{"id":11186,"date":"2022-05-18T22:02:24","date_gmt":"2022-05-18T22:02:24","guid":{"rendered":"https:\/\/juliancastiblanco.com\/web\/?p=11186"},"modified":"2022-05-18T22:02:24","modified_gmt":"2022-05-18T22:02:24","slug":"webrooming-como-implementarlo-en-tu-estrategia-de-ecommerce","status":"publish","type":"post","link":"https:\/\/juliancastiblanco.com\/web\/webrooming-como-implementarlo-en-tu-estrategia-de-ecommerce\/","title":{"rendered":"Webrooming: \u00bfC\u00f3mo implementarlo en tu estrategia de ecommerce?"},"content":{"rendered":"<p><span data-contrast=\"none\">El COVID-19 trajo consigo algunos cambios en la forma de vivir, de relacionarnos y de consumir. Muchas de las marcas que ten\u00edan \u00fanicamente tienda f\u00edsica, migraron a la apertura de un\u00a0<\/span><a href=\"https:\/\/www.iebschool.com\/blog\/comercio-online-ecommerce\/\" target=\"_blank\" rel=\"noopener\"><b><i><span data-contrast=\"none\">ecommerce<\/span><\/i><\/b><\/a><span data-contrast=\"none\">\u00a0para no perder ingresos y ahora que ha vuelto la normalidad, ven c\u00f3mo disminuye su conversi\u00f3n web y empiezan a aumentar sus visitas a tienda.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">La raz\u00f3n de esto es el\u00a0<\/span><b><i><span data-contrast=\"none\">webrooming<\/span><\/i><\/b><i><span data-contrast=\"none\">,\u00a0<\/span><\/i><span data-contrast=\"none\">una tendencia que renace y que debe ser tenida en cuenta por los equipos de marketing para no perder ventas. \u00bfQuieres saber de qu\u00e9 se trata? Sigue leyendo<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"none\">\u00bfQu\u00e9 es\u00a0<\/span><i><span data-contrast=\"none\">webrooming<\/span><\/i><span data-contrast=\"none\">\u00a0o ROPO?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:40,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h2>\n<p><b><i><span data-contrast=\"none\">Webrooming<\/span><\/i><\/b><b><span data-contrast=\"none\">\u00a0o ROPO\u00a0<\/span><\/b><span data-contrast=\"none\">(Research Online, Pay Offline) es un tendencia de h\u00e1bito de consumo en el que la decisi\u00f3n de compra del consumidor est\u00e1 influenciada por el contenido digital: im\u00e1genes, descripciones, rese\u00f1as, pero la compra final se realiza en la tienda (offline).<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">El\u00a0<\/span><i><span data-contrast=\"none\">webrooming<\/span><\/i><span data-contrast=\"none\">\u00a0se puede equiparar con la funcionalidad de\u00a0<\/span><b><i><span data-contrast=\"none\">Click and Collect\u00a0<\/span><\/i><\/b><span data-contrast=\"none\">que evolucion\u00f3 durante la pandemia y que hace referencia al p<\/span><b><span data-contrast=\"none\">roceso de reserva online y posterior recogida del producto de forma f\u00edsica.<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Pero esta tendencia no es una novedad, antes del coronavirus ya era habitual que los consumidores se informaran a trav\u00e9s de internet sin renunciar a la posibilidad de acudir a la tienda a probarse un producto, verlo, y tener un contacto con el personal de la tienda.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Las siguientes estad\u00edsticas pueden ayudarnos a entender por qu\u00e9 las personas eligen el\u00a0<\/span><i><span data-contrast=\"none\">webrooming\u00a0<\/span><\/i><span data-contrast=\"none\">como m\u00e9todo de compra:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"16\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"none\">El 88% de los compradores investiga en l\u00ednea antes de realizar una compra<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"16\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"none\">El 47% no desea pagar env\u00edos<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"16\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"none\">El 23% no desea esperar por su producto<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"16\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"5\" data-aria-level=\"1\"><span data-contrast=\"none\">El 46% prefieren sentir el producto antes de comprarlo<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"none\">Incluir el\u00a0<\/span><i><span data-contrast=\"none\">webrooming\u00a0<\/span><\/i><span data-contrast=\"none\">dentro de las\u00a0<\/span><a href=\"https:\/\/www.iebschool.com\/blog\/que-es-el-marketing-omnicanal-y-como-aplicarlo-e-commerce\/\" target=\"_blank\" rel=\"noopener\"><b><span data-contrast=\"none\">estrategias omnicanal<\/span><\/b><\/a><span data-contrast=\"none\">\u00a0ayudar\u00e1 a cubrir las necesidades 360 de tu negocio.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"none\">Webrooming vs showrooming<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:40,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h2>\n<p><i><span data-contrast=\"none\">Showrooming\u00a0<\/span><\/i><span data-contrast=\"none\">es el fen\u00f3meno contrario al<\/span><i><span data-contrast=\"none\">\u00a0webrooming<\/span><\/i><span data-contrast=\"none\">. Tambi\u00e9n se le conoce como O2O (offline to online) y consiste en<\/span><b><span data-contrast=\"none\">\u00a0probar los productos en tienda f\u00edsica y terminar de adquirirlo a trav\u00e9s de Internet<\/span><\/b><span data-contrast=\"none\">. Este tipo de compras se realiza debido a que los consumidores pueden probar y sentir los productos, adem\u00e1s de que en ocasiones hay precios m\u00e1s baratos y ofertas exclusivas en l\u00ednea.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Aquellos consumidores que optan por el\u00a0<\/span><i><span data-contrast=\"none\">showrooming<\/span><\/i><span data-contrast=\"none\">\u00a0tienen la ventaja de recibir sus productos en casa junto con la posibilidad de elegir entre una selecci\u00f3n de stock mucho mayor a la que suele haber en tienda f\u00edsica.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p aria-level=\"2\"><span style=\"font-size: 20px;\"><strong>\u00bfPor qu\u00e9 es importante tener en cuenta el\u00a0<i>webrooming<\/i>?\u00a0<\/strong><\/span><\/p>\n<p><span data-contrast=\"none\">Es muy importante tener en cuenta el\u00a0<\/span><i><span data-contrast=\"none\">webrooming\u00a0<\/span><\/i><span data-contrast=\"none\">dentro de la\u00a0<\/span><a href=\"https:\/\/www.iebschool.com\/blog\/implementa-una-estrategia-de-marketing-de-contenidos-en-siete-pasos-marketing-digital\/\"><b><span data-contrast=\"none\">estrategia de marketing<\/span><\/b><\/a><span data-contrast=\"none\">, tanto al momento de hacer publicidad como de fijar los precios, adem\u00e1s de tener en cuenta todo el stock.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Implementando el ROPO podr\u00e1s notar que\u00a0<\/span><b><span data-contrast=\"none\">ciertos productos que se anuncian online tiene una tasa de conversi\u00f3n baja pero generan compras en tienda f\u00edsica<\/span><\/b><span data-contrast=\"none\">. Tomemos como referencia una tienda de tecnolog\u00eda y deporte. Seguramente el anuncio online de un televisor tendr\u00e1 m\u00e1s conversiones que el de unas zapatillas deportivas. Sin embargo, al momento de ver las ventas offline podr\u00e1s ver que, gracias a ese anuncio, tienes m\u00e1s visitas en tienda y mayor conversi\u00f3n de zapatillas.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Si eres un vendedor y solo observas el rendimiento en l\u00ednea, probablemente volcar\u00e1s la inversi\u00f3n publicitaria al televisor. Pero si observas el panorama completo sabr\u00e1s que la inversi\u00f3n debe ser por ambos productos.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p aria-level=\"2\"><span style=\"font-size: 20px;\"><strong>\u00bfA qu\u00e9 publico impacta el\u00a0<i>webrooming<\/i>?\u00a0<\/strong><\/span><\/p>\n<p><span data-contrast=\"none\">Si bien el aspecto generacional no es el \u00fanico factor a tener en cuenta, si puede darnos una\u00a0<\/span><b><span data-contrast=\"none\">gu\u00eda para saber c\u00f3mo comunicar y a trav\u00e9s de qu\u00e9 canales<\/span><\/b><span data-contrast=\"none\">. A continuaci\u00f3n te mostramos el comportamiento de los consumidores seg\u00fan sus diferencias generacionales.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p aria-level=\"4\"><span style=\"font-size: 20px;\"><b>BABY BOOMERS:<\/b>\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Realizan compras en tienda y valoran la interacci\u00f3n. Son de los que m\u00e1s buscan informaci\u00f3n antes de recurrir a la compra.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\"><strong>\u00bfQu\u00e9 hacer?:<\/strong> Proporciona\u00a0<\/span><b><span data-contrast=\"none\">recursos en l\u00ednea sobre tus productos<\/span><\/b><span data-contrast=\"none\">\u00a0y usa los medios tradicionales para llevarlos a tu web.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p aria-level=\"4\"><span style=\"font-size: 20px;\"><strong>MILLENIALS:\u00a0<\/strong><\/span><\/p>\n<p><b><span data-contrast=\"none\">Compran online pero les interesa poder probar los productos.<\/span><\/b><span data-contrast=\"none\">\u00a0Son influenciados por el boca boca, por eso es recomendable\u00a0<\/span><b><span data-contrast=\"none\">recurrir a rese\u00f1as<\/span><\/b><span data-contrast=\"none\">\u00a0en las diferentes\u00a0<\/span><a href=\"https:\/\/www.iebschool.com\/blog\/social-commerce-redes-sociales\/\" target=\"_blank\" rel=\"noopener\"><b><span data-contrast=\"none\">redes sociales<\/span><\/b><\/a><span data-contrast=\"none\">\u00a0y ofrecer incentivos (descuentos por<\/span><i><span data-contrast=\"none\">\u00a0check-in<\/span><\/i><span data-contrast=\"none\">).<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p aria-level=\"4\"><strong><span style=\"font-size: 20px;\">GENERACI\u00d3N X:\u00a0<\/span><\/strong><\/p>\n<p><span data-contrast=\"none\">Compran en l\u00ednea y recurren de forma ocasional al correo electr\u00f3nico para ver nuevas ofertas y productos. Lo recomendable es crear una\u00a0<\/span><b><span data-contrast=\"none\">estrategia de email marketing<\/span><\/b><span data-contrast=\"none\">\u00a0para enviar cupones personalizados, as\u00ed como acudir a estrategias de\u00a0<\/span><a href=\"https:\/\/www.iebschool.com\/blog\/que-es-el-remarketing-marketing-digital\/\"><b><span data-contrast=\"none\">retargeting<\/span><\/b><\/a><span data-contrast=\"none\">.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p aria-level=\"4\"><strong><span style=\"font-size: 20px;\">GENERACI\u00d3N Z:\u00a0<\/span><\/strong><\/p>\n<p><span data-contrast=\"none\">Compran en l\u00ednea mayoritariamente por el m\u00f3vil, valoran los descuentos y env\u00edos gratis. Es una generaci\u00f3n showrooming as\u00ed que sus estrategias deben ser potenciar el \u00e1mbito online.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p aria-level=\"2\"><span style=\"font-size: 20px;\"><strong>Categor\u00edas influenciadas por el\u00a0<i>webrooming<\/i>\u00a0<\/strong><\/span><\/p>\n<p><span data-contrast=\"none\">Como lo vimos en el ejemplo de las zapatillas de deporte y el televisor,<\/span><b><span data-contrast=\"none\">\u00a0la compra on-offline depende tambi\u00e9n del tipo de producto que se oferte<\/span><\/b><span data-contrast=\"none\">. A continuaci\u00f3n mostramos una lista de los m\u00e1s comprados a trav\u00e9s de\u00a0<\/span><i><span data-contrast=\"none\">webrooming:<\/span><\/i><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"16\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"6\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Moda y belleza:\u00a0<\/span><\/b><span data-contrast=\"none\">Es una de las categor\u00edas m\u00e1s influenciadas ya que sus productos requieren de prueba para saber si encajan con lo que se est\u00e1 buscando<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"16\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"7\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Electrodom\u00e9sticos:\u00a0<\/span><\/b><span data-contrast=\"none\">Esos productos son susceptibles al ROPO debido a la necesidad o urgencia. No son productos que se compren con frecuencia as\u00ed que cuando se buscan es porque existe una necesidad real. Por ello, es mejor desplazarse hasta la tienda que esperar a que este llegue.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"16\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"8\" data-aria-level=\"1\"><b><span data-contrast=\"none\">Mobiliario e iluminaci\u00f3n:<\/span><\/b><span data-contrast=\"none\">\u00a0Este tipo de productos se suele elegir a trav\u00e9s de\u00a0<\/span><i><span data-contrast=\"none\">webrooming<\/span><\/i><span data-contrast=\"none\">\u00a0ya que es dif\u00edcil evaluar su apariencia y dimensi\u00f3n online. Si llegase a elegir un mueble que no encaje o no es acorde con lo que se busca, deber\u00e1 desensamblarlo y devolverlo a la espera de un modelo diferente (que puede costar m\u00e1s). Este hecho hace que las personas prefieran desplazarse hasta el lugar para realizar la compra final.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<blockquote>\n<p aria-level=\"2\">Te puede interesar<\/p>\n<\/blockquote>\n<blockquote class=\"wp-embedded-content\" data-secret=\"g5xSTCgoBF\"><p><a href=\"https:\/\/juliancastiblanco.com\/web\/queremos-llevarte-del-cero-al-metaverso\/\">Queremos llevarte del cero al Metaverso<\/a><\/p><\/blockquote>\n<p><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"\u00abQueremos llevarte del cero al Metaverso\u00bb \u2014 JulianCastiblanco.com\" src=\"https:\/\/juliancastiblanco.com\/web\/queremos-llevarte-del-cero-al-metaverso\/embed\/#?secret=a8rl506xdf#?secret=g5xSTCgoBF\" data-secret=\"g5xSTCgoBF\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p aria-level=\"2\">\n<p aria-level=\"2\"><strong><span style=\"font-size: 20px;\">Consejos para sacarle provecho al\u00a0<i>webrooming<\/i>\u00a0<\/span><\/strong><\/p>\n<ol>\n<li aria-level=\"3\"><strong> Optimiza tu sitio web<\/strong><\/li>\n<\/ol>\n<p><span data-contrast=\"none\">Como lo hemos comentado anteriormente, el webroom consistente en informarse de forma online y comprar offline. Si no tienes tu sitio web\u00a0<\/span><b><span data-contrast=\"none\">optimizado y de f\u00e1cil navegaci\u00f3n para el usuario,<\/span><\/b><span data-contrast=\"none\">\u00a0es probable que este abandone tu tienda online antes de encontrar lo que busca.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Para ello te recomendamos tener una<\/span><a href=\"https:\/\/www.iebschool.com\/blog\/seo-completo-ecommerce-e-commerce\/\" target=\"_blank\" rel=\"noopener\"><b><span data-contrast=\"none\">\u00a0estrategia SEO\u00a0<\/span><\/b><\/a><span data-contrast=\"none\">que permita que los usuarios llegue a ti cuando est\u00e9n buscando algo concreto a trav\u00e9s del uso correcto de palabras clave. Adem\u00e1s, es importante que cada producto tenga su propia p\u00e1gina en donde\u00a0<\/span><b><span data-contrast=\"none\">detalle la descripci\u00f3n del mismo\u00a0<\/span><\/b><span data-contrast=\"none\">junto con toda la informaci\u00f3n necesaria para poder entender qu\u00e9 se est\u00e1 comprando.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Recuerda\u00a0<\/span><b><span data-contrast=\"none\">usar im\u00e1genes, v\u00eddeos y material interactivo<\/span><\/b><span data-contrast=\"none\">\u00a0que muestren la funcionalidad del producto y sus diferentes aplicaciones. Esto es un recurso que le encanta a los usuarios.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">No olvides\u00a0<\/span><b><span data-contrast=\"none\">optimizar tu sitio web para m\u00f3viles\u00a0<\/span><\/b><span data-contrast=\"none\">ya que es uno de los medios de consulta m\u00e1s recurrentes.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\"> <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.iebschool.com\/blog\/wp-content\/uploads\/2022\/04\/image-40-1024x495.png\" alt=\"Webrooming: \u00bfC\u00f3mo implementarlo en tu estrategia de ecommerce? - image 40 1024x495\" width=\"668\" height=\"323\" \/><\/span><\/p>\n<p>&nbsp;<\/p>\n<ol start=\"2\">\n<li aria-level=\"3\"><strong> Muestra todo tu inventario<\/strong><\/li>\n<\/ol>\n<p><span data-contrast=\"none\">Imagina que ya has visto el producto que quieres comprar, te diriges a la tienda y no se encuentra en el stock f\u00edsico. Esto generar\u00e1 una mala experiencia de compra. Por ello,\u00a0<\/span><b><span data-contrast=\"none\">unifica el inventario de tienda f\u00edsica y online en tu p\u00e1gina web,<\/span><\/b><span data-contrast=\"none\">\u00a0para que el usuario pueda saber si se encuentra disponible en alguna instalaci\u00f3n y en qu\u00e9 tienda concreta puede recogerlo.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ol start=\"3\">\n<li aria-level=\"3\"><strong> Incluye calificaciones y rese\u00f1as<\/strong><\/li>\n<\/ol>\n<p><b><span data-contrast=\"none\">El 85% de los usuarios realizan b\u00fasquedas basadas en calificaciones y rese\u00f1as antes de realizar una compra<\/span><\/b><span data-contrast=\"none\">. Este es un argumento lo suficientemente fuerte para animarte a incluir la opini\u00f3n de tus clientes en tu sitio web. Lo ideal es que cada producto tenga su espacio de comentarios y rese\u00f1as para que sea mucho m\u00e1s f\u00e1cil la toma de decisiones.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Si aparece alg\u00fan comentario negativo, no lo borres. A<\/span><b><span data-contrast=\"none\">seg\u00farate de responder de forma correcta y con honestidad<\/span><\/b><span data-contrast=\"none\">, de esta forma los usuarios que lleguen a este punto podr\u00e1n saber que no tienes nada que ocultar, que conoces el problema y est\u00e1s trabajando para mejorarlo.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ol start=\"4\">\n<li aria-level=\"3\"><strong> Has de tu tienda una experiencia atractiva<\/strong><\/li>\n<\/ol>\n<p><span data-contrast=\"none\">Si bien las compras online ganan terreno, es importante no descartar la experiencia en tienda f\u00edsica.\u00a0<\/span><b><span data-contrast=\"none\">Puedes usarla para realizar eventos y ofrecer servicios de compra personalizada<\/span><\/b><span data-contrast=\"none\">\u00a0as\u00ed como capacitar a tus empleados para mejorar el servicio de atenci\u00f3n al cliente<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ol start=\"5\">\n<li aria-level=\"3\"><strong> Crea una\u00a0<a href=\"https:\/\/www.iebschool.com\/blog\/que-es-el-marketing-omnicanal-y-como-aplicarlo-e-commerce\/#Como_aplicar_una_estrategia_omnicanal\">estrategia omnicanal<\/a><\/strong><\/li>\n<\/ol>\n<p><b><span data-contrast=\"none\">No descuides ninguno de tus canales de comunicaci\u00f3n<\/span><\/b><span data-contrast=\"none\">. Puedes potenciar el que m\u00e1s conversiones te genera sin dejar de lado los dem\u00e1s. Cuida tus\u00a0<\/span><a href=\"https:\/\/www.iebschool.com\/blog\/medios-sociales-mas-utilizadas-redes-sociales\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">redes sociales<\/span><\/a><span data-contrast=\"none\">, tu\u00a0<\/span><a href=\"https:\/\/www.iebschool.com\/blog\/crisis-reputacion-online-comunicacion-digital-comunicacion-digital\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">reputaci\u00f3n online<\/span><\/a><span data-contrast=\"none\">, las l\u00edneas de atenci\u00f3n, tu tienda f\u00edsica y tu\u00a0<\/span><i><span data-contrast=\"none\">ecommerce<\/span><\/i><span data-contrast=\"none\">\u00a0para dar una imagen unificada.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Puedes hacer que\u00a0<\/span><b><span data-contrast=\"none\">los mensajes de diferentes plataformas se complementen\u00a0<\/span><\/b><span data-contrast=\"none\">entre s\u00ed para que tu usuario recorra y conozca los m\u00faltiples canales y sea \u00e9l quien decida cu\u00e1l es el que m\u00e1s se ajusta a sus necesidades.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">Contenido tomado de\u00a0 <a href=\"https:\/\/www.iebschool.com\/blog\/webrooming-que-es-estrategias-e-commerce\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.iebschool.com\/blog\/webrooming-que-es-estrategias-e-commerce\/<\/a><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span data-contrast=\"none\">_____________________________<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Reproducido por Contenidos Digitales Ingenieros de Marketing<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/imk.global\/\"><span data-contrast=\"none\">www.imkglobal.com<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><a href=\"http:\/\/www.ingenierosdemarketing.com.co\/\"><span data-contrast=\"none\">www.ingenierosdemarketing.com.co<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><a href=\"http:\/\/www.juliancastiblanco.com\/\"><span data-contrast=\"none\">www.JulianCastiblanco.com<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><a href=\"http:\/\/www.deceroasapo.com\/\"><span data-contrast=\"none\">www.deceroasapo.com<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><a href=\"http:\/\/www.oceanosvioleta.com\/\"><span data-contrast=\"none\">www.oceanosvioleta.com<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><a href=\"http:\/\/www.aprendizajeconresultados.com\/\"><span data-contrast=\"none\">www.aprendizajeconresultados.com<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><a href=\"http:\/\/www.gerenciadigital.com.co\/\"><span data-contrast=\"none\">www.GerenciaDigital.com.co<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><a href=\"http:\/\/www.socry.co\/\"><span data-contrast=\"none\">www.Socry.co<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\"> <img loading=\"lazy\" decoding=\"async\" class=\"wp-image-11097 aligncenter\" src=\"https:\/\/juliancastiblanco.com\/web\/wp-content\/uploads\/2022\/05\/WhatsApp-Image-2022-05-07-at-6.43.33-AM-1.jpeg\" alt=\"\" width=\"382\" height=\"215\" srcset=\"https:\/\/juliancastiblanco.com\/web\/wp-content\/uploads\/2022\/05\/WhatsApp-Image-2022-05-07-at-6.43.33-AM-1.jpeg 1280w, https:\/\/juliancastiblanco.com\/web\/wp-content\/uploads\/2022\/05\/WhatsApp-Image-2022-05-07-at-6.43.33-AM-1-300x169.jpeg 300w, https:\/\/juliancastiblanco.com\/web\/wp-content\/uploads\/2022\/05\/WhatsApp-Image-2022-05-07-at-6.43.33-AM-1-1024x576.jpeg 1024w, https:\/\/juliancastiblanco.com\/web\/wp-content\/uploads\/2022\/05\/WhatsApp-Image-2022-05-07-at-6.43.33-AM-1-768x432.jpeg 768w, https:\/\/juliancastiblanco.com\/web\/wp-content\/uploads\/2022\/05\/WhatsApp-Image-2022-05-07-at-6.43.33-AM-1-810x456.jpeg 810w, https:\/\/juliancastiblanco.com\/web\/wp-content\/uploads\/2022\/05\/WhatsApp-Image-2022-05-07-at-6.43.33-AM-1-1140x641.jpeg 1140w\" sizes=\"auto, (max-width: 382px) 100vw, 382px\" \/><\/span><\/p>\n<p><span data-contrast=\"none\">QUIERES POSICIONAR TU MARCA EN INTERNET? SOLICITA INFORMACI\u00d3N DE CONTENT ADS de IMK GLOBAL<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"16\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">Red de portales de noticias y blogs de nicho para posicionar y aumentar la reputaci\u00f3n de tu marca.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"16\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"none\">Apalancamiento Digital consiste mencionarte desde portales de alto tr\u00e1fico, posicionamiento y reputaci\u00f3n.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"16\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"none\">Por ejemplo busca: el mejor profe de marketing digital<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"16\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">Formatos: menciones, art\u00edculos, banners, entrevistas<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/wa.link\/fwrf7b\"><span data-contrast=\"none\">https:\/\/wa.link\/fwrf7b<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El COVID-19 trajo consigo algunos cambios en la forma de vivir, de relacionarnos y de consumir. Muchas de las marcas que ten\u00edan \u00fanicamente tienda f\u00edsica, migraron a la apertura de [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":11213,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-11186","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tecnologia"],"_links":{"self":[{"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/posts\/11186","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/comments?post=11186"}],"version-history":[{"count":3,"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/posts\/11186\/revisions"}],"predecessor-version":[{"id":11214,"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/posts\/11186\/revisions\/11214"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/media\/11213"}],"wp:attachment":[{"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/media?parent=11186"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/categories?post=11186"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/juliancastiblanco.com\/web\/wp-json\/wp\/v2\/tags?post=11186"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}