El legendario retailer John Wanamaker fue preguntado una vez qué opinaba sobre la publicidad y afirmó «La mitad del dinero que gasto en publicidad es dinero perdido; el problema es que no sé cuál es esa mitad».
Lo mismo puede decirse de las promociones en productos de alimentación. Aunque el precio base es dos veces más importante para los compradores que las promociones en lo que respecta a la percepción del precio1, las promociones pueden marcar la diferencia en un momento en el que los compradores creen que los precios son más altos de lo que son y que los comercios obtienen mayores márgenes de beneficio. La pregunta es: ¿Cómo marcar esa diferencia?, ¿Cuál es el dinero que se está desperdiciando?
Existe un reto general a la hora de moldear la percepción: unificar el precio y la promoción en beneficio de la experiencia del cliente.
Pensemos en la experiencia de compra del cliente en la tienda: cuando un cliente entra, lo primero que ve es probablemente el folleto semanal, antes de encontrarse con un aluvión de carteles y expositores que muestran artículos que pueden o no estar incluidos en el folleto. Mientras intenta conciliar esta nueva información con las ofertas que ha recibido a través del programa de fidelización de la enseña, ve más descuentos en los lineales que a menudo incluyen mecanismos de promoción que van desde simples ofertas de «dos por uno» hasta complejas ofertas de «imprescindibles» que abarcan varias categorías, todo ello agravado por un sistema de precios de dos niveles para los miembros del programa de fidelización. Según un estudio clásico, solo alrededor de la mitad de los clientes pueden recordar con precisión el precio de un artículo que acaban de coger2; la percepción es la realidad para los clientes.
Y existen otros retos: ofertas de los proveedores desconectadas de la demanda de los consumidores; decisiones basadas en datos insuficientes, en planes antiguos o en la intuición; mensajes y ejecuciones poco estratégicos y de última hora, y falta de un proceso integral. En todo esto, la pieza que falta es la consideración que, idealmente, debería estar en primer plano a la hora de tomar decisiones: ¿Qué es lo mejor para los clientes? Para que los retailers puedan tomar decisiones basadas en los datos y orientadas al cliente, es necesario poder analizar los datos propios, que suelen ser datos sobre la fidelidad de los clientes.
Ahora bien, ¿qué pasaría si pudieras transformar esa confusa experiencia de compra que se describe al principio de este artículo en una experiencia divertida y emocionante con un mensaje unificado (propuesta de valor)? Aunque el precio base influye más en la percepción del precio que las promociones, lo cierto es que las promociones generan entusiasmo.
En nuestro informe anual Barómetro de Preferencia del Retail España (RPI), clasificamos a los principales retailers de alimentación de España no solo en función de sus resultados financieros, sino también de la conexión emocional que establecen con los consumidores. De hecho, otorgamos la misma importancia a ambos factores. La clave para lograr el equilibrio adecuado entre los precios base y las promociones relevantes es comprender mejor los datos de los clientes mediante el uso de la ciencia de datos.
Aquí hay seis aspectos que se deben tener en cuenta para mejorar la percepción general del precio:
Sin duda, nos enfrentamos a un momento de cambio. A medida que los clientes atraviesan tiempos cada vez más difíciles, los retailers de alimentación deben aprovechar algo más que los precios base para fidelizar y generar confianza. Una vez más, el precio base es la palanca más importante para mejorar la percepción4. Pero con una estrategia unificada de precios y promociones conectada a la ciencia de datos de los clientes, las promociones pueden permitir a los retailers de alimentación conectar emocionalmente con sus clientes, estén donde estén.
1 The sixth-annual Retailer Preference Index (RPI) for U.S. Grocery, dunnhumby
2 The Consumer Pulse report 2022, dunnhumby
3 dunnhumby pricing research, 2023
4 The sixth-annual Retailer Preference Index (RPI) for U.S. Grocery, dunnhumby
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