Estrategia de fidelización y captación de nuevos clientes al Retail. Estudio de caso: cadena OLÍMPICA supertienda Las Palmas Barranquilla
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Fecha
2019
Autores
Figueroa Varela, Lloids Kevin
Tejeda Santamaria, Jennifer
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
La inserción de nuevas estrategias para seguir garantizando una participación en el mercado, teniendo en cuenta los recursos y capacidades con las que cuenta la organización en la cadena Olímpica en la supertienda Las Palmas, ubicada en la ciudad de Barranquilla, como base para la fidelización y captación de nuevos clientes al retail, será de gran impacto para mantener la competitividad dentro de un mercado que se ve amenazado por la competencia de las mismas grandes superficies y desde el presente año por los Hard Discount (es una estrategia de mercado de productos alimenticios y droguería para alcanzar nuevos clientes). Por lo anteriormente mencionado, se trazan una serie de objetivos que contribuyan a dar solución a esta situación. Esta lucha es continua y va muy de la mano con la gerencia e innovación, ya que por medio de la innovación nos posicionamos en el mercado y la gestión es imprescindible para alcanzar las métricas y de esta manera atraer nuevos clientes y fidelizar los ya existentes. Para lograr el éxito es necesario identificar las necesidades actuales de los clientes al desarrollar una encuesta a los usuarios que permita establecer el grado de aceptación de éstas y que otras problemáticas inherentes a la experiencia de compra de los clientes se pueden dar solución, así como también el plan de acción del desarrollo de la misma. Una vez desarrollados esos puntos se procede a dar conclusión a la investigación.
The insertion of new strategies to keep guaranteeing the participation in the market, having in mind the resources and capabilities that Olimpica has at Las Palmas superstore, located in the city of Barranquilla; as a basis for loyalty and captivate new clients for retail, it will be of great impact to keep the competitivity in a market that has been threatened by the proficiency of the large stores and from this year on, by Hard Discount (which is a marketing strategy of alimentary and drugstore products to get to new clients). Due to what is written before, there are objectives that has been drawn to contribute with a solution to this situation. This struggle is continous and goes hand in hand with management and innovation, because through innovation, we will position ourselves in the market and management is essential to achieve metric and thus, attract new costumers. To achieve success, it is necessary to identify the customers' current needs by developing an user survey that allows stablishing the degree of acceptance of these and that other problems inherent to the customer's shopping experience can be solved, as well as the action plan for its development. Once these points have been stablished, the investigation is concluded.
The insertion of new strategies to keep guaranteeing the participation in the market, having in mind the resources and capabilities that Olimpica has at Las Palmas superstore, located in the city of Barranquilla; as a basis for loyalty and captivate new clients for retail, it will be of great impact to keep the competitivity in a market that has been threatened by the proficiency of the large stores and from this year on, by Hard Discount (which is a marketing strategy of alimentary and drugstore products to get to new clients). Due to what is written before, there are objectives that has been drawn to contribute with a solution to this situation. This struggle is continous and goes hand in hand with management and innovation, because through innovation, we will position ourselves in the market and management is essential to achieve metric and thus, attract new costumers. To achieve success, it is necessary to identify the customers' current needs by developing an user survey that allows stablishing the degree of acceptance of these and that other problems inherent to the customer's shopping experience can be solved, as well as the action plan for its development. Once these points have been stablished, the investigation is concluded.
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Palabras clave
Grandes superficies, Competitividad, Captación de clientes, Fidelización, Hard Discount, Large surface, Competitiveness, Customer acquisition, Loyalty