{"id":13843,"date":"2019-12-18T12:59:36","date_gmt":"2019-12-18T11:59:36","guid":{"rendered":"https:\/\/imago-mc.com\/pruebas\/kids\/lexperiencia-eix-estrategic-marques\/"},"modified":"2019-12-18T12:59:36","modified_gmt":"2019-12-18T11:59:36","slug":"lexperiencia-eix-estrategic-marques","status":"publish","type":"post","link":"https:\/\/www.kids-cluster.com\/es\/lexperiencia-eix-estrategic-marques\/","title":{"rendered":"L&#8217;experi\u00e8ncia com a eix estrat\u00e8gic de les marques"},"content":{"rendered":"<table class=\"table-inner\" border=\"0\" width=\"100%\" cellspacing=\"0\" cellpadding=\"0\" align=\"center\">\n<tbody>\n<tr>\n<td class=\"fallback-font\" align=\"center\"><strong>Desdibuixant la l\u00ednia entre etreteniment i compres<\/strong><\/td>\n<\/tr>\n<tr>\n<td height=\"15\"><\/td>\n<\/tr>\n<tr>\n<td align=\"center\">\n<p style=\"text-align: left;\">La Harvard Business Review va encunyar el terme\u00a0<em>experience economy<\/em>\u00a0a finals dels anys 90, per\u00f2 hem hagut d&#8217;esperar uns anys per veure com s&#8217;ha materialitzat el pas del concepte a la realitat. \u00abA dia d&#8217;avui,\u00a0<strong>tant les organitzacions de nova creaci\u00f3 com les ja existents incorporen cada cop m\u00e9s components experiencials en el seu negoci<\/strong>\u00ab, segons afirma Warren Teichner, soci principal de McKinsey &amp; Co. James Cook, director d\u2019investigaci\u00f3 de l\u2019empresa JLL, hi veu potencial a llarg termini: afirma que\u00a0<strong>l&#8217;entreteniment ser\u00e0 la nova \u00e0ncora<\/strong>, all\u00f2 que conduir\u00e0 el tr\u00e0nsit cap als centres comercials del futur (si \u00e9s que n&#8217;hi ha).<\/p>\n<p style=\"text-align: left;\">Propostes com la que hi ha sobre aquestes l\u00ednies desdibuixen la fina l\u00ednia que separa l&#8217;adquisici\u00f3 de productes (la compra) de l&#8217;entreteniment (l&#8217;experi\u00e8ncia). Es tracta del\u00a0<a href=\"https:\/\/www.museumoficecream.com\/\">Museum of Ice Cream<\/a>, una exposici\u00f3 itinerant que permet als visitants gaudir de m\u00faltiples experi\u00e8ncies visuals i sensorials. Segons\u00a0<a href=\"https:\/\/www.bloomberg.com\/company\/?utm_source=bloomberg-menu&amp;utm_medium=bcom\">Bloomberg<\/a>, aquestes propostes estan marcant el devenir del retail.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><img decoding=\"async\" class=\"lazyload alignnone wp-image-12990 size-full\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271330%27%20height%3D%27520%27%20viewBox%3D%270%200%201330%20520%27%3E%3Crect%20width%3D%271330%27%20height%3D%27520%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.kids-cluster.com\/wp-content\/uploads\/2019\/10\/BANNER-WEB-6.png\" alt=\"\" width=\"1330\" height=\"520\" \/><\/p>\n<table border=\"0\" cellspacing=\"0\" cellpadding=\"0\" align=\"center\">\n<tbody>\n<tr>\n<td align=\"center\" width=\"600\">\n<table class=\"table-inner\" style=\"height: 410px;\" border=\"0\" width=\"979\" cellspacing=\"0\" cellpadding=\"0\" align=\"center\">\n<tbody>\n<tr>\n<td class=\"fallback-font\" align=\"center\"><strong>Digitalitzaci\u00f3 i omnicanalitat<\/strong><\/td>\n<\/tr>\n<tr>\n<td height=\"15\"><\/td>\n<\/tr>\n<tr>\n<td align=\"center\">\n<p style=\"text-align: left;\">El m\u00f3n sencer s&#8217;ha rendit als peus de la\u00a0<strong>digitalitzaci\u00f3<\/strong>, i les vendes no en s\u00f3n una excepci\u00f3, ben al contrari.\u00a0Qualsevol persona pot adquirir productes des de l&#8217;altra banda del m\u00f3n amb una tablet, comparar l&#8217;equilibri qualitat-preu entre diversos prove\u00efdors des de casa, o comprar unes entrades per al cinema des del m\u00f2bil mentre es despla\u00e7a en metro.<\/p>\n<p style=\"text-align: left;\">En una \u00e0mplia majoria de sectors, per\u00f2, el canal f\u00edsic continua representant la part fonamental de les vendes (m\u00e9s del 70% del volum de vendes es produeix en aquest canal). No obstant aix\u00f2, mentre les vendes en el canal f\u00edsic s&#8217;estanquen o disminueixen, estem assistint a un alt creixement de les vendes online. Aquest fet, juntament amb la incorporaci\u00f3 dels h\u00e0bits i actituds dels nous consumidors, fa que aquesta divisi\u00f3 tradicional entre m\u00f3n online i m\u00f3n offline ja no tingui tant de sentit:\u00a0<strong>el client veu la marca com un sol canal<\/strong>, i vol accedir al mateix producte, amb la mateixa atenci\u00f3 i servei, ja sigui a la botiga f\u00edsica com a la botiga digital.<\/p>\n<\/td>\n<\/tr>\n<tr>\n<td height=\"20\"><\/td>\n<\/tr>\n<tr>\n<td align=\"center\"><\/td>\n<\/tr>\n<tr>\n<td height=\"20\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Desdibuixant la l\u00ednia entre etreteniment i compres La Harvard Business Review va encunyar el terme\u00a0experience economy\u00a0a finals dels anys 90, per\u00f2 hem hagut d&#8217;esperar uns  [&#8230;]<\/p>\n","protected":false},"author":1430,"featured_media":12989,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-13843","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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