{"id":9404,"date":"2018-12-14T10:09:12","date_gmt":"2018-12-14T10:09:12","guid":{"rendered":"http:\/\/fefac.cat\/empresarial\/?p=9404"},"modified":"2018-12-14T10:09:12","modified_gmt":"2018-12-14T10:09:12","slug":"cada-vegada-ms-persones-compren-online","status":"publish","type":"post","link":"https:\/\/fefac.cat\/empresarial\/cada-vegada-ms-persones-compren-online\/","title":{"rendered":"Cada vegada m\u00e9s persones compren online"},"content":{"rendered":"<p><strong>L&#39;estudi Farma Shopper 2018<\/strong> elaborat per <strong>IQVIA i Shoppertec, <\/strong>presentat ahir a Barcelona en un acte al qual va assistir la Federaci&oacute; d&#39;Associacions de Farm&agrave;cies de Catalunya (FEFAC), aborda en profunditat el comportament del <strong>comprador de productes Consumer Health a internet, <\/strong>evidenciant que el canal online continua creixent, conformant un nou model de relaci&oacute; laboratori-farm&agrave;cia i l&#39;usuari. La transformaci&oacute; digital t&eacute; un enorme potencial, per&ograve; cal tenir en compte que al canal online existeixen moltes difer&egrave;ncies entre categories, i &eacute;s necessari con&egrave;ixer el comportament del comprador en cadascuna d&#39;elles, tant al canal online com a la botiga f&iacute;sica.<\/p>\n<p><strong>Actituds cap a la botiga f&iacute;sica i la botiga online<\/strong><\/p>\n<p>Les botigues f&iacute;siques, cada vegada m&eacute;s, no seran nom&eacute;s un canal de compra, ja que al consumidor li agrada anar de botigues f&iacute;siques per realitzar les seves compres, per&ograve; tamb&eacute; per recollir-les, descobrir o avaluar productes que vol comprar a internet o a la botiga.<\/p>\n<p>El comprador vol triar quan comprar i ho fa en aquells establiments que li ofereixen una millor proposta de valor. Al 63% de la poblaci&oacute; li agrada que li donin l&#39;opci&oacute; de comprar per internet i recollir la seva compra en la botiga i al 66% li sembla molt interessant que la seva farm&agrave;cia doni l&#39;opci&oacute; de comprar online.<\/p>\n<p>La poblaci&oacute; decideix comprar online perqu&egrave; els permet estalviar temps i tenen la possibilitat de poder comprar a qualsevol hora. La conveni&egrave;ncia i el preu s&oacute;n factors per a la compra online. Als compradors els preocupa no estar a casa quan arribi la comanda.<\/p>\n<p><strong>Cerca d&#39;informaci&oacute;<\/strong><\/p>\n<p>La cerca d&#39;informaci&oacute; online &eacute;s cada vegada m&eacute;s important, sobretot quan es va a comprar per primera vegada. Internet &eacute;s la segona \/ tercera font d&#39;informaci&oacute; despr&eacute;s del farmac&egrave;utic i el metge (en algunes categories). Aquest fet fa que el farmac&egrave;utic senti cada vegada m&eacute;s pressi&oacute; per estar informat i format davant les preguntes dels seus clients.<\/p>\n<p><strong>Elecci&oacute; del canal<\/strong><\/p>\n<p>Existeix una oportunitat de desenvolupament online en el sector de la farm&agrave;cia. Tot i que hi ha&nbsp;farm&agrave;cies amb pres&egrave;ncia online (21%), el volum de vendes &eacute;s molt baix, i nom&eacute;s unes quantes aprofiten el canal online. Cura facial i nutrici&oacute;\/diet&egrave;tica s&oacute;n les categories de productes de farm&agrave;cia m&eacute;s comprades pels compradors online.<\/p>\n<p>Existeixen tres motius pels quals comprar productes de farm&agrave;cia a internet:<\/p>\n<ul>\n<li>Comoditat<\/li>\n<li>Preu<\/li>\n<li>Lliurament a domicili.&nbsp;<\/li>\n<\/ul>\n<p>La confian&ccedil;a, el tracte personal o no veure i tocar el producte s&oacute;n motius pels quals la poblaci&oacute; no compra online alguns productes de farm&agrave;cia.<\/p>\n<p><strong>Elecci&oacute; de la botiga online<\/strong><br font-size:=\"\" open=\"\" style=\"box-sizing: border-box; font-family: \" \/><br \/>\nEn la compra online no es t&eacute; en compte nom&eacute;s el preu, per&ograve; l&#39;elecci&oacute; de la botiga es fa principalment pels bons preus que ofereix, en el 39% dels casos. Altres motius d&#39;elecci&oacute; del canal online de compra son la gran varietat de productes (27%) i el coneixement previ de la botiga (25%).<\/p>\n<p>Els compradors m&eacute;s joves s&oacute;n els que compren amb m&eacute;s freq&uuml;&egrave;ncia (25-35 anys &#8211; 36% de la compra mensual). Per&ograve; entre els compradors m&eacute;s grans &eacute;s on cada vegada trobem m&eacute;s nous clients.&nbsp;<\/p>\n<p><strong>Despr&eacute;s de la compra<\/strong><\/p>\n<p>La valoraci&oacute; dels usuaris de la seva experi&egrave;ncia en la botiga online &eacute;s positiva. El fet que el producte lliurat sigui exactament el que compren, els preus indicats s&oacute;n els que finalment ha pagat i que li indiquessin clarament els costos associats al lliurament s&oacute;n els aspectes millor valorats pels compradors de la farm&agrave;cia online. D&#39;altra banda, els aspectes pitjor valorats pels compradors en entrar en una botiga online s&oacute;n que li oferissin directament productes que s&#39;adeq&uuml;essin a les seves necessitats, li donessin alternatives diferents de terminis de lliurament o v&iacute;deos i demostracions de productes. Respecte al preu, l&#39;opini&oacute; general &eacute;s que els productes que ha comprat l&#39;usuari online s&oacute;n m&eacute;s barats que a la farm&agrave;cia f&iacute;sica.<\/p>\n<p><strong><span style=\"font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 12px;\">Not&iacute;cies relacionades:<\/span><\/strong><\/p>\n<div style=\"background:#eee;border:1px solid #ccc;padding:5px 10px;\"><a href=\"http:\/\/www.fefac.cat\/noticia.asp?id=7402\" target=\"_blank\"><span style=\"font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 12px;\">El mercat farmac&egrave;utic mostra una tend&egrave;ncia positiva<\/span><\/a><\/div>\n<p><br font-size:=\"\" open=\"\" style=\"box-sizing: border-box; font-family: \" \/><br \/>\n<br font-size:=\"\" open=\"\" style=\"box-sizing: border-box; font-family: \" \/><br \/>\n<br font-size:=\"\" open=\"\" style=\"box-sizing: border-box; font-family: \" \/><br \/>\n&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&#39;estudi Farma Shopper 2018 elaborat per IQVIA i Shoppertec, presentat ahir a Barcelona en un acte al qual va assistir la Federaci&oacute; d&#39;Associacions de Farm&agrave;cies de Catalunya (FEFAC), aborda en [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[18,474,11,12,13,14,15],"tags":[538,919,922,1081,1103,1934,1935,1936],"class_list":["post-9404","post","type-post","status-publish","format-standard","hentry","category-general","category-eines-digitals-per-a-la-farmacia","category-fefac","category-afb","category-afet","category-afell","category-agfe","tag-consumer-health","tag-botiga","tag-shoppertec","tag-consumidor","tag-iqvia","tag-farma-shopper","tag-comprador","tag-compra-online"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cada vegada m\u00e9s persones compren online - FEFAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fefac.cat\/empresarial\/cada-vegada-ms-persones-compren-online\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cada vegada m\u00e9s persones compren online - FEFAC\" \/>\n<meta property=\"og:description\" content=\"L&#039;estudi Farma Shopper 2018 elaborat per IQVIA i Shoppertec, presentat ahir a Barcelona en un acte al qual va assistir la Federaci&oacute; 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