{"id":32552,"date":"2019-05-30T10:49:54","date_gmt":"2019-05-30T10:49:54","guid":{"rendered":"https:\/\/blog.catrealestate.com\/?p=32552"},"modified":"2026-10-14T18:04:30","modified_gmt":"2026-10-14T18:04:30","slug":"transformacio-del-retail","status":"publish","type":"post","link":"https:\/\/blog.catrealestate.com\/ca\/transformacio-del-retail\/","title":{"rendered":"Transformaci\u00f3 del retail"},"content":{"rendered":"\n

En canal de vendes online far\u00e0 desapar\u00e8ixer les botigues f\u00edsiques?<\/b><\/p>\n

Aquesta \u00e9s una<\/span> pregunta que molta gent es fa al veure com<\/b>, en els \u00faltims anys, <\/span>apareixen empreses com Amazon o Alibaba<\/b>. Botigues electr\u00f2niques amb una gran quantitat de productes i molt\u00edssims serveis per potenciar i afavorir la compra als seus usuaris.<\/span><\/p>\n

\n

Segons <\/b>Pablo Foncillas<\/b><\/a>, docent i investigador en innovaci\u00f3 empresarial, les botigues online i f\u00edsiques van de la m\u00e0 per oferir una millor experi\u00e8ncia a l'usuari. <\/span>La soluci\u00f3 perqu\u00e8 les empreses sobrevisquin \u00e9s apostar per una estrat\u00e8gia omnicanal.<\/b><\/p>\n<\/blockquote>\n

L'<\/span>omnicanalitat \u00e9s una estrat\u00e8gia basada en la connexi\u00f3 integral i continua amb el client<\/b> (client centric). Que t\u00e9 com a objectiu la vinculaci\u00f3 d'aquest, i la creaci\u00f3 i captura de valor de la marca en diferents canals.<\/span><\/p>\n

Actualment encara <\/span>la majoria de transaccions que s'estan fent s'hi involucra, en algun moment, una botiga o espai f\u00edsic de la marca.<\/b> Sigui on es realitza la compra o sigui nom\u00e9s el lloc on es va a recollir la compra feta online.<\/span><\/p>\n

\u00a0<\/h5>\n

Les noves botigues<\/span><\/h2>\n

Els grans retailers<\/b>, especialment els del sector de la moda, <\/span>aposten per oferir una experi\u00e8ncia \u00fanica a les seves botigues f\u00edsiques<\/b>. Aquestes botigues s'<\/span>ubiquen en grans locals de les zones m\u00e9s c\u00e8ntriques de les ciutats<\/b> (que \u00e9s per on es mou la gent). En el cas de Barcelona destacar\u00edem carrer com Passeig de Gr\u00e0cia, Rambla Catalunya, Pla\u00e7a Catalunya, Portal de l'\u00c0ngel, i algun tram de l'Avinguda Diagonal o les Rambles.<\/span><\/p>\n

En aquestes botigues hi trobem grans pantalles intel\u00b7ligents, personal coneixedor del producte que t'assessora, amplis provadors per sentir-te b\u00e9 quan s'estigui provant la roba, cafeteries dins la botiga, terrasses, etc. <\/span>Creant espais, diferents, que interactu\u00efn amb el client i l'ajudin en la presa de decisions<\/b> en el moment de la compra. Afegint valor, diferenciaci\u00f3 i modernitat a la marca.<\/span><\/p>\n

\u00a0<\/h5>\n

La tecnologia com a gran aliada en l'estrat\u00e8gia de consumer centric<\/span><\/h2>\n

Aquesta tend\u00e8ncia de renovar i obrir botigues diferents ve donada per l'<\/span>afany d'oferir una experi\u00e8ncia de compra on el client sigui el protagonista <\/b>(consumer centric). O b\u00e9 per augmentar la notorietat i reafirmar la imatge de la marca en tots els canals.<\/span><\/p>\n

\n

Un exemple d'aquestes botigues, anomenades \"flagship\" o botiga ins\u00edgnia, la trobem en la botiga de la marca New Balance, a l'obrir la seva primera botiga pr\u00f2pia a Barcelona. Es tracta d'un local modernista ubicat a Rambla Catalunya 47. La botiga compte amb 500 m2, al seu dia l'obertura va ser la de la botiga m\u00e9s gran de la marca arreu del m\u00f3n. Instal\u00b7lada a una finca emblem\u00e0tica de Barcelona, casa Fargas, constru\u00efda en 1904.<\/span><\/p>\n<\/blockquote>\n

\"Tienda

Botiga New Balance Barcelona<\/p><\/div>\n

\u00a0<\/p>\n

Personalitzaci\u00f3 en l\u2019experi\u00e8ncia de compra<\/span><\/h3>\n

La <\/span>personalitzaci\u00f3 de l'experi\u00e8ncia de compra<\/b> dels clients \u00e9s una estrat\u00e8gia en la qual, cada vegada m\u00e9s, les companyies confien per impulsar el creixement del seu negoci. Per\u00f2 un dels principals reptes que les organitzacions tenen per crear aquesta experi\u00e8ncia \u00e9s aconseguir unificar i obtenir una visi\u00f3 total del seu p\u00fablic.<\/span><\/p>\n

Les companyies aprofiten <\/span>les noves tecnologies i la informaci\u00f3<\/b> que els hi proporcionen els seus clients en els canals online (big data) <\/span>per obtenir un coneixement millor del seu p\u00fablic ii comprendre millor les seves necessitats<\/b>. Amb aquesta entrada d'informaci\u00f3 que tenen en temps real poden adaptar els seus canals per oferir una millor experi\u00e8ncia de compra i rendibilitzar millor la inversi\u00f3.<\/span><\/p>\n

\u00a0<\/p>\n

La tecnologia pot substituir al personal de les botigues o d'atenci\u00f3 al client?<\/span><\/h2>\n

Apostar per l'onmicanalitat o la digitalitzaci\u00f3 pot suggerir tamb\u00e9 una <\/span>automatitzaci\u00f3 dels processos per poder abastar de serveis<\/b> als clients. En la primera edici\u00f3 del congr\u00e9s <\/span>Retail & Brand Experience World Congress<\/b><\/a>, es van tractar temes com els miralls interactius, robots assistents en vendes, sistemes de reconeixement facial, etiquetes intel\u00b7ligents,...<\/span><\/p>\n

\"retail-brand-experience-congress\"

I edici\u00f3 del Retail & Brand Experience World Congress<\/p><\/div>\n

Amb aquesta tend\u00e8ncia d<\/span>'automatitzaci\u00f3, si s'abusa d'ella, podria provocar una baixada de fidelitat<\/b> del client envers la marca. En un estudi recentment publicat en el New York Times diu que el <\/span>74% dels usuaris afirmen que serien m\u00e9s lleials<\/b> a una marca amb una atenci\u00f3 al client <\/span>amb persones <\/b>que a trav\u00e9s d'un software o un robot.<\/span><\/p>\n

\u00a0<\/p>\n

Si t'ha agradat l'article, gr\u00e0cies per compartir-lo!<\/span><\/em><\/p>\n

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ART\u00cdCULO ESCRITO POR CAT REAL ESTATE<\/span><\/span><\/strong><\/p>\n<\/div><\/div>

Ignacio Castella, CEO - CAT REAL ESTATE<\/div>
Gestionamos sus activos<\/span>, <\/span>Protegemos su patrimonio<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/div>
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El canal de vendes online far\u00e0 desapar\u00e8ixer a les botigues f\u00edsiques? Les botigues online i f\u00edsiques van de la m\u00e0 per a oferir una millor experi\u00e8ncia a l’usuari<\/p>\n","protected":false},"author":1,"featured_media":32517,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48],"tags":[],"class_list":["post-32552","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticies-immobiliaries"],"yoast_head":"\nTransformaci\u00f3 del retail i de les botigues f\u00edsiques | Cat Real Estate<\/title>\n<meta name=\"description\" content=\"El canal online far\u00e0 desapar\u00e8ixer a les botigues f\u00edsiques? 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