Los desafíos del retail uruguayo

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Cr. Carlos A. Lecueder

El mundo está marcando pautas que, sin dudas, afectarán a Uruguay en el futuro. Pero aún no están siendo analizadas por la gran prensa. A veces se informa que cierra una empresa, pero no se detallan los motivos por los cuales lo hace. En Estados Unidos, se asiste a la desaparición de algunas grandes cadenas, pero también al nacimiento de otras. Hoy se dice que Internet está matando a las grandes tiendas. Pero si bien es cierto que las está golpeando, no es lo que las mata. Son otros factores los que generan esta situación: en primer lugar, la apertura de otras tiendas, y en segundo, el hecho de crecer sin límites. Cuando uno empieza a ofrecer cada vez más propuestas, llega un momento en que se excede, y si no sabe limitarse, un día llega la crisis. Y esto es lo que está ocurriendo.

En los años 90, en Estados Unidos hubo una situación de overbuilding. Construyeron demasiado, generando millones de metros cuadrados de retail, duplicando los metros cuadrados por habitante que tenemos en América latina, mientras que el consumo per cápita no se incrementó en la misma medida.

El caso uruguayo

En Uruguay, en tanto, el retail enfrenta otros desafíos, que se sintetizan en dos conceptos: tecnología y costos.

Los comerciantes deberán incorporar tecnología a sus negocios, para ser más eficientes, tener una mejor logística y utilizarla como canal de ventas. Cualquier comercio que se precie, si no cuenta con tecnología para una mejor organización o vender online, no podrá ganar el partido.

En segundo lugar, Uruguay se ha transformado en un país con costos operativos altos. Hoy el retailer tiene, más que un problema de ventas, una dificultad de costos. Si comparamos las ventas por metro cuadrado en los shoppings uruguayos con los argentinos o los paraguayos, nuestros resultados son positivos. Pero no es así cuando comparamos las ganancias. La relación aquí es diferente, porque en Uruguay tenemos buenas ventas, pero costos muy altos.

El retail necesita contar con una estructura más eficiente. Esto se debe analizar caso por caso. El gran desafío es bajar los costos sin afectar las ventas, precisamente utilizando la tecnología y tratando de ampliar las operaciones hacia los canales no tradicionales. Aunque sabemos que en Uruguay la tienda física sigue siendo el canal más importante.

Es fundamental incorporar nuevos conceptos que aún no se han puesto en funcionamiento. Por ejemplo, cuando concurro a un local de Apple, me recibe un vendedor, me muestra el producto, y si decido comprarlo, con el celular lo factura, saca una bolsa y me lo entrega. No se pierde tiempo. Allí se genera una eficiencia que deviene en un menor costo operativo, sin contar el entorno en el cual tiene lugar la experiencia de compra. La tecnología llegó para quedarse, y el comerciante que se resista, perderá. Debe incorporarla para trabajar mejor, y sobre todo, para tener una mejor logística, que es fundamental para el servicio al cliente. También se aplica en el estímulo al comprador y en la venta misma.

Omnicanalidad

En cuanto al comprador omnicanal, en nuestros países está creciendo espectacularmente. Pero hay que tener en cuenta que el envío a domicilio, en nuestra región, complica especialmente la logística de la compra. En el futuro crecerán las ventas en Internet con retiro en los negocios, lo cual beneficiará especialmente a los shoppings, porque no hay mejores lugares que estos para efectuar pick up. Es que en ellos, el cliente está cómodo, se tienta, y termina comprando más. El comerciante que hace pick up fuera de un shopping, no se da cuenta de que pierde la posible recompra que el consumidor puede concretar, y a la vez -al pagarle a un tercero por realizar la entrega- está asumiendo un costo extra por una tarea poco eficiente.

A los empresarios uruguayos los observo dispuestos a asumir estos desafíos. Ocurre que los desarrollos tecnológicos cuestan mucho dinero y no rinden en lo inmediato. Para apostar al futuro, hay que planificar a largo plazo. Esto implica tener la capacidad de tomar la decisión de hacer una inversión importante, que no será redituable por muchos años.

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Bí O y OBAO

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Bí O la marca de anti transpirantes del Laboratorio Garnier lanza al mercado sus nuevos anti transpirantes femeninos y masculinos en formato barra. Las barras con hasta 72 hs de protección tienen 0% alcohol y no tapa los poros al igual que toda la gama Bí O.

El Mineralité es el ingrediente estrella de Bí O, es natural y entre sus principales características tiene un poder cuatro veces mayor de absorción que el talco y puede capturar tres veces su peso en agua para dar un sensación seca que continua todo el día.

Garnier introduce al mercado OBAO for MEN, desodorantes con 48 hs de protección y fragancias intensas. OBAO cuenta con 6 fragancias que ya se pueden encontrar en formato aerosol y barra.

APORTE SOLIDARIO SUPERMERCADOS TATA

Finalizó la primera etapa del programa de fidelidad de clientes que Supermercados Ta-Ta implementa desde 2015. Se trata de una acción que se ha desarrollado en los 19 departamentos, beneficiando a clientes y comunidades a lo largo del territorio uruguayo.

En dicha oportunidad los montos fueron donados a las salas de pediatría de los hospitales públicos y centros de salud de las 28 localidades en las que la cadena de supermercados tiene presencia.

En Montevideo, lo recaudado fue destinado a la compra de equipamiento para el Hospital Pereira Rossell.

DrMuelitas

Sonrisas Brillantes Futuros Brilantes es un programa de Educación en Salud Bucal que Colgate desarrolla a nivel mundial para niños en edad escolar , su personaje el Dr Muelitas es quién atrapa la atención de los niños. En Uruguay se educarán 70.000 niños en 2016.

Unilever

Ta-Ta

Sc Johnson

Santucci

Mondelez

Claldy

Caba

Novedades

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Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JMenu::getInstance() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 701

Strict Standards: Non-static method JError::isError() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 702

Strict Standards: Non-static method JFactory::getUser() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 12

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JFactory::getSession() should not be called statically in /home/asuorguy/public_html/libraries/joomla/factory.php on line 163

Strict Standards: Non-static method JSite::getMenu() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 13

Strict Standards: Non-static method JApplication::getMenu() should not be called statically in /home/asuorguy/public_html/includes/application.php on line 345

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JMenu::getInstance() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 701

Strict Standards: Non-static method JError::isError() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 702

Strict Standards: Non-static method JFactory::getUser() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 12

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JFactory::getSession() should not be called statically in /home/asuorguy/public_html/libraries/joomla/factory.php on line 163

Strict Standards: Non-static method JSite::getMenu() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 13

Strict Standards: Non-static method JApplication::getMenu() should not be called statically in /home/asuorguy/public_html/includes/application.php on line 345

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JMenu::getInstance() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 701

Strict Standards: Non-static method JError::isError() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 702

Strict Standards: Non-static method JFactory::getUser() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 12

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JFactory::getSession() should not be called statically in /home/asuorguy/public_html/libraries/joomla/factory.php on line 163

Strict Standards: Non-static method JSite::getMenu() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 13

Strict Standards: Non-static method JApplication::getMenu() should not be called statically in /home/asuorguy/public_html/includes/application.php on line 345

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JMenu::getInstance() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 701

Strict Standards: Non-static method JError::isError() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 702

Strict Standards: Non-static method JFactory::getUser() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 12

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JFactory::getSession() should not be called statically in /home/asuorguy/public_html/libraries/joomla/factory.php on line 163

Strict Standards: Non-static method JSite::getMenu() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 13

Strict Standards: Non-static method JApplication::getMenu() should not be called statically in /home/asuorguy/public_html/includes/application.php on line 345

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JMenu::getInstance() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 701

Strict Standards: Non-static method JError::isError() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 702

Strict Standards: Non-static method JFactory::getUser() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 12

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JFactory::getSession() should not be called statically in /home/asuorguy/public_html/libraries/joomla/factory.php on line 163

Strict Standards: Non-static method JSite::getMenu() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 13

Strict Standards: Non-static method JApplication::getMenu() should not be called statically in /home/asuorguy/public_html/includes/application.php on line 345

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JMenu::getInstance() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 701

Strict Standards: Non-static method JError::isError() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 702

Strict Standards: Non-static method JFactory::getUser() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 12

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JFactory::getSession() should not be called statically in /home/asuorguy/public_html/libraries/joomla/factory.php on line 163

Strict Standards: Non-static method JSite::getMenu() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 13

Strict Standards: Non-static method JApplication::getMenu() should not be called statically in /home/asuorguy/public_html/includes/application.php on line 345

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JMenu::getInstance() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 701

Strict Standards: Non-static method JError::isError() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 702

Strict Standards: Non-static method JFactory::getUser() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 12

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JFactory::getSession() should not be called statically in /home/asuorguy/public_html/libraries/joomla/factory.php on line 163

Strict Standards: Non-static method JSite::getMenu() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 13

Strict Standards: Non-static method JApplication::getMenu() should not be called statically in /home/asuorguy/public_html/includes/application.php on line 345

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JMenu::getInstance() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 701

Strict Standards: Non-static method JError::isError() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 702

Strict Standards: Non-static method JFactory::getUser() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 12

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JFactory::getSession() should not be called statically in /home/asuorguy/public_html/libraries/joomla/factory.php on line 163

Strict Standards: Non-static method JSite::getMenu() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 13

Strict Standards: Non-static method JApplication::getMenu() should not be called statically in /home/asuorguy/public_html/includes/application.php on line 345

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JMenu::getInstance() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 701

Strict Standards: Non-static method JError::isError() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 702

Strict Standards: Non-static method JFactory::getUser() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 12

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JFactory::getSession() should not be called statically in /home/asuorguy/public_html/libraries/joomla/factory.php on line 163

Strict Standards: Non-static method JSite::getMenu() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 13

Strict Standards: Non-static method JApplication::getMenu() should not be called statically in /home/asuorguy/public_html/includes/application.php on line 345

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JMenu::getInstance() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 701

Strict Standards: Non-static method JError::isError() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 702

Strict Standards: Non-static method JFactory::getUser() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 12

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JFactory::getSession() should not be called statically in /home/asuorguy/public_html/libraries/joomla/factory.php on line 163

Strict Standards: Non-static method JSite::getMenu() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 13

Strict Standards: Non-static method JApplication::getMenu() should not be called statically in /home/asuorguy/public_html/includes/application.php on line 345

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JMenu::getInstance() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 701

Strict Standards: Non-static method JError::isError() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 702

Strict Standards: Non-static method JFactory::getUser() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 12

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JFactory::getSession() should not be called statically in /home/asuorguy/public_html/libraries/joomla/factory.php on line 163

Strict Standards: Non-static method JSite::getMenu() should not be called statically in /home/asuorguy/public_html/templates/it_factory/html/mod_mainmenu/default.php on line 13

Strict Standards: Non-static method JApplication::getMenu() should not be called statically in /home/asuorguy/public_html/includes/application.php on line 345

Strict Standards: Non-static method JLoader::import() should not be called statically in /home/asuorguy/public_html/libraries/loader.php on line 186

Strict Standards: Non-static method JMenu::getInstance() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 701

Strict Standards: Non-static method JError::isError() should not be called statically in /home/asuorguy/public_html/libraries/joomla/application/application.php on line 702