{"id":659,"date":"2024-07-02T19:08:45","date_gmt":"2024-07-02T17:08:45","guid":{"rendered":"https:\/\/www.justretail.news\/latam\/?p=659"},"modified":"2025-11-08T23:53:49","modified_gmt":"2025-11-08T22:53:49","slug":"estrategias-y-tendencias-del-mercado","status":"publish","type":"post","link":"https:\/\/www.justretail.news\/latam\/noticias\/estrategias-y-tendencias-del-mercado\/","title":{"rendered":"La segmentaci\u00f3n del retail: estrategias y tendencias en el mercado"},"content":{"rendered":"\n<p>El <em>retail<\/em> es un maestro en la segmentaci\u00f3n de su oferta, adapt\u00e1ndose a las necesidades y preferencias de distintos tipos de consumidores. En el \u00e1mbito de la moda, Inditex ejemplifica esta estrategia con sus marcas <strong><a href=\"https:\/\/www.justretail.news\/latam\/noticias\/zara-lider-en-sostenibilidad-y-valor-de-marca-en-2024\/\">Zara<\/a><\/strong>, Pull&amp;Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home y Uterq\u00fce, cada una dise\u00f1ada para atraer a diferentes segmentos del mercado. <strong>El objetivo de la segmentaci\u00f3n es ofrecer productos y experiencias espec\u00edficas a cada tipo de consumidor<\/strong>, logrando as\u00ed una conexi\u00f3n m\u00e1s efectiva con su p\u00fablico.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Inditex y las grandes cadenas de autoservicio: c\u00f3mo se adaptan a diferentes tipos de consumidores<\/h2>\n\n\n\n<p>Las grandes cadenas de autoservicios siguen una l\u00f3gica similar, utilizando formatos diferenciados en t\u00e9rminos de tama\u00f1o de tienda, variedad de productos, precios, localizaci\u00f3n y experiencia de compra en general. Uno de los criterios m\u00e1s importantes es el precio, que clasifica las tiendas en categor\u00edas como precio alto, precio medio, precio bajo y proximidad. Cada uno de estos formatos presenta una mezcla espec\u00edfica de caracter\u00edsticas, lo que significa que, impl\u00edcitamente, renuncian a ciertos elementos para enfocarse en otros.<\/p>\n\n\n\n<p>Para comprobar esta segmentaci\u00f3n, se analiz\u00f3 una muestra de m\u00e1s de 13 mil productos en categor\u00edas como arroz, carne, cerveza, bebidas alcoh\u00f3licas, quesos y jab\u00f3n para cuidado personal. <strong>Los formatos de precio alto y precio medio poseen el cat\u00e1logo m\u00e1s amplio de productos<\/strong>, abarcando el 85 % y 79 % del total analizado, respectivamente. Por otro lado, el formato de proximidad es el que ofrece la gama m\u00e1s reducida, resaltando la relaci\u00f3n entre amplitud de cat\u00e1logo y nivel de precios.<\/p>\n\n\n\n<p>En cuanto a los h\u00e1bitos de compra, se observ\u00f3 un leve desplazamiento en alguna categor\u00edas de productos. En el segmento de Bebidas alcoh\u00f3licas, por ejemplo, las tiendas de precio alto experimentaron un aumento del 2.32 % en ventas, mientras que las de precio bajo vieron una disminuci\u00f3n del 2.36 %. Este movimiento sugiere una posible mejora en la capacidad de compra de algunos consumidores. Sin embargo, en la categor\u00eda de carne, se detect\u00f3 un desplazamiento hacia los formatos de precio bajo y proximidad. A pesar de estos cambios, <strong>en general no se observaron desplazamientos importantes en el consumo seg\u00fan los formatos<\/strong>, lo que indica estabilidad en los h\u00e1bitos de compra de los consumidores.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El objetivo de la segmentaci\u00f3n es ofrecer productos y experiencias espec\u00edficas a cada tipo de consumidor.<\/p>\n","protected":false},"author":1,"featured_media":637,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[37],"tags":[108,109,105,52,107],"class_list":{"0":"post-659","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-retailers","8":"tag-cadenas-de-autoservicio","9":"tag-consumidores","10":"tag-inditex","11":"tag-retail","12":"tag-segmentacion-y-tendencias-de-mercado"},"yoast_head":"<!-- This site is optimized with 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