{"id":322,"date":"2017-05-09T18:31:09","date_gmt":"2017-05-09T16:31:09","guid":{"rendered":"https:\/\/josedelgado.net\/?p=322"},"modified":"2022-04-21T05:59:50","modified_gmt":"2022-04-21T03:59:50","slug":"brick-and-mortar-o-pure-player-mejor-las-dos","status":"publish","type":"post","link":"https:\/\/josedelgado.net\/va\/brick-and-mortar-o-pure-player-mejor-las-dos\/","title":{"rendered":"Brick and Mortar o Pure Player\u2026 mejor las dos"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">El debate referente a si la estrategia de venta&nbsp;<strong>\u201cmas ventajosa\u201d o \u201cganadora\u201d<\/strong>&nbsp;a d\u00eda de hoy pasa por el modelo tradicional de tienda f\u00edsica (brick and mortar) o la tienda exclusivamente en internet&nbsp;(pure player) est\u00e1 claro que sigue abierto hoy m\u00e1s que nunca y quiz\u00e1s deber\u00edamos pensar que obviamente entre el blanco y el negro hay infinitas tonalidades de grises y personalmente creo que esto es lo que est\u00e1 ocurriendo y seguir\u00e1 pasando en un futuro pr\u00f3ximo con los modelos de negocio donde la venta detallista es la principal actividad (retailers).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Brick and Mortar o Pure Player<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si echamos un r\u00e1pido vistazo a nuestro alrededor, nos encontramos con las cuatro modalidades de negocios detallistas b\u00e1sicas que pueden derivarse de estos dos, es decir:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Tiendas puramente Online<\/li><li>Tiendas Online y Tradicionales<\/li><li>Tiendas puramente Tradicionales<\/li><li>Tiendas Tradicionales y Online<\/li><\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Obviamente la segunda y la cuarta opci\u00f3n ser\u00edan similares pero no son iguales si priorizamos la base de su negocio a la primera que aparece de las dos\u2026 Y por supuesto&nbsp;<strong>a estos cuatro modelos b\u00e1sicos debemos sumar los pr\u00e1cticamente infinitos que se pueden derivar de ellos<\/strong>&nbsp;aplicando modificaciones, evoluciones, reducciones, ampliaciones, colaboraciones simbi\u00f3ticas y no tanto, canibalizaciones parciales concertadas, y un largo etc\u00e9tera de relaciones que se pueden establecer&nbsp;entre ambos canales de venta detallista.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Lo que si que parece claro a d\u00eda de hoy es que ning\u00fan canal va a terminar a medio plazo con el otro, como parec\u00eda hace unos a\u00f1os\u2026<\/strong>&nbsp;De hecho las mayores empresas de retailer de nuestro entorno est\u00e1n buscando d\u00eda a d\u00eda la formula para que la suma de uno m\u00e1s uno sea lo m\u00e1s alta y lejana de dos que puedan conseguir\u2026 La relaci\u00f3n que buscan y establecen en sus ventas entre ambos canales&nbsp;persiguen y consiguen que la suma de las mismas sea mucho m\u00e1s que el doble, llegando en ocasiones a modelos colaborativos de incre\u00edble valor sumatorio.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tambi\u00e9n parece una tendencia actual a presente y futuro cercano es&nbsp;<strong>utilizar las tiendas f\u00edsicas como \u201cshowrooms o salas de exposici\u00f3n\u201d de los productos donde el p\u00fablico puede ver y tocar f\u00edsicamente el producto o uno similar&nbsp;<\/strong>y es muy importante remarcar lo de similar pues no siempre es posible en una tienda tradicional por espacio en su exposici\u00f3n tener todos los productos con sus variaciones, tallajes, modelos, colores, \u2026 y&nbsp;<strong>adem\u00e1s utilizar tambi\u00e9n las tiendas como \u201ccentros log\u00edsticos o almacenes\u201d donde el usuario puede recoger el producto comprado,<\/strong>&nbsp;resultando de esta forma un paso no tan \u201catrevido\u201d como la compra puramente online en la que el producto llega a casa del comprador previo pago y que da cierta \u201cinseguridad\u201d a un p\u00fablico que todav\u00eda es algo reticente a la compra online pura, por temor a no recibir el producto o recibirlo con unas caracter\u00edsticas diferentes a las esperadas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Es decir, en realidad, utilizan la tienda tradicional, adem\u00e1s de para vender al p\u00fablico tradicional para ir \u201cconvirti\u00e9ndolo\u201d a un p\u00fablico online con la seguridad inicial de la tienda f\u00edsica detr\u00e1s y de esta forma no perder a los futuros compradores online.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Adem\u00e1s as\u00ed<strong>&nbsp;consiguen la proximidad con el cliente final, que en muchas ocasiones y sobre todo cuando el producto vendido tiene un cierto valor, es necesario para establecer los lazos de confianza.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Como resumen, creo que el&nbsp;el objetivo \u00faltimo&nbsp;que se debe perseguir todo negocio de venta detallista que opere actualmente en ambos medios (tradicional y online)&nbsp;<strong>es acompa\u00f1ar a la mayor cantidad de compradores en su camino de conversi\u00f3n de compradores tradicionales a compradores online. Este acompa\u00f1amiento debe estar basado sobre todo en la confianza del proceso de compra COMPLETO, su satisfacci\u00f3n y garant\u00eda para lograr la repetici\u00f3n del mismo y que mejor forma para ello que apoyarse en sus tiendas tradicionales.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00bfY vosotros que opin\u00e1is al respecto?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El debate referente a si la estrategia de venta&nbsp;\u201cmas ventajosa\u201d o \u201cganadora\u201d&nbsp;a d\u00eda de hoy pasa por el modelo tradicional de tienda f\u00edsica (brick and mortar) o la tienda exclusivamente en internet&nbsp;(pure player) est\u00e1 claro que sigue abierto hoy m\u00e1s que nunca y quiz\u00e1s deber\u00edamos pensar que obviamente entre el blanco y el negro hay infinitas tonalidades de grises y personalmente creo que esto es lo que est\u00e1 ocurriendo y seguir\u00e1 pasando en un futuro pr\u00f3ximo con los modelos de negocio donde la venta detallista es la principal actividad (retailers). Brick and Mortar o Pure Player Si echamos un r\u00e1pido &#8230; <\/p>\n<p class=\"read-more-container\"><a title=\"Brick and Mortar o Pure Player\u2026 mejor las dos\" class=\"read-more button\" href=\"https:\/\/josedelgado.net\/va\/brick-and-mortar-o-pure-player-mejor-las-dos\/#more-322\" aria-label=\"Read more about Brick and Mortar o Pure Player\u2026 mejor las dos\">Leer m\u00e1s \/ Llegir m\u00e9s<\/a><\/p>\n","protected":false},"author":1,"featured_media":324,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","_exactmetrics_skip_tracking":false,"footnotes":""},"categories":[22],"tags":[35,36,34,37],"class_list":["post-322","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing_digital","tag-brick-and-mortar","tag-pure-player","tag-tienda-online","tag-tienda-tradicional","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50","resize-featured-image"],"translation":{"provider":"WPGlobus","version":"3.0.2","language":"va","enabled_languages":["es","va"],"languages":{"es":{"title":true,"content":true,"excerpt":false},"va":{"title":false,"content":false,"excerpt":false}}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brick and 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Secundaria Especialidad de Tecnolog\u00eda,\u00a0UAX\u00a02023","sameAs":["https:\/\/www.linkedin.com\/in\/josedelgado\/","https:\/\/x.com\/soyjosedelgado"]}]}},"uagb_featured_image_src":{"full":["https:\/\/josedelgado.net\/wp-content\/uploads\/2017\/05\/Brick-and-Mortar-o-Pure-Player.png",563,304,false],"thumbnail":["https:\/\/josedelgado.net\/wp-content\/uploads\/2017\/05\/Brick-and-Mortar-o-Pure-Player-150x150.png",150,150,true],"medium":["https:\/\/josedelgado.net\/wp-content\/uploads\/2017\/05\/Brick-and-Mortar-o-Pure-Player-300x162.png",300,162,true],"medium_large":["https:\/\/josedelgado.net\/wp-content\/uploads\/2017\/05\/Brick-and-Mortar-o-Pure-Player.png",563,304,false],"large":["https:\/\/josedelgado.net\/wp-content\/uploads\/2017\/05\/Brick-and-Mortar-o-Pure-Player.png",563,304,false],"1536x1536":["https:\/\/josedelgado.net\/wp-content\/uploads\/2017\/05\/Brick-and-Mortar-o-Pure-Player.png",563,304,false],"2048x2048":["https:\/\/josedelgado.net\/wp-content\/uploads\/2017\/05\/Brick-and-Mortar-o-Pure-Player.png",563,304,false]},"uagb_author_info":{"display_name":"Jose Delgado","author_link":"https:\/\/josedelgado.net\/va\/author\/admin\/"},"uagb_comment_info":0,"uagb_excerpt":"El debate referente a si la estrategia de venta&nbsp;\u201cmas ventajosa\u201d o \u201cganadora\u201d&nbsp;a d\u00eda de hoy pasa por el modelo tradicional de tienda f\u00edsica (brick and mortar) o la tienda exclusivamente en internet&nbsp;(pure player) est\u00e1 claro que sigue abierto hoy m\u00e1s que nunca y quiz\u00e1s deber\u00edamos pensar que obviamente entre el blanco y el negro hay&hellip;","_links":{"self":[{"href":"https:\/\/josedelgado.net\/va\/wp-json\/wp\/v2\/posts\/322","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/josedelgado.net\/va\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/josedelgado.net\/va\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/josedelgado.net\/va\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/josedelgado.net\/va\/wp-json\/wp\/v2\/comments?post=322"}],"version-history":[{"count":3,"href":"https:\/\/josedelgado.net\/va\/wp-json\/wp\/v2\/posts\/322\/revisions"}],"predecessor-version":[{"id":5739,"href":"https:\/\/josedelgado.net\/va\/wp-json\/wp\/v2\/posts\/322\/revisions\/5739"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/josedelgado.net\/va\/wp-json\/wp\/v2\/media\/324"}],"wp:attachment":[{"href":"https:\/\/josedelgado.net\/va\/wp-json\/wp\/v2\/media?parent=322"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/josedelgado.net\/va\/wp-json\/wp\/v2\/categories?post=322"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/josedelgado.net\/va\/wp-json\/wp\/v2\/tags?post=322"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}