{"id":20476,"date":"2026-05-28T10:12:54","date_gmt":"2026-05-28T08:12:54","guid":{"rendered":"https:\/\/retailtechconnect.com\/?p=20476"},"modified":"2026-05-28T10:12:55","modified_gmt":"2026-05-28T08:12:55","slug":"consumidor-espanol-estrategico-2026-ahorro-ia-retail","status":"publish","type":"post","link":"https:\/\/retailtechconnect.com\/en\/consumidor-espanol-estrategico-2026-ahorro-ia-retail\/","title":{"rendered":"El 65% de los espa\u00f1oles no cree que su poder adquisitivo vaya a mejorar en 2026"},"content":{"rendered":"<p>\u25cf <strong>El 55% prioriza productos que se encuentren en promoci\u00f3n y el 52% compara precios antes de realizar sus compras.<\/strong><br \/>\n\u25cf <strong>Uno de cada tres espa\u00f1oles ha utilizado IA en el \u00faltimo a\u00f1o para tomar decisiones relacionadas con sus compras.<\/strong><\/p>\n<p>El consumidor espa\u00f1ol afronta 2026 con una actitud mucho m\u00e1s racional y estrat\u00e9gica hacia el consumo. La incertidumbre econ\u00f3mica, la presi\u00f3n sobre el poder adquisitivo y el aumento del coste de vida est\u00e1n impulsando nuevos h\u00e1bitos de compra marcados por la planificaci\u00f3n, la comparaci\u00f3n y la b\u00fasqueda<br \/>\nactiva de ahorro.<\/p>\n<p>As\u00ed lo refleja la nueva edici\u00f3n del estudio The State of Shopping 2026, elaborado por Shopfully, l\u00edder europeo en Drive to Store, que conecta millones de consumidores con las tiendas de su alrededor. El estudio analiza los h\u00e1bitos de compra de m\u00e1s de 6.600 consumidores en ocho pa\u00edses europeos, entre ellos Espa\u00f1a, Italia, Francia y Alemania.<\/p>\n<p><a href=\"https:\/\/retailtechconnect.com\/en\/consumidor-espanol-estrategico-2026-ahorro-ia-retail\/shopfully\/\" rel=\"attachment wp-att-20478\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-20478 aligncenter\" src=\"https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/05\/Shopfully.png\" alt=\"\" width=\"944\" height=\"530\" srcset=\"https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/05\/Shopfully.png 944w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/05\/Shopfully-300x168.png 300w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/05\/Shopfully-768x431.png 768w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/05\/Shopfully-18x10.png 18w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/05\/Shopfully-150x85.png 150w, https:\/\/retailtechconnect.com\/wp-content\/uploads\/2026\/05\/Shopfully-600x337.png 600w\" sizes=\"(max-width: 944px) 100vw, 944px\" \/><\/a><\/p>\n<p><strong>El ahorro ya no es puntual: es una estrategia de compra<\/strong><br \/>\nEl contexto econ\u00f3mico contin\u00faa condicionando el comportamiento de los consumidores. En Espa\u00f1a, el 65% afirma que no cree que su poder adquisitivo vaya a mejorar en 2026, mientras que solo un 8% asegura que tiene intenci\u00f3n de gastar m\u00e1s este a\u00f1o.<br \/>\nComo consecuencia, el consumo se vuelve cada vez m\u00e1s estrat\u00e9gico. Dos de cada tres consumidores espa\u00f1oles prev\u00e9n reducir su gasto en alguna categor\u00eda,<br \/>\nespecialmente en muebles (40%), electr\u00f3nica (35%) y moda (26%). Sin embargo, el ajuste del gasto no implica \u00fanicamente consumir menos, sino comprar<br \/>\nmejor. M\u00e1s de la mitad de los consumidores prioriza productos en promoci\u00f3n (55%) y compara precios entre diferentes tiendas antes de comprar (52%). Adem\u00e1s, un 40% asegura utilizar cupones de forma m\u00e1s activa y un 37% ha cambiado a marcas m\u00e1s econ\u00f3micas o marcas blancas.<br \/>\n\u201c<em>El consumidor espa\u00f1ol ya no improvisa sus compras. Planifica, compara y busca optimizar cada decisi\u00f3n para sacar el m\u00e1ximo partido a su presupuesto. Hoy el ahorro ya no es una reacci\u00f3n puntual: es una estrategia de compra<\/em>\u201d, explica Henri-No\u00ebl Bouvet, Director de Iberia y Francia en Shopfully.<\/p>\n<p><strong>La compra sigue siendo f\u00edsica, pero la decisi\u00f3n empieza mucho antes<\/strong><br \/>\nAunque el punto de venta f\u00edsico sigue teniendo un peso fundamental, el proceso de compra comienza cada vez m\u00e1s en el entorno digital.<br \/>\nEl 63% de los consumidores espa\u00f1oles afirma comprar principalmente en tiendas f\u00edsicas, mientras que el 37% combina canales online y offline. Sin embargo, el 72% investiga productos en internet antes de comprar.<br \/>\nA la hora de buscar informaci\u00f3n, los consumidores recurren principalmente a plataformas de ofertas y promociones (55%), webs o apps de retailers (48%) y<br \/>\nmarketplaces (30%). En cambio, las redes sociales (17%) y los motores de b\u00fasqueda (15%) tienen una relevancia menor en el proceso de decisi\u00f3n.<br \/>\n\u201c<em>La tienda f\u00edsica sigue siendo clave, pero la decisi\u00f3n de compra se toma cada vez antes y en digital. El consumidor ya no navega \u00fanicamente para<\/em><br \/>\n<em>inspirarse, sino para comparar, evaluar y tomar decisiones m\u00e1s inteligentes antes de llegar al punto de venta<\/em>\u201d, a\u00f1ade Henri-No\u00ebl Bouvet.<\/p>\n<p><strong>El precio manda, pero no de la misma forma en todas las categor\u00edas<\/strong><br \/>\nEl estudio tambi\u00e9n muestra que el peso del precio var\u00eda seg\u00fan el tipo de compra. En alimentaci\u00f3n y bebidas, el 74% de los consumidores prioriza los precios<br \/>\ncompetitivos, reflejando una fuerte sensibilidad al ahorro incluso en categor\u00edas esenciales. En moda, este porcentaje alcanza el 72%, mientras que en electr\u00f3nica y<br \/>\ntecnolog\u00eda, adem\u00e1s del precio (53%), gana importancia la calidad del producto (54%).<br \/>\nEsto demuestra que el consumidor no busca \u00fanicamente gastar menos, sino optimizar el valor de cada compra seg\u00fan la categor\u00eda y el contexto.<\/p>\n<p><strong>La publicidad y la personalizaci\u00f3n solo funcionan si aportan valor<\/strong><br \/>\nLa relaci\u00f3n entre consumidores y marcas tambi\u00e9n est\u00e1 evolucionando. En un contexto marcado por la b\u00fasqueda de ahorro, la publicidad es percibida de forma positiva siempre que resulte \u00fatil y relevante.<br \/>\nEl 67% de los consumidores considera \u00fatil la publicidad cuando ayuda a descubrir promociones que no conoc\u00eda, mientras que casi un 80% afirma estar abierto a<br \/>\nrecibir ofertas personalizadas si son \u00fatiles y transparentes. Adem\u00e1s, m\u00e1s de la mitad de los consumidores (55%) estar\u00eda dispuesto a compartir sus<br \/>\ndatos personales si eso le permitiera ahorrar dinero.<\/p>\n<p><strong>La IA gana espacio en el proceso de compra<\/strong><br \/>\nLa inteligencia artificial se consolida como herramienta de apoyo durante el proceso de compra. Uno de cada tres consumidores espa\u00f1oles afirma haber utilizado IA en el \u00faltimo a\u00f1o para tomar decisiones relacionadas con sus compras.<br \/>\nLos usos m\u00e1s frecuentes est\u00e1n vinculados al ahorro y la comparaci\u00f3n: comparar precios entre tiendas (64%), detectar ofertas enga\u00f1osas (35%) y hacer seguimiento de precios (30%).<\/p>\n<p><strong>Espa\u00f1a, m\u00e1s activa digitalmente que la media europea<\/strong><br \/>\nEn comparaci\u00f3n con otros pa\u00edses europeos, Espa\u00f1a destaca por un comportamiento especialmente intensivo en la fase de investigaci\u00f3n y optimizaci\u00f3n de la compra.<br \/>\nLos consumidores espa\u00f1oles investigan online antes de comprar con mayor frecuencia que la media europea (72% frente al 56%) y utilizan m\u00e1s plataformas digitales orientadas a promociones y comparaci\u00f3n de precios.<br \/>\nEn 2026 el consumidor est\u00e1 m\u00e1s informado, m\u00e1s exigente y mucho m\u00e1s estrat\u00e9gico en cada decisi\u00f3n de compra.<\/p>\n<p><strong>Sobre Shopfully<\/strong><br \/>\nShopfully es la plataforma l\u00edder en Europa en Drive to store que conecta a los consumidores con las tiendas de su alrededor. Llegamos a 200 millones de<br \/>\nconsumidores con las ofertas y productos que m\u00e1s les interesan, ayudando a cientos de retailers y marcas a impulsar el tr\u00e1fico a tienda y maximizar las ventas locales. A trav\u00e9s de nuestros marketplaces, la mayor Shopper Network de Europa, y de nuestra plataforma de marketing hiperlocal impulsada por IA, transformamos las estrategias promocionales en motores de rendimiento que convierten la visibilidad digital en resultados reales para las tiendas. Con presencia en 25 pa\u00edses y un equipo de m\u00e1s de 450 expertos digitales, en Shopfully estamos transformando el futuro del retail a trav\u00e9s de tecnolog\u00eda, datos e innovaci\u00f3n.<\/p>","protected":false},"excerpt":{"rendered":"<p>\u25cf El 55% prioriza productos que se encuentren en promoci\u00f3n y el 52% compara precios antes de realizar sus compras. \u25cf Uno de cada tres espa\u00f1oles ha utilizado IA en el \u00faltimo a\u00f1o para tomar decisiones relacionadas con sus compras. El consumidor espa\u00f1ol afronta 2026 con una actitud mucho m\u00e1s racional y estrat\u00e9gica hacia el [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":20477,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[384,272,271,275,270,273,267,240,330],"tags":[387,396,393,385,62,374,123,370,339,124,391,388,392,61,386,395,394,390,389,343],"class_list":["post-20476","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumo","category-e-commerce","category-fidelizacion","category-inteligencia-artificial","category-marketing","category-omnicanalidad","category-retail","category-tecnologia","category-transformacion-digital","tag-ahorro","tag-comparacion-de-precios","tag-comportamiento-del-consumidor","tag-consumidor-espanol","tag-consumo","tag-digitalizacion-retail","tag-ecommerce","tag-ia-en-retail","tag-inteligencia-artificial","tag-omnicanalidad","tag-precios","tag-promociones","tag-promociones-retail","tag-retail","tag-retail-2026","tag-retail-technology","tag-shopfully","tag-shopper-marketing","tag-tiendas-fisicas","tag-transformacion-digital"],"yoast_head":"<!-- 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