{"id":9776,"date":"2022-02-02T07:39:03","date_gmt":"2022-02-02T06:39:03","guid":{"rendered":"https:\/\/www.capgemini.com\/?post_type=research-and-insight&#038;p=648541"},"modified":"2025-04-02T06:23:01","modified_gmt":"2025-04-02T06:23:01","slug":"lo-que-le-importa-al-consumidor-de-hoy-2","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/co-es\/insights\/biblioteca-de-investigacion\/lo-que-le-importa-al-consumidor-de-hoy-2\/","title":{"rendered":"Lo que le importa al consumidor de hoy"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable is-style-blue-line header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/ÎÚÑ»´«Ã½_research-insights_2022-consumer-behavior-tracker-for-the-Consumer-Products-and-Retail-industries.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/ÎÚÑ»´«Ã½_research-insights_2022-consumer-behavior-tracker-for-the-Consumer-Products-and-Retail-industries.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/ÎÚÑ»´«Ã½_research-insights_2022-consumer-behavior-tracker-for-the-Consumer-Products-and-Retail-industries.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/ÎÚÑ»´«Ã½_research-insights_2022-consumer-behavior-tracker-for-the-Consumer-Products-and-Retail-industries.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/ÎÚÑ»´«Ã½_research-insights_2022-consumer-behavior-tracker-for-the-Consumer-Products-and-Retail-industries.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/ÎÚÑ»´«Ã½_research-insights_2022-consumer-behavior-tracker-for-the-Consumer-Products-and-Retail-industries.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/ÎÚÑ»´«Ã½_research-insights_2022-consumer-behavior-tracker-for-the-Consumer-Products-and-Retail-industries.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/ÎÚÑ»´«Ã½_research-insights_2022-consumer-behavior-tracker-for-the-Consumer-Products-and-Retail-industries.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/ÎÚÑ»´«Ã½_research-insights_2022-consumer-behavior-tracker-for-the-Consumer-Products-and-Retail-industries.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Customer first<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Lo que le importa al consumidor de hoy<\/h1><\/div><h2 class=\"reasearchInsightTitle\">An\u00e1lisis de comportamiento del consumidor 2022 para las industrias de productos de consumo y venta minorista<\/h2><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/CRI_What-matters-to-todays-consumer_Final-Web.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Download full report<\/span><span class=\"type\">6 MB  pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/CRI_What-matters-to-todays-consumer_Infographic_Final.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Download infographic<\/span><span class=\"type\">1 MB  pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/Summary_Report_What-matters-to-todays-Consumer.pdf\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><span>Download summary report<\/span><span class=\"type\">847 KB  pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro pt48\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/co-es\/insights\/biblioteca-de-investigacion\/lo-que-le-importa-al-consumidor-de-hoy-2\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/co-es\/insights\/biblioteca-de-investigacion\/lo-que-le-importa-al-consumidor-de-hoy-2\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">Una nueva serie de investigaciones muestra que los consumidores quieren que los productos de consumo y las marcas minoristas sean sostenibles, tengan un prop\u00f3sito y contribuyan positivamente a la sociedad.<br><a href=\"https:\/\/meettheboss.com\/events\/data-makes-us-human\/\"><\/a><\/h2><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para-video section section--info-2cols section--insights section-video is-style-video-theme\"><div class=\"bg-color video-align-right\"><div class=\"container\"><div class=\"row video-align-left\"><div class=\"col-md-12\"><div class=\"video-align-left row box box--4 box--mini\"><div class=\"col-md-3\"><h3 class=\"Video-title\" data-maxlength=\"34\">Lo que le importa al consumidor de<\/h3><div class=\"video-info\"><p data-maxlength=\"68\">10.000 personas, 10 pa\u00edses, 1 pregunta<\/p><\/div><\/div><div class=\"col-md-8 box-img-wrapper\"><div class=\"video-box\"><div class=\"video-wrapper\"><iframe title=\"video-section\" src=\"https:\/\/www.youtube.com\/embed\/uhoKempi_hA\" frameborder=\"0\" rel=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div><\/div><\/div><div class=\"col-md-1\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<p>A medida que el mundo emerge de la sombra de la pandemia, muchas de las tendencias y cambios en los patrones de consumo que provoc\u00f3 permanecer\u00e1n. Para informar y medir estos cambios s\u00edsmicos, el Instituto de Investigaci\u00f3n de ÎÚÑ»´«Ã½ est\u00e1 lanzando una nueva serie de investigaci\u00f3n anual dedicada a los segmentos de productos de consumo y minoristas.<\/p>\n\n\n\n<p>En la entrega inaugural de esta serie, \u201cLo que le importa al consumidor de hoy\u201d, encuestamos a m\u00e1s de 10,000 consumidores en 10 pa\u00edses para averiguar qu\u00e9 buscan realmente los compradores y qu\u00e9 piensan sobre las tendencias a futuro.<\/p>\n\n\n\n<p>Lo que descubrimos es que los consumidores est\u00e1n regresando lentamente a las tiendas f\u00edsicas, pero las compras en l\u00ednea son tan populares como siempre. En categor\u00edas como comestibles o salud y belleza, los servicios eficientes de entrega y cumplimiento son m\u00e1s importantes que la experiencia en la tienda. Esto es especialmente cierto ya que los compradores hacen pedidos m\u00e1s directamente a las marcas. Finalmente, las principales prioridades de los consumidores son una vida saludable y sostenible, y est\u00e1n haciendo compras que reflejan esto.<\/p>\n\n\n\n<p>Para las marcas y los minoristas, estas tendencias requieren una amplia transformaci\u00f3n de la estrategia al desarrollo de productos, digital, an\u00e1lisis, operaciones y marketing. Pero tambi\u00e9n ofrecen oportunidades lucrativas. Para capitalizarlos, las marcas y los minoristas deben analizar los datos de los consumidores de primera mano para personalizar nuevos productos y servicios para segmentos de clientes espec\u00edficos. Al hacerlo, deben desarrollar una estrategia omnicanal que incorpore los roles de tienda, comercio electr\u00f3nico y comunicaci\u00f3n directa al consumidor. Finalmente, deben posicionar los servicios de entrega y cumplimiento como un motor de crecimiento y establecer precios m\u00e1s competitivos para productos sostenibles.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<div class=\"wp-block-cg-blocks-autocloud-form undefined autocloudform is-style-purple-theme\"><div class=\"section--autoCloud-form\"><div class=\"wrapperAutoCloudSection\" id=\"linkToForm\"><div class=\"container\"><div class=\"row\"><div class=\"col-md-12 col-lg-6 left-img align-self-center escaper-left\"><div class=\"carWheelImgWrapper\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/02\/consumer.jpg?w=800&amp;quality=70\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:83% 47%\" loading=\"lazy\"\/><\/div><\/div><div class=\"  col-md-12 col-lg-6\"><div class=\"autoCloudForm\"><h3 class=\"formHelpText\"><strong>Fill out the form below to receive updates on future content for this 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first","featured_focal_points":""},"tags":[311],"research-and-insight-type":[234,230],"theme":[239],"brand":[],"service":[100],"industry":[112,122],"partners":[],"content-group":[],"class_list":["post-9776","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","tag-location","research-and-insight-type-capgemini-research-institute","research-and-insight-type-report","theme-customer-first","service-customer-experience","industry-consumer-products","industry-retail"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lo que le importa al consumidor de hoy | ÎÚÑ»´«Ã½<\/title>\n<meta name=\"description\" content=\"An\u00e1lisis de comportamiento del consumidor 2022 para las industrias de productos de consumo y venta minorista\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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