{"id":508663,"date":"2023-02-21T13:26:30","date_gmt":"2023-02-21T13:26:30","guid":{"rendered":"https:\/\/www.capgemini.com\/co-es\/?post_type=research-and-insight&#038;p=508663"},"modified":"2026-07-30T09:06:05","modified_gmt":"2026-07-30T09:06:05","slug":"competir-en-la-era-de-los-supermercados-centrados-en-el-cliente","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/co-es\/insights\/biblioteca-de-investigacion\/competir-en-la-era-de-los-supermercados-centrados-en-el-cliente\/","title":{"rendered":"Competir en la era de los supermercados centrados en el cliente"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/co-es\/wp-content\/uploads\/sites\/28\/2021\/10\/Capgemini_Research-and-Insights_Competing-in-the-age-of-customer-centric-grocery.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/co-es\/wp-content\/uploads\/sites\/28\/2021\/10\/Capgemini_Research-and-Insights_Competing-in-the-age-of-customer-centric-grocery.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/co-es\/wp-content\/uploads\/sites\/28\/2021\/10\/Capgemini_Research-and-Insights_Competing-in-the-age-of-customer-centric-grocery.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/co-es\/wp-content\/uploads\/sites\/28\/2021\/10\/Capgemini_Research-and-Insights_Competing-in-the-age-of-customer-centric-grocery.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/co-es\/wp-content\/uploads\/sites\/28\/2021\/10\/Capgemini_Research-and-Insights_Competing-in-the-age-of-customer-centric-grocery.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/co-es\/wp-content\/uploads\/sites\/28\/2021\/10\/Capgemini_Research-and-Insights_Competing-in-the-age-of-customer-centric-grocery.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/co-es\/wp-content\/uploads\/sites\/28\/2021\/10\/Capgemini_Research-and-Insights_Competing-in-the-age-of-customer-centric-grocery.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/co-es\/wp-content\/uploads\/sites\/28\/2021\/10\/Capgemini_Research-and-Insights_Competing-in-the-age-of-customer-centric-grocery.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/co-es\/wp-content\/uploads\/sites\/28\/2021\/10\/Capgemini_Research-and-Insights_Competing-in-the-age-of-customer-centric-grocery.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:56.00000000000001% 23%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Customer first<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Competir en la era de los supermercados centrados en el cliente<\/h1><\/div><h2 class=\"reasearchInsightTitle\">El mercado de las tiendas de comestibles y mercanc\u00edas generales se encuentra en medio de un intenso y prolongado per\u00edodo de transformaci\u00f3n.<\/h2><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles addPadding\"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/co-es\/wp-content\/uploads\/sites\/28\/2023\/02\/Digital-Grocery-Offer_PoV.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Abrir en una nueva ventana\"><span>Download point of view<\/span><span class=\"type\">2 MB pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-2\"><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\/co-es\/insights\/biblioteca-de-investigacion\/competir-en-la-era-de-los-supermercados-centrados-en-el-cliente\/\" 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-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/co-es\/insights\/biblioteca-de-investigacion\/competir-en-la-era-de-los-supermercados-centrados-en-el-cliente\/\" 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-8\"><h2 class=\"intro-para-title\">Emerger de este cambio es una oportunidad \u00fanica en una generaci\u00f3n para dar un salto hacia adelante; para que las tiendas de comestibles no solo superen los desaf\u00edos de hoy, sino que reinventen fundamentalmente el papel que desempe\u00f1an en la vida de los clientes a medida que avanzan hacia el ma\u00f1ana.<\/h2><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section--story-content article-body section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"grid-container\"><div><div class=\"article-text article-quote-text\">\n<p class=\"wp-block-paragraph\">Para que los vendedores de productos de alimentaci\u00f3n sigan siendo competitivos hoy en d\u00eda, se requiere una agilidad constante. Durante a\u00f1os, la atenci\u00f3n se centr\u00f3 en hacer que las tiendas resultaran visualmente atractivas; sin embargo, en la primavera de 2020, la situaci\u00f3n cambi\u00f3 de la noche a la ma\u00f1ana: ofrecer una experiencia en l\u00ednea fluida se volvi\u00f3 repentinamente indispensable. Actualmente, los minoristas compiten por encontrar formas innovadoras de fusionar las experiencias en l\u00ednea y presenciales en nuevas modalidades de compra sin fisuras, satisfaciendo al mismo tiempo las crecientes expectativas de los clientes. A medida que se derriban las barreras geogr\u00e1ficas, estos vendedores compiten ahora con cadenas, tiendas especializadas, agricultores locales y mercados a una escala sin precedentes. Los clientes conectados de hoy disponen de m\u00e1s opciones para comprar alimentos que nunca, y son plenamente conscientes de ello.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La buena noticia para los minoristas de alimentaci\u00f3n es que la demanda no va a desaparecer a corto plazo. La gente sigue valorando el acceso a una variedad de alimentos frescos, saludables, seguros y de origen sostenible, as\u00ed como a productos b\u00e1sicos para el hogar. Sin embargo, lo que observamos ahora es c\u00f3mo han cambiado las reglas del juego:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>El 40 % de los actuales compradores de productos de alimentaci\u00f3n y art\u00edculos b\u00e1sicos del hogar por internet planea seguir adquiriendo todos estos productos en l\u00ednea.<\/li>\n\n\n\n<li>La capacidad de elecci\u00f3n cobra cada vez m\u00e1s importancia, ya que las formas de adquirir alimentos y art\u00edculos para el hogar abarcan desde las compras en l\u00ednea, las suscripciones, las aplicaciones de reparto y los mercados digitales hasta la venta directa al consumidor.<\/li>\n\n\n\n<li>Los clientes est\u00e1n menos interesados \u200b\u200ben aceptar sustituciones para productos agotados.<\/li>\n\n\n\n<li>Los clientes son sensibles al precio: el 56 % de los consumidores se muestra m\u00e1s consciente de los costos en 2021, y un 26 % desea ahorrar dinero y disfrutar de una mejor calidad.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u00bfC\u00f3mo est\u00e1n adquiriendo agilidad los minoristas de alimentaci\u00f3n para competir en esta nueva era? Situando lo digital en el centro de sus operaciones. Nuestro nuevo an\u00e1lisis, <em>Digital Core for Grocery<\/em>, explora los avances que permite la agilidad a\u00f1adida de un n\u00facleo digital. Desde aportar una resiliencia sin precedentes a las redes de suministro hasta ayudar a los minoristas a reinventar experiencias de compra centradas en el cliente, lo digital est\u00e1 transformando el sector de la alimentaci\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lea m\u00e1s sobre las ventajas estrat\u00e9gicas de una soluci\u00f3n de n\u00facleo digital en nuestro documento de an\u00e1lisis: <em>Digital Core for Grocery<\/em>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Haga <a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/09\/Digital-Grocery-Offer_PoV.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">clic aqu\u00ed<\/a> para leer nuestro punto de vista.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-conectar-con-nuestras-expertas\"><strong>CONECTAR CON NUESTRAS EXPERTAS:<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image alignleft\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/09\/john_waymire.jpg\" alt=\"\" class=\"wp-image-635522\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>John Waymire,&nbsp;<\/strong>Vicepresidente ejecutivo, CPR y Distribuci\u00f3n mayorista, Capgemini<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><a href=\"https:\/\/www.linkedin.com\/in\/waymire\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/04\/LinkedIn-1.png\" alt=\"\" class=\"wp-image-629642\" style=\"width:50px;height:50px\"\/><\/a><\/figure>\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image alignleft is-resized\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/09\/josean_mendez.jpg\" alt=\"\" class=\"wp-image-635523\" style=\"width:200px;height:200px\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Josean Mendez,&nbsp;<\/strong>Vicepresidente, Responsable Global de Ecosistema y Partners SAP, Capgemini<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><a href=\"https:\/\/www.linkedin.com\/in\/joseanm\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/04\/LinkedIn-1.png\" alt=\"\" class=\"wp-image-629642\" style=\"width:50px;height:50px\"\/><\/a><\/figure>\n\n\n\n<div style=\"height:19px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image alignleft is-resized\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/09\/elisabetta-4.jpg\" alt=\"\" class=\"wp-image-635956\" style=\"width:200px;height:200px\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Elisabetta Spontoni,&nbsp;<\/strong>Vicepresidente, Responsable Global de Operaciones SAP, Capgemini<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><a href=\"https:\/\/www.linkedin.com\/in\/elisabetta-spontoni\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/04\/LinkedIn-1.png\" alt=\"\" class=\"wp-image-629642\" style=\"width:50px;height:50px\"\/><\/a><\/figure>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image alignleft is-resized\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/09\/Mazza_Lindsey_High-Res-copy_noCrop-e1631861825525.jpg\" alt=\"\" class=\"wp-image-635519\" style=\"width:200px;height:200px\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Lindsey Mazza,&nbsp;<\/strong>L\u00edder global de Retail, Capgemini<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><a href=\"https:\/\/www.linkedin.com\/in\/lindseymazza\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/04\/LinkedIn-1.png\" alt=\"\" class=\"wp-image-629642\" style=\"width:50px;height:50px\"\/><\/a><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image alignleft is-resized\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/09\/Randy-E.jpg\" alt=\"\" class=\"wp-image-639602\" style=\"width:200px;height:200px\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Randy Evins<\/strong>, Director Principal \/ Asesor de Industria SAP<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><a href=\"https:\/\/www.linkedin.com\/in\/randy-evins-9bb1b35\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/04\/LinkedIn-1.png\" alt=\"\" class=\"wp-image-629642\" style=\"width:50px;height:50px\"\/><\/a><\/figure>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Competir en la era de los supermercados centrados en el 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