Examinando por Materia "Omnicanal"

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    Ítem
    Experiencia de usuario omnicanal en el sector de la moda
    (2019) Uribe Orrego, Luis Carlos; Lopez Naranjo, Natalia Jeannette; Muñoz Molina, Yaromir
    This work starts from the need to know about the Omnichannel strategy in the Colombian retail market, taking into account that in this era, with continuous technological advances, the consumer has changed his purchasing process and demands a consistent, personalized, and unique experience. Consumers can be in contact with a brand through two or more channels at the same time, and throughout their purchase process they can interact with the brand 10 or more times. In order to understand better the situation, semi-structured, and detailed interviews were conducted with 16 fashion label consumers located in the city of Medellin, where 4 stages of the purchase process were identified: search, comparison, purchase and post purchase, all highly relevant to the omnichannel experience. In addition, through various concepts addressed in this exploratory research, it was qualitatively identified what are the characteristics and stages of the consumer’s experience of shopping clothes in Medellin, what are the consumer’s points of contact with the brand, and what are the particularities of the purchase decision process in an Omnichannel environment. Thanks to the collected findings, retailers, marketing areas, and those in charge of delivering the service to the user will be able to build strategies that contribute to give consistent, cohesive and optimal experiences for different users, which translate into better consumer relationships, an excellent service and increased sales.
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    Ítem
    Leads de la oportunidad a la venta : propuesta metodológica para potenciar la compra de vehículos en Bogotá a partir de prospectos digitales
    (2020) Vega Parra, Leonardo; Román López, Nathalia; Monroy Osorio, Juan Carlos
    Vehicle purchasing process is migrating to an accelerated way towards the digital worlds, due to consumers are informing themselves before making a purchase or attending a point of sale. In Bogota, sales presential demand and call is decreasing, and every day is strengthened the request of information or vehicle quotation through digital channels, that the automotive industry release to the customers: search engines, social media, peer to peer chats, forms, web sites, landing pages. The issue takes place when volume prospects are reached, delivered as leads but not transformed into effective sales. The objective in this research is to design a methodology through a customer experience map, to increase commercial management of prospects vehicles with digital origin to the automotive industry in Bogota; man and women above 18 years old were used as study subjects, located in the city of Bogotá and near towns, that possess a vehicle or desires or have been participants in a correspondent purchase process. Deep structured interview was the qualitative methodology chosen to recollect and analyze data. It is expected to apply the proposed methodology in a vehicle dealer of the Chevrolet brand in the city of Bogota.