{"id":92942,"date":"2022-01-14T16:17:32","date_gmt":"2022-01-14T15:17:32","guid":{"rendered":"https:\/\/www.onetoonecf.com\/?p=92942"},"modified":"2022-03-31T12:25:08","modified_gmt":"2022-03-31T10:25:08","slug":"parte-iv-marketing-omnicanal-para-el-comercio-electronico","status":"publish","type":"post","link":"https:\/\/old.onetoonecf.com\/es\/parte-iv-marketing-omnicanal-para-el-comercio-electronico\/","title":{"rendered":"Parte IV: Marketing omnicanal para el comercio electr\u00f3nico"},"content":{"rendered":"<p>[vc_row][vc_column][vc_column_text]La omnicanalidad es una estrategia de comercio electr\u00f3nico que requiere vincular las tiendas f\u00edsicas, m\u00f3viles y web para que los consumidores puedan comprar sin problemas en todos los canales. Omnicanal (u omnichannel) se refiere a un enfoque de ventas que utiliza m\u00faltiples canales para llegar a los clientes y ofrecerles una excelente experiencia de compra. Abarca todas las formas en que las marcas y los clientes interact\u00faan entre s\u00ed. Se trata, m\u00e1s bien, de una estrategia que un modelo de negocio. No obstante, es importante referirnos a ella por dos motivos:<\/p>\n<ul>\n<li>Es una de las principales estrategias para una compa\u00f1\u00eda e-commerce.<\/li>\n<li>Proporciona una fuente de datos para medir el compromiso de los clientes con respecto a una compa\u00f1\u00eda e-commerce<\/li>\n<\/ul>\n<p>Tanto si compran en una tienda f\u00edsica, por tel\u00e9fono o por ordenador port\u00e1til, un enfoque omnicanal est\u00e1 dise\u00f1ado para que la compra sea lo m\u00e1s fluida posible. Significa que el proceso de principio a fin -desde la distribuci\u00f3n y la promoci\u00f3n, hasta la comunicaci\u00f3n y las ventas- est\u00e1 bien integrado.<\/p>\n<h2><strong>Omni-canal vs. Multicanal<\/strong><\/h2>\n<p>Tanto omni como multi son prefijos que sugieren \u00abmuchos\u00bb o \u00abm\u00faltiples\u00bb. El omnicanal va m\u00e1s all\u00e1 de la utilizaci\u00f3n de muchos canales. Est\u00e1 dise\u00f1ado para integrar todas las v\u00edas para garantizar que los clientes puedan realizar transacciones con su marca preferida de la manera que deseen. Cuando una marca adopta un enfoque omnicanal, los datos introducidos por los clientes a trav\u00e9s de un canal se integrar\u00e1n en todos los dem\u00e1s.<\/p>\n<p>Dado que las cadenas minoristas no esenciales est\u00e1n cerrando sus puertas para ayudar a combatir la propagaci\u00f3n del COVID-19, los minoristas han estado confiando en los servicios omnicanal para mantener sus tiendas a flote.<\/p>\n<p>El 78% de los compradores en l\u00ednea han utilizado alguna funci\u00f3n omnicanal en los \u00faltimos seis meses, seg\u00fan Digital Commerce 360.<\/p>\n<p>La misma fuente, que public\u00f3 un informe sobre la omnicanalidad en 2021, afirm\u00f3 que:<\/p>\n<ul>\n<li>El 61,6% de las cadenas minoristas del top 1000 ofrecen tanto la compra online como la recogida en tienda.<\/li>\n<li>El 21,7% de los fabricantes de marcas de consumo con tiendas, el 20,6% de los minoristas de cat\u00e1logos\/centros de llamadas con tiendas y el 20,4% de los comerciantes que solo operan a trav\u00e9s de Internet con tiendas ofrecen esta caracter\u00edstica omnicanal.<\/li>\n<li>38% es el porcentaje de compradores que afirman que \u00abcomprar\u00e1n online y recoger\u00e1n en la tienda\u00bb con m\u00e1s frecuencia en los pr\u00f3ximos seis meses.<\/li>\n<li>82,3% de tiendas analizadas disponen de un aparcamiento espec\u00edfico para los compradores que recogen sus pedidos en l\u00ednea.<\/li>\n<li>78% de las tiendas analizadas pueden tener el producto en la mano de un cliente en los dos minutos siguientes a su entrada en la l\u00ednea de recogida.<\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_column_text]<\/p>\n<p style=\"text-align: center\">Art\u00edculo escrito por Jos\u00e9 Ram\u00edrez Terc, especialista en modelos de negocio del siglo XXI.<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_single_image image=\u00bb94926&#8243; img_size=\u00bbfull\u00bb onclick=\u00bbcustom_link\u00bb link=\u00bbhttps:\/\/www.onetoonecf.com\/es\/?page_id=94733&amp;preview=true\u00bb][\/vc_column][\/vc_row][vc_row][vc_column width=\u00bb1\/3&#8243;][vc_single_image image=\u00bb92965&#8243; img_size=\u00bb200X200&#8243; onclick=\u00bbcustom_link\u00bb link=\u00bbhttps:\/\/www.onetoonecf.com\/es\/parte-iii-marketplace\/\u00bb][\/vc_column][vc_column width=\u00bb1\/3&#8243;][vc_empty_space][\/vc_column][vc_column width=\u00bb1\/3&#8243;][vc_single_image image=\u00bb92986&#8243; img_size=\u00bb200X200&#8243; onclick=\u00bbcustom_link\u00bb link=\u00bbhttps:\/\/www.onetoonecf.com\/es\/parte-v-cloud-market-group-xaas\/\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<p style=\"text-align: center\"><span style=\"color: #155f7e\"><strong><span style=\"font-size: 20px\">Sobre ONEtoONE<\/span><\/strong><\/span><\/p>\n<p style=\"text-align: center\">En\u00a0<a href=\"https:\/\/www.onetoonecf.com\/es\/\" target=\"_blank\" rel=\"noopener\">ONEtoONE<\/a>\u00a0nos caracterizamos por el nivel de transparencia, confidencialidad y profesionalismo con el que manejamos las operaciones de nuestros clientes. Uno de nuestros mejores aliados es la confianza que generamos a trav\u00e9s de nuestro trabajo. Por ello, te animamos a que contactes con nosotros en caso de que busques asesor\u00eda para la compraventa de tu empresa. Y recuerda,\u00a0<strong>la confidencialidad es la clave del \u00e9xito<\/strong>.<\/p>\n<p>[\/vc_column_text][vc_btn title=\u00bbCont\u00e1ctanos\u00bb style=\u00bb3d\u00bb color=\u00bbsky\u00bb size=\u00bblg\u00bb align=\u00bbcenter\u00bb link=\u00bburl:https%3A%2F%2Fwww.onetoonecf.com%2Fes%2Fcompraventa-empresas-contacto-onetoone%2F|title:Contacto\u00bb][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text]La omnicanalidad es una estrategia de comercio electr\u00f3nico que requiere vincular las tiendas f\u00edsicas, m\u00f3viles y web para que los consumidores puedan comprar sin problemas en todos los canales. Omnicanal (u omnichannel) se refiere a un<a class=\"moretag\" href=\"https:\/\/old.onetoonecf.com\/es\/parte-iv-marketing-omnicanal-para-el-comercio-electronico\/\">Leer m\u00e1s&#8230;<\/a><\/p>\n","protected":false},"author":4,"featured_media":93011,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_joinchat":[],"footnotes":""},"categories":[1],"tags":[],"class_list":["post-92942","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ma-process"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing para el comercio electr\u00f3nico<\/title>\n<meta name=\"description\" content=\"Marketing omnicanal para el comercio eletr\u00f3nico. \u00bfCu\u00e1les son las diferencias entre omnicanal y multi-canal? 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