Transformación digital para la industria minorista

Retail as an industry has gone through a phenomenal transformation in the past decade. From visiting retail stores and buying products to sitting at home and  purchasing products online, from paying by cash for purchases to online transactions , from going to malls and shopping from various brands to listing products from multi-vendor market places, digital commerce has come a long way and clearly revolutionized the retail industry. To the extent that there’s no future for retail industry without digital transformation in retail, and retail will be powered by data and cutting edge technologies to pave its way forward.

Algunas de las adopciones más frecuentes de la transformación digital en el comercio minorista son:

Comercio omnicanal con Mobile Commerce

Statistics show that 80% of the customers shop from mobile apps, and customer engagement is maximum from mobile applications. The customer portfolio has shifted and is getting shifted  to those who are tech-savvy with more of an impulsive buying behavior, and the access to the online stores when customers are on the go, waiting somewhere or when they remember the need to buy something takes up a large percentage of purchases. Online stores, especially online marketplaces also provides a large variety of products to compare and buy from, with aggressive pricing offers and much simpler product recommendations. Omni-channel commerce has the advantage of hooking the psyche of a customer, reminding them again and again that they need to a buy a specific product until it translated into a conversion. At the heart of Mobile Commerce and Omni-channel commerce, is a deep philosophy for customer engagement which is personalized and targeted,  that its difficult to ignore and can literally follow you everywhere!

Herramientas que pueden ayudar con el comercio omnicanal

• Aplicaciones móviles de comercio electrónico integradas Androide, iOS, Reaccionar nativo o Aleteo
• Implementaciones de Headless Commerce donde el backend y el frontend están desacoplados. Una plataforma moderna, nativa de la nube, basada en microservicios, sin cabeza y basada en API es el futuro del comercio sin cabeza
• Herramientas de marketing omnicanal como Mercado, actuar, Campañas activas etc.
• Plataformas SaaS que ofrecen comercio electrónico omnicanal como Gran comercio, encontrar, Moengage etc.

Experiencias de compra personalizadas y recomendaciones inteligentes de productos.

Personalized shopping experiences is a must do strategy for online selling. Ensuring that the customer is segmented, targeted and pursued is the KEY. Starting from personalized search recommendations, showing personalized related products  or products ‘you may like’ to showing targeted promotions makes the E-commerce experience extremely customized unlike before. Gone are those days when you can push the same products and the same promotions to everyone. The websites that have learnt to crack this game has outperformed their competition and successfully created a mark for themselves in their respective industry.

Herramientas que pueden ayudarle con la personalización y la experiencia a medida

• Herramientas de análisis de Google: Google Analytics, TagManager,
• Hotjar  y huevo loco le brinda análisis de mapas de calor, mapas de desplazamiento y análisis de clics
• Todos los factores & metrilo  brindarle seguimiento en tiempo real, análisis avanzados y comportamiento de compra y muchos otros conocimientos
• Secretario.io para resultados de búsqueda de productos personalizados y recomendaciones impulsados por IA con fácil integración a sitios de comercio electrónico
• NetCore, an AI-Powered Marketing Platform for Ecommerce Personalization
• Woopra le brinda informes de tendencias, informes de trayectoria, informes de cohortes, informes de retención y segmentación de comportamiento.
• Y muchos, muchos más productos que han surgido en este espacio...

Marketing multicanal y redes sociales

This is the digital era where a customer touch points are many and its important to do a 360 degree marketing or outreach program for your brand. Working with a marketing agency for retail businesses can help brands combine channels such as WhatsApp, email, SMS, Facebook, and Instagram into one cohesive marketing campaign to reach the right customer with the right message, on the channel they respond to  best. El enfoque clave aquí es la gestión del ciclo de vida del cliente, agregándolos a campañas de fomento y teniendo puntos de contacto constantes con su cliente. Las tres palabras de moda que no puede olvidar aquí son participación del cliente, retención de clientes y mapeo del recorrido del usuario.

Las herramientas que pueden ayudarle con el marketing multicanal u omnicanal son

• Marketing automation tools  like Mercado, actuar, Campañas activas etc.
• HootSuite – Para marketing y gestión de redes sociales.

Agregación logística y socios de entrega.

Logistics aggregation and role of  delivery partners playsa key role in the Comercio electrónico fulfillment process to ensure  faster delivery process and easy product returns. Most countries have come up with quite a few logistic partners who have taken up this role, whereby smaller companies can work with a logistic partner or aggregator, and the bigger companies like Amazon have their own delivery division. They have APIs available for integration or rate calculation, and for delivery tracking & a great last mile connectivity.

Logistic aggregators are specific to geographies, with FedEx and UPS being the most popular international ones, Aramax in the MiddleEast and Delhivery, ShipRocket, ShipDelight to name a few in India. Users can also use reliable online tools to track package status in real time, ensuring better visibility and transparency throughout the delivery process. For post-purchase transparency and returns, teams can quickly generate standardized digital receipts using free, ready-to-use Invoice Simple receipt templates, streamlining customer support and accounting across channels.

IoT en la automatización del comercio minorista

El mayor uso de IOT en el comercio minorista es en la gestión de inventarios, gestión de almacenes y seguimiento de envíos. IOT can help  business owners to maintain inventory records with the use of IoT enabled sensors, have predictive engines for supply and demand planning and optimize inventory management to the next level. Real time inventory management gathers and sends relevant and updated data of the SKUs to ERP systems, enabling end to end automation of all the internal business processes.

Herramientas IoT que pueden ayudarle a hacer crecer su negocio minorista

• Mejor seguimiento y planificación logística
• Automatización de la gestión de inventario, planificación y pedidos.
• Permitir una mejor conexión entre proveedores y clientes
• Procesos de compra y pagos automatizados
• IoT integrado comercio electrónico compras como POS, Kioscos, etc.

Hay muchas plataformas IOT que se pueden utilizar para lo anterior, y algunas de las más destacadas son Zebra, Intuz 

Alcance multirregional

An online store can have  a multi-region reach, surpassing geographical boundaries and broadening customer reach. This can be achieved by architecting the platform with multi-currency and multi-region support, with a centralized or decentralized inventory control and shipment.  An ideal solution for such an implementation would be to use a distributed service stack based architecture, with payment methods, shipment methods , taxation etc configurable for each supported country, and keeping in mind compliance aspects to be taken care of for that particular geography.

Bots conversacionales para comercio electrónico

Los robots conversacionales se han utilizado ampliamente en Aplicaciones móviles especially to do voice based product search, order placement or chat bots to search for products in a store, track orders, get more details on a product etc. There are many AI-powered conversational bot engines that can easily integrate with eCommerce platforms using a plug-and-play model. This makes Artificial Intelligence in ECommerce highly accessible, as the processing is handled on the provider’s end, helping businesses reduce integration time while also lowering overall support and operational costs. On the other hand, for the customer it gives faster turn around time, and easy access to information round the block. Some of the bots that are popular in this regard are chat fresco, Revechat, Google DialogFlow y  Mono móvil.

A continuación se muestran algunas características que puede tener en cuenta al buscar un chatbot.

• Funciones de orientación al cliente.
• Opciones de prueba A/B
• Plantillas prediseñadas
• Capacidades de integración
• Analytics and reporting  features

AR y VR en el comercio electrónico

Uso de realidad aumentada y realidad virtual Mejorar la experiencia de compra de los clientes e involucrarlos mejor es una de las tendencias en la adopción del comercio electrónico. Muchos empresas de comercio electrónico especially in the home, landscaping and automotive sector are creating virtual showrooms and allowing customers to explore products from the comfort of their homes without having to visit a retail store. Fashion retailers have adopted real-time simulators where customers can try on  clothes and jewellery before purchasing. Recreating the In-Store Experience is still something that brands are working for, and is still evolving in terms of adoption. In future we may see AR E-commerce Ads, Product demos and many other adoptions of these as well.

Aquí hay algunas estadísticas interesantes sobre la adopción de transformación digital en la industria Retail y su madurez a partir de un estudio realizado por mckinsey

La transformación digital en el comercio minorista consiste en integrarse hacia adelante y hacia atrás. La integración futura permitirá crear una hoja de ruta futurista de lo que empresas de comercio electrónico will need to stay competitive, customer focused and bring in a high level of customer engagement. This will in turn impact their brand positioning, overall sale, geographical reach,  revenue growth and brand value in the long run. Backward integration on the other hand would bring in automation, lean processes, faster turn around times, visibility and insights into cost optimization, overall cost and profitability advantages and most of all, agility for the organization. Both of these are important to go hand in hand while planning your transformación digital estrategia, para el crecimiento a largo plazo y la construcción de marca. Hay empresas que creen que la transformación digital es también un cambio cultural dentro de una organización que cambia la forma de trabajar, la forma de relacionarse con el cliente y la forma de llevar su producto al mercado, y yo creo firmemente que ese es el caso. . ¡No es sólo una adopción de tecnología, es una adopción cultural que lo prepara para el futuro! Y, tarde o temprano, todas las empresas de comercio electrónico, independientemente de la industria, deberán unirse a este tren para mantener su marca.

Como dijo Charles Darwin

“Its not the strongest of the species that survives, nor the most intelligent ones. It is the one that is the MOST adaptable to change”.Wo