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Brandon Rael: “Vamos a la tienda física para poder interactuar y relacionarnos con otros seres humanos”
Hoy hablamos con, Brandon Rael, experto en estrategia y operaciones de retail, especializado en la parte de negocio, operaciones, tecnología y marketing. Su enorme conocimiento del mercado minorista y del consumidor, lo convierten en un socio clave para las empresas. Brandon tiene un historial excepcional de éxitos ayudando a diferentes negocios a mejorar sus inversiones, a superar cambios organizacionales o a impulsar el liderazgo en la empresa. Asimismo, ha impartido multitud de conferencias y recientemente se ha unido a la prestigiosa comunidad RetailWire Braintrust.
Hola Brandon. Comencemos evaluando el contexto actual del retail
Cuando se ejecuta correctamente, la magia del retail es una mezcla de arte y ciencia. Crear experiencias memorables es tendencia y, para ello, el showroom sigue siendo extremadamente relevante. (Más del 90% de las compras todavía se realizan en la tienda física). Incluso con toda la facilidad y comodidad que aporta la compra en plataformas digitales, la tienda física le gana la batalla y se convierte en un medio para contar historias, en el que las líneas entre el arte y el comercio se difuminan.
Entonces, estás seguro de que el retail físico no desaparecerá…
No, absolutamente no. De hecho, la tienda física importa más que nunca. Aunque hoy en día vivimos permanentemente conectados, los seres humanos no dejamos de ser seres sociales y, por ello, seguimos disfrutando de experiencias físicas y de interactuar con otras personas. Las experiencias en el mundo físico son más importantes que nunca y actúan como una extensión natural de la marca, generando compromiso y ventas. Como bien dice Doug Stephens, la función y el propósito del espacio comercial ya no será principalmente la venta de productos. Más bien, actuará como lugar en el que vivir las experiencias de marca y de producto.
La magia del retail es una mezcla de arte y ciencia
¿Cuáles son las ventajas y desventajas del retail físico frente al online?
El comercio online está en todas partes: en nuestros móviles, ordenadores, aplicaciones, los market places, las redes sociales… De hecho, las líneas entre lo social y el comercio se están difuminando, ofreciendo al cliente una mezcla de entretenimiento y de engagement. Las experiencias digitales pueden y deben impulsar dicho engagement o compromiso hacia las tiendas físicas, donde, como expliqué antes, se realizan aproximadamente el 90% de todas las ventas. Los mundos digital y físico están entrelazados y el cliente va a comprar en ambos indistintamente.
En este contexto, ¿qué papel juega la tecnología en el retail?
La tecnología debe entenderse como un facilitador que nos va a ayudar a mejorar la experiencia general del cliente, pero en ningún caso debemos pensar en la tecnología como la razón por la cual los clientes comprarán tu producto o entrarán en tu tienda. Hoy en día, los clientes son los disruptores más importantes. Están empoderados, conectados e informados y depende de los minoristas y las marcas mantener el ritmo con ellos. Los clientes desean una experiencia “sin fisuras” y “sin fricción”, impulsada por la tecnología. La experiencia global y la forma en que las marcas interactúan y satisfacen las expectativas de los clientes son más importantes que cualquier innovación tecnológica.
En las tiendas físicas se realizan aproximadamente el 90% de todas las ventas
Destaca una tecnología actual o una innovación que creas que está marcando tendencia
La inteligencia artificial y la analítica avanzada sin duda podrían ayudar a impulsar la personalización del retail. Los consumidores disfrutan al recibir un correo electrónico personalizado ocasional, un SMS o un anuncio relevante en Instagram siempre que no sea demasiado a menudo o abrumador y que tengan la posibilidad de darse de baja. Sephora es un ejemplo de una compañía que está “obsesionada” con el cliente. Pasan horas estudiando a sus consumidores para poder proporcionarles los productos y servicios que satisfacen sus necesidades.
¿Qué se necesita para que una tienda funcione? ¿Hay una receta mágica?
Es vital contar con empleados capacitados, educados e incentivados, ya que éstos serán los embajadores de nuestra marca. La atracción principal de ir a una tienda física es el hecho de poder interactuar y relacionarse con otro ser humano. Tal vez no sea así en todas las áreas del retail, pero sí que se sigue necesitando el contacto humano en el sector belleza, muebles, salud, moda, lujo… Aquí los empleados o embajadores de marca ayudan a impulsar el aumento de las conversiones y a mejora de margen.
Es vital contar con empleados capacitados, educados e incentivados, ya que éstos serán los embajadores de nuestra marca
¿Cómo conseguimos fidelizar a nuestros clientes?
Estamos entrando en una nueva era del retail, donde las relaciones personales y la experiencia en tienda optimizada se han convertido en diferenciadores muy importantes para las marcas. Los retailers tienen que evolucionar, diversificar sus ofertas y proporcionar una razón convincente para que los clientes se mantengan fieles a su marca. Obviamente, cualquier iniciativa transformadora e innovadora tiene un nivel inherente de riesgo. Sin embargo, estos son los tipos de riesgos estratégicos que los retailers están cada vez más dispuestos a asumir para mantenerse relevantes, innovadores y por delante de su competencia.
¿Cómo ves el futuro del retail?
La mezcla del arte y las ciencias siempre ha sido una parte fundamental del retail, y ahora el cambio a un modelo experiencial solo cimenta este hecho. Esta evolución es un avance positivo y demuestra que la venta en el comercio físico sigue siendo tan relevante y significativa como siempre. A medida que estos cambios se extiendan, los clientes disfrutarán de nuevas experiencias, acudirán a las tiendas para conectarse con su comunidad local, escapando así del mundo digital y desconectando. El matrimonio entre el arte y el retail apenas está comenzando, y deberíamos esperar que muchos otros minoristas impulsen un mayor nivel de experimentación.
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