{"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":"Website &amp; Email, the preferred channels of the online buyer"},"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>At the end of 2014, the \u00abDigital Shopper Relevancy\u00ab study by Capgemini was published, in which 16,000 online shoppers were interviewed about their preferences and expectations throughout the buying process. The study focuses on five product categories: food, personal health and wellness, fashion, DIY, and electronics.<\/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 v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sitio Web &#038; Email, los canales preferidos del comprador online - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/sitio-web-email-los-canales-preferidos-del-comprador-online\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sitio Web &#038; 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