Claves de mejora entre la comunicación en el punto de venta físico y online


In-Store Media México, firma especializada en shopper marketing, presentó junto con la Escuela de Negocios Digitales ISDI, el webinar Redefiniendo el comercio en la era digital.

La participación estuvo a cargo de Leticia Espinosa, fundadora del Customer Centric E-commerce y profesora del módulo de comercio electrónico para el Digital Business Executive Program, el Digital Talent Executive Seminar y el Data Analytics Executive Program en ISDI México.

Durante la presentación se estableció la importancia de crear estrategias de comunicación para las plataformas digitales y puntos de venta físicos, con el objetivo de generar más puntos de contacto e interacción con el comprador.

Estas son las seis claves para lograrlo:

Cada punto de contacto importa. Más del 90% de las compras del hogar se hacen en las tiendas físicas, pero los compradores están explorando las plataformas online, por ello, las marcas y retailers deben implementar servicios que inviten al consumidor a usar tanto las plataformas digitales como los puntos de venta físicos, según lo prefiera: comprar en línea y recoger en tienda, comprar en línea y pagar en tienda, comprar en tienda y envío a domicilio, etc.

Observa al consumidor. Es importante para toda marca conocer el perfil de su comprador para saber cuáles son sus canales preferidos. Una buena estrategia omnicanal es la que reconoce a tiempo los medios (ya sean digitales o físicos) que se están desempeñando de buena manera, esto permite ajustar y redistribuir el presupuesto.

Convergencia. Los puntos de venta deben adaptarse a las nuevas tecnologías para poder ofrecer experiencias inteligentes, interactivas y atractivas, de esta manera las marcas pueden crear campañas de comunicación inmersivas que generen en los consumidores interacciones, lealtad de marca y recomendaciones del producto.

Reinventar la experiencia del consumidor. Ofrecer al consumidor una experiencia única es esencial, tanto de manera física como online, por ello se deben generar estrategias omnicanales, a fin de impactar al consumidor independientemente del canal de compra que use.

La digitalización de las tiendas físicas y el desarrollo de los sitios de e-commerce de los retailers son ahora el principal foco de las estrategias de comunicación, los consumidores desean encontrar ahí los productos de forma fácil y con información relevante que les permita tomar una decisión de compra.

Adaptarse a la nueva normalidad. Durante la nueva normalidad el 87 por ciento de las personas dicen estar dispuestas a considerar nuevas marcas, por lo tanto la comunicación constante con el comprador durante la contingencia  le permite a las marcas tener una postura más activa, difundir lo que hacen para que la experiencia de compra sea más segura y conveniente; como resultado, esto puede construir lazos más fuertes entre la marca y el consumidor.

Mensajes claves. Es un momento crucial para que las marcas demuestren solidaridad y empatía con el comprador mexicano a través de sus campañas publicitarias, con mensajes específicos sobre cómo la marca apoya a un segmento (empleados o consumidores) y con el objetivo de mejorar la lealtad y credibilidad.

De acuerdo con in-Store Media México, es vital apalancarse de los medios digitales, así como de las herramientas de segmentación y métricas, para llegar al shopper objetivo con información relevante y oportuna. Sin embargo, los medios en punto de venta físicos son de igual manera fundamentales para una estrategia omnicanal, ya que más del 90% de las ventas en autoservicios mexicanos se siguen generando en tiendas físicas.

Redacción

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