{"id":127805,"date":"2023-08-03T20:07:25","date_gmt":"2023-08-04T00:07:25","guid":{"rendered":"https:\/\/news.sap.com\/latinamerica\/?p=127805"},"modified":"2023-11-08T17:06:37","modified_gmt":"2023-11-08T22:06:37","slug":"bracketing-en-ecommerce-conveniencia-o-impacto-ambiental-bl0g","status":"publish","type":"post","link":"https:\/\/news.sap.com\/latinamerica\/2023\/08\/bracketing-en-ecommerce-conveniencia-o-impacto-ambiental-bl0g\/","title":{"rendered":"Bracketing en ecommerce: \u00bfconveniencia o impacto ambiental?"},"content":{"rendered":"<p class=\"lead\"><em>El bracketing en ecommerce es una pr\u00e1ctica com\u00fan donde los compradores adquieren m\u00faltiples productos similares y devuelven los no deseados. Esto genera costes adicionales para las empresas y un impacto ambiental negativo debido a mayores emisiones de carbono y generaci\u00f3n de residuos.<\/em><\/p>\n<p><!--more--><\/p>\n<p>&nbsp;<\/p>\n<p>Cuando se trata de compras en l\u00ednea, la pr\u00e1ctica del bracketing se ha convertido en una estrategia com\u00fan para evitar descontentos y errores en la elecci\u00f3n de productos, especialmente en el caso de prendas de vestir. Esta pr\u00e1ctica consiste en comprar varios art\u00edculos similares y devolver los que no se deseen, lo que puede generar costes adicionales para las empresas y tener un impacto negativo en el medio ambiente.<\/p>\n<p>Los consumidores recurren al bracketing debido a diversas razones. La incertidumbre en tallas, la comodidad de probar en casa, la posibilidad de explorar nuevas marcas y las pol\u00edticas de devoluci\u00f3n favorables son algunas de las motivaciones principales. Seg\u00fan una encuesta de Narvar, el 85% de los compradores en l\u00ednea admitieron utilizar esta estrategia para asegurarse de que el producto se ajuste a sus expectativas.<\/p>\n<p>Aunque esta pr\u00e1ctica puede parecer conveniente para los consumidores, las consecuencias para las empresas y el medio ambiente son significativas. El procesamiento log\u00edstico y el almacenamiento de m\u00faltiples devoluciones aumentan los costes operativos para las empresas. Adem\u00e1s, el bracketing genera un mayor uso del transporte, lo que se traduce en un aumento de las emisiones de carbono, contribuyendo al cambio clim\u00e1tico.<\/p>\n<p>El impacto ambiental tambi\u00e9n se refleja en la generaci\u00f3n de residuos. Los productos devueltos que no pueden ser revendidos a menudo terminan en vertederos, aumentando el nivel de residuos y la contaminaci\u00f3n ambiental. Asimismo, el uso adicional de embalajes para enviar y recibir los productos agrava el consumo de recursos naturales y la producci\u00f3n de desechos.<\/p>\n<p>Para enfrentar estos desaf\u00edos, es esencial que las empresas implementen medidas responsables. Optimizar las rutas de entrega para reducir las emisiones de carbono, utilizar embalajes ecol\u00f3gicos y promover pol\u00edticas de devoluci\u00f3n m\u00e1s sostenibles son algunas acciones que pueden contribuir a mitigar el impacto ambiental del bracketing en <a href=\"https:\/\/www.sap.com\/latinamerica\/products\/crm\/e-commerce-platforms.html\" target=\"_blank\" rel=\"noopener\">el ecommerce.<\/a><\/p>\n<p>Adem\u00e1s, es fundamental que los vendedores proporcionen informaci\u00f3n detallada y precisa sobre los productos, mejoren la calidad de las im\u00e1genes y brinden soporte en tiempo real para ayudar a los clientes a tomar decisiones informadas. La tecnolog\u00eda de realidad aumentada tambi\u00e9n puede ser una aliada, permitiendo a los clientes visualizar los productos en su entorno antes de comprar, evitando as\u00ed devoluciones innecesarias.<\/p>\n<p>El bracketing en ecommerce plantea un dilema entre la comodidad del consumidor y el impacto ambiental. Con la <a href=\"https:\/\/www.sap.com\/latinamerica\/products\/crm\/commerce-cloud.html\" target=\"_blank\" rel=\"noopener\">implementaci\u00f3n de pr\u00e1cticas m\u00e1s responsables<\/a>, las empresas pueden reducir costes y contribuir a la protecci\u00f3n del medio ambiente.<\/p>\n<p>&nbsp;<\/p>\n<p>Fuente: <a href=\"https:\/\/marketing4ecommerce.net\/que-es-el-bracketing-y-como-afecta-los-costes-de-un-ecommerce-y-al-medio-ambiente\/\" target=\"_blank\" rel=\"noopener\">https:\/\/marketing4ecommerce.net\/que-es-el-bracketing-y-como-afecta-los-costes-de-un-ecommerce-y-al-medio-ambiente\/<\/a><\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.facebook.com\/麻豆原创latinoamerica\" target=\"_blank\" rel=\"noopener\">Facebook<\/a>\u00a0\/\u00a0<a href=\"https:\/\/twitter.com\/麻豆原创LatinAmerica\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>\u00a0\/\u00a0<a href=\"https:\/\/www.linkedin.com\/company\/sap\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>\u00a0\/\u00a0<a href=\"https:\/\/instagram.com\/麻豆原创Latinamerica\/\" target=\"_blank\" rel=\"noopener\">Instagram<\/a><\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p>\u00a9 2023 麻豆原创 SE. All rights reserved. 麻豆原创 and other 麻豆原创 products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of 麻豆原创 SE in Germany and other countries. Please see <a href=\"http:\/\/www.sap.com\/corporate-en\/legal\/copyright\/index.epx#trademark\" target=\"_blank\" rel=\"noopener\">http:\/\/www.sap.com\/corporate-en\/legal\/copyright\/index.epx#trademark<\/a> for additional trademark information and notices.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El bracketing en ecommerce es una pr\u00e1ctica com\u00fan donde los compradores adquieren m\u00faltiples productos similares y devuelven los no deseados. Esto genera costes adicionales para&#8230;<\/p>\n","protected":false},"author":522,"featured_media":127806,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"related_posts":[],"footnotes":"","_links_to":"","_links_to_target":""},"categories":[24297],"tags":[56556,56559,47145,269952,13507,5550870,26382,4645354,269944],"series":[],"region":[26401],"sapn-display":[5600442,5600440,52078,52079,53499],"sapn-type":[6114],"class_list":["post-127805","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tecnologia","tag-blog-2","tag-blog-de-innovacion-de-sap","tag-ecommerce","tag-retail","tag-sustentabilidad","tag-tecnologia","tag-tendencias","tag-tendencias-digitales","tag-transformacion-digital","region-latinoamerica","sapn-display-articulo-destacado","sapn-display-articulo-principal","sapn-display-homepage-hero","sapn-display-top-stories","sapn-display-hero","sapn-type-articulo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.8 (Yoast SEO v28.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Bracketing en ecommerce: \u00bfconveniencia o impacto ambiental? 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