{"id":4476,"date":"2020-10-14T18:53:47","date_gmt":"2020-10-14T16:53:47","guid":{"rendered":"https:\/\/vvaconsultants.com\/la-superdigitalizacion-en-la-industria-del-lujo-menos-tiendas-y-mucha-mas-tecnologia\/"},"modified":"2020-10-14T18:53:47","modified_gmt":"2020-10-14T16:53:47","slug":"la-superdigitalizacion-en-la-industria-del-lujo-menos-tiendas-y-mucha-mas-tecnologia","status":"publish","type":"post","link":"https:\/\/vvaconsultants.com\/en\/la-superdigitalizacion-en-la-industria-del-lujo-menos-tiendas-y-mucha-mas-tecnologia\/","title":{"rendered":"La Superdigitalizaci\u00f3n en la industria del Lujo, menos tiendas y mucha m\u00e1s tecnolog\u00eda."},"content":{"rendered":"\n<p>Durante la\njornada organizada por la Asociaci\u00f3n Espa\u00f1ola del Lujo del pasado 30 de\nseptiembre con el<strong> t\u00edtulo<\/strong><strong> \u201cLos retos de la superdigitalizaci\u00f3n\nen el sector del lujo\u201d <\/strong>diferentes profesionales expertos en el\nsector compartieron experiencias sobre el momento que est\u00e1n viviendo las <strong>marcas de lujo<\/strong> en la actualidad y el <strong>papel de la tecnolog\u00eda. <\/strong>Se apuntaron\nlas siguientes reflexiones:<\/p>\n\n\n\n<p>Se da un cambio\nde demanda en el consumidor que quiere un<strong>\nconsumo inmediato<\/strong>. <\/p>\n\n\n\n<p> \u201c<strong>el\navance de la digitalizaci\u00f3n va a afectar a todos los negocios<\/strong>\u201d y \u201clas\npersonas y empresas que <strong>no se\ndigitalicen perder\u00e1n ventaja competitiva en el mercado\u201d.<\/strong><\/p>\n\n\n\n<p>\u201cel gran\nreto para cualquier compa\u00f1\u00eda es estar donde tu cliente o posible cliente quiere\ny, adem\u00e1s, de <strong>manera relevante<\/strong>. \u201cla\ntecnolog\u00eda abre nuevos caminos para que las marcas lleguen <strong>mejor y m\u00e1s r\u00e1pido<\/strong> a la sociedad\u201d.<\/p>\n\n\n\n<p>Se destac\u00f3 el\n<strong>aumento de la inversi\u00f3n de las empresas del \u00e1mbito\nPremium y de lujo en<\/strong><strong>\nmarketing digital<\/strong> (redes sociales, content marketing, social\nlistening, UX, e-commerce y CRM), para luego explicar cu\u00e1les son los <strong>10 pasos hacia la digitalizaci\u00f3n:<\/strong><\/p>\n\n\n\n<p><strong>1. La Superdigitalizaci\u00f3n.<\/strong> <\/p>\n\n\n\n<p>Generaci\u00f3n\nde <strong>nuevos h\u00e1bitos<\/strong> en el consumidor\ntras el confinamiento: compra a trav\u00e9s de plataformas digitales, potenciaci\u00f3n\ndel mercado local e inversi\u00f3n en tecnolog\u00eda y digital. El \u00e1mbito del marketing\ndigital que mayor inversi\u00f3n recibir\u00e1 en los pr\u00f3ximos meses ser\u00e1 el <strong>comercio digital (50%).<\/strong><\/p>\n\n\n\n<p><strong>2. Cultura de la Organizaci\u00f3n.<\/strong> Se producen cambios en la manera de trabajar en las compa\u00f1\u00edas: modelo colaborativo, formaci\u00f3n de los equipos y captaci\u00f3n de talentos ausentes en la compa\u00f1\u00eda: como podr\u00edan ser perfiles de especialistas en <strong>Ecommerce, Data Scientists , User Experience Developers, Digital Marketing Managers<\/strong>\u2026<\/p>\n\n\n\n<p><strong>3. Estrategia -Marketing Intelligence.<\/strong> Hay que volver a plantearse\nciertas preguntas sobre los consumidores, la marca, etc., ya que se producen\ncambios en el customer journey que pasa a ser el  <strong>Digital\nJourney<\/strong><\/p>\n\n\n\n<p><strong>4. La experiencia de consumidor en el sector del lujo.<\/strong> Importancia de entender\nc\u00f3mo funciona el mercado digital y mejorar la experiencia de usuario.<\/p>\n\n\n\n<p><strong>5. Propuesta de valor.<\/strong> El consumidor tiene nuevas demandas.<\/p>\n\n\n\n<p><strong>6. Marcas nativas-Direct2C.<\/strong> Permite mejora de m\u00e1rgenes y posibilidades de marketing, control de la experiencia global del cliente. <\/p>\n\n\n\n<p><strong>7. Marcas orientadas a los datos.<\/strong> <\/p>\n\n\n\n<p><strong>8. Vender m\u00e1s y mejor.<\/strong> Aquellas empresas\nque ya estaban potenciando antes la digitalizaci\u00f3n han sufrido mucho menos\nestos meses de pandemia.<\/p>\n\n\n\n<p><strong>9. Innovaci\u00f3n y tecnolog\u00eda.<\/strong> Hace falta la\ntecnolog\u00eda en todo el proceso de venta: captaci\u00f3n, retenci\u00f3n, conversi\u00f3n y\nfidelizaci\u00f3n.<\/p>\n\n\n\n<p><strong>10. Tendencias.<\/strong> Algunas de las tendencias que se observan son: la<strong> sostenibilidad<\/strong> como driver de consumo relevante, la entrada de <strong>Amazon<\/strong> en la distribuci\u00f3n de marcas de lujo y la <strong>digitalizaci\u00f3n de las marcas<\/strong> ,<strong> con menos tiendas, pero con mucha m\u00e1s tecnolog\u00eda.<\/strong><\/p>\n\n\n\n<p>Los retos a los que se enfrenta el sector del lujo nos parecen un gran ejemplo de c\u00f3mo la digitalizaci\u00f3n para la mayor\u00eda de empresas espa\u00f1olas y mundiales, no es una opci\u00f3n es una necesidad. <\/p>\n\n\n\n<p>Nota basada en art\u00edculo de la revista <strong>BeautyProf <\/strong> <a href=\"http:\/\/www.revistabeautyprof.com\/es\/notices\/2020\/10\/la-superdigitalizacion-uno-de-los-grandes-retos-para-el-sector-del-lujo-73449.php\">http:\/\/www.revistabeautyprof.com\/es\/notices\/2020\/10\/la-superdigitalizacion-uno-de-los-grandes-retos-para-el-sector-del-lujo-73449.php<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Durante la jornada organizada por la Asociaci\u00f3n Espa\u00f1ola del Lujo del pasado 30 de septiembre con el t\u00edtulo \u201cLos retos<\/p>\n","protected":false},"author":2,"featured_media":4477,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[27],"tags":[],"class_list":["post-4476","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - 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