{"id":4365,"date":"2015-06-17T08:29:50","date_gmt":"2015-06-17T06:29:50","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=4365"},"modified":"2015-06-17T08:29:50","modified_gmt":"2015-06-17T06:29:50","slug":"sitio-web-email-los-canales-preferidos-del-comprador-online","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/sitio-web-email-los-canales-preferidos-del-comprador-online\/","title":{"rendered":"Sitio Web &#038; Email, los canales preferidos del comprador online"},"content":{"rendered":"<p>A finales de 2014 apareci\u00f3 el \u00ab<strong><a href=\"https:\/\/www.capgemini.com\/resources\/digital-shopper-relevancy-report-2014\" target=\"_blank\" rel=\"noopener\">Digital Shopper Relevancy<\/a><\/strong>\u00ab, estudio de <strong>Capgemini<\/strong> en el que se entrevist\u00f3 a 16.000 compradores online acerca de sus preferencias y expectativas a lo largo del proceso de compra.\u00a0El estudio se focaliza en cinco categor\u00edas de producto: alimentaci\u00f3n, salud y bienestar personal, moda, bricolaje y electr\u00f3nica. <!--more--><strong>Se entrevist\u00f3 a 16.000 usuarios de 16 pa\u00edses distintos que han utilizado la tecnolog\u00eda a lo largo del proceso de compra<\/strong>.<br \/>\nRecogemos en este post las conclusiones que nos han parecido m\u00e1s relevantes desde el punto de vista del comportamiento y expectativas del consumidor y del papel que juega el email en contexto del <strong><a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/que-es-el-customer-journey\/\" target=\"_blank\" rel=\"noopener\">customer journey<\/a>.<\/strong><\/p>\n<ul>\n<li>El trabajo muestra como algo consolidado el hecho de que <strong>el comprador no utiliza un \u00fanico canal sino que combina distintos en una experiencia <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/que-es-el-cross-channel-marketing\/\" target=\"_blank\" rel=\"noopener\">cross channel<\/a><\/strong>.<\/li>\n<li>A lo largo de las distintas fases del <strong><a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/que-es-el-customer-journey\/\" target=\"_blank\" rel=\"noopener\">customer journey<\/a><\/strong>, <strong>el sito web es el canal con una mayor relevancia en las cinco categor\u00edas de producto analizadas, seguido del e-mail<\/strong>.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/06\/diapo1.png\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-4366 size-full\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/06\/diapo1.png\" alt=\"fuente: Capgemini\" width=\"629\" height=\"440\" \/><\/a><br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/06\/diapo_2.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone wp-image-4367 size-full\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/06\/diapo_2.png\" alt=\"diapo_2\" width=\"580\" height=\"453\" \/><\/a><br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/06\/diapo_4.png\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone wp-image-4368 size-full\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2015\/06\/diapo_4.png\" alt=\"fuente: Capgemini\" width=\"702\" height=\"489\" \/><\/a><\/p>\n<ul>\n<li>El usuario espera mayor consistencia e integraci\u00f3n entre canales, si bien reconoce que a los retailers les falta camino por recorrer en este \u00e1rea.<\/li>\n<li><strong>Existe una relaci\u00f3n directa entre el uso de los canales digitales en las fases iniciales del proceso de compra y una propensi\u00f3n a gastar m\u00e1s en la tienda f\u00edsica<\/strong>. Es decir, a mayor uso de los canales digitales para informarse, mayor es el gasto en la tienda f\u00edsica.<\/li>\n<li>Los atributos de los canales digitales m\u00e1s valorados por los usuarios son <strong>la capacidad de comunicar ofertas y recomendaciones personalizadas, el env\u00edo de contenidos basados en la localizaci\u00f3n geogr\u00e1fica y ofrecer informaci\u00f3n de novedades (v\u00eda blogs, y social media)<\/strong>.<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>A finales de 2014 apareci\u00f3 el \u00abDigital Shopper Relevancy\u00ab, estudio de Capgemini en el que se entrevist\u00f3 a 16.000 compradores online acerca de sus preferencias y expectativas a lo largo del proceso de compra.\u00a0El estudio se focaliza en cinco categor\u00edas de producto: alimentaci\u00f3n, salud y bienestar personal, moda, bricolaje y electr\u00f3nica.<\/p>","protected":false},"author":5,"featured_media":28109,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,40],"tags":[],"post_folder":[],"class_list":["post-4365","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-estudios-email-marketing-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sitio Web &#038; 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