DTC: cómo llegar al consumidor cuando desaparecen las tiendas
Las medidas de confinamiento y el cierre temporal de muchas tiendas al inicio de la pandemia, combinados con las reglas de distanciamiento social en curso, han puesto en grave duda la supervivencia de las tiendas físicas. ¿Qué alternativas tienen los minoristas en la nueva realidad de las tiendas cerradas? ¿Dónde entran los enfoques directos al consumidor (DTC)?
En esta sesión, el Prof. José Luis Nueno discutirá con el Prof. Iñigo Gallo la situación actual del retail, las categorías de productos que pueden no sobrevivir y cómo puede evolucionar el comercio electrónico en los próximos meses. Luego, proporcionará las claves para desarrollar una estrategia de DTC para transformar su modelo comercial, llegar a sus clientes y navegar con éxito esta intensa disrupción en el comercio minorista.
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José L. Nueno is a professor in the Marketing Department and Intent HQ Chair on Changing Consumer Behavior at IESE Business School. He holds a PhD in Business Administration (Marketing) from Harvard University, an MBA from IESE and a degree in law from the Universitat de Barcelona. Additionally, he is a numerary member of the Royal European Academy of Doctors (RAED).
His areas of interest include distribution channels and manufacturer/distributor relationships. He has published articles on globalization, the marketing of consumer and luxury goods and relationship marketing. He has taught at several business schools, including on INSEAD's elective course on Industrial Marketing. He was a visiting professor at the University of Michigan and has taught on joint programs with the University of Michigan and IESE in Vevey, Switzerland, and Shanghai. Prof. Nueno participates in programs across Latin America, the most recent of which were held at IPADE in Mexico and INCAE in Costa Rica. In 2003 he was part of the faculty team for Harvard Business School's AMP Middle East Program and the Strategic Program for Retail Managers.
Prof. Nueno has directed sessions for executives in over 100 corporations and has been a speaker at many industry meetings and conferences, including those organized by HSM Expomanagement in Madrid, Buenos Aires and Mexico.
He is the author of a number of articles published in the Sloan Management Review, Business Horizons and the International Journal of Research in Marketing. He has also penned articles on marketing for a variety of academic publications. His most recent books are ¿Por qué comercia tan poco el comercio electrónico? (Why Does the Electronics Industry Engage in So Little Marketing?, 1999), Gestión de precios (Price Management, 1998), Consumidor al filo del siglo XXI (The Early 21st Century Consumer, 1998), Comunicación al filo del siglo XXI (Communication in the Early 21st Century, 1999), La naturaleza del gasto (The Nature of Spending, 2004), Las claves de la innovación (The Keys to Innovation, 2005), El consumidor maduro en España (The Mature Consumer in Spain) (2005), Experiencia de Compra (Shopping Experience, 2010), El declive de las calles comerciales y el nacimiento del nuevo modelo multicanal (The Decline of Main Streets and the Birth of the New Multichannel Order, 2013), El regreso del consumidor (The Consumer is Back, 2014), Expectativas en la era de la escasez (Expectations in the Era of Scarcity, 2015), ¿Puede el marketing salvar el mundo? (Can the Marketing Save the World?, 2016) and Directo al consumidor. Bienvenidos a 2025. Cuando los Millennials manden (Direct to consumer. Welcome to 2025. When Millennials rule. 2020).
Prof. Nueno is a member of the boards of directors of a number of leading international companies (listed and not listed). He is also a corporate consultant (since 1986 he has worked on behalf of more than 160 global clients on more than 230 projects), and advises national and international corporations in the areas of marketing and strategy.
Iñigo is assistant professor in the Marketing Department at IESE Business School. Iñigo has received his Ph.D. degree in Management from the Anderson School of Management, UCLA. Previous to his doctoral studies, Iñigo received an undergraduate degree in Business and Economics from the University of Barcelona, worked for a number of years as a management consultant for Everis, and received his MBA from IESE Business School.
His research centers in the understanding of how experiential purchases - an event or series of events that one lives through - are different from material purchases - tangible objects, kept in one's possession - and how these differences influence the way consumers evaluate and choose experiences, as opposed to products. Some of the questions Iñigo studies in his research are: how does price influence a decision on an experience differently from a decision on a product? What type of advertising works best for experiences compared to products? How do consumers deal with the uncertainty that is associated with the evaluation of an experiential purchase?
Iñigo's work has been published in different refereed and non-refereed journals in marketing and psychology. Additionally, Iñigo has presented his research at the two leading conferences in consumer behavior - Association of Consumer Research and Society of Consumer Psychology. He has also given seminars at a number of institutions, both academic and corporate.