Examinando por Materia "Phygital"

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    Publicación
    Evolución del comportamiento de compra y consumo del shopper figital en plataformas digitales en Colombia
    (Universidad EAFIT, 2023) Agudelo Herrera, Alejandra; Hurtado Yepes, Luis Miguel; Sepúlveda Cardona, Edwin Andrés
    The global health problem experienced in 2020 brought variations in the behavior and habits of Colombian consumers, leading society in general to have more contact with the digital environment in different aspects of their lives; leading a change in the social and economic dynamics, which in turn boosted electronic commerce in general because it became strategic to boost the country's economy. The brands had to adapt to a new environment and saw the need to harmonize the experience of the physical channel with the digital channel to improve the value proposition and vice versa. For the development of the theme, concentrated our analysis and study in Colombia, in the period of time that covers from December 2019 to mid-2023; used an exploratory-descriptive investigative process; interviewed managers and Directors of fashion Companies in Colombia, multiple choice polls to costumers, in order to find the key aspects that the companies under study must adopt to improve the experience for their users and their proposal of value on digital platforms, understanding the importance of the new “Phygital” consumer.
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    Publicación
    Reconfiguración de la estrategia de marketing, camino a fidelizar a un consumidor Phygital
    (Universidad EAFIT, 2021) Cortés Rojas, Sandra Bibiana; Londoño Vélez, Natalia; Giraldo Hernández, Gina María
    The accelerated development of digital tools forces not only experienced marketing professionals but also those of the new generations, to propose marketing strategies from a holistic perspective compounding the online and offline world. Deeply knowing the consumer who has changed the way they perceive brands, and that is looking for the same experience in the real and digital world, who is looking for solutions and immediately benchmark from their smartphone and expect to enjoy all the facilities that technology offers to improve the quality of life but also expect a close and human interaction. More importantly, now, it is necessary to understand what their doubts, fears, motivations, and main concerns are to more effectively design their experiences with brands and build a genuine and long-term relationship with them. For that reason, some key elements are defined to take into account in the construction of the marketing plan that integrates the strategy with the perspective of traditional marketing and that of digital marketing to build consumer loyalty in this digital age, a Phygital consumer.