
Millennials y Gen X son los más preocupados por la situación financiera, según el informe de Capgemini
(COMUNICADO DE PRENSA) PARÍS, 9-Jan-2023 — /EuropaWire/ — Capgemini (EPA: CAP), una multinacional francesa líder en consultoría, servicios tecnológicos y transformación digital, ha anunciado que según la segunda edición de las tendencias de consumo anuales del Capgemini Research Institute informe, el 61 % de los consumidores está preocupado por su situación financiera, con un 44% reduciendo sus gastos generales. Este informe también encontró que el 69% de los consumidores están recortando gastos no esenciales. El informe sugiere que las organizaciones minoristas deberían transformar sus operaciones para cumplir con las expectativas cambiantes de los consumidores de productos asequibles y transferir los beneficios de costos a los clientes para atraer a los consumidores que están siendo frugales debido a preocupaciones financieras. Esto es particularmente cierto para los millennials (66 %), la generación X (64 %) y, en menor medida, los boomers (55 %).
Los comportamientos de compra también están cambiando. A partir de su encuesta de 11,300 consumidores en 11 países, el informe encontró que casi las tres cuartas partes (73 %) de los consumidores están haciendo menos compras impulsivas, mientras que el 69 % está recortando gastos no esenciales como productos electrónicos, juguetes y salir a cenar. , además de retrasar la compra de artículos de lujo. Ahorrar dinero es lo más importante para muchas personas, ya que el 64 % de los consumidores compra productos en hipermercados y tiendas de descuento y el 65 % compra marcas privadas más baratas o marcas de bajo costo.
”Existe una oportunidad para que las empresas minoristas reinventen drásticamente su estrategia operativa para capear esta tormenta y trasladar los beneficios de los precios a los consumidores. Mediante la identificación de nuevas fuentes de ingresos, la creación de nuevos mercados, la transformación de las operaciones y la optimización de costos, las empresas pueden tener éxito sin comprometer la sostenibilidad o la experiencia general del cliente”, dijo Lindsey Mazza, Global Retail Lead, Capgemini Group.“Aprovechar la tecnología para la planificación inteligente de la demanda, la gestión del inventario y las operaciones automatizadas no solo puede ayudar a reducir los costos y mantener los márgenes, sino también generar beneficios de sostenibilidad para las organizaciones”.
Los consumidores no pagarán más por productos sostenibles
La sostenibilidad sigue siendo un factor importante a la hora de decidir con qué minorista o marcas comprar, pero solo el 41 % de los consumidores en todo el mundo dice que está dispuesto a pagar más por un producto que cree que es sostenible. Esta es una disminución marcada en comparación con los hallazgos del informe en 2020, cuando el 57% de los consumidores dijeron que pagaron precios más altos que el promedio por productos que perciben como sostenibles.[4] El informe destaca que las marcas y los minoristas deben reevaluar sus estrategias de precios para brindar opciones asequibles pero sostenibles a los consumidores y ofrecer programas de fidelización que ayuden a los clientes a superar la crisis actual mientras construyen la lealtad de los clientes a largo plazo.
Los minoristas repensarán la estrategia operativa para la reducción de costos, la sostenibilidad y la experiencia
Las empresas también están lidiando con desafíos como el aumento de los costos de energía, mano de obra y transporte; sin embargo, según el informe, el 67 % de los consumidores dice que las marcas y los minoristas deberían ofrecer precios más bajos para los productos que necesitan sus familias. El informe destaca que los minoristas y las empresas de productos de consumo deberán transformar su estrategia operativa para lograr reducciones de costos de una manera que también cumpla con las expectativas de sostenibilidad y conveniencia de los consumidores. Transformar la forma en que las organizaciones utilizan la mano de obra, adoptar una cadena de suministro impulsada por la tecnología y automatizar las operaciones del almacén también puede contribuir en gran medida a mejorar la entrega de última milla y reducir los costos.
Oportunidades para desbloquear el crecimiento de nuevos canales con estrategias personalizadas de redes sociales
El informe también sugiere que al aprovechar el poder de las personas influyentes en las redes sociales y expandirse a canales más nuevos para llegar a los clientes, las marcas pueden desbloquear nuevas fuentes de ingresos y oportunidades de crecimiento. Según la investigación, el 70% de los consumidores que compran productos en las redes sociales dijeron que confían en las personas influyentes cuando usan el producto y comparten sus propias experiencias y reseñas. Por ejemplo, Gen Z muestra el compromiso más alto aquí, con casi la mitad (48%) descubriendo nuevos productos a través de personas influyentes en línea y el 32% comprando.
Lea el informe completo aquí.
Metodología
El Instituto de Investigación de Capgemini encuestó a 11 300 consumidores mayores de 18 años en 11 países: Australia, Canadá, Francia, Alemania, Italia, Japón, Países Bajos, España, Suecia, Reino Unido y Estados Unidos. Para calificar para la inclusión en la encuesta, los consumidores deben haber comprado comestibles y/o productos de salud y belleza en los seis meses anteriores. La encuesta mundial se llevó a cabo en octubre y noviembre de 2022.
[1] Entrevistado de entre 25 y 40 años en noviembre de 2022
[2] Encuestado de entre 41 y 56 años en noviembre de 2022
[3] Encuestado de entre 57 y 75 años en noviembre de 2022
[4] Capgemini Research Institute, Cómo la sostenibilidad está cambiando fundamentalmente las preferencias de los consumidores, junio de 2020.
DESCARGO DE RESPONSABILIDAD: La versión en español de este comunicado de prensa es una traducción del comunicado de prensa original, que está escrito en inglés, y es solo para fines informativos. En caso de discrepancia, prevalecerá la versión en inglés de este comunicado de prensa.
SOURCE: Capgemini
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