{"id":1503,"date":"2026-01-27T22:20:39","date_gmt":"2026-01-27T22:20:39","guid":{"rendered":"https:\/\/blog.ramirocastrejon.com\/?p=1503"},"modified":"2026-01-27T22:20:39","modified_gmt":"2026-01-27T22:20:39","slug":"el-viaje-del-shopper-donde-estas-perdiendo-dinero-y-no-lo-sabes-en-tu-punto-de-venta","status":"publish","type":"post","link":"https:\/\/blog.ramirocastrejon.com\/pt\/el-viaje-del-shopper-donde-estas-perdiendo-dinero-y-no-lo-sabes-en-tu-punto-de-venta\/","title":{"rendered":"El Viaje del Shopper: D\u00f3nde est\u00e1s perdiendo dinero y no lo sabes en tu punto de venta"},"content":{"rendered":"\n

El Viaje del Shopper: D\u00f3nde est\u00e1s perdiendo dinero y no lo sabes en tu punto de venta<\/p>\n\n\n\n

\u00bfCrees que la venta se decide en la caja registradora? Error.<\/p>\n\n\n\n

La mayor\u00eda de las marcas pierden la venta mucho antes de que el cliente saque la billetera. La pierden en el trayecto.<\/p>\n\n\n\n

En Trade Marketing, llamamos a esto el Shopper Journey<\/strong> (El Viaje del Shopper), y es esencialmente el mapa del tesoro de tu categor\u00eda. Si no lo tienes mapeado, est\u00e1s caminando a ciegas en un campo minado.<\/p>\n\n\n\n

El viaje no es lineal, pero tiene puntos cr\u00edticos de dolor que llamamos “fugas de conversi\u00f3n”:<\/p>\n\n\n\n

1\ufe0f\u20e3 Pre-Tienda (La Planificaci\u00f3n):<\/strong> \u00bfEst\u00e1s en la lista mental o f\u00edsica? Si tu marketing masivo fall\u00f3 aqu\u00ed, ni el mejor exhibidor del mundo te salvar\u00e1.<\/p>\n\n\n\n

2\ufe0f\u20e3 Navegaci\u00f3n (El Encuentro):<\/strong> El Shopper entra a la tienda. \u00bfTu se\u00f1alizaci\u00f3n lo gu\u00eda o lo confunde? Si no te encuentran en 10 segundos, para muchos shoppers, simplemente “no existes”.<\/p>\n\n\n\n

3\ufe0f\u20e3 Selecci\u00f3n (El Momento de la Verdad):<\/strong> Frente al anaquel. Aqu\u00ed es donde el Out of Stock<\/em> (agotado) o una mala exhibici\u00f3n matan todo el esfuerzo anterior.<\/p>\n\n\n\n

El error com\u00fan:<\/strong> Enfocarse solo en el precio final.<\/p>\n\n\n\n

La estrategia experta:<\/strong> Entender que cada paso es una oportunidad de conversi\u00f3n.<\/p>\n\n\n\n

Si un Shopper tiene la intenci\u00f3n de comprarte, pero no te encuentra f\u00e1cil, o el precio no est\u00e1 claro, o el producto de al lado brilla m\u00e1s… esa es una “fuga”. Y esas fugas, sumadas d\u00eda a d\u00eda, son millones en p\u00e9rdidas anuales.<\/p>\n\n\n\n

Tu trabajo no es solo poner el producto en la tienda; es asegurar que el camino entre la entrada y tu producto est\u00e9 libre de obst\u00e1culos.<\/p>\n\n\n\n

\ud83d\udca1 Reflexi\u00f3n del d\u00eda:<\/strong><\/p>\n\n\n\n

Deja de culpar al precio o a la econom\u00eda. A veces, el problema es simplemente que le pusiste una carrera de obst\u00e1culos a quien quer\u00eda darte su dinero. Facilita el viaje y el destino (la compra) ser\u00e1 inevitable.<\/p>\n\n\n\n

<\/p>\n\n\n\n

\ud83d\udc47 \u00bfQuieres dominar el arte del Trade Marketing?<\/strong><\/p>\n\n\n\n

Si quieres aprender m\u00e1s \u00fanete a mi newsletter:<\/p>\n\n\n\n

https:\/\/www.linkedin.com\/newsletters\/7390840577824620544<\/a><\/p>\n\n\n\n

Y mejor a\u00fan, si quieres tomar acci\u00f3n y que colaboremos juntos, agenda una sesi\u00f3n conmigo:<\/p>\n\n\n\n

https:\/\/u6hab.share.hsforms.com\/2oKuh6dTbTG6zu0Eu2xp_Lw<\/a><\/p>\n\n\n\n

#ShopperJourney #TradeMarketing #RetailStrategy #CustomerExperience #Ventas<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

El Viaje del Shopper: D\u00f3nde est\u00e1s perdiendo dinero y no lo sabes en tu punto de venta \u00bfCrees que la venta se decide en la caja registradora? Error. La mayor\u00eda de las marcas pierden la venta mucho antes de que el cliente saque la billetera. La pierden en el trayecto. En Trade Marketing, llamamos a […]<\/p>\n","protected":false},"author":1,"featured_media":1501,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[9],"tags":[],"class_list":["post-1503","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trade-marketing"],"aioseo_notices":[],"uagb_featured_image_src":{"full":["https:\/\/blog.ramirocastrejon.com\/wp-content\/uploads\/2026\/01\/2-Curomer-Journey.png",1024,1024,false],"thumbnail":["https:\/\/blog.ramirocastrejon.com\/wp-content\/uploads\/2026\/01\/2-Curomer-Journey-150x150.png",150,150,true],"medium":["https:\/\/blog.ramirocastrejon.com\/wp-content\/uploads\/2026\/01\/2-Curomer-Journey-300x300.png",300,300,true],"medium_large":["https:\/\/blog.ramirocastrejon.com\/wp-content\/uploads\/2026\/01\/2-Curomer-Journey-768x768.png",768,768,true],"large":["https:\/\/blog.ramirocastrejon.com\/wp-content\/uploads\/2026\/01\/2-Curomer-Journey.png",1024,1024,false],"1536x1536":["https:\/\/blog.ramirocastrejon.com\/wp-content\/uploads\/2026\/01\/2-Curomer-Journey.png",1024,1024,false],"2048x2048":["https:\/\/blog.ramirocastrejon.com\/wp-content\/uploads\/2026\/01\/2-Curomer-Journey.png",1024,1024,false]},"uagb_author_info":{"display_name":"Ram Trade Marketing","author_link":"https:\/\/blog.ramirocastrejon.com\/pt\/author\/joseluistrademarketing-lat\/"},"uagb_comment_info":0,"uagb_excerpt":"El Viaje del Shopper: D\u00f3nde est\u00e1s perdiendo dinero y no lo sabes en tu punto de venta \u00bfCrees que la venta se decide en la caja registradora? Error. La mayor\u00eda de las marcas pierden la venta mucho antes de que el cliente saque la billetera. La pierden en el trayecto. En Trade Marketing, llamamos a…","_links":{"self":[{"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/posts\/1503","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/comments?post=1503"}],"version-history":[{"count":1,"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/posts\/1503\/revisions"}],"predecessor-version":[{"id":1504,"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/posts\/1503\/revisions\/1504"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/media\/1501"}],"wp:attachment":[{"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/media?parent=1503"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/categories?post=1503"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/tags?post=1503"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}