PASIÓN E INNOVACIÓN

Pasión e innovación: las claves para enamorar al consumidor.

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Vivimos en la era de la innovación. Una era en la que las empresas compiten por sobresalir entre las demás con productos que atraigan y fidelicen a los consumidores. Pero realmente no es tan sencillo.

Lo que antes era comunicación unidireccional de la empresa a la gente, ahora se ha transformado en una comunicación en red, en donde los consumidores reciben múltiples estímulos y sus deseos priman por sobre lo que una empresa pueda ofrecerles. En este nuevo escenario, las compañías se ven obligadas a estar en constante movimiento y no abandonar la búsqueda de lo nuevo. Por eso, para quienes desarrollamos productos de consumo masivo, es fundamental generar conversaciones entre los shoppers (consumidor), fabricantes y retailers. Es en este trabajo sinérgico en donde se construye valor.

Además, el sentimiento en la actualidad juega un rol fundamental. No podemos ignorar que lo que realmente moviliza a las personas son las pasiones. El camino que recorre un shopper ya no contempla solamente el beneficio funcional del producto como razón y decisión de compra. El factor emocional se resignifica: un impulso, una emoción, puede llegar a definir la compra. Por eso desde nuestro rol de fabricantes (y en alianza con los ), es clave acompañar al cliente en cada uno de sus roles y de manera activa.

Para descubrir estas pasiones, es que en Kimberly-Clark creamos el Innovation LAB, un espacio único en el país para entender cómo las personas se comportan a la hora de la compra, qué les mueve, en cada uno de los formatos de venta de nuestros retailers. Con esa información podemos diseñar planes a medida para ellos. Este tipo de espacios representan una nueva manera de trabajar y de acercarse a la realidad de cada uno de nuestros clientes y, en definitiva, del consumidor.

En nuestro caso, gracias a ese trabajo interdisciplinario realizamos algunas innovaciones.

Por ejemplo, hemos entendido en profundidad las barreras de compra de la categoría de incontinencia, lo que nos ha permitido enfocar la estrategia hacia productos de mayor comodidad y discreción, y encontrar mejores maneras de plantear una góndola a través del concepto de Bienestar. Asimismo, entendimos que las mujeres ven a su ciclo menstrual de manera mensual, y que necesitan tener todos los productos de protección femenina juntos, para facilitar la compra. De esta manera, aumentamos la penetración de categorías como tampones y protectores diarios.

Este triángulo (shoppers, fabricantes y retailers) seguirá afianzándose. Será nuestro desafío como compañía continuar acompañando este proceso y las innovaciones que conllevan, sin olvidarnos de que son las pasiones las que realmente nos movilizan.

 

 

Ximena Calderón.
Gerente de Trade Marketing de Kimberly-Clark Chile.

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