Incidencia de la estrategia de omnicanalidad en la lealtad de los clientes del comercio minorista en las grandes superficies de Bogotá

Abstract

Esta investigación propone un análisis del impacto de la estrategia omnicanal en la lealtad de los clientes en el sector minorista de grandes superficies de la ciudad de Bogotá. En este trabajo se presentan unos constructos cualitativos y cuantitativos para medir y evaluar los principales indicadores de lealtad durante el viaje del cliente y la experiencia del cliente en el entorno minorista. A partir de estos análisis proponemos métricas de desempeño integrales categorizadas con respecto a tres variables principales de lealtad, indicadores de recompra, voz a voz y el NPS (Net Promoters Score) y cuatro variables de omnicanalidad, preferencia de canal, transparencia para los clientes de los diferentes canales ofrecidos, consistencia de contenido en cada canal y el CES (Customer Effort Score). A partir de cuatro entrevistas semiestructuradas a empresas y personas con vasta experiencia y conocimiento del sector minorista en Bogotá Colombia y el desarrollo de una encuesta a 275 personas en Bogotá analizamos las variables de lealtad y omnicanalidad desde el punto de vista del minorista sector y sus clientes. Desde una perspectiva práctica, nuestra investigación proporciona un punto de partida y un análisis entre las métricas que se utilizan para evaluar los principales intereses y el direccionamiento estratégico de los canales minoristas que podrán tomar como base para diseñar estrategias orientadas a mejorar la lealtad de los clientes, su experiencia de compra y profundizar en los atributos mejor valorados por los clientes del sector de grandes superficies en Bogotá.

Purpose- This investigation proposes an analysis of the impact of omnichannel strategy on retail customer loyalty with a roadmap to measure and evaluate the main loyalty indicators during the customer journey and customer experience in the retail environment. Design / methodology / approach -We provide qualitative and quantitative analysis throughout this research and propose comprehensive performance metrics categorized with respect to three major loyalty variables as repurchase indicators and the NPS (Net Promoters Score) and four major omnichannel variables such as channel preference, transparency for customers of the different channels offered, content consistency in each channel and the CES (Customer Effort Score). We provide four semi-structured interviews of companies and people with vast experience and knowledge of the retail sector in Bogotá Colombia and the development of a survey of 275 people in Bogotá to analyze the variables of loyalty and omnichannel from the point of view of the retail sector and its customers. From a practical perspective, our research provides a starting point and analysis between metrics to be used for assessing the main interests and strategic direction of omnichannel retailers. Findings -The qualitative and quantitative analysis provides additional insights for critical success components in transition to omnichannel retailing and customer loyalty finding outstanding variables in customer loyalty such as the level of customer service offered, the ease of exchange or refunds on their purchases, the fluidity and clarity of the content in the different channels, the management of the brand and the aspect and the environment of the stores, among others. As a result of this research, two groups of customers are studied because of the analysis of the sample, a group of customers who carry out their purchase process through a single channel, which we call single-channel customers, and another group of customers who carry out their purchase process through more than one channel, which we call omnichannel customers. The NPS of the single channel customers obtained a value of 46.2 and that of the omnichannel customers of 31 points. Therefore, in relation to the research question and the hypothesis raised in this work, it can be concluded that omnichannel does not influence in such a direct way the loyalty of customers in the department store retail trade in Bogotá compared to the level of customer service offered in this sector. Research limitations/Implications - Omnichannel studies are very recent and there are not many analyzes in the literature that relate omnichannel and loyalty. Additionally, from the point of view of quantitative analysis, the selected sample is not probabilistic. Practical implications- The results found will help managers and directors in the retail sector to develop strategies to improve loyalty, customer experience and omnichannel strategies.