{"id":32631,"date":"2012-07-29T21:31:00","date_gmt":"2012-07-29T21:31:00","guid":{"rendered":"https:\/\/www.capgemini.com\/ar-es\/?p=32631"},"modified":"2025-03-28T10:38:44","modified_gmt":"2025-03-28T10:38:44","slug":"informacion-digital-para-consumidores-mas-alla-de-la-etiqueta","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/ar-es\/insights\/expert-perspectives\/informacion-digital-para-consumidores-mas-alla-de-la-etiqueta\/","title":{"rendered":"Informaci\u00f3n digital para consumidores: m\u00e1s all\u00e1 de la etiqueta"},"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>Informaci\u00f3n digital para consumidores: m\u00e1s all\u00e1 de la etiqueta<\/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\">2012-07-29<\/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=32631\" 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=32631&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=32631&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>En un <a href=\"http:\/\/www.es.capgemini.com\/blogs\/movilidad-en-el-sector-de-distribucion-y-gran-consumo\/\">post<\/a> anterior coment\u00e1bamos c\u00f3mo los principales actores en el sector de Distribuci\u00f3n y Gran Consumo est\u00e1n aprovechando las oportunidades de transformaci\u00f3n que supone el uso de las nuevas tecnolog\u00edas m\u00f3viles.<\/p>\n\n\n\n<p>En esta ocasi\u00f3n, me gustar\u00eda tratar sobre la gran oportunidad que supone la mejora de la informaci\u00f3n digital de los productos de consumo, y especialmente los de alimentaci\u00f3n.<\/p>\n\n\n\n<p>Hagamos una prueba: si estamos en casa, acerqu\u00e9monos a la despensa y escojamos unos cuantos productos al azar; luego, con una aplicaci\u00f3n m\u00f3vil de lectura de c\u00f3digo de barras, escaneemos los productos seleccionados.<\/p>\n\n\n\n<p>En mi caso, de cinco productos, he obtenido informaci\u00f3n muy limitada sobre cuatro de ellos (una cerveza, unas barritas de cereales, una crema de verduras y el caf\u00e9 soluble por excelencia) y nada sobre el quinto (una sacarina de marca de distribuidor). En cuanto a las fuentes de informaci\u00f3n para los productos encontrados, en todos los casos se trataba de tiendas online poco conocidas, y en ning\u00fan caso sitios de grandes distribuidores o fabricantes.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><a href=\"\/sites\/default\/files\/blogs\/files\/2012\/07\/Digital-Product-Information.jpg\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/sites\/default\/files\/styles\/wp_blog_image_resize\/public\/blogs\/files\/2012\/07\/Digital-Product-Information.jpg\" alt=\"\" class=\"wp-image-852\"\/><\/a><\/figure>\n\n\n\n<p>Como vemos, la calidad de la informaci\u00f3n que se puede encontrar a partir de un c\u00f3digo de barras en Internet es en general muy deficiente: incompleta o incorrecta en un 91% de los casos, inexistente en un 75% (\u201cMobile-savvy shopper report,\u201d GS1 UK and Cranfield School of Management, 2011).<\/p>\n\n\n\n<p>Estas carencias de informaci\u00f3n se deben principalmente a la descoordinaci\u00f3n por parte de la industria, cuando no directamente a la falta de acci\u00f3n, y pueden ocasionar un grave perjuicio al consumidor, a los distribuidores y a los fabricantes. En la era de la informaci\u00f3n, es necesario ofrecer al consumidor informaci\u00f3n completa y en la que pueda confiar.<\/p>\n\n\n\n<p>Los beneficios de proporcionar una informaci\u00f3n completa y fiable a los consumidores son claros:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Los fabricantes de productos pueden mejorar la confianza que inspira su marca en los consumidores (imagen de marca).<\/li>\n\n\n\n<li>Los fabricantes y distribuidores pueden contribuir a mejorar la experiencia de compra, ayudando a tomar una decisi\u00f3n informada.<\/li>\n\n\n\n<li>Incremento de ventas de los productos con informaci\u00f3n completa, frente a aquellos que no aportan esta informaci\u00f3n (muchos consumidores pueden decidir no comprar un producto en base a una deficiente informaci\u00f3n sobre la presencia de al\u00e9rgenos, por ejemplo).<\/li>\n<\/ul>\n\n\n\n<p>Como vemos, todo son ventajas. Pero, \u00bfcu\u00e1l es el camino a seguir para conseguir esta confianza del consumidor en la informaci\u00f3n digital del producto?<\/p>\n\n\n\n<p>Para abordar este tema, es importante distinguir entre los dos niveles de informaci\u00f3n que se puede ofrecer a los consumidores.<\/p>\n\n\n\n<p>Un primer nivel comprende la informaci\u00f3n m\u00e1s b\u00e1sica del producto: marca y producto, ingredientes, datos nutricionales y, opcionalmente, certificaciones aplicables (origen org\u00e1nico, Kosher, etc.).<\/p>\n\n\n\n<p>En un segundo nivel nos encontramos con informaci\u00f3n complementaria: precio, disponibilidad, recomendaciones de uso, comentarios y valoraci\u00f3n por parte de terceros (incluyendo los propios consumidores), recetas, etc.<\/p>\n\n\n\n<p>L\u00f3gicamente, el primer paso para conseguir una informaci\u00f3n completa y fiable es centrarse en el primer nivel de datos. En este caso, ser\u00e1 un punto clave estandarizar la informaci\u00f3n que se ofrecer\u00e1 al consumidor, as\u00ed como garantizar que los datos sean completos y procedan de una fuente autorizada (generalmente el fabricante del producto). Algunas asociaciones de fabricantes y distribuidores, como GS1 a nivel global y AECOC en Espa\u00f1a (<a href=\"http:\/\/www.aecoc.es\/\" target=\"_blank\" rel=\"noreferrer noopener\">www.aecoc.es<\/a>) ya est\u00e1n emprendiendo acciones en este sentido.<\/p>\n\n\n\n<p>Respecto al segundo nivel de datos, complementario al anterior, puede desarrollarse tanto por los fabricantes como por distribuidores o terceros. Generalmente se abordar\u00e1 como parte de una estrategia multicanal de acercamiento a los consumidores y de mejora de su experiencia de compra.<\/p>\n\n\n\n<p>Desde Capgemini estamos colaborando con GS1 en varias iniciativas de informaci\u00f3n digital de producto en distintos pa\u00edses europeos. Esperamos ver los frutos en breve.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":336,"featured_media":0,"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\":\"9579a7dd-1375-4a75-b248-39251aa47773\",\"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-32631","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- 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