{"id":8684,"date":"2021-10-14T12:21:00","date_gmt":"2021-10-14T12:21:00","guid":{"rendered":"https:\/\/www.capgemini.com\/?post_type=research-and-insight&#038;p=660344"},"modified":"2025-12-16T14:35:31","modified_gmt":"2025-12-16T14:35:31","slug":"competing-in-the-age-of-customer-centric-grocery","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/co-es\/insights\/biblioteca-de-investigacion\/competing-in-the-age-of-customer-centric-grocery\/","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\/wp-content\/uploads\/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\/wp-content\/uploads\/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\/wp-content\/uploads\/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\/wp-content\/uploads\/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\/wp-content\/uploads\/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\/wp-content\/uploads\/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\/wp-content\/uploads\/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\/wp-content\/uploads\/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\/wp-content\/uploads\/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><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\/wp-content\/uploads\/2021\/12\/Digital-Grocery-Offer_PoV.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Descargar punto de vista<\/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-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\/co-es\/insights\/biblioteca-de-investigacion\/competing-in-the-age-of-customer-centric-grocery\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><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\/competing-in-the-age-of-customer-centric-grocery\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><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\"><h2 class=\"intro-para-title\">El sector de la alimentaci\u00f3n y los grandes almacenes se encuentra inmerso en un per\u00edodo de transformaci\u00f3n intenso y prolongado. Sin embargo, de este cambio surge una oportunidad \u00fanica en una generaci\u00f3n para dar un gran salto adelante; una oportunidad para que los minoristas de alimentaci\u00f3n no solo superen los desaf\u00edos actuales, sino que tambi\u00e9n reinventen fundamentalmente el papel que desempe\u00f1an en la vida de sus clientes de cara al futuro.<\/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=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<p>Para que los supermercados 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 fueran visualmente atractivas, pero de repente, en la primavera de 2020, todo cambi\u00f3: ofrecer una experiencia online fluida se volvi\u00f3 indispensable. Ahora, los minoristas compiten por encontrar formas innovadoras de fusionar las experiencias online y presenciales en nuevas modalidades de compra integradas, al mismo tiempo que satisfacen las crecientes expectativas de los clientes. A medida que desaparecen las barreras geogr\u00e1ficas, los supermercados compiten con cadenas, tiendas especializadas, agricultores locales y mercados a una escala sin precedentes. Los consumidores actuales, conectados digitalmente, tienen m\u00e1s opciones de compra de alimentos que nunca, y lo saben.<\/p>\n\n\n\n<p>La buena noticia para los minoristas de alimentos es que la demanda no va a desaparecer pronto. 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 vemos ahora es que las reglas del juego han cambiado:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>El 40% de los compradores de comestibles en l\u00ednea planean seguir comprando todos sus alimentos y art\u00edculos de primera necesidad por internet.<\/li>\n\n\n\n<li>La variedad de opciones es cada vez m\u00e1s importante, con diversas formas de comprar alimentos y art\u00edculos para el hogar, incluyendo compras en l\u00ednea, suscripciones, aplicaciones de entrega a domicilio, plataformas de venta y venta directa al consumidor.<\/li>\n\n\n\n<li>Los clientes est\u00e1n menos dispuestos a aceptar sustituciones de productos agotados.<\/li>\n\n\n\n<li>Los clientes son sensibles al precio: el 56% de los consumidores son m\u00e1s conscientes de los costos en 2021, y el 26% busca ahorrar dinero y obtener productos de mejor calidad.<\/li>\n<\/ul>\n\n\n\n<p>\u00bfC\u00f3mo est\u00e1n logrando los minoristas de alimentaci\u00f3n la agilidad necesaria para competir en esta nueva era? Integrando la tecnolog\u00eda digital en el centro de sus operaciones. Nuestro nuevo informe, &#8220;N\u00facleo digital para el sector de la alimentaci\u00f3n&#8221;, explora los avances que se hacen posibles gracias a la mayor agilidad que proporciona un n\u00facleo digital. Desde ofrecer una resiliencia sin precedentes en las cadenas de suministro hasta ayudar a los minoristas a reinventar las experiencias de compra centradas en el cliente, la tecnolog\u00eda digital est\u00e1 transformando el sector de la alimentaci\u00f3n.<\/p>\n\n\n\n<p>Lea m\u00e1s sobre las ventajas estrat\u00e9gicas de una soluci\u00f3n central digital en nuestro documento &#8220;Punto de vista: N\u00facleo digital para el sector de la alimentaci\u00f3n&#8221;.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/09\/Digital-Grocery-Offer_PoV.pdf\">Haga clic<\/a> aqu\u00ed 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><strong>John Waymire,&nbsp;<\/strong>Vicepresidente Ejecutivo de CPR y Distribuci\u00f3n Mayorista de 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><strong>Josean Mendez,&nbsp;<\/strong>Vicepresidente, Responsable global de socios y ecosistema de 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><strong>Elisabetta Spontoni,&nbsp;<\/strong>Vicepresidente y Director Global de Operaciones de SAP en 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><strong>Lindsey Mazza,&nbsp;<\/strong>Director global de comercio minorista, 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><strong>Randy Evins<\/strong>, Director s\u00e9nior \/ Asesor de industria de 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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