{"id":18812,"date":"2016-05-17T00:00:00","date_gmt":"2016-05-16T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/omnicanalitat-com-fer-que-el-canal-offline-i-lonline-sentenguin\/"},"modified":"2016-05-17T00:00:00","modified_gmt":"2016-05-16T22:00:00","slug":"omnicanalitat-com-fer-que-el-canal-offline-i-lonline-sentenguin","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/omnicanalitat-com-fer-que-el-canal-offline-i-lonline-sentenguin\/","title":{"rendered":"Omnicanalitat: com fer que el canal offline i l\u2019online s\u2019entenguin"},"content":{"rendered":"

Amb l\u2019arribada de les botigues online, les marques tradicionals, amb les seves botigues f\u00edsiques a peu de carrer, van haver d\u2019adaptar-se (i encara ho fan) a un nou sistema de compravenda online que abasta tanta gent com usuaris t\u00e9 Internet. Acostumats a recon\u00e8ixer cares, les noves botigues online van comen\u00e7ar a vendre sense saber gaire b\u00e9 com ni per qu\u00e8. Molts es van trobar donant pals de cec en iniciar una estrat\u00e8gia de m\u00e0rqueting digital i voler-la sumar a la seva estrat\u00e8gia de vendes a les botigues, amb el perill que suposa llen\u00e7ar per la borda tota la feina i la reputaci\u00f3 que comporta construir la imatge d\u2019una marca. Per aquest motiu, des del Departament d\u2019eMarketing de Trilogi<\/a> t\u2019expliquem una s\u00e8rie de punts clau i algunes accions per integrar els dos canals i fer que s\u2019entenguin.<\/p>\n

Les xarxes socials s\u00f3n plenes de marques que decideixen fer campanyes de m\u00e0rqueting per aconseguir notorietat i visibilitat dins del canal online. Per\u00f2 tamb\u00e9 veiem com aquestes campanyes no tenen sentit <\/strong>o, simplement, es deixen actives sense mesurar correctament els resultats. Es t\u00e9 la vaga idea que, en el canal online, \u201cl\u2019important \u00e9s ser-hi present\u201d, obviant les formes i el contingut quan, precisament, aquests dos factors s\u00f3n cada vegada m\u00e9s rellevants.<\/p>\n

Per\u00f2, sense una estrat\u00e8gia clara, sense reflexionar i sense mesurar els resultats, moltes marques tenen la sensaci\u00f3 de perdre el temps (i els diners) en la seva estrat\u00e8gia de m\u00e0rqueting online. I, el pitjor de tot, moltes vegades no s\u2019acaben d\u2019integrar els canals online i offline de les seves botigues per arribar a una estrat\u00e8gia global, ja sigui per tenir departaments diferents o per una manca de coneixements aplicables a l\u2019eCommerce.<\/p>\n

Superar la barrera de l\u2019omnicanalitat<\/strong><\/h2>\n

Per poder crear una estrat\u00e8gia que vinculi els dos canals \u00e9s important tenir en compte diversos aspectes:<\/p>\n

    \n
  1. Comunicaci\u00f3 cont\u00ednua entre els canals de Retail, Online i Atenci\u00f3 al Client.<\/strong> \u00c9s important\u00edssim que els equips o persones que treballen en aquests \u00e0mbits estiguin informats cont\u00ednuament i puguin crear una estrat\u00e8gia conjunta. Si, a m\u00e9s, tenim en compte que les xarxes socials s\u00f3n canals d\u2019atenci\u00f3 al client, cal anar tots a una perqu\u00e8 les formes i el contingut siguin iguals independentment del mitj\u00e0.<\/strong><\/li>\n<\/ol>\n
      \n
    1. Integrar tota la informaci\u00f3 sota la mateixa tecnologia<\/strong>. Tots els canals han d\u2019estar ben connectats perqu\u00e8 la informaci\u00f3 sigui accessible. Si es crea una promoci\u00f3 per al canal offline, l\u2019equip online ha d\u2019estar al corrent d\u2019aquesta acci\u00f3, que pot afectar, de manera positiva o negativa, les vendes que es puguin produir pel canal online, i viceversa.<\/li>\n<\/ol>\n
        \n
      1. Integrar la imatge de marca<\/strong> en una estrat\u00e8gia que vinculi les botigues f\u00edsiques amb el canal online. De la mateixa manera que comptem amb els aparadors f\u00edsics de les botigues, la homepage i les diferents categories de l\u2019eCommerce han de ser l\u2019aparador que reflecteixi tant el producte com l\u2019emblema de la marca. En trobem un bon exemple a la botiga de roba de marca per a home <\/a>Maurice Boutique.<\/li>\n
      2. Tenir en compte que els ritmes<\/span> de venda<\/strong> poden ser diferents d\u2019un canal a l\u2019altre, i que el canal online \u00e9s el m\u00e9s din\u00e0mic i on s\u2019han de presentar novetats constantment.<\/li>\n<\/ol>\n

        Accions per unir els dos canals<\/strong><\/h3>\n

        Veient que la coher\u00e8ncia \u00e9s primordial<\/strong>, us proposem una s\u00e8rie d\u2019accions que podeu dur a terme en la vostra estrat\u00e8gia global per unificar els dos canals en una sola estrat\u00e8gia, on la venda sigui l\u2019objectiu final.<\/p>\n

        Social Wi-Fi:<\/strong> Oferir Wi-Fi gratu\u00eft als clients que arriben a l\u2019establiment ja s\u2019ha convertit en una eina per mesurar i con\u00e8ixer millor els qui entren al teu negoci. Molts arriben a la botiga f\u00edsica atrets per un producte que han vist a l\u2019ordinador (a trav\u00e9s de xarxes socials, anuncis o de manera org\u00e0nica buscant una altra cosa\u2026). Els clients es connecten a Internet i, a m\u00e9s de poder comprovar i comparar, tamb\u00e9 poden compartir la seva experi\u00e8ncia a la botiga<\/strong>, pujant la foto d\u2019aquell producte a les seves xarxes socials amb #hashtags creats per a l\u2019ocasi\u00f3 o geolocalitzant-se <\/em>per compartir amb els seus seguidors on s\u00f3n en aquell moment i donar notorietat a la marca.<\/p>\n

        Cupons: <\/strong>Per poder mesurar l\u2019impacte d\u2019una acci\u00f3 offline, com un patrocini, es poden generar codis de compra per a tots els assistents a un esdeveniment, v\u00e0lids tant al canal online com a l\u2019offline, i d\u2019aquesta manera con\u00e8ixer l\u2019impacte real d\u2019aquella campanya. Si es reparteixen o regalen codis (descompte, enviament gratu\u00eft i altres accions per incentivar la venda) bescanviables tant a les botigues f\u00edsiques com online, es pot mesurar la gent que realment hi est\u00e0 interessada i n\u2019ha fet \u00fas.<\/p>\n

        En resum, \u00e9s molt important que els dos canals comptin amb una estrat\u00e8gia global basada en una comunicaci\u00f3 fluida<\/strong> i un programari adaptat<\/strong> perqu\u00e8 la informaci\u00f3 i els plans d\u2019acci\u00f3 flueixin per l\u2019empresa.<\/p>\n","protected":false},"excerpt":{"rendered":"

        Amb l\u2019arribada de les botigues online, les marques tradicionals, amb les seves botigues f\u00edsiques a peu de carrer, van haver d\u2019adaptar-se (i encara ho fan) a un nou sistema de compravenda online que abasta tanta gent com usuaris t\u00e9 Internet. Acostumats a recon\u00e8ixer cares, les noves botigues online van comen\u00e7ar a vendre sense saber gaire […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1721],"tags":[977,941,1413],"class_list":["post-18812","post","type-post","status-publish","format-standard","hentry","category-customer-experience","tag-botiga-online","tag-marqueting","tag-omnicanalitat"],"yoast_head":"\nOmnicanalitat: com fer que el canal offline i l\u2019online s\u2019entenguin | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Amb l\u2019arribada de les botigues online, les marques tradicionals, amb les seves botigues f\u00edsiques a peu de carrer, van haver d\u2019adaptar-se (i encara ho fan)\u2026\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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