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¿Maravillas? No me fastidies | Lluis Martinez-Ribes
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25/05/2011
0
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||||| 0 n |||||
2889

¿Maravillas? No me fastidies


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Imagen: Lluís Martínez-Ribes

RESUMEN

Si se consiguen reducir los esfuerzos que los clientes han de hacer para lograr su solución, no solo se refuerza su lealtad, sino que mejora la percepción del servicio, se reducen gastos y se pierden menos clientes.

__________

16,2 millones de menciones aparecen en Google cuando se busca “experiencia compra”.  Está claro, no estamos ante un concepto nuevo.

En ocasiones anteriores he explicado que se puede cambiar el comportamiento de los visitantes gestionando el sentido concreto que dé a la experiencia de compra.  Es posible estimular sus compras actuando sobre sus percepciones, por ejemplo aminorando su sensibilidad al precio.

Así pues, de entrada parece razonable el énfasis que muchos directivos ponen en hacer crecer el ticket medio, usando medios “agresivos” de tipo escrito (por ejemplo, multiplicando los “stoppers”) o poniendo a todo volumen el Waka Waka de Shakira.

¿Venta a presión?

Sin embargo, uno de los motores del negocio de las empresas en retail es la lealtad de sus clientes. Estas empresas no logran su rentabilidad en base al margen bruto de una transacción, por grande que éste sea, sino que su sostenibilidad económica es fruto de la lealtad de los clientes.  Es más inteligente tener como meta prioritaria que los clientes vuelvan.

En épocas difíciles no importa tanto que compren menos, siempre que la nuestra sea su tienda habitual.

Así pues, resulta altamente estratégico gestionar la experiencia de compra de manera que estén muy satisfechos y así crezca su lealtad.

El camino mayoritario que se está usando para lograrlo es aumentar los aspectos agradables que el cliente experimenta en su visita a la tienda.

Por ejemplo, mediante vídeos, escaparates con elementos animados, aromas únicos, señalética retroiluminada con LEDs, pantallas táctiles, etc. La oferta de recursos para maravillar al cliente no para de crecer.

Reducir fastidios crea lealtad

Una investigación hecha por Dixon, Freeman y Toman (1) llega a la conclusión de que con solamente satisfacer a los clientes o exceder sus expectativas de servicio, no se les hace más leales.

Pero, si se consiguen reducir los esfuerzos que han de hacer para lograr su solución (2), no solo se refuerza su lealtad, sino que mejora la percepción del servicio, se reducen gastos y se pierden menos clientes.

Si la compra se hace sin esfuerzos, muchos clientes no notan la ausencia de potenciales maravillas en la tienda.

Esta ruta, reducir fastidios y esfuerzos, resulta muy interesante tanto para los clientes, como para la empresa.

Sin embargo, muchas veces no se detectan los esfuerzos que la clientela ha de hacer, porque éstos se consideran “normales”: colas, exceso de surtido, información ininteligible, productos no encontrados, horarios inapropiados, vendedores que no saben, etc.

Una vez identificados todos los esfuerzos que sus clientes hacen, la empresa podría buscar la forma de reducirlos.

Nuevos indicadores

Además, convendría utilizar un tipo de indicadores que darían pistas sobre la capacidad de crear lealtad.

Por ejemplo, el porcentaje de tiempo experimentando fastidio o esfuerzo, en relación al tiempo total que un cliente está en la tienda.

O lo mismo, en relación al tiempo total que dedica a la compra, incluyendo la pre-tienda y la post-tienda.

Seguro que este enfoque puede ser de inspiración para idear modelos de negocio innovadores en retail.

(1) Dixon, M.; Freeman, K.; Toman, N. (2010): Stop trying to delight your customers, Harvard Business Review, Julio-Agosto 2010, p. 116-122.

(2) Ver más en: www.martinez-ribes.com en el artículo: “Para vender más desde mañana mismo. Lo que realmente compra el cliente”.

________________

Lluís Martínez-Ribes

Fuente: Distribución Actualidad, la revista española del retail
(nº 425, Mayo 2011)



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