{"id":19872,"date":"2026-04-30T13:11:23","date_gmt":"2026-04-30T11:11:23","guid":{"rendered":"https:\/\/retailtechconnect.com\/?p=19872"},"modified":"2026-04-30T13:34:08","modified_gmt":"2026-04-30T11:34:08","slug":"barometro-del-consumidor-retail-el-mayor-freno-al-consumo-es-la-dificultad-para-decidir-mas-del-50-de-las-fricciones-en-retail-ocurren-antes-de-la-compra","status":"publish","type":"post","link":"https:\/\/retailtechconnect.com\/en\/barometro-del-consumidor-retail-el-mayor-freno-al-consumo-es-la-dificultad-para-decidir-mas-del-50-de-las-fricciones-en-retail-ocurren-antes-de-la-compra\/","title":{"rendered":"Bar\u00f3metro del Consumidor Retail. El mayor freno al consumo es la dificultad para decidir: m\u00e1s del 50% de las fricciones en retail ocurren antes de la compra."},"content":{"rendered":"<ul>\n<li>El <strong>52,9%<\/strong> de las dificultades en el proceso de compra se concentra antes de la compra, especialmente en la comparaci\u00f3n (21,1%) y la b\u00fasqueda (18,4%).<\/li>\n<li>El <strong>14,4%<\/strong> de los consumidores identifica la <strong>postventa como el principal punto de dificultad<\/strong>, evidenciando su impacto en la experiencia y la fidelidad.<\/li>\n<li>El <strong>76%<\/strong> valora la personalizaci\u00f3n cuando aporta un beneficio claro, pero el 67% se siente inc\u00f3modo con el uso excesivo de sus datos.<\/li>\n<li>Los descuentos personalizados (72%) son el formato m\u00e1s valorado, muy por encima de otras propuestas m\u00e1s emocionales.<\/li>\n<li>La confianza (28,8%) y la rapidez en la entrega (24,2%) son los \u00fanicos drivers claros para pagar m\u00e1s.<\/li>\n<\/ul>\n<p>El principal obst\u00e1culo para el crecimiento del retail no est\u00e1 en el momento de pago, sino mucho antes: en la b\u00fasqueda, la comparaci\u00f3n y la toma de<br \/>\ndecisi\u00f3n. Esto es lo que se desprende del Bar\u00f3metro del Consumidor Retail, un estudio, elaborado por Andersen Consulting a partir de una investigaci\u00f3n realizada a m\u00e1s de 700 consumidores en Espa\u00f1a.<\/p>\n<p><em><strong>Decidir es el nuevo cuello de botella del consumo<\/strong><\/em><\/p>\n<p>El bar\u00f3metro de Andersen Consulting revela que el proceso de compra ha dejado de ser lineal. El consumidor actual combina m\u00faltiples fuentes de informaci\u00f3n (buscadores, webs de marca, marketplaces o redes sociales), en un recorrido fragmentado que incrementa la complejidad de la decisi\u00f3n.<br \/>\nEste comportamiento genera un exceso de informaci\u00f3n y desplaza la tensi\u00f3n hacia las fases previas a la compra: El 52,9% de los consumidores afirma que los principales problemas se producen en las fases previas a la compra, especialmente al comparar opciones (21,1%) y en la b\u00fasqueda de productos (18,4%).<\/p>\n<p>Como indica Gabriel Pagola, Managing Director &#8211; Partner en Andersen Consulting \u201cE<em>n un entorno de sobreinformaci\u00f3n, el problema ya no es encontrar productos, sino elegir entre demasiadas opciones. El consumidor se enfrenta a una complejidad creciente en la b\u00fasqueda y la comparaci\u00f3n, lo que desplaza el reto del retail hacia la simplificaci\u00f3n, la recomendaci\u00f3n y la curaci\u00f3n de la oferta.<\/em>\u201d<\/p>\n<p>El estudio tambi\u00e9n pone de manifiesto que la experiencia del cliente no termina con la compra ya que para el 14,4% de los consumidores, la fase de postventa es el punto donde encuentra m\u00e1s dificultades, lo que implica que la gesti\u00f3n posterior a la venta puede tener un impacto directo en la percepci\u00f3n de la marca y en la fidelidad.<\/p>\n<p><a href=\"https:\/\/retailtechconnect.com\/en\/barometro-del-consumidor-retail-el-mayor-freno-al-consumo-es-la-dificultad-para-decidir-mas-del-50-de-las-fricciones-en-retail-ocurren-antes-de-la-compra\/andersenconsulting\/\" rel=\"attachment wp-att-19873\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-medium wp-image-19873 aligncenter\" src=\"https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/04\/AndersenConsulting-300x279.png\" alt=\"\" width=\"300\" height=\"279\" srcset=\"https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/04\/AndersenConsulting-300x279.png 300w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/04\/AndersenConsulting-13x12.png 13w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/04\/AndersenConsulting.png 480w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p><em><strong>Personalizaci\u00f3n s\u00ed, pero con valor<\/strong><\/em>.<\/p>\n<p>Otro de los hallazgos m\u00e1s relevantes del bar\u00f3metro es la coexistencia en el consumidor de dos expectativas aparentemente contradictorias. El 76% de los<br \/>\nconsumidores valora la personalizaci\u00f3n cuando aporta un beneficio claro y tangible, pero el 67% se siente inc\u00f3modo cuando percibe un uso excesivo de<br \/>\nsus datos.<\/p>\n<p>\u201c<em>El sector retail se mueve en un terreno delicado. El consumidor valora la personalizaci\u00f3n cuando le aporta un beneficio claro, pero la rechaza cuando percibe<\/em><br \/>\n<em>intrusi\u00f3n. El reto, por tanto, no es disponer de m\u00e1s datos sobre el cliente, sino utilizarlos con sentido, de forma que le ayuden a tomar decisiones y le aporten un valor real. El cliente no busca experiencias diferenciales, sino soluciones pr\u00e1cticas que le permitan ahorrar, encontrar m\u00e1s r\u00e1pido lo que necesita y simplificar su proceso de compra<\/em>\u201d indica Jos\u00e9 Manuel Brell, Managing Director &#8211; Partner en Andersen Consulting<\/p>\n<p>De hecho, los datos demuestran que la personalizaci\u00f3n m\u00e1s eficaz es la que genera un beneficio directo y tangible. Los descuentos personalizados (72%) se sit\u00faan como la opci\u00f3n mejor valorada por los consumidores, por delante de otras propuestas m\u00e1s aspiracionales o emocionales.<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/retailtechconnect.com\/en\/barometro-del-consumidor-retail-el-mayor-freno-al-consumo-es-la-dificultad-para-decidir-mas-del-50-de-las-fricciones-en-retail-ocurren-antes-de-la-compra\/andersenconsulting2\/\" rel=\"attachment wp-att-19874\"><img decoding=\"async\" class=\"size-medium wp-image-19874 aligncenter\" src=\"https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/04\/AndersenConsulting2-293x300.png\" alt=\"\" width=\"293\" height=\"300\" srcset=\"https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/04\/AndersenConsulting2-293x300.png 293w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/04\/AndersenConsulting2-12x12.png 12w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/04\/AndersenConsulting2.png 572w\" sizes=\"(max-width: 293px) 100vw, 293px\" \/><\/a><\/p>\n<p><em><strong>Confianza y rapidez, claves para pagar m\u00e1s y fidelizar.<\/strong><\/em><\/p>\n<p>Por \u00faltimo, el bar\u00f3metro muestra que los drivers de decisi\u00f3n del consumidor responden a dos l\u00f3gicas distintas. Por un lado, el precio competitivo sigue<br \/>\nsiendo el principal motivo individual para elegir y volver a un comercio (38,8%).<\/p>\n<p>Por otro, cuando se analiza la fidelidad, los factores determinantes son la experiencia: la comodidad, la confianza y la calidad del servicio explican m\u00e1s<br \/>\ndel 50% de la recurrencia.Esta misma l\u00f3gica se observa en la disposici\u00f3n a pagar m\u00e1s, donde los \u00fanicos drivers que destacan de forma consistente son la confianza (28,8%) y la rapidez en la entrega (24,2%). En conjunto, estos datos reflejan que, aunque el precio sigue siendo clave en la elecci\u00f3n, la relaci\u00f3n a largo plazo con el cliente y el valor percibido se construyen cada vez m\u00e1s sobre la experiencia.<\/p>\n<p><a href=\"https:\/\/retailtechconnect.com\/en\/barometro-del-consumidor-retail-el-mayor-freno-al-consumo-es-la-dificultad-para-decidir-mas-del-50-de-las-fricciones-en-retail-ocurren-antes-de-la-compra\/andersenconsulting3\/\" rel=\"attachment wp-att-19875\"><img decoding=\"async\" class=\"wp-image-19875 aligncenter\" src=\"https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/04\/AndersenConsulting3-296x300.png\" alt=\"\" width=\"296\" height=\"300\" srcset=\"https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/04\/AndersenConsulting3-296x300.png 296w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/04\/AndersenConsulting3-12x12.png 12w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/04\/AndersenConsulting3.png 418w\" sizes=\"(max-width: 296px) 100vw, 296px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><em><strong>Sobre Andersen Consulting<\/strong><\/em><br \/>\n<em>Andersen Consulting es una firma global de consultor\u00eda que forma parte del modelo de servicios multidimensional de Andersen Global, lo que le permite brindar una experiencia de primer nivel en consultor\u00eda y en servicios de asesor\u00eda fiscal, legal, de valoraci\u00f3n y movilidad global. A trav\u00e9s de sus firmas miembro y colaboradoras, cuenta con m\u00e1s de 44.000 profesionales y presencia en m\u00e1s de 600 localizaciones. Andersen Consulting Holdings LP es<\/em><br \/>\n<em>una sociedad limitada que brinda servicios de consultor\u00eda a trav\u00e9s de sus firmas miembro ycolaboradoras en todo el mundo.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>El 52,9% de las dificultades en el proceso de compra se concentra antes de la compra, especialmente en la comparaci\u00f3n (21,1%) y la b\u00fasqueda (18,4%). El 14,4% de los consumidores identifica la postventa como el principal punto de dificultad, evidenciando su impacto en la experiencia y la fidelidad. El 76% valora la personalizaci\u00f3n cuando aporta [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":19876,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[268,276,274,269,272,241,271,275,270,273,267],"tags":[290,280,128,278,291,283,279,123,289,286,277,181,285,284,288,281,124,282,61,292,293,287],"class_list":["post-19872","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comportamiento-del-consumidor","category-customer-journey","category-data","category-decision-de-compra","category-e-commerce","category-experiencia-cliente","category-fidelizacion","category-inteligencia-artificial","category-marketing","category-omnicanalidad","category-retail","tag-confianza","tag-consumidor","tag-conversion","tag-customerexperience","tag-cx","tag-datos","tag-decisiondecompra","tag-ecommerce","tag-entrega","tag-estrategia","tag-experienciacliente","tag-fidelizacion","tag-ia","tag-inteligenciaartificial","tag-logistica","tag-marketingdigital","tag-omnicanalidad","tag-personalizacion","tag-retail","tag-retailtrends","tag-transformaciondigital","tag-ventas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Bar\u00f3metro del Consumidor Retail. El mayor freno al consumo es la dificultad para decidir: m\u00e1s del 50% de las fricciones en retail ocurren antes de la compra. - RetailTechConnect<\/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:\/\/retailtechconnect.com\/en\/barometro-del-consumidor-retail-el-mayor-freno-al-consumo-es-la-dificultad-para-decidir-mas-del-50-de-las-fricciones-en-retail-ocurren-antes-de-la-compra\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bar\u00f3metro del Consumidor Retail. 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