{"id":32493,"date":"2017-04-25T20:35:00","date_gmt":"2017-04-25T20:35:00","guid":{"rendered":"https:\/\/www.capgemini.com\/ar-es\/?p=32493"},"modified":"2025-03-28T10:17:40","modified_gmt":"2025-03-28T10:17:40","slug":"sobran-tiendas-o-faltan-ideas-quien-dice-que-las-tiendas-no-tienen-futuro","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/ar-es\/insights\/expert-perspectives\/sobran-tiendas-o-faltan-ideas-quien-dice-que-las-tiendas-no-tienen-futuro\/","title":{"rendered":"Sobran tiendas o faltan ideas. \u00bfQui\u00e9n dice que las tiendas no tienen futuro?"},"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>Sobran tiendas o faltan ideas. \u00bfQui\u00e9n dice que las tiendas no tienen futuro?<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/cg-logo.png?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Capgemini<\/h5><h5 class=\"blog-date\">2017-04-25<\/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=32493\" 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=32493&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=32493&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 crecimiento de las compras online est\u00e1 llevando a los <em>retailers<\/em> a redefinir el papel que quieren que la tienda f\u00edsica tenga dentro de su modelo de negocio. El <em>eCommerce<\/em> crece a pasos agigantados no s\u00f3lo en vol\u00famen de compradores y compras, sino tambi\u00e9n en sofisticaci\u00f3n y servicios a\u00f1adidos como, por ejemplo, la mayor flexibilidad y facilidades para entregas y devoluciones, la fidelizaci\u00f3n mediante la personalizaci\u00f3n de ofertas online a trav\u00e9s de la explotaci\u00f3n de los datos del historial de b\u00fasquedas y compras del cliente, la descripci\u00f3n visual y textual mejorada del producto o, desde un punto de vista m\u00e1s t\u00e9cnico, mediante sitios web y apps m\u00e1s intuitivas y \u00e1giles para la navegaci\u00f3n y ejecuci\u00f3n de los pagos. Recientemente le\u00eda en prensa que Repsol arrancaba su plan para que la paqueter\u00eda de Amazon se recoja en sus gasolineras, replicando as\u00ed el acuerdo que ya mantiene con Correos.<\/p>\n\n\n\n<p>La mayor comodidad de comprar online est\u00e1 yendo en detrimento de la visita a los establecimientos. Tanto es as\u00ed que <a href=\"https:\/\/www.es.capgemini.com\/noticias\/el-futuro-de-la-tienda-fisica-en-cuestion-un-tercio-de-los-consumidores-prefiere-fregar-los\">casi la mitad de los consumidores espa\u00f1oles<\/a> considera que salir de compras es un trastorno y m\u00e1s de un tercio de los mismos prefiere fregar los platos antes que ir de compras. Visto desde el otro lado: casi un 70% es m\u00e1s partidario de comprar online que <em>in situ<\/em>. Ante este escenario \u00bfqu\u00e9 hueco le queda a la tienda?<\/p>\n\n\n\n<p>La visi\u00f3n m\u00e1s compartida a lo largo de los estudios y de las opiniones de expertos en <em>retail<\/em> es que la tienda acabar\u00e1 convirti\u00e9ndose en un centro de experiencias; de manera que el h\u00e1bito y la forma de compra, tal y como hoy la conocemos, se transform\u00e1 y se enriquecer\u00e1 con actividades adicionales como talleres, charlas, presentaciones en exclusiva, espacios para blogueros\u2026 Es sin duda una visi\u00f3n transgresora, pero al mismo tiempo, l\u00f3gica. Si el <em>retail<\/em> ya da la opci\u00f3n de compra en el canal online con todo tipo de facilidades, algo tendr\u00e1 que ofrecer la tienda para que siga teniendo valor para el cliente.<\/p>\n\n\n\n<p>Zara acaba de inaugurar en Madrid su mayor tienda del mundo: una <em>flagship store<\/em> de 6000 metros cuadrados eco-eficiente que integra algunas de las tecnolog\u00edas m\u00e1s punteras del grupo y macropantallas que abarcan varias plantas. Sistemas de luz artificial que se acomodan seg\u00fan la luz natural que entra en el edificio para un tr\u00e1nsito m\u00e1s agradable; pago con el m\u00f3vil en 21 cajas, que agiliza los mostradores y facilita las devoluciones y las gestiones de los clientes. Pr\u00f3ximamente, seg\u00fan apunta la compa\u00f1\u00eda, habr\u00e1 probadores interactivos y parece que la estrategia del grupo es primar este formato de maxi-tienda frente a la red m\u00e1s capilar y amplia de establecimientos, tal y como hoy se conoce.<\/p>\n\n\n\n<p>No s\u00e9 si Zara u otras ense\u00f1as llegar\u00e1n a ofrecer talleres de alg\u00fan tipo a los clientes como hacen algunos peque\u00f1os establecimientos especializados, pero lo que es claro es que seguiremos asistiendo a la construcci\u00f3n y reforma de espacios concebidos para amenizar y enriquecer el proceso de compra offline. El uso de la tecnolog\u00eda, tanto visible como invisible al consumidor, y la personalizaci\u00f3n de los servicios, desempe\u00f1ar\u00e1n un papel esencial en este enfoque. El Corte Ingl\u00e9s, como otro ejemplo, acaba de estandarizar su servicio de personal shopper tras un piloto que ha demostrado un interesante potencial.<\/p>\n\n\n\n<p>Resulta parad\u00f3jico que Amazon, principal conductor de la transformaci\u00f3n del <em>retail<\/em> en la red, apunte a serlo tambi\u00e9n de la experiencia del cliente fuera del mundo virtual. En su propio concepto de supermercado, Amazon Go, no hay cajas para pagar. El cliente, previa identificaci\u00f3n con la app, puede entrar y salir con el producto sin m\u00e1s, ya que \u00e9ste se le carga autom\u00e1ticamente a su cuenta Amazon. Tambi\u00e9n acaba de lanzar un servicio que permite comprar sin necesidad de tener una tarjeta de cr\u00e9dito, para captar a los clientes no bancarizados que a\u00fan no compran online (\u00a1curiosamente los hay!). Del showrooming al webrooming, la tienda como estrategia para captar nuevos nichos de clientes.<\/p>\n\n\n\n<p>\u00bfQui\u00e9n dice que la tienda no tiene futuro? &nbsp;La imaginaci\u00f3n y la innovaci\u00f3n est\u00e1n abiertas para todos.<\/p>\n\n\n\n<p>El impacto de la digitalizaci\u00f3n en el proceso de compra fue tema de debate la semana pasada en una de las pr\u00f3ximas sesiones de <a href=\"http:\/\/m.esadealumni.net\/es\/events\/202\/331242\/el-impacto-de-la-digitalizacion-en-el-proceso-de-compra\">ESADE Alumni<\/a>, que est\u00e1 teniendo mucho eco desde su celebraci\u00f3n el pasado 19 de abril en Barcelona, tanto en redes sociales como en contactos de clientes potenciales, y que cont\u00f3 con especialistas de Unilever, Henkel, Danone, Ulabox, Deliberry y Capgemini.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":336,"featured_media":32494,"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\":\"461403ad-bc02-4619-975e-ca084c6a1da9\",\"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":[],"industry":[],"partners":[],"blog-topic":[],"content-group":[],"class_list":["post-32493","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- 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