Thesis ANÁLISIS DE LA IMPLEMENTACIÓN DEL NUEVO MODELO DE SERVICIO "FAST FASHION" EN TIENDAS POR DEPARTAMENTO Y SU IMPACTO EN LA EXPERIENCIA DE COMPRA DE LOS CLIENTES
Date
2016
Authors
HUERTA INOSTROZA, ALEX ALFREDO
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Abstract
Según el Centro de Estudios del Retail de la Universidad de Chile, cuando se habla de Retail, se alude al comercio que se realiza al detalle, es decir, cuando las empresas venden directamente a los consumidores finales a través de diversos formatos. Las grandes cadenas han logrado un nivel de relevancia indiscutible, gran parte de ello debido a la preocupación de las empresas en mejorar sus procesos de cara al cliente, invirtiendo gran parte de sus recursos en implementar metodologías tanto cuantitativas como cualitativas para lograr entender a los consumidores y sus necesidades. (CERET, 2015).El retail se caracteriza por el alto nivel de operaciones, relación constante con los clientes, dinamismo en los puntos de ventas, variedad de artículos que son considerados mayormente “comodities”, es decir, productos genéricos, básicos e indiferenciados entre sus variedades que lo califica como una de las industrias más complejas en términos de fidelización. Dentro de este contexto es importante recordar que se enfrentan a un nuevo tipo de consumidores, los cuales se caracterizan por estar aferrados a herramientas comunicacionales y nuevas tecnologías, están presenciando la era de consumidores con carácter, participativos, informados, conectados, activos, con un pensamiento globalizado, exigentes, ligados a redes sociales y medios digitales, que buscan productos personalizados, de momentos y experiencias compartidas. En este último punto, la decisión final se basa en gran medida por comentarios de amigos, familiares o personas comunes que tienen las mismas necesidades, deseos y expectativas sobre un determinado producto o servicio.El cliente en retail de una u otra manera siempre logra tener una experiencia de compra, la cual claramente puede ser muy diversa. Lo relevante en este punto de vista es calificar e interpretar estas experiencias, de manera que la organización pueda tomar decisiones que estén en la misma dirección que sus objetivos estratégicos fundamentales. La implementación de un nuevo modelo en tiendas por departamentos, orientado al autoservicio, es una estrategia atractiva de analizar, ya que es un cambio gradual que las tiendas de retail han ido validando e implementando en Chile, debido en gran parte al análisis de resultados obtenidos en países desarrollados, a exitosos modelos de negocios como la marca Zara y a una nueva visión competitiva que se ajuste a los cambios observados en el mercado.El nuevo sistema de atención pretende cambiar la figura de vendedor integral a una de reponedor, el cual tiene características y responsabilidades muy distintas en lo que se refiere a la relación con el cliente. El primero aborda al cliente asesorándolo dentro de una atención más personalizada facilitándole el proceso de decisión de compra. El segundo, según datos informales recabados en tienda, tiene como objetivo principal la reposición de mercadería y exhibición de los productos en los puntos de venta, sin tener mayor contacto con el cliente final, lo cual puede afectar la experiencia de compra si no se define y estudia bien el perfil del reponedor y se ponen en el centro de la decisión estratégica del negocio las necesidades de sus clientes, no sólo en términos racionales sino también emocionales.
According to the Centre for Retail studies of the University of Chile, when it comes to Retail, refers to the trade which is carried out in detail, i.e. when companies sell directly to final consumers through various formats. The big chains have achieved a level of indisputable importance, much of it due to the concern of companies improve their processes in the face of customer, investing much of their resources to implement both quantitative and qualitative methodologies to understand consumers and their needs. (CERET, 2015).Retail is characterized by the high level of operations, ongoing relationship with customers, dynamism in the points of sale, variety of items that are mostly considered "commodities", i.e., generic, basic and undifferentiated products among varieties that qualifies it as one of the most complex industries in terms of loyalty. In this context, it is important to remember that they are facing a new type of consumers, which are characterized by being attached to communication tools and new technologies, are witnessing the era of consumers with character, participatory, informed, connected, assets, with a global thinking, demanding, linked to social networks and digital media, looking for custom products, moments and shared experiences. On this last point, the final decision rests largely by comments from friends, relatives or people common they have the same needs, desires and expectations about a particular product or service.One way or another retail customer always manages to have an experience of purchase, which clearly can be very diverse. What is relevant in this regard is qualify and interpret these experiences, so that the organization can make decisions that are in the same direction as its key strategic objectives.The implementation of a new model in department stores, aimed at the self-service, is an attractive strategy to analyze, since it is a gradual change that retail stores have been validated and implemented in Chile, due in large part to the analysis of results obtained in developed countries, to successful business models like the Zara brand and a new competitive vision that fits to the observed changes in the market.The new care system aims to change the figure of comprehensive seller to a clerk, which has features and very different responsibilities in what refers to the relationship with the client. The first addresses the customer advising within a highly personalized and providing the purchase decision process. The second, according to informal data collected in store, has as main objective the replenishment of merchandise and display of products at the point of sale, without having more contact with the end customer, which can impact the shopping experience if it is not defined and studied well the profile of the clerk and put it in the center of the strategic business decision to the needs of its customers, not only in terms of rational but also emotional.
According to the Centre for Retail studies of the University of Chile, when it comes to Retail, refers to the trade which is carried out in detail, i.e. when companies sell directly to final consumers through various formats. The big chains have achieved a level of indisputable importance, much of it due to the concern of companies improve their processes in the face of customer, investing much of their resources to implement both quantitative and qualitative methodologies to understand consumers and their needs. (CERET, 2015).Retail is characterized by the high level of operations, ongoing relationship with customers, dynamism in the points of sale, variety of items that are mostly considered "commodities", i.e., generic, basic and undifferentiated products among varieties that qualifies it as one of the most complex industries in terms of loyalty. In this context, it is important to remember that they are facing a new type of consumers, which are characterized by being attached to communication tools and new technologies, are witnessing the era of consumers with character, participatory, informed, connected, assets, with a global thinking, demanding, linked to social networks and digital media, looking for custom products, moments and shared experiences. On this last point, the final decision rests largely by comments from friends, relatives or people common they have the same needs, desires and expectations about a particular product or service.One way or another retail customer always manages to have an experience of purchase, which clearly can be very diverse. What is relevant in this regard is qualify and interpret these experiences, so that the organization can make decisions that are in the same direction as its key strategic objectives.The implementation of a new model in department stores, aimed at the self-service, is an attractive strategy to analyze, since it is a gradual change that retail stores have been validated and implemented in Chile, due in large part to the analysis of results obtained in developed countries, to successful business models like the Zara brand and a new competitive vision that fits to the observed changes in the market.The new care system aims to change the figure of comprehensive seller to a clerk, which has features and very different responsibilities in what refers to the relationship with the client. The first addresses the customer advising within a highly personalized and providing the purchase decision process. The second, according to informal data collected in store, has as main objective the replenishment of merchandise and display of products at the point of sale, without having more contact with the end customer, which can impact the shopping experience if it is not defined and studied well the profile of the clerk and put it in the center of the strategic business decision to the needs of its customers, not only in terms of rational but also emotional.
Description
Catalogado desde la version PDF de la tesis.
Keywords
ESTUDIO DE RETAIL , EXPERIENCIA DE COMPRA , FAST FASHION