{"id":7361,"date":"2020-04-23T10:46:16","date_gmt":"2020-04-23T09:46:16","guid":{"rendered":"https:\/\/www.talentiam.com\/?p=7361"},"modified":"2020-04-23T10:46:16","modified_gmt":"2020-04-23T09:46:16","slug":"el-nuevo-consumidor-post-covid-19","status":"publish","type":"post","link":"https:\/\/www.talentiam.com\/es\/blog\/el-nuevo-consumidor-post-covid-19\/","title":{"rendered":"\u00bfC\u00f3mo ser\u00e1 el consumidor post Covid-19?"},"content":{"rendered":"<p>La crisis del Coronavirus se est\u00e1 convirtiendo en un momento hist\u00f3rico para nuestra sociedad. En un primer momento, los consumidores frenaron su consumo debido al cierre de la gran mayor\u00eda de puntos f\u00edsicos de venta (menos supermercados y farmacias, entre otros ejemplos de comercios esenciales). La bajada de persianas de las tiendas ha producido un aumento de las ventas mediante canales online. Productos relacionados con la cultura, la moda o, incluso, los alimentos, han visto crecer sus ventas a nivel digital. Lo que est\u00e1 claro es que ahora el consumidor ha cambiado su forma de ver el mundo. El usuario ha frenado en seco (a causa de la pandemia) y esto se traduce en la aparici\u00f3n de <strong>un nuevo consumidor m\u00e1s concienciado, digital, infiel y ahorrador.<\/strong><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-7365\" src=\"https:\/\/www.talentiam.com\/wp-content\/uploads\/2020\/04\/christiann-koepke-dQyS2pMYtok-unsplash.jpg\" alt=\"\" width=\"900\" height=\"600\" srcset=\"https:\/\/www.talentiam.com\/wp-content\/uploads\/2020\/04\/christiann-koepke-dQyS2pMYtok-unsplash.jpg 900w, https:\/\/www.talentiam.com\/wp-content\/uploads\/2020\/04\/christiann-koepke-dQyS2pMYtok-unsplash-300x200.jpg 300w, https:\/\/www.talentiam.com\/wp-content\/uploads\/2020\/04\/christiann-koepke-dQyS2pMYtok-unsplash-768x512.jpg 768w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/p>\n<p>El sector del <em>fashion-retail<\/em> es el que nos ocupa propiamente, pero la realidad es que las caracter\u00edsticas del nuevo consumidor se pueden extrapolar a diversos campos. Debido a la <a href=\"https:\/\/www.talentiam.com\/es\/blog\/cinco-herramientas-para-facilitar-y-organizar-el-teletrabajo-durante-la-cuarentena\/\" target=\"_blank\" rel=\"noopener noreferrer\">cuarentena<\/a> y al cambio en las perspectivas econ\u00f3micas de la mayor\u00eda de hogares, los cambios han llegado para agilizar una tendencia que ya ve\u00edamos observando durante estos \u00faltimos a\u00f1os. Seg\u00fan apunta el medio <a href=\"https:\/\/amp.expansion.com\/empresas\/distribucion\/2020\/04\/22\/5ea05efa468aebb71b8b45a0.html\" target=\"_blank\" rel=\"noopener noreferrer\">Expansi\u00f3n<\/a>, \u00abpasar m\u00e1s tiempo en casa ha disparado, por ejemplo,\u00a0<strong>el n\u00famero de personas que dedica m\u00e1s tiempo a cocinar (+67%) o el n\u00famero de ingestas al d\u00eda de alimentos (28%)\u00bb. <\/strong>Estos cambios, que pueden parecer insignificantes para nuestro sector, son puntos claves para conocer las nuevas tendencias de consumo.<\/p>\n<p><a href=\"https:\/\/www.aecoc.es\/\" target=\"_blank\" rel=\"noopener noreferrer\">Aeoc<\/a> apunta que la <strong>proximidad<\/strong> del comercio se ha convertido en un factor esencial. Este ha dejado de ser el primer valor de decisi\u00f3n para el 24% de la poblaci\u00f3n, a serlo ahora para el 74%. De este modo, se han reducido el n\u00famero de visitas a los supermercados y tiendas de bienes esenciales y ha subido el precio del ticket medio de cada operaci\u00f3n. As\u00ed, observamos a un consumidor que, a partir de ahora,<strong> contar\u00e1 con una planificaci\u00f3n mayor en sus compras.\u00a0<\/strong><\/p>\n<p>Actualmente, <strong>el consumidor se muestra fiel a una cadena o a una tienda en concreto<\/strong>. En nuestra rutina habitual, se observa c\u00f3mo el cliente visita diferentes supermercados para hacer la compra (ya que en cada uno de ellos encuentra productos diferentes), mientras que ahora \u00fanicamente visita un establecimiento. Sin embargo, seg\u00fan apunta Aoec, est\u00e1 tendencia volver\u00e1 a cambiar cuando la normalidad se imponga. As\u00ed, <strong>el consumidor volver\u00e1 a ser infiel.\u00a0<\/strong><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7363\" src=\"https:\/\/www.talentiam.com\/wp-content\/uploads\/2020\/04\/john-michael-thomson-9m1V6A8Fm-A-unsplash.jpg\" alt=\"\" width=\"900\" height=\"600\" srcset=\"https:\/\/www.talentiam.com\/wp-content\/uploads\/2020\/04\/john-michael-thomson-9m1V6A8Fm-A-unsplash.jpg 900w, https:\/\/www.talentiam.com\/wp-content\/uploads\/2020\/04\/john-michael-thomson-9m1V6A8Fm-A-unsplash-300x200.jpg 300w, https:\/\/www.talentiam.com\/wp-content\/uploads\/2020\/04\/john-michael-thomson-9m1V6A8Fm-A-unsplash-768x512.jpg 768w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/p>\n<p>Llegamos a uno de los puntos m\u00e1s importantes de este cambio: la <strong>digitalizaci\u00f3n<\/strong>. El estudio apunta que \u00ab<a href=\"https:\/\/amp.expansion.com\/empresas\/distribucion\/2020\/04\/22\/5ea05efa468aebb71b8b45a0.html\" target=\"_blank\" rel=\"noopener noreferrer\">un 20% de las personas que nunca hab\u00edan hecho la compra online antes de la pandemia han comenzado ahora a hacerlo<\/a>,\u00a0<strong>derribando el principal muro para el crecimiento del canal digital: el desconocimiento y la falta de confianza<\/strong> en su funcionamiento. Adem\u00e1s, un 17% asegura que mantendr\u00e1 esta tendencia una vez termine el confinamiento\u00bb. De este modo, las plataformas de venta online seguir\u00e1n al alza durante los pr\u00f3ximos a\u00f1os y podr\u00e1n llegar a un p\u00fablico m\u00e1s amplio.<\/p>\n<p>Por \u00faltimo, se pronostica que <strong>los servicios de comida por mensajer\u00eda se ver\u00e1n gravemente afectados<\/strong>. \u00abEl 66% de los consumidores utilizaban los servicios de comida a domicilio antes de la crisis del Coronavirus, pero ahora hay un 66% de personas que lo usan menos y <strong>s\u00f3lo un 6% que siguen recurriendo a esta opci\u00f3n de manera habitual.<\/strong> El cierre de gran parte de la hosteler\u00eda ha reducido la oferta y el consumidor tiene ademas miedo a poder contagiarse en la recepci\u00f3n del env\u00edo. El 44% dice que seguir\u00e1 usando menos el delivery cuando la situaci\u00f3n mejore\u00bb apunta Expansi\u00f3n.<\/p>\n<p>Gracias a este estudio podemos ir dibujando el modelo del consumidor en la era post Coronavirus para entender c\u00f3mo se desarrollar\u00e1 la actividad econ\u00f3mica durante los pr\u00f3ximos a\u00f1os. Adem\u00e1s, <a href=\"https:\/\/www.marketingdirecto.com\/marketing-general\/marketing\/4-caracteristicas-del-consumidor-post-coronavirus\" target=\"_blank\" rel=\"noopener noreferrer\">ahorrar, cuidarse y continuar con las medidas de higiene y distanciamiento social ser\u00e1n cuatro de las caracter\u00edsticas principales del consumidor post Coronavirus.<\/a><\/p>\n<p>Te animamos a que nos sigas en nuestras<strong>\u00a0Redes Sociales<\/strong>\u00a0(<a href=\"https:\/\/www.instagram.com\/talentiam_oficial\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram<\/a>,\u00a0<a href=\"https:\/\/www.facebook.com\/talentiam\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a>\u00a0y\u00a0<a href=\"https:\/\/twitter.com\/settings\/account\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter.<\/a>\u00a0\u00a1Bienvenidos a la peque\u00f1a-gran familia de\u00a0<em><strong>talentiam<\/strong><\/em>!<\/p>\n<p>Fotos | Unsplash<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El nuevo consumidor post-Covid 19 impulsar\u00e1 los canales digitales (tanto en el sector fashion-retail como en campos relacionados con la alimentaci\u00f3n) y dar\u00e1 importancia a factores como la proximidad y el ahorro. <\/p>\n","protected":false},"author":8,"featured_media":7365,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"yasr_overall_rating":0,"yasr_post_is_review":"","yasr_auto_insert_disabled":"","yasr_review_type":"Other","footnotes":""},"categories":[101,26],"tags":[482,550,133,314,152,124],"class_list":["post-7361","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-moda","category-retail-moda","tag-482","tag-consumidor","tag-empresas","tag-futuro","tag-negocio","tag-retail"],"yasr_visitor_votes":{"stars_attributes":{"read_only":false,"span_bottom":false},"number_of_votes":0,"sum_votes":0},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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