agosto 21st, 2019 by Patricio

Por política de distribución selectiva se entiende la utilización de más de un intermediario, que se designa a través de una selección entre todos aquellos que quieren hacerse distribuidores de un producto en concreto. Se emplea cuando un producto o marca se coloca en un número reducido de centros de venta dentro de un área geográfica determinada.

La selectividad de la distribución puede ser importante para un productor por varias razones: le permite seleccionar a los intermediarios del canal en función de su capacidad, ubicación, interés en el producto y artículos de la competencia que manejan. Con frecuencia la selectividad ayuda a proyectar una imagen favorable de la marca.

Este modelo de distribución se encuentra a caballo entre la distribución intensiva, que consiste en cubrir el territorio con el mayor número de puntos de venta posibles, y la distribución exclusiva, que, por el contrario, se limita a comercializar sus productos en muy pocos puntos de venta y que busca la diferenciación de su producto o servicio por la alta calidad o prestigio del mismo. Frente a los sistemas de distribución intensiva de bienes y servicios, este modelo apuesta por la selección y especialización de los distribuidores.Resultado de imagen para starbucks

Es utilizado tanto por empresas ya establecidas como por otras nuevas que buscan obtener distribuidores y, generalmente, se emplea con productos de marcas muy reconocidas y con aquéllos a los cuales el consumidor guarda lealtad importante.

Para ilustrar esta cuestión podemos citar, por ejemplo, el sector de la electrónica de consumo en el que, al existir muchas marcas y fabricantes, la competencia es bastante fuerte. En este caso concreto, la estrategia de cobertura mediante distribución selectiva puede ser una de las claves del éxito para las marcas que compiten en dicho mercado.

En el caso concreto de Bang & Olufsen, es la empresa la que elige al distribuidor y esto se realiza mediante un proceso de selección realmente muy riguroso. Aproximadamente, de cada cien personas que contactan con nuestra empresa con la intención de abrir una tienda en una determinada ciudad sólo uno de ellos consigue, finalmente, el contrato de distribución de nuestra marca. A la hora de elegir los distribuidores, la compañía tiene en cuenta variables bastante diversas, como la capacidad de inversión del potencial distribuidor, la ciudad escogida, la ubicación y características del local seleccionado y la capacidad de dirección y gestión.

El sistema de distribución selectiva también aporta ventajas competitivas claras para el canal. Entre ellas, podemos destacar las siguientes:

– – Permite una igualdad de obligaciones, ventajas y oportunidades para todos los distribuidores del mercado.

– Gracias a él no existe un canon de entrada ni royalties cuando un distribuidor se suma al negocio, lo que dinamiza el mercado.

– Los distribuidores y los comerciales comienzan su andadura formándose previamente sobre conocimiento de producto y fortaleciendo sus habilidades de venta sin coste adicional, lo que resulta decisivo para lograr un negocio exitoso.

– Se diseña un plan de marketing de apertura personalizado para cada caso individual, que reduce el tiempo de conocimiento de la nueva tienda.

– La empresa siente la responsabilidad del éxito de ventas de las tiendas porque el único canal de ventas es la tienda. Si las tiendas van mal, la empresa va mal.

– Coherencia y solidez de la marca: la imagen de marca es la misma en todo el mundo y eso beneficia a las ventas individuales de todas y cada una de las tiendas. Por ejemplo, el escaparate de una tienda en Miami es el mismo que el de una tienda en Alicante y así en las 750 tiendas de todo el mundo. Ver guia de franquicias en http://www.gaf-guidefranquicias.com/.

Tag: franquicias

Posted in empresa Tagged with: ,

abril 7th, 2019 by Patricio

Los pequeños fabricantes que están prosperando frente a la competencia global y otros desafíos han pasado los últimos cinco a siete años mejorando la productividad y la eficiencia de los procesos. Este enfoque ha significado a menudo que la actividad de la comercialización era casi inexistente – con mucho nuevo negocio que viene del boca-a-boca.

Una vez que un fabricante pequeño tiene su proceso hacia abajo, sin embargo, están listos para comenzar un programa de marketing que incluye SEO. El problema es, ¿por dónde empezar? Con tanta información y tantas partes móviles, un propietario de una pequeña empresa puede ser fácilmente abrumado. Es mucho más fácil centrarse simplemente en el funcionamiento del negocio.

Tal fue el caso de uno de nuestros clientes, una pequeña empresa de fabricación de cerca de 30 personas. El propietario y su equipo habían hecho un análisis FODA y estaban listos para embarcarse en un programa de marketing que incluía posicionamiento web SEO.

Los retos, sin embargo, fueron bastante desalentadores: cero datos históricos, pocos vínculos de retroceso y contenido de construcción y conciencia de marca con un presupuesto limitado.

Desafío # 1: cero datos históricos
Cuando mi empresa comenzó a trabajar con el pequeño fabricante en noviembre de 2015, observamos de inmediato que el sitio web del cliente tenía un error enorme con respecto al código de seguimiento de Google Analytics, que se había añadido a la página principal del sitio web. El bajo número de sesiones de visitantes era un regalo muerto.coins-change-money-penny-ss-1920

Con nuestros clientes más pequeños vemos este tipo de error de código / analítica de la UA de forma regular, así como otros, como el código UA incorrecto insertado en el código HTML o el cliente que no tiene acceso de administrador a Google Analytics. Y luego nos enteramos de que la persona que tuvo acceso ha caído del planeta. Cuando esto sucede, a menudo tenemos que empezar de nuevo con una nueva cuenta de Google Analytics.

El primer paso en la creación del programa de posicionamiento SEO del cliente, por lo tanto, era asegurar que Google Analytics controlaba adecuadamente todas las páginas web. Una solución fácil, pero que nos dejó con cero datos sobre los que basar las recomendaciones para seguir adelante.

Meses de adivinación de palabras clave

Al no tener datos de Google Analytics ni de Search Console, no conocíamos los tipos de consultas de búsqueda que la gente estaba utilizando. Y como la compañía no había hecho mucho marketing en el pasado y tenía un volumen de tráfico relativamente bajo, tomaría meses antes de que tuviera datos que pudieran decirnos algo.

El cliente quería aparecer en Google para unas pocas palabras clave específicas relacionadas con los servicios que su compañía proporcionaba. Sin embargo, el Planificador de palabras clave mostró que pocos buscadores estaban utilizando estas palabras clave en sus búsquedas.

Debido a que hemos trabajado con muchos pequeños fabricantes y sus productos y servicios esotéricos, hemos aprendido que el Planificador de palabras clave no siempre es preciso, así que seguimos adelante y optimizamos el sitio web en torno a las iteraciones de estas palabras clave y otras.

Después de un par de meses, se hizo evidente que no eran las palabras clave adecuadas basadas en el tráfico y otros datos.

Terminamos haciendo una nueva lista y luego analizando cuidadosamente las SERPs para cada palabra clave. Queríamos ver cómo Google veía la intención de cada consulta y luego elegir las palabras clave más transaccionales, es decir, las palabras clave que la gente utilizaría al buscar los productos y servicios específicos que el cliente proporcionara.

Además, empleamos tácticas estándares de SEO: asegurar que las imágenes tuvieran etiquetas alt descriptivas usando palabras clave siempre que fuera posible, crear vínculos internos a páginas clave y escribir etiquetas descriptivas de título / meta descripción para todas las páginas del sitio web.

Posted in tecnología Tagged with: , ,

noviembre 28th, 2018 by Patricio

The flat-panel display is a highly visible element of the best digital signage application. During the specification and selection process, it becomes clear that many options exist. This article addresses the selection of flat panel displays for use in interior and outdoor, weather-resistant housings.

End-users tend to not get overly excited over flat-panel selection unless the deployment is large or very high profile to the digital team. Smaller system integrators that are expected to provide trustworthy, fact-based objectivity tend toward recommending the familiar and are advised to assess a wider range of options and models given advancements in flat-panel features. Larger system providers and operators such as Stratacache that provide to Walmart, McDonald’s and other retail, food services and banking end-users, operate lab and testing facilities to ensure the most suitable flat panel display is selected for the end-user application.

The lines appear to have been blurring between consumer and commercial-grade displays with descriptors such as «consumer» or «light duty commercial,» which calls upon a deeper assessment of the available flat-panel options. It is what is «under the hood» that matters most in the cost-benefit decision.

The term «good enough,» defines the relationship between cost and benefit. Cost reflects production, service and mark-up while benefits reflect functionality and expected life.

Tip: The term «meets specification» better suits flat-panel display selection than «good enough.»

While the display device is the most visible element of digital signage, the cost of the flat panel has declined to be a minimal proportion of the total system cost over its life, with content far outweighing any other element.

Too often, the selection decision is made in the same way a vehicle is chosen with a bias toward a brand name (Chevrolet, Ford, Honda, BMW, etc.) and size (sedan, truck, SUV), where appearance and cost greatly influence the purchase decision. Several firms dominate the supply of commercial-grade digital signage flat-panel displays with each offering a range of sizes and operating features, as well as prices that correspond accordingly.

Differentiating aspects are as follows: size, shape, bezel width, thickness, ease of mounting, inputs, integrated processing, display control, brightness, contrast ratio, resolution, image appearance, refresh rate, usable viewing angle, warranty terms, energy conservation capabilities, and reliability of supply.

There are three general models of flat panel-displays: LCD, LED and organic light-emitting diode (OLED).

LCD displays are generally less expensive, wider in depth and weigh more than LED displays. LCD displays have been the most widely used type of display for signage until recently, but manufacturers have started to discontinue LCD CCFL displays in favor of the performance and economies of LED panels that are back-lit, edge-lit and direct-lit. LED types use either a matrix of LEDs behind the screen or an array of side-mounted LEDs to replace the cold cathode fluorescent light lamps. Although the concept is generally the same as back-lighting back-lighting, LED displays offer a sharper, clearer image and offer brighter colors and better contrast over LCD. LEDs also offer lower operating costs by using up to 50 percent less power consumption than CCFLs. Additionally, LEDs offer a slimmer profile, with some commercial displays being less than a few millimeters in depth versus up to 5 inches with CCFL displays.

OLED technology is emerging as an advanced flat-panel display option. These flexible, bright, ultra-thin, highly energy efficient displays are similar to a regular LED, except that they are made up of organic semiconductor material sandwiched between two electrodes that produce light when a current is made to flow through its volume.

Tip: LCDs offer a preferred long-life, high-performance, cost-effective solution, while the benefits of OLED may be best suited to deliver the «wow factor» of very high profile or architectural media.

As with vehicles, external appearance does matter. Bezel width and depth, and even the appearance of the manufacturer’s name contribute to the aesthetic appeal.

Tip: A narrow bezel and minimal depth will allow the display to be seen as more modern over a longer period.

In deciding on a consumer TV or commercial quality flat panel display for the digital signage application, the decision is easily made. Whereas consumer (in-home) TVs are produced for a two- to four-year life operating three to four hours per day (depending on the brand), commercial-grade flat panels are engineered for 60,000+ duty hours, (18 hours of operation for 365 days equals 6,570 hours of operation per year). Warranties reflecting this ruggedness are typically for one year on the in-home TV versus three to four years on the digital-signage display. In-home TVs are not designed to operate in portrait mode and they usually lack the inputs and display controls that maximize the return on the digital-signage investment.

Display providers such as LG Electronics use commercial-grade components that are designed to prolong the life of the display where heat, dust and humidity are elements of the display environment. Conformal coating is a thin protective chemical coating or polymer film that is topically applied to circuit boards to protect electronic circuits from harsh environments. When applied, this breathing coating «conforms» to the circuit assembly, filtering water vapor and solid debris.

Commercial-grade components and LED lighting can be effectively cooled using convection, typically negating the need for supplemental fan cooling. Fanless flat panel operations reduce noise and energy requirements while pulling less contaminated air into the workings of the display device.

The International Electrotechnical Commission has developed IP, or Ingress Protection ratings, to define the degree of protection a specific enclosure provides. This rating measures external influences that come in contact with an enclosure from any direction. Some LG display models have passed the rigorous dust ingress test to receive their exclusive IP5X certifications for dust-proofing, providing complete protection against contact and are made to resist dust buildup to assure the best lifetime performance and less heat generation.

Tip: Consumer quality TVs are simple not suitable in dirty, hot or humid environments and are a false economy over using commercial-grade flat panel displays.

A single replacement of a consumer quality panel can increase its cost over the commercial grade panel, and operational economies may be sacrificed since commercial-use features are typically not included in home-use TVs.

The display and the content the display presents are joined at the hip. The visual appeal and feel that makes a vehicle attractive is similar to the flat-panel selection. The warmth, hue and presentation of content can differ from product to product.

As with vehicles, what is «under the hood» matters most. Beyond product life, the selection decision must be based on functions, performance and the expected total cost of ownership over the expected life of the device.

«Effective management capabilities are a vital consideration when choosing a digital signage display, and integral for reducing staff time and resources spent monitoring and maintaining displays,» said Dan Smith, director of digital signage for LG Electronics USA Inc. «Displays using Simple Network Management Protocol standards allow systems integrators to remotely communicate with screens using standard network communication protocols for more efficient management and troubleshooting. Additionally, the ability to monitor the front of the display with a panel-facing pixel sensor and to continuously communicate with the screen, even when the backlight is powered down, are important for screen management. Robust connectivity options, such as Wi-Fi, hardwiring, and failover options for failed image inputs, also ensure that content is always running seamlessly».

Connectivity between the flat-panel display and media player should be considered in the selection criteria. The media player can be embedded in the display, but most digital signage uses an exterior media player to take advantage of the functionality of the content management software. Connections for proximity cabling such as DVI, HDMI or DP will be required in the display. Also, the distance between the media player and display will require connectivity such as transmitter/receiver, wired or wireless, allowing the signal to go from the source media player to the display.

Connectivity of the flat panel to the signage network manager and performance reporting are of increasing consideration in flat-panel selection, as is the fail-over function that enables content display from internal memory without a playlist interruption even when all external inputs are not working.

Functions such as automatic adjustment to ambient light conditions, screen wash to remove phantom image or «burn in,» and display control for image adjustment, user «lock out» and other features add the value that flat-panel displays deliver while minimizing costs and service disruption.

Beyond service life, the quality of image presentation is the key consideration in display selection. Brightness, resolution, refresh rate and color accuracy, including the «true black» of the «at rest» display, are worthy of attention during selection.

While most flat-panel displays claim almost a 180-degree viewing angle, image quality off the perpendicular viewing axis and at wide angles can quickly erode. The real issue for display selection is the degree to which the content is easily viewable from a wider horizontal angle or vertical angles without brightness or color degradation.

Off-axis viewing of displays located in walkways or used in information exhibits, customer services or drive-thru situations requires that the content be clearly visible without distortion or haze from a wide viewing angle. The content must attract the eye and be adequate to influence a decision from as wide a viewing angle as possible in order to maximize the value of the display investment. The use of anti-reflection coating or anti-glare glass can improve the ease of viewing and image quality in off axis viewing situations in particular.

Tip: All flat-panel display models are not created equal.

Connectivity, features and adjustment control add to the benefits the display can deliver over it service life. Unlike the plug-and-play of home TV, which requires minimal setup, digital signage is a demanding application of media presentation requiring long hours of reliable use. They must often be set for optimal performance in the environment in which they will operate with internal adjustments automatically applied for optimal performance. Assure that optimal performance is part of your total cost-of- ownership-assessment.

Flat panels can be purchased from the original equipment manufacturer, of which LG Electronics and Samsung are examples, or from firms such as NEC that source key components from the OEM. Distributors such as ADI Global, Synnex, Ingram Micro, Tech Data and many others work closely with flat-panel providers in the supply chain. (A Google search of “flat panel distributor” gets 1.2 million options). Resellers of flat panels and providers of digital signage systems work through OEMs and distributors to best meet end user needs.

The end user will benefit from sourcing their flat panel displays from a provider that has a long track record and deep experience in this element of digital signage. The supplier should be healthy from a corporate standpoint to assure that they are still around to honor warranty and model upgrade should these be required.

Tip: As distributors are influenced to recommend a particular flat-panel model based on the requirement, sales professionals are also influenced by inventory levels, special promotions and commission structures.

The end user or integrator is urged to know the requirement and use scenario as clearly and deeply as possible, and to be open to options that may appear to cost more initially, but that will have better performance and a lower total cost of ownership over the four to eight years of expected operation of the flat panel.

In conclusion, the best selection of a flat-panel digital signage display ultimately comes down to this question: What will best show the content that we want to display at the lowest cost over the time of its use? Answering this question requires the end user and its supplier to assess the purchase against a range of options, the most important of which may be «under the hood.» The selection decision is a time to set aside biases and make a decision based on facts.

Tag: digital signage for retail

Posted in Enterprise Tagged with: ,