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espanolEn los tiempos en los que parece que el comercio online va creciendo a pasos agigantados, y cuando parece que el comercio fisico empieza a decaer en pro del primero, surge la necesidad, mas que nunca, de conocer el comportamiento real del consumidor en los establecimientos fisicos, tradicionales. Esto es: los puntos de venta deben adelantarse a las decisiones de compra de consumidores (y compradores y usuarios) para poder ofrecerle las mejores condiciones y adaptar las 4P a cada cliente. Para ello se hace casi imprescindible conocer ciertos habitos y rutinas personales que puedan ser predecibles y, consecuencia, convertirse en posteriores compras en los espacios comerciales. Es ahi donde surge el retail intelligence, tecnologia que usa el Big Data para acercarse a los potenciales clientes al objeto de incrementar ventas de las empresas. El objetivo de este estudio es mostrar este uso del Big Data con fines directos y claramente comerciales EnglishWhen it seems that online commerce is growing quickly, and when it seems that physical trade begins to decline in favor of the first, there is a need, more than ever, to know the real behavior of consumers in physical and traditional trades. This is: the points of sale must anticipate the purchasing decisions of consumers (and buyers and users) to be able to offer the best conditions and adapt the 4P to each client. For this it is almost essential to know certain habits and personal routines that can be predictable and, consequently, become subsequent purchases in commercial spaces. This is where the emergence of retail intelligence, technology that uses Big Data to approach potential customers in order to increase sales of companies. The objective of this study is to show this use of Big Data for direct and clearly commercial purposes.

Comportamiento de consumo en puntos de venta físicos: aplicación de smart data