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Las siglas FMCG corresponden a Fast Moving Consumer Goods, es decir, se refiere a los bienes de consumo de alta rotación, aquellos que tienen una vida útil corta. Esta limitada durabilidad está provocada por dos razones: la propia naturaleza del producto, que implica un deterioro rápido, y la alta demanda de los consumidores.

\n

En la primera de ella nos encontramos a determinados artículos que se deterioran rápidamente, como productos de alimentación frescos, mientras que en la segunda entran todos los artículos que se producen masivamente y en un corto período de tiempo. Su objetivo es ser comercializados en una época o campaña determinada, como verano o Navidad.

\n

Todos los datos indican que la industria FMCG tiene potencial y un gran futuro. De hecho, según diversos estudios sobre los hábitos de consumo en España, este mercado crece cada año.

\n

Los motivos del éxito del sector de los Fast Moving Consumer Goods son los nuevos estilos de vida, la tecnología y el auge del uso de internet para comprar online. De hecho, es un mercado que está experimentando una gran transformación, provocada por el cambio de necesidades y por las preferencias del consumidor.

\n

Todo esto implica que los eCommerce tienen que adaptar sus modelos de negocio a las nuevas tendencias de consumo. El sector se está reinventando para mejorar sus propuestas, la experiencia del cliente y la optimización de todos los procesos de venta y sobre todo, de distribución.

\n

Logística: Una de las principales repercusiones de sector de los FMCG

\n

En la actualidad, el crecimiento del mercado de los Fast Moving Consumer Goods es tan importante, que sus productores (grandes, medianos y pequeños) buscan ofrecer directamente a los consumidores sus artículos.

\n

El objetivo es reducir la dependencia de las cadenas de distribución. Y este cambio de paradigma ha traído consigo una alta demanda de socios en el ámbito del transporte y de la logística. Es la estrategia que permitirá a los eCommerce aprovechar las grandes oportunidades que les ofrece este sector.

\n

Para que todo el proceso se lleve a cabo con éxito, la cadena de suministro es la columna vertebral. Es decir, es el elemento que garantiza unos óptimos tanto para la empresa como para el consumidor.

\n

Y para ello, es esencial cumplir estrictamente con los tiempos de almacenaje y de entrega, así como con un correcto embalaje de los productos transportados. Y en este punto es donde el mercado de los FMCG se enfrenta a grandes retos.

\n

La logística y transporte es uno de los principales desafíos, relacionados con los tiempos de entregas, así como con los costes y la disponibilidad de transportistas.

\n

Como ocurre con cualquier venta online, los eCommerce de este tipo de productos necesitan poder hacer frente a unos tiempos de entrega cada vez más cortos. Los consumidores exigen cada vez en mayor medida que sus productos lleguen lo más rápido posible, y la tendencia de los envíos de artículos FMCG son las entregas en el mismo día, incluso en dos horas.

\n

Por ello, los comercios on line deben implantar estrategias que cumplan a rajatabla con los tiempos, con el fin de garantizar que el pedido llegará sin retrasos.

\n

Este objetivo se potencia aún más por una necesidad que marca este mercado: el comprador debe estar en casa para recibir sus productos. Como se trata de artículos de deterioro muy rápido, estos tienen que ser entregados en mano.

\n

Esta peculiaridad ha provocado que las empresas deban ofrecer opciones versátiles a la hora de entregar los pedidos, como por ejemplo, implementar diferentes franjas horarias que se adapten a las necesidades de los compradores y faciliten que estén en casa cuando llegue el transportista.

\n

Una tendencia que está creciendo también es informar al comprador del estado y punto exacto de su pedido, para que este pueda confirmar la hora de entrega y se organice para recibirlo.

\n

En definitiva, todos estos retos del sector de los Fast Moving Consumer Goods implican para los pequeños y medianos eCommerce la irrupción de nuevos actores en escena. Y los más importantes son el transporte y la tecnología, para automatizar los procesos y acortar los tiempos de entrega y distribución.

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