{"id":1955,"date":"2021-10-05T12:20:22","date_gmt":"2021-10-05T12:20:22","guid":{"rendered":"https:\/\/innovacioncomercio.org\/?p=1955"},"modified":"2022-01-21T12:23:25","modified_gmt":"2022-01-21T12:23:25","slug":"innovacion-en-el-sector-retail-2","status":"publish","type":"post","link":"https:\/\/innovacioncomercio.org\/index.php\/2021\/10\/05\/innovacion-en-el-sector-retail-2\/","title":{"rendered":"INNOVACI\u00d3N EN EL SECTOR RETAIL"},"content":{"rendered":"<div class=\"wpb-content-wrapper\">[vc_row disable_element=&#8221;yes&#8221;][vc_column][vc_custom_heading text=&#8221;DESCRIPCI\u00d3N&#8221; font_container=&#8221;tag:h2|text_align:left|color:%23638b8c&#8221; google_fonts=&#8221;font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal&#8221;][vc_column_text]Este proyecto tuvo como objetivo principal analizar, a trav\u00e9s de distintas t\u00e9cnicas y tecnolog\u00edas, el comportamiento del consumidor en el proceso de compra, pudiendo conocer c\u00f3mo impactan en \u00e9l los diferentes est\u00edmulos que se presentan en las tiendas y escaparates comerciales.<\/p>\n<p>La Junta de Castilla y Le\u00f3n, miembro benefactor de la C\u00e1tedra, apoy\u00f3 econ\u00f3micamente el desarrollo del proyecto en el que se desarrollaron cuatro actuaciones. En primer lugar, un estudio del comportamiento del consumidor en el interior y exterior de la tienda. En segundo lugar, la implementaci\u00f3n de la t\u00e9cnica de <em>visual merchandising<\/em>. En tercer lugar, la elaboraci\u00f3n de un censo de los municipios de Palencia y Valladolid y, por \u00faltimo, un an\u00e1lisis de <em>benchmarking<\/em>.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_custom_heading text=&#8221;DESCRIPCI\u00d3N&#8221; font_container=&#8221;tag:h2|text_align:left|color:%23638b8c&#8221; google_fonts=&#8221;font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal&#8221;][vc_column_text]Este es un proyecto en el que estamos trabajando actualmente, de la mano de la empresa consultora de Marketing Science\u00a0Sociograph\u00a0 y la empresa especializada en el dise\u00f1o de espacios comerciales\u00a0Studio Escaparatismo\u00ae by Alma Visual.<\/p>\n<p>El proyecto est\u00e1 destinado a la\u00a0innovaci\u00f3n\u00a0y apoyo del sector\u00a0comercial, siguiendo nuestra raz\u00f3n de ser.<\/p>\n<p>Para conocer m\u00e1s en profundidad la funci\u00f3n de la C\u00e1tedra y participar en los proyectos que emprende, \u00fanete gratuitamente en el siguiente <strong><a href=\"https:\/\/innovacioncomercio.org\/index.php\/unete\/\">enlace<\/a><\/strong>.<\/p>\n<p><strong>Pronto podremos revelar m\u00e1s acerca del estudio y c\u00f3mo beneficiar\u00e1 al sector en su necesidad por digitalizarse e implantar nuevas tecnolog\u00edas. <\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row disable_element=&#8221;yes&#8221;][vc_column][vc_tta_accordion active_section=&#8221;10&#8243; collapsible_all=&#8221;true&#8221;][vc_tta_section title=&#8221;OBJETIVOS&#8221; tab_id=&#8221;1621331622197-e00e2709-c508&#8243;][vc_column_text]\n<ul>\n<li>Analizar la reacci\u00f3n no consciente (atenci\u00f3n y emoci\u00f3n) de los consumidores en los establecimientos comerciales.<\/li>\n<li>Identificar los est\u00edmulos y elementos que impacta en mayor medida a los individuos en el interior y exterior (escaparates) de las tiendas.<\/li>\n<li>Conocer las percepciones de los consumidores ante la distinta disposici\u00f3n de los productos en el interior de una tienda y en su escaparate.<\/li>\n<li>Definir el perfil comercial de las zonas objeto de estudio de los municipios de Palencia y Valladolid.<\/li>\n<li>Conocer el nivel de innovaci\u00f3n e implantaci\u00f3n de tecnolog\u00edas neurocient\u00edficas aplicadas al comercio en Espa\u00f1a.<\/li>\n<li>Identificar acciones novedosas aplicadas al comercio que puedan replicarse en Castilla y Le\u00f3n para beneficio de su econom\u00eda, sociedad y actividad comercial.<\/li>\n<\/ul>\n[\/vc_column_text][\/vc_tta_section][vc_tta_section title=&#8221;METODOLOG\u00cdA&#8221; tab_id=&#8221;1621331622223-583d91a0-77a3&#8243;][vc_column_text]<strong>Medici\u00f3n Electrod\u00e9rmica: Sociograph\u00ae<\/strong><\/p>\n<p>Esta tecnolog\u00eda analiza el impacto emocional que provocan los elementos y est\u00edmulos que percibe el individuo a lo largo del proceso de compra. Permite obtener datos objetivos (eliminando los datos individuales y subjetivos) y representativos.<\/p>\n<p><strong>Cuestionarios<\/strong><\/p>\n<p>Consiste en una serie de preguntas para obtener informaci\u00f3n de los individuos.<\/p>\n<p>A trav\u00e9s de ellos se pueden conocer las reacciones conscientes que, contrastadas con las inconscientes obtenidas de la tecnolog\u00eda Sociograph\u00ae, permiten obtener unos resultados m\u00e1s completos y reales.<\/p>\n<p><strong>Grabaci\u00f3n subjetiva<\/strong><\/p>\n<p>Dispositivo de grabaci\u00f3n (gafas-c\u00e1mara) que recoge el recorrido del sujeto por el entorno objeto de estudio.<\/p>\n<p>Permite identificar en qu\u00e9 elementos de la tienda focaliza su atenci\u00f3n: precios, estantes superiores o inferiores, etiquetas, etc.<\/p>\n<p><strong>Trabajo de campo<\/strong>[\/vc_column_text][\/vc_tta_section][vc_tta_section title=&#8221;ACCIONES&#8221; tab_id=&#8221;1621331707882-3b983c27-093a&#8221;][vc_column_text]El proyecto consta de cuatro actuaciones:<\/p>\n<ul>\n<li>Primera actuaci\u00f3n. Estudio del comportamiento del consumidor en el interior y exterior de la tienda mediante tecnolog\u00eda neurocient\u00edfica (medici\u00f3n electrod\u00e9rmica y grabaci\u00f3n subjetiva).<\/li>\n<li>Segunda actuaci\u00f3n. Implementaci\u00f3n de la t\u00e9cnica de <em>visual merchandising<\/em> con el fin de identificar la colocaci\u00f3n \u00f3ptima de los productos en los establecimientos comerciales.<\/li>\n<li>Tercera actuaci\u00f3n. Elaboraci\u00f3n de un censo que permite conocer el perfil comercial de los municipios de Palencia y Valladolid<\/li>\n<li>Cuarta actuaci\u00f3n. An\u00e1lisis de benchmarking con el fin de identificar las acciones dirigidas al comercio que se realizan en municipios de m\u00e1s de 20.000 habitantes de toda Espa\u00f1a pudiendo conocer si las t\u00e9cnicas utilizadas en las dos primeras actuaciones del estudio son pioneras e innovadoras.<strong style=\"color: #555555; font-size: 14.4px;\">\u00a0<\/strong><\/li>\n<\/ul>\n[\/vc_column_text][\/vc_tta_section][vc_tta_section title=&#8221;RESULTADOS&#8221; tab_id=&#8221;1621331722776-62f1b131-7e70&#8243;][vc_column_text]\n<ul>\n<li>Identificaci\u00f3n de los elementos de las tiendas m\u00e1s efectivos para inducir a la compra.<\/li>\n<li>Identificaci\u00f3n y recomendaci\u00f3n de la estrategia de <em>visual merchandising<\/em> m\u00e1s atractiva para los consumidores.<\/li>\n<li>Descripci\u00f3n del perfil comercial de las zonas objeto de estudio de Palencia y Valladolid.<\/li>\n<li>Conocimiento acerca de lo innovadoras y pioneras que son las t\u00e9cnicas de neuromarketing utilizadas en el estudio a nivel nacional.<\/li>\n<\/ul>\n[\/vc_column_text][\/vc_tta_section][\/vc_tta_accordion][\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"[vc_row disable_element=&#8221;yes&#8221;][vc_column][vc_custom_heading text=&#8221;DESCRIPCI\u00d3N&#8221; font_container=&#8221;tag:h2|text_align:left|color:%23638b8c&#8221; google_fonts=&#8221;font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal&#8221;][vc_column_text]Este proyecto tuvo como objetivo principal analizar, a trav\u00e9s de distintas t\u00e9cnicas y tecnolog\u00edas, el comportamiento del consumidor en el proceso de compra, pudiendo conocer c\u00f3mo impactan en \u00e9l los diferentes est\u00edmulos que se presentan en las tiendas y escaparates comerciales. La Junta de Castilla y Le\u00f3n, miembro benefactor de la<\/p>\n","protected":false},"author":1,"featured_media":1943,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"content-type":"","footnotes":""},"categories":[7],"tags":[],"class_list":["post-1955","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-proyectos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.2.1 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>INNOVACI\u00d3N EN EL SECTOR RETAIL - INNOVACION COMERCIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/innovacioncomercio.org\/index.php\/2021\/10\/05\/innovacion-en-el-sector-retail-2\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"INNOVACI\u00d3N EN EL SECTOR RETAIL\" \/>\n<meta property=\"og:description\" content=\"[vc_row disable_element=&#8221;yes&#8221;][vc_column][vc_custom_heading text=&#8221;DESCRIPCI\u00d3N&#8221; font_container=&#8221;tag:h2|text_align:left|color:%23638b8c&#8221; google_fonts=&#8221;font_family:Montserrat%3Aregular%2C700|font_style:400%20regular%3A400%3Anormal&#8221;][vc_column_text]Este proyecto tuvo como objetivo principal analizar, a trav\u00e9s de distintas t\u00e9cnicas y tecnolog\u00edas, el comportamiento del consumidor en el proceso de compra, pudiendo conocer c\u00f3mo impactan en \u00e9l los diferentes est\u00edmulos que se presentan en las tiendas y escaparates comerciales. 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