{"id":232,"date":"2018-05-08T13:50:33","date_gmt":"2018-05-08T11:50:33","guid":{"rendered":"https:\/\/www.emagister.com.co\/blog\/?p=232"},"modified":"2018-05-14T17:35:34","modified_gmt":"2018-05-14T15:35:34","slug":"el-efecto-ropo-un-movimiento-en-alza-que-ha-llegado-para-quedarse","status":"publish","type":"post","link":"https:\/\/www.emagister.com.co\/blog\/el-efecto-ropo-un-movimiento-en-alza-que-ha-llegado-para-quedarse\/","title":{"rendered":"El efecto ROPO, un movimiento en alza que ha llegado para quedarse"},"content":{"rendered":"<p style=\"text-align: justify;\">El inicio del comercio electr\u00f3nico ha supuesto la transformaci\u00f3n de los h\u00e1bitos del consumo debido principalmente a los nuevos dispositivos m\u00f3viles, con un impacto claro en el comercio tradicional que se hizo sentir estos a\u00f1os de crisis con el cierre de locales, tiendas, vendedores solitarios en grandes superficies.<!--more--><\/p>\n<p style=\"text-align: justify;\">Esta realidad est\u00e1 forzando al comercio a transformase y combinar de forma coherente la estrategia online y offline para no perder cuota de mercado y oportunidades de negocio.<img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-29672 size-medium\" src=\"https:\/\/www.emagister.com\/blog\/wp-content\/uploads\/2016\/08\/OBS_logo-300x200.jpg\" alt=\"\" width=\"300\" height=\"200\" \/><\/p>\n<p style=\"text-align: justify;\">La evoluci\u00f3n que est\u00e1 teniendo el uso de la tecnolog\u00eda en los puntos de venta est\u00e1 poniendo en evidencia el efecto ROPO, <strong>acr\u00f3nimo de Research online, Purchase offline<\/strong>, tambi\u00e9n denominado <strong>webrooming<\/strong>, como la oportunidad que ofrece al sector para adaptarse.<\/p>\n<p style=\"text-align: justify;\">Seg\u00fan el estudio de Nielsen, \u201cNuera Era, Nuevo Consumidor\u201d, <strong>m\u00e1s del 80 % de los consumidores espa\u00f1oles buscan en tiendas la mejor opci\u00f3n<\/strong>. Los consumidores buscan realizar la mejor compra en cuanto a calidad y experiencia se refiere, pasando el precio a un segundo plano. Su efecto ha crecido con la aparici\u00f3n de aplicaciones m\u00f3viles que permiten comparar los precios de los productos y servicios deseados. Los millenials son los que m\u00e1s utilizan este efecto en su comportamiento de compra, seg\u00fan el estudio de KPMG 2017 la realidad de los consumidores online.<\/p>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-239 size-full\" src=\"https:\/\/www.emagister.com.co\/blog\/wp-content\/uploads\/2018\/05\/11.jpg\" alt=\"\" width=\"759\" height=\"441\" \/><\/p>\n<p style=\"text-align: justify;\">Seg\u00fan el informe publicado por Experian H\u00e1bitos de compra offline y online del consumidor espa\u00f1ol, las ventajas de las tiendas f\u00edsicas para los encuestados son:<\/p>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-240 size-full aligncenter\" src=\"https:\/\/www.emagister.com.co\/blog\/wp-content\/uploads\/2018\/05\/12.jpg\" alt=\"\" width=\"836\" height=\"223\" \/><\/p>\n<p style=\"text-align: justify;\">Tambi\u00e9n se produce el efecto contrario denominado showrooming, pero no excluyente, cuando los consumidores se asesoran en los puntos de venta y cierran la venta en el canal on-line al precio que m\u00e1s les interesa, estos son tambi\u00e9n especialmente sensibles a los programas de fidelizaci\u00f3n.<\/p>\n<p style=\"text-align: justify;\">Para acceder a m\u00e1s contenido sobre el informe \u201cConsumo en Navidad\u201d, solicite el informe aqu\u00ed.<\/p>\n<p>&nbsp;<\/p>\n<h5>Fuente: OBS Business School<\/h5>\n","protected":false},"excerpt":{"rendered":"<p>El inicio del comercio electr\u00f3nico ha supuesto la transformaci\u00f3n de los h\u00e1bitos del consumo debido principalmente a los nuevos dispositivos m\u00f3viles, con un impacto claro en el comercio tradicional que se hizo sentir estos a\u00f1os de crisis con el cierre de locales, tiendas, vendedores solitarios en grandes superficies.<\/p>\n","protected":false},"author":4,"featured_media":241,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2],"tags":[275,8,19,105,163,164,174,175,176],"class_list":["post-232","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-centros-educativos","tag-noticiaselespectador","tag-noticias-de-centros-educativos","tag-centros-educativos","tag-escuelas-de-negocios","tag-es_120010567","tag-obs-business-school","tag-research-online","tag-webrooming","tag-venta-online"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El efecto ROPO, un movimiento en alza que ha llegado para quedarse - Blog Emagister Colombia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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