Estudio de dunnhumby identifica los factores clave que los retailers deben ofrecer para ganarse la preferencia del consumidor.
Bogotá, Colombia, 21 de mayo de 2025 –dunnhumby, líder mundial en ciencia de datos del consumidor, anuncia la segunda edición de su Índice de Preferencia del Retail en Colombia (RPI por sus siglas en Inglés). El estudio confirma la importancia de la relación precio-calidad para los compradores colombianos, pero además, destaca la necesidad crítica de que los retailers equilibren estrategias consolidadas con enfoques innovadores, y analiza los significativos retos que plantea la creciente expansión de los discounters en el sector.
El Índice de Preferencia del Retail (RPI) de dunnhumby evalúa a 21 retailers de bienes de consumo, tanto físicos como digitales, midiendo la preferencia de los consumidores a través de una metodología única, que combina su conexión emocional y el desempeño financiero. Este índice permite a los retailers identificar factores clave de diferenciación y áreas de mejora para fortalecer sus estrategias de negocio y ganarse la preferencia de los clientes.
Aunque la inflación en Colombia hacia finales de 2024 comenzó a estabilizarse, la persistente y fuerte preferencia de los consumidores por la relación precio-calidad tiene como efecto que las compras en línea y las experiencias inmersivas en tiendas físicas se vean relegadas a un segundo plano en sus consideraciones.
En el entorno competitivo actual, fuertemente influenciado por la presencia y crecimiento de los hard discounters, los retailers deben equilibrar estrategias consolidadas con enfoques innovadores para asegurar su crecimiento y la preferencia del consumidor. Según Andrés Hernández, Head of Country de dunnhumby Colombia, “esto requiere tomar decisiones cada vez más inteligentes, fundamentadas en ciencia de datos, para definir estrategias que mejoren la percepción de precios, lograr una selección adecuada de surtidos, diseñar programas de fidelización sólidos y activar promociones más relevantes y rentables. También es clave crear una experiencia de compra consistente para construir confianza y cercanía con el cliente”.
El RPI genera un ranking que clasifica a los retailers en función de resultados multidimensionales que miden su desempeño y preferencia ante los clientes. No se basa exclusivamente en resultados financieros actuales como market share, volumen de clientes o alcance.
En 2025, el RPI tiene en sus primeros 7 lugares a los siguientes retailers:
# | Retailer | Tipo |
1 | D1 | Discounter |
2 | Ara | Discounter |
3 | Mercamio | Supermercado Regional |
4 | Éxito | Supermercado convencional |
5 | Alkosto | Hipermercado |
6 | La Vaquita | Supermercado Regional |
7 | Olimpica | Supermercado convencional |
Ahora bien, para consolidar su liderazgo, los retailers de las primeras siete posiciones, deben fortalecer sus ventajas y corregir vulnerabilidades. A continuación, se mencionan algunas de ellas:
El RPI también identifica las oportunidades en las que se podrán enfocar los retailers de las posiciones inferiores del ranking. Estos retailers deberán trabajar en estrategias competitivas de precios o en reforzar su portafolio de beneficios para incrementar la percepción del valor. Para ello, podrán activar promociones en productos elásticos, utilizar plataformas digitales para generar personalización, fortalecer la conexión emocional mediante experiencias diferenciadoras y desarrollar un storytelling auténtico.
Según el modelo del RPI, el precio y promociones explican el 47% de los resultados financieros y emocionales obtenidos por un retailer, sin embargo, la calidad y variedad explican un 39% de los mismos, por ello, según Andrés Hernández, de dunnhumby, las estrategias para diferenciarse y ganar la preferencia de los consumidores deben ir más allá de acciones de precio y promoción para tener modelos sostenibles en el tiempo.
“Esto resalta la necesidad de contar con herramientas que permitan diseñar estrategias centradas en el cliente. Un problema clave es la falta de medición adecuada: muchos retailers no saben si sus activaciones realmente generan ventas y márgenes incrementales, o si simplemente están erosionando su rentabilidad” complementa Andrés.
El análisis detallado del RPI le permitirá a los retailers identificar dónde enfocar sus esfuerzos, ya sea en precios, promociones, calidad, variedad, experiencia de compra o digitalización. Su estrategia deberá responder a las necesidades específicas de sus compradores para mejorar su posición futura”, señala Andrés Hernández.
Los invitamos a descargar el reporte completo aquí para conocer más detalles de los hallazgos e insights del estudio.
Acerca de dunnhumby
dunnhumby es el líder mundial en Ciencia de Datos de Clientes, que empodera a las empresas de todo el mundo para competir y prosperar en la economía actual dirigida por datos. Ponemos al cliente en primer lugar. Nuestra misión: permitir que las empresas crezcan y se re-imaginen a sí mismas convirtiéndose en embajadores y campeones de sus clientes.
Con una profunda herencia y experiencia en la industria del retail, uno de los mercados más
competitivos del mundo y con una gran cantidad de datos multidimensionales, dunnhumby
permite a las empresas de todo el mundo, en todas las verticales, poner primero al Cliente.
La plataforma de ciencia de datos del cliente de dunnhumby es nuestra combinación única
de tecnología, software y consultoría, que permite a las empresas aumentar los ingresos y las ganancias al ofrecer experiencias excepcionales para sus clientes: en la tienda, fuera de ella y en línea. dunnhumby emplea a casi 2,500 expertos en oficinas en toda Europa, Asia, África y América que trabajan para marcas transformadoras e icónicas como Tesco, Coca-Cola, Meijer, Procter & Gamble y Metro.
Para obtener más información, visite www.dunnhumby.com.
For press-related inquiries, or to just learn more about dunnhumby, please contact [email protected].
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