para-el-consumidor-digital\/","title":{"rendered":"Comercio electr\u00f3nico y nuevas experiencias para el consumidor digital."},"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>Comercio electr\u00f3nico y nuevas experiencias para el consumidor digital.<\/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\">2018-11-20<\/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=32389\" 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=32389&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=32389&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<h4 class=\"wp-block-heading\" id=\"h-el-comercio-social-ha-sido-la-promesa-que-no-se-materializo-en-un-futuro-cercano-la-tendencia-de-transformacion-de-las-redes-sociales-en-mercados-podria-crear-nuevos-puntos-de-venta-clave-para-las-marcas\">El comercio social ha sido la promesa que no se materializ\u00f3. En un futuro cercano, la tendencia de transformaci\u00f3n de las redes sociales en mercados podr\u00eda crear nuevos puntos de venta clave para las marcas.<\/h4>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>El comercio electr\u00f3nico programado es el nuevo enfoque de la compra digital basado en la idea de que a trav\u00e9s de IoT, los dispositivos conectados pueden iniciar y resolver procesos de compra.<\/p>\n<\/blockquote>\n\n\n\n<p>Resulta que la multiplicaci\u00f3n de puntos de contacto digitales y la velocidad del cambio tecnol\u00f3gico pueden ser un verdadero dolor de cabeza para el comercio electr\u00f3nico. Es necesario analizar, probar e introducir constantemente innovaciones en negocios digitales para continuar ofreciendo una experiencia de compra satisfactoria a los clientes.<\/p>\n\n\n\n<p>Esta llegada casi constante de nuevos canales digitales tambi\u00e9n es una oportunidad para que el comercio electr\u00f3nico explore y desarrolle nuevas experiencias de compra para los usuarios. Al interpretar las se\u00f1ales apropiadas (principalmente de los usuarios), aplicar la experimentaci\u00f3n sistem\u00e1ticamente y utilizar la tecnolog\u00eda apropiada, es posible aprovechar el mundo digital. Hay cuatro escenarios posibles que un comercio electr\u00f3nico debe considerar para crear nuevas experiencias de compra y diferenciarse de la competencia.<\/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\/2018\/12\/digital-consumer-marcelo-blog1-17.png\" alt=\"ecommerce, digital consumer\" class=\"wp-image-25363\"\/><\/figure>\n\n\n\n<p><a href=\"https:\/\/medium.com\/analytics-for-humans\/the-evolution-of-consumer-behavior-in-the-digital-age-917a93c15888\"><strong>Fuente<\/strong><\/a> de imagen<\/p>\n\n\n\n<p><strong>Comercio social<\/strong><\/p>\n\n\n\n<p>Los usuarios utilizan las redes sociales como una fuente de inspiraci\u00f3n para comprar, recomendar compras a otros e incluso pedir una opini\u00f3n de la comunidad. Esto hab\u00eda posicionado al comercio social m\u00e1s como un canal de promoci\u00f3n para llevar a los compradores a un sitio web que como un canal de ventas real, pero Instagram cambi\u00f3 las reglas del juego y todo indica que podr\u00eda convertirse en un verdadero mercado y competir con Amazon. El comercio social ha sido la promesa que no se materializ\u00f3. En un futuro cercano, la tendencia de transformaci\u00f3n de las redes sociales en mercados podr\u00eda crear nuevos puntos de venta clave para las marcas.<\/p>\n\n\n\n<p><strong>Comercio de voz<\/strong><\/p>\n\n\n\n<p>El comercio de voz ya no es una tendencia y muchos comercios electr\u00f3nicos ahora est\u00e1n listos para recibir pedidos de sus clientes a trav\u00e9s de asistentes de voz (Alexa, Google Assistant, Cortana) o dispositivos de voz como Alexa, Google Home, Echo, etc.<\/p>\n\n\n\n<p>Un interesante estudio realizado por Capgemini (Comercio conversacional: \u00bfpor qu\u00e9 los consumidores est\u00e1n integrando a los asistentes de voz en sus vidas) muestra que los compradores se sienten muy c\u00f3modos con el uso de la voz en sus compras. El informe revela que el 71% est\u00e1 satisfecho y el 52% cita la conveniencia como la raz\u00f3n principal por la que usan asistente de voz.<\/p>\n\n\n\n<p>El comercio electr\u00f3nico debe hacer que sus tiendas en l\u00ednea est\u00e9n preparadas para la voz y puedan recibir solicitudes por comando de voz (consultas, compras, seguimiento de pedidos, etc.) tan pronto como sea posible. En ese momento, debemos crear un \u201cescenario de respuesta de voz\u201d, donde el comercio electr\u00f3nico crea su propia voz que puede interactuar y ayudar a sus clientes a trav\u00e9s de canales como chats, asistentes o dispositivos dom\u00e9sticos.<\/p>\n\n\n\n<p><strong>Comercio programado<\/strong><\/p>\n\n\n\n<p>El comercio electr\u00f3nico program\u00e1tico es el nuevo enfoque de la compra digital basado en la idea de que a trav\u00e9s de IoT (internet de las cosas), los dispositivos conectados pueden iniciar y resolver los procesos de compra. Varios estudios muestran que los usuarios est\u00e1n dispuestos a usar y conf\u00edan cada vez m\u00e1s en sistemas totalmente automatizados, aunque la idea de que un refrigerador pueda, por ejemplo, decidir de manera aut\u00f3noma comprar los comestibles de la semana a\u00fan puede parecer lejana. Sin embargo, hay muchos minoristas y empresas en el sector de los FMCG (bienes de consumo de r\u00e1pido movimiento) interesados \u200b\u200ben explorar la posibilidad de crear nuevas experiencias de compra.<\/p>\n\n\n\n<p>Amazon ya ha tomado medidas en esta direcci\u00f3n con su servicio Amazon Key, que permite que el proceso de compra se automatice completamente hasta la entrega final y el acceso a la persona de entrega a nuestros hogares para que puedan llevarar la compra.<\/p>\n\n\n\n<p><strong>Mercados y plataforma de comercio<\/strong><\/p>\n\n\n\n<p>La visi\u00f3n del comercio electr\u00f3nico m\u00e1s avanzado y maduro en el mercado est\u00e1 cambiando dr\u00e1sticamente. El mercado comenz\u00f3 como una alternativa para aquellos que no pod\u00edan pagar su propia infraestructura de comercio electr\u00f3nico y se ha convertido en una parte del omnicanal de las marcas.<\/p>\n\n\n\n<p>Se est\u00e1 convirtiendo en un lugar com\u00fan ver las marcas propiedad del gigante de Inditex en los mercados para impulsar su expansi\u00f3n global (Pull &amp; Bear en Asos, por ejemplo), cadenas hoteleras con presencia en Booking.com para ganar mercado, o una colecci\u00f3n de zapatos creados especialmente para Zalando.<\/p>\n\n\n\n<p>Los mercados, con Amazon y Alibaba a la cabeza, deben incorporarse urgentemente a la estrategia omnicanal de los comercios electr\u00f3nicos . Son un factor clave para ofrecer una experiencia concreta a los usuarios, aquellos que, sobre todo, buscan el precio y la comodidad.<\/p>\n\n\n\n<p>Para mayor informaci\u00f3n de c\u00f3mo puedes mejorar el comercio electr\u00f3nico de tu negocio escr\u00edbenos a <a href=\"mailto:connect.mx@capgemini.com\">connect.mx@capgemini.com<\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":336,"featured_media":32390,"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\":\"0a6b1253-3dfa-40e5-8c07-9c734a80e61b\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":false,\"isCrossLink\":false,\"hasCrossLink\":false}","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":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":"","jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"brand":[],"service":[100],"industry":[112],"partners":[],"blog-topic":[47],"content-group":[],"class_list":["post-32389","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","service-customer-experience","industry-consumer-products","blog-topic-customer-experience"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Comercio electr\u00f3nico y nuevas experiencias para el consumidor digital | Capgemini<\/title>\n<meta name=\"description\" content=\"Hay cuatro escenarios posibles que un comercio electr\u00f3nico debe considerar para crear nuevas experiencias de compra y diferenciarse de la competencia. 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