Thesis PROPUESTA DE UNA PLATAFORMA DIGITAL DE ACCESO A DESCUENTOS: EL CASO DE LOS RESTAURANTES DE SANTIAGO CENTRO, LAS CONDES Y PROVIDENCIA.
Date
2022-09
Authors
ATALA URRUTIA, JAVIER EMILIO
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Abstract
El presente trabajo tiene como objetivo estudiar los aspectos positivos y negativos que trae consigo la apertura un nuevo negocio, basado en una plataforma que dé descuentos exclusivos en el rubro gastronómico a clientes que no sean propietarios del instrumento bancario que lo otorgue.
Asimismo, busca hacer partícipe a distintos agentes, que, a través de alianzas, les entregue nuevas herramientas para perfeccionar y optimizar sus procesos clave. Estos agentes son: los bancos y los restaurantes.
El negocio, por medio de la interacción con la aplicación de los consumidores finales en el comercio gastronómico, busca capturar la mayor cantidad de data relevante para el análisis por parte de los agentes y que estos se vean beneficiados en cuanto a su capacidad de acción y predicción en términos operacionales.
Los restaurantes, por medio del análisis de datos pueden lograr un enfoque mejor dirigido hacia un segmento de clientes en específico y optimizar sus cadenas logísticas previendo las distintas tendencias en el consumo, así, disminuir, mermas, costos y optimizar su beneficio.
Los bancos, se ven beneficiados desde el punto de vista que los descuentos que ofrecen originalmente en el consumo en los restaurantes, serán menores en un porcentaje cuando los clientes accedan por la plataforma, lo que disminuirá sus costos y aumentarán sus utilidades. Asimismo, logran gozar de data que les permite innovar en nuevos productos, dirigidos a un público más específico.
Ambos agentes gozarán de un nivel de exposición mayor al actual, el que se traduce en una excelente plataforma de marketing.
La investigación hace énfasis en que la plataforma debe cumplir con ciertas características para entrar a competir en el rubro de las tecnologías de la información y no ser desplazado por servicios, que, a vista del consumidor final, cumplen con un fin muy similar.
This work’s goal is to study the positive and negative aspects that opening a new business brings, based on a platform that gives exclusive discounts in the gastronomic category to clients who are not owners of the banking instrument that grants it. Likewise, it seeks to involve different agents, who, through alliances, provide them with new tools to improve and optimize their key processes. These agents are: banks and restaurants. The business, through interaction of final consumers in the gastronomic trade with the application, seeks to capture the greatest amount of relevant data to be analyzed by agents and that they benefit in terms of their capacity for action and prediction in operational tasks. Restaurants, through data analysis, can achieve a better approach, directed towards a specific customer segment and optimize their logistics chains by anticipating the different trends in consumption, thus reducing losses, costs and optimizing their profit. Banks, benefit from the point of view that the discounts they originally offer for consumption in restaurants will be lowered by a percentage when customers access them by the platform, which will reduce their costs and increase their profits. Likewise, they manage to enjoy data that allows them to innovate in new products, aimed at a more specific audience. Both agents will enjoy a higher level of exposure than at present, which translates into an excellent marketing platform. The research emphasizes that the platform must meet certain characteristics to compete in the field of the technologies of information and not be displaced by services that, in the eyes of the final consumer, serve a very similar purpose.
This work’s goal is to study the positive and negative aspects that opening a new business brings, based on a platform that gives exclusive discounts in the gastronomic category to clients who are not owners of the banking instrument that grants it. Likewise, it seeks to involve different agents, who, through alliances, provide them with new tools to improve and optimize their key processes. These agents are: banks and restaurants. The business, through interaction of final consumers in the gastronomic trade with the application, seeks to capture the greatest amount of relevant data to be analyzed by agents and that they benefit in terms of their capacity for action and prediction in operational tasks. Restaurants, through data analysis, can achieve a better approach, directed towards a specific customer segment and optimize their logistics chains by anticipating the different trends in consumption, thus reducing losses, costs and optimizing their profit. Banks, benefit from the point of view that the discounts they originally offer for consumption in restaurants will be lowered by a percentage when customers access them by the platform, which will reduce their costs and increase their profits. Likewise, they manage to enjoy data that allows them to innovate in new products, aimed at a more specific audience. Both agents will enjoy a higher level of exposure than at present, which translates into an excellent marketing platform. The research emphasizes that the platform must meet certain characteristics to compete in the field of the technologies of information and not be displaced by services that, in the eyes of the final consumer, serve a very similar purpose.
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Keywords
PLATAFORMA DIGITAL , MODELO DE NEGOCIOS