Mediapost10 millones de españoles buscan productos en Internet pero los adquieren después en tiendas físicas

21 abril, 201640

En un mundo hiperconectado como el de hoy día es habitual entrar en Internet para ver ese producto o servicio en el que se está interesado. Sin embargo, no todos estos procesos de búsqueda acaban en una compra online, ya que el 21% de los españoles, es decir, casi 10 millones de personas, prefiere ir a la tienda a comprarlo después de hacer esta consulta.

Así lo han explicado en Futurizz la project manager de Quoty, Teresa Aguado, y el responsable de Innovación y Tecnología de Mediapost Group, Marcos Rojo, quienes han advertido durante la conferencia ‘En la era digital, ¿cómo planificamos nuestras compras?’ sobre las nuevas perspectivas de negocio que abre este comportamiento de los consumidores a las empresas que tienen tiendas y puntos de venta físicos.

De hecho, el último estudio sobre e-commerce de IAB Spain revela que el denominado ‘efecto ROPO’ (es decir, la búsqueda online que acaba en compra offline) es aplicable a 1 de cada 5 españoles, lo que significa que el hecho de poder ver, tocar y probar el producto sigue siendo un factor determinante a la hora de comprar. Otro informe, en este caso de Fnac Francia, asegura además que los casi 10 millones de españoles que tienen este hábito de consultar primero en Internet y comprar luego en el punto de venta gastan un 33% más que aquellos que no lo tienen.

Por si esto fuera poco, no hay que olvidar que en España ya hay 37 millones de dispositivos móviles con acceso a Internet (28 millones de smartphones y 8 de tablets) y que, según Google, entre el 30 y el 40% de las búsquedas diarias que realizan actualmente los españoles se hacen a través de este tipo de terminales, una cifra ampliamente superior al 15% registrado en 2011.

Es en este contexto de amplia penetración de los dispositivos móviles, y en el que un 20% de españoles afirma que cambia de tienda cuando su establecimiento habitual ha subido el precio de un producto, en el que nace Quoty: una nueva app multiplataforma diseñada para facilitar las compras offline a través de las ventajas que ofrece lo online.

Ahorro de tiempo y dinero en un click

Planificar la compra nunca ha sido una tarea fácil ni divertida. Quoty quiere simplificar este proceso ofreciendo al usuario los mejores folletos, catálogos, ofertas y promociones en una sola aplicación que, además, le informará de cuáles son los establecimientos más cercanos.

Entre otras ventajas, Quoty permitirá crear listas que se podrán compartir y sincronizar en tiempo real con otros familiares, dará acceso a las promociones y cupones descuento de los folletos digitales y agrupará todas las tarjetas de fidelización del cliente.

Aunque Quoty es una app centrada en los compradores, también ofrece grandes oportunidades para las marcas, retailers y distribuidores, que podrán interactuar diariamente con sus posibles compradores y complementar su folleto físico con el digital.

Utilizar Quoty es tan fácil como registrarse con un correo electrónico. Además, no se trata de una app intrusiva, ya que es el comprador quien decide las interacciones que acepta la aplicación. Es decir, a qué catálogos digitales quiere suscribirse y qué tipo de notificaciones quiere recibir, así como su periodicidad.

Una historia de éxito en Francia y Bélgica

Puesta en marcha hace tres años en Bélgica, la fórmula de Quoty ha conquistado ya a 555.000 hogares belgas (sobre un total de 4,5 millones) y está siendo usada por un 55% de mujeres y un 45% hombres. También ha calado en Francia, donde tan sólo durante el año pasado consiguió más de 3 millones de descargas (sobre un total de 24 millones de hogares) y está previsto que alcance los cinco millones el próximo año.

En España está disponible en Google Play y App Store y sus responsables prevén que, a finales de año, tenga más de 50.000 usuarios activos, de los cuales, casi un 55% serán hombres y un 45% mujeres, con una media de edad entre 25 y 34 años.


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