Nuevos modelos de negocio
Juan Carlos Egaña, Director Carrera Escuela de Negocios Universidad de Las Américas
El desarrollo de la globalización, el cambio en los estilos de vida y la contingencia han provocado importantes cambios en la forma de relacionarnos y visualizar nuestra relación con formas en el consumo, donde el delivery o entrega del mismo, cobra importancia radical.
La recuperación económica se proyecta hacia 2022. Ante este escenario, y el aumento sostenido en las tasas de desempleo, las familias están tomando decisiones de contracción del consumo que son obvias y razonables, pero que no contribuyen a reactivar la demanda agregada.
Pero, todo escenario negativo trae también oportunidades para quién las sabe leer. Una de ellas asociada a solucionar el problema de acercar nuevamente la oferta y la demanda de bienes y servicios. En este punto las grandes, medianas y pequeñas empresas tienen una gran oportunidad para transformar sus modelos de gestión y de negocios, centrado en salas de venta presenciales que se nutren de la afluencia de clientes a un modelo mas relacional donde la empresa llega con su producto a cada hogar en condiciones de seguridad, oportunidad, tiempo y precios adecuados. Es decir, innovando en un mejoramiento sustantivo de sus canales de distribución comercial y mejorando el delivery, entregando el producto o servicio en el hogar de sus clientes.
Hoy existen 299.000 nuevos hogares que consumen por e-commerce (internet) y 77.000 nuevos hogares compran por apps (fuente, informe kantar junio 2020), por tanto, se evidencia una conducta adaptativa del consumidor a nuevas formas de consumo sustituyendo la restringida presencialidad por compras virtuales.
Aquí existe una tremenda oportunidad para las empresas y sobre todo las pymes de nuestro país para cambiar sus modelos de negocios y modernizarlo, rompiendo esquemas tradicionales e innovado para beneficio del consumidor.
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