Estudios: Lo que más valoran los chilenos es el nivel de descuentos
Se trata de una tradición nacida en EEUU para las fiestas de fin de año, una auténtica locura de compras que, solo en 2017 generó US$ 5 mil millones en ventas. Sin embargo, hace mucho rato dejó de ser una fecha exclusiva del hemisferio norte e, incluso, limitada a la experiencia de la compra física.
El Black Friday es el hito fundacional indiscutido de los días de grandes ofertas y, como tal, se ha convertido en un fenómeno global para el ecommerce, del que los chilenos no son indiferentes. Así lo demuestra una encuesta realizada por Google en el mercado local, la que concluyó que el 43% de los internautas consultados saben lo que es el Black Friday y que se realiza este viernes 23 de noviembre.
Lo anterior es efecto de una popularidad local de la fecha que ha ido creciendo con los años. Desde 2015, el Black Friday ha suscitado un gran interés y penetración entre los chilenos, solo superados en la región por Argentina.
De acuerdo a datos entregados por la empresa del buscador, las búsquedas relacionadas a Black Friday se dispararon en 2017: junto a Cyber Monday (la fecha original que en Estados Unidos se realiza el lunes siguiente al Black Friday), la fecha representa el 70% del tamaño de un Cyber Day en Chile, en términos de búsqueda. Otro factor importante es que el 54% de las búsquedas realizadas el año pasado se hicieron desde un dispositivo móvil.
¿Y qué se buscó? El top 10 de las búsquedas (que representan el 40% de todas las búsquedas relacionadas en 2017) incluyeron el término “black friday”, “black friday chile” y “black friday chile 2017”, además de otras que se asociaron a marcas del retail.
Para 2018, se proyecta que, entre este miércoles y el próximo lunes, Black Friday y Cyber Monday alcancen más de 1,2 millones de búsquedas relacionadas. Esto es equivalente a más de 400 búsquedas por minuto.
ROPA Y CELULARES LO MÁS DEMANDADO
¿Qué tiene de diferente el Black Friday de las otras fechas de grandes ofertas para el comercio electrónico? Dado que la iniciativa todavía guarda una fuerte vinculación con EEUU, los internautas chilenos la ven como una oportunidad para esperar ofertas y grandes descuentos entre los retailers más relevantes del mercado de ese país, como Amazon.com, eBay, Macy’s, Target y AliExpress.
La atención global al evento es tan determinante que el 30% de las ventas (sumadas a las de Cyber Monday) son realizadas desde el exterior. La proyección es que, al menos, ese porcentaje se mantenga este año.
Y los chilenos ya saben qué es lo que van a vitrinear. De acuerdo al sondeo, 26,7% de las personas consultadas está interesado en comprar productos de la categoría “Vestuario y Calzados”. El segundo lugar lo ocupa la categoría “Celulares” (23,2%), la que es seguida por “Viajes, Vuelos y Hoteles” (18,1%), “Computadores” (10,8%), “Línea Blanca” (8.8%) y “Televisión” (6,3%).
La claridad está también en los sitios extranjeros donde buscarán las mejores oportunidades. El gigante chino AliExpress es el favorito de los chilenos con el 39% de las preferencias, aunque la distribución es pareja con la competencia sostenida por Amazon (31%) y eBay (29%).
¿Qué gatillante resuelve la decisión de compra? La encuesta de Google develó que el 73,2% de los internautas nacionales valoran principalmente el nivel del descuento. Muy por lejos, se encuentra la velocidad en la entrega de la compra (15,7%) y el servicio post venta (10,2%). En cualquier caso, la velocidad es un tema de interés diferente entre las audiencias: que el producto llegue rápido es, por ejemplo, más importante para hombres entre los 25 y 34 años, en el que esta variable crece al 22%.
¿NECESITAMOS OTRA FECHA DE OFERTONES?
Black Friday será la tercera jornada de ofertones en 2018, sumándose a una fórmula de probado éxito y con récords de ventas tras los locales Cyber Day de mayo y Cyber Monday de octubre. ¿Qué dice esto del mercado electrónico nacional y, más aún, de los consumidores chilenos?
Más allá de los evidentes beneficios para el comercio, el impulso del Black Friday en Chile responde a la fuerza con la que el ecommerce se está instalando y transformando los hábitos de consumo. “El consumidor chileno es muy racional y vemos que esperan estos grandes eventos de precios para comprar”, comenta Patricio Majluf, director comercial de Google Chile.
Lo anterior se refleja en el aumento de las búsquedas que los internautas locales realizan en Google vinculadas a los términos “ofertas”, “precios” y “barato”. De acuerdo a Majluf, estos peaks ya no solo ocurren en los meses tradicionales de liquidaciones o en períodos clásicos de compras (como las semanas previas a Navidad), “sino que además acompañan a los eventos cyber/black”.
“En este escenario, estos eventos vienen a responder el creciente interés de los consumidores chilenos por buscar las opciones más convenientes, bajo los estándares que ya son mínimos para la experiencia de compra electrónica”, concluyó Majluf.
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