{"id":188258,"date":"2026-08-05T10:29:50","date_gmt":"2026-08-05T13:29:50","guid":{"rendered":"https:\/\/www.itsitio.com\/ar\/?p=188258"},"modified":"2026-08-05T10:29:50","modified_gmt":"2026-08-05T13:29:50","slug":"menos-descuentos-masivos-mas-exclusividad-los-programas-de-fidelizacion-ganan-protagonismo-en-el-retail-argentino","status":"publish","type":"post","link":"https:\/\/www.itsitio.com\/ar\/software\/menos-descuentos-masivos-mas-exclusividad-los-programas-de-fidelizacion-ganan-protagonismo-en-el-retail-argentino\/","title":{"rendered":"Menos descuentos masivos, m\u00e1s exclusividad: los programas de fidelizaci\u00f3n ganan protagonismo en el retail argentino"},"content":{"rendered":"
\n

En<\/span>\u00a0un escenario\u00a0en<\/span>\u00a0el<\/span>\u00a0que\u00a0el<\/span>\u00a0consumidor sigue siendo cuidadoso con sus gastos, pero tambi\u00e9n espera experiencias\u00a0de<\/span>\u00a0compra relevantes,\u00a0el<\/span>\u00a0retail<\/span>\u00a0argentino<\/span>\u00a0comienza a redefinir sus estrategias comerciales.<\/strong>\u00a0Los<\/span>\u00a0de<\/span>scuentos<\/span>\u00a0mas<\/span>ivos<\/span>, que durante a\u00f1os fueron\u00a0el<\/span>\u00a0principal motor para atraer clientes,\u00a0ceden espacio frente a\u00a0los<\/span>\u00a0programas<\/span>\u00a0de<\/span>\u00a0fidelizaci\u00f3n,\u00a0los<\/span>\u00a0beneficios exclusivos y las promociones hiperpersonalizadas<\/strong>\u00a0que buscan construir relaciones\u00a0de<\/span>\u00a0largo plazo y mejorar la rentabilidad\u00a0de<\/span>l negocio.<\/p>\n

Esta transformaci\u00f3n se refleja\u00a0en<\/span>\u00a0el<\/span>\u00a0comportamiento\u00a0de<\/span>\u00a0los<\/span>\u00a0consumidores: seg\u00fan\u00a0el<\/span>\u00a0estudio\u00a0Loyalty Pulse<\/u><\/a>\u00a0presentado por VML Argentina\u00a0en<\/span>\u00a0noviembre\u00a0de<\/span>\u00a02025,\u00a0el<\/span>\u00a095%\u00a0de<\/span>\u00a0los<\/span>\u00a0argentino<\/span>s mayores\u00a0de<\/span>\u00a0dieciocho a\u00f1os conoce al\u00a0menos<\/span>\u00a0un programa\u00a0de<\/span>\u00a0lealtad<\/strong>, aunque solo\u00a0el<\/span>\u00a057% participa activamente.\u00a0El<\/span>\u00a0informe evidencia un amplio potencial\u00a0de<\/span>\u00a0crecimiento para las compa\u00f1\u00edas que evolucionen sus propuestas\u00a0de<\/span>\u00a0valor.\u00a0<\/u><\/a>\u00a0<\/span><\/p>\n<\/div>\n

\n

De<\/span>\u00a0las promociones\u00a0mas<\/span>ivas a la fidelizaci\u00f3n inteligente<\/p>\n

<\/strong><\/span><\/h3>\n

Muchas marcas buscan evitar la percepci\u00f3n\u00a0de<\/span>\u00a0ofertas permanentes, una pr\u00e1ctica que puede afectar\u00a0el<\/span>\u00a0valor percibido\u00a0de<\/span>\u00a0sus productos y acostumbrar al consumidor a comprar \u00fanicamente cuando\u00a0en<\/span>cuentra un\u00a0de<\/span>scuento.\u00a0En<\/span>\u00a0cambio,\u00a0crecen modelos como\u00a0los<\/span>\u00a0programas<\/span>\u00a0de<\/span>\u00a0fidelidad<\/strong>, categor\u00edas VIP, suscripciones premium, campa\u00f1as por tiempo limitado y beneficios segmentados seg\u00fan\u00a0el<\/span>\u00a0perfil y comportamiento. La\u00a0personalizaci\u00f3n<\/strong>\u00a0se convirti\u00f3\u00a0en<\/span>\u00a0uno\u00a0de<\/span>\u00a0los<\/span>\u00a0principales diferenciales\u00a0<\/strong>competitivos para\u00a0el<\/span>\u00a0sector.\u00a0<\/span><\/p>\n

La\u00a0inteligencia artificial y\u00a0el<\/span>\u00a0an\u00e1lisis\u00a0de<\/span>\u00a0datos<\/strong>\u00a0est\u00e1n potenciando esa capacidad. Hoy las empresas pueden\u00a0adaptar promociones, recomendaciones y comunicaciones<\/strong>\u00a0seg\u00fan\u00a0el<\/span>\u00a0historial\u00a0de<\/span>\u00a0compra, la ubicaci\u00f3n, la frecuencia\u00a0de<\/span>\u00a0consumo o la actividad digital\u00a0de<\/span>\u00a0cada cliente, ofreciendo experiencias m\u00e1s relevantes y con mayores posibilidades\u00a0de<\/span>\u00a0conversi\u00f3n.<\/span><\/p>\n

“El<\/span>\u00a0consumidor ya no espera recibir las mismas promociones que todos\u00a0los<\/span>\u00a0de<\/span>m\u00e1s. Espera que las marcas lo conozcan, comprendan sus preferencias y le ofrezcan beneficios que respondan a sus necesidades.\u00a0La fidelizaci\u00f3n\u00a0de<\/span>j\u00f3\u00a0de<\/span>\u00a0ser un programa\u00a0de<\/span>\u00a0puntos para convertirse\u00a0en<\/span>\u00a0una estrategia basada\u00a0en<\/span>\u00a0datos, inteligencia artificial y experiencias<\/strong>\u00a0que generan valor tanto para\u00a0el<\/span>\u00a0cliente como para\u00a0el<\/span>\u00a0negocio”, explica Mart\u00edn Malievac, director\u00a0de<\/span>\u00a0Investigaci\u00f3n y\u00a0De<\/span>sarrollo\u00a0de<\/span>\u00a0TOTVS<\/span>\u00a0Napse<\/span>.<\/span><\/p>\n

La tecnolog\u00eda como motor\u00a0de<\/span>\u00a0la nueva fidelizaci\u00f3n<\/strong><\/span><\/h3>\n


\n<\/span>La digitalizaci\u00f3n es hoy un\u00a0componente indispensable<\/strong>\u00a0de<\/span>\u00a0cualquier estrategia\u00a0de<\/span>\u00a0v\u00ednculo con\u00a0el<\/span>\u00a0consumidor.\u00a0Integrar promociones y beneficios\u00a0en<\/span>\u00a0todos\u00a0los<\/span>\u00a0canales\u00a0de<\/span>\u00a0venta<\/strong>\u00a0permite ofrecer una experiencia omnicanal consistente, sin importar si la compra se realiza\u00a0en<\/span>\u00a0una tienda f\u00edsica, un e-commerce, una aplicaci\u00f3n m\u00f3vil o canales conversacionales como WhatsApp. Adem\u00e1s, las herramientas tecnol\u00f3gicas permiten ofrecer propuestas a medida\u00a0en<\/span>\u00a0tiempo real a partir\u00a0de<\/span>l comportamiento\u00a0de<\/span>\u00a0cada cliente,\u00a0optimizando la efectividad\u00a0de<\/span>\u00a0las campa\u00f1as y mejorando la jornada\u00a0de<\/span>\u00a0compra.<\/strong><\/span><\/p>\n

En<\/span>\u00a0ese contexto, soluciones como Promo & Loyalty\u00a0de<\/span>\u00a0TOTVS<\/span>\u00a0Napse<\/span>, permiten crear\u00a0experiencias\u00a0de<\/span>\u00a0consumo hiperpersonalizadas\u00a0en<\/span>\u00a0todos\u00a0los<\/span>\u00a0puntos\u00a0de<\/span>\u00a0contacto<\/strong>. Adem\u00e1s, posibilitan dise\u00f1ar, gestionar y automatizar promociones complejas con reglas flexibles, simular escenarios antes\u00a0de<\/span>\u00a0su implementaci\u00f3n y coordinar acciones\u00a0en<\/span>\u00a0todos\u00a0los<\/span>\u00a0canales\u00a0de<\/span>\u00a0venta.\u00a0<\/span><\/p>\n

En<\/span>\u00a0un mercado cada vez m\u00e1s competitivo,\u00a0el<\/span>\u00a0de<\/span>saf\u00edo para\u00a0el<\/span>\u00a0retail<\/span>\u00a0argentino<\/span>\u00a0ya no pasa por ofrecer\u00a0el<\/span>\u00a0mayor\u00a0de<\/span>scuento, sino por\u00a0generar propuestas\u00a0de<\/span>\u00a0valor que fortalezcan la relaci\u00f3n con\u00a0el<\/span>\u00a0cliente.<\/strong>\u00a0La\u00a0fidelizaci\u00f3n<\/strong>, impulsada por datos, inteligencia artificial y estrategias omnicanal, se perfila como uno\u00a0de<\/span>\u00a0los<\/span>\u00a0principales motores\u00a0de<\/span>\u00a0esa transformaci\u00f3n.<\/strong><\/span><\/p>\n

Leer m\u00e1s<\/span><\/h2>\n

El 87% de las personas solicita intervenci\u00f3n del factor humano para la supervisi\u00f3n de las decisiones algor\u00edtmicas<\/a><\/p>\n

Wizor: la IA que mide el bienestar laboral con perros robots y sensores para predecir riesgos<\/a><\/p>\n

Conectando el d\u00eda a d\u00eda: c\u00f3mo Samsung Account re\u00fane todo en un solo lugar<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Soluciones como Promo & Loyalty\u00a0de\u00a0TOTVS\u00a0Napse, permiten crear\u00a0experiencias\u00a0de\u00a0consumo hiperpersonalizadas\u00a0en\u00a0todos\u00a0los\u00a0puntos\u00a0de\u00a0contacto.<\/p>\n","protected":false},"author":233,"featured_media":188259,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[82],"tags":[551,1194],"class_list":["post-188258","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-software","tag-napse","tag-totvs-napse"],"_links":{"self":[{"href":"https:\/\/www.itsitio.com\/ar\/wp-json\/wp\/v2\/posts\/188258","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.itsitio.com\/ar\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.itsitio.com\/ar\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.itsitio.com\/ar\/wp-json\/wp\/v2\/users\/233"}],"replies":[{"embeddable":true,"href":"https:\/\/www.itsitio.com\/ar\/wp-json\/wp\/v2\/comments?post=188258"}],"version-history":[{"count":0,"href":"https:\/\/www.itsitio.com\/ar\/wp-json\/wp\/v2\/posts\/188258\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.itsitio.com\/ar\/wp-json\/wp\/v2\/media\/188259"}],"wp:attachment":[{"href":"https:\/\/www.itsitio.com\/ar\/wp-json\/wp\/v2\/media?parent=188258"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.itsitio.com\/ar\/wp-json\/wp\/v2\/categories?post=188258"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.itsitio.com\/ar\/wp-json\/wp\/v2\/tags?post=188258"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}