Biblioteca Digital de VanguardiaMOBILE COMMUNICATION AS AN INNOVATIVE ELEMENT ON THE CHANNEL TRADITIONAL OF NEIGHBORHOOD STORES
The importance of neighborhood stores in the structure of the country's economy is very relevant and many people make a living from this activity. In the commercial sphere, the Store to Store (TAT) channel is the oldest and the least technical; but even so, it continues to be a very important d...
| Autores principales: | , |
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| Formato: | Artículo |
| Lenguaje: | Español |
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Universidad Pontificia Bolivariana
2020
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| Materias: | |
| Acceso en línea: | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4092 |
| _version_ | 1782344936390131712 |
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| author | Bolaños López, Carlos Arturo Valencia Peñuela, Carlos Fernando |
| author_facet | Bolaños López, Carlos Arturo Valencia Peñuela, Carlos Fernando |
| author_sort | Bolaños López, Carlos Arturo |
| collection | Revista |
| description | The importance of neighborhood stores in the structure of the country's economy is very relevant and many people make a living from this activity. In the commercial sphere, the Store to Store (TAT) channel is the oldest and the least technical; but even so, it continues to be a very important distribution channel for large industries. However, with the arrival of large national and international competitors, the prosperity of many shopkeepers and businessmen who live on this channel is threatened. For this reason, it is very important to prepare with technological tools that are functional and effective, such as mobile applications, which provide very useful information to the shopkeeper about their business and their environment. In turn, these technological tools can be used by provider companies to provide efficient advertising, with personalized data, as well as feedback from the service they are offering to the market and take all the information they require for their corporate strategies. In the research, the subject is theoretically addressed and a strategy is formulated that introduces innovative elements in the commercial relationship of the TAT channel through the implementation of a mobile application so that the shopkeeper knows, online, the portfolio of services, suggested sales prices and the ideal form of display, among other elements, and that at the same time contributes to productivity and efficiency in the service of suppliers. |
| format | Artículo |
| id | oai:ojs.revistas.upb.edu.co:article-4092 |
| institution | Colección Académica de Ciencias Sociales |
| language | Español |
| publishDate | 2020 |
| publisher | Universidad Pontificia Bolivariana |
| record_format | dspace |
| spelling | oai:ojs.revistas.upb.edu.co:article-40922020-10-03T17:34:30Z MOBILE COMMUNICATION AS AN INNOVATIVE ELEMENT ON THE CHANNEL TRADITIONAL OF NEIGHBORHOOD STORES LA COMUNICACIÓN MÓVIL COMO ELEMENTO INNOVADOR EN EL CANAL TRADICIONAL DE TIENDAS DE BARRIO Bolaños López, Carlos Arturo Valencia Peñuela, Carlos Fernando Canal TAT Tiendas de barrio Tenderos Aplicación móvil Retail Canal TAT Neighborhood stores Shopkeepers Mobile App Retail The importance of neighborhood stores in the structure of the country's economy is very relevant and many people make a living from this activity. In the commercial sphere, the Store to Store (TAT) channel is the oldest and the least technical; but even so, it continues to be a very important distribution channel for large industries. However, with the arrival of large national and international competitors, the prosperity of many shopkeepers and businessmen who live on this channel is threatened. For this reason, it is very important to prepare with technological tools that are functional and effective, such as mobile applications, which provide very useful information to the shopkeeper about their business and their environment. In turn, these technological tools can be used by provider companies to provide efficient advertising, with personalized data, as well as feedback from the service they are offering to the market and take all the information they require for their corporate strategies. In the research, the subject is theoretically addressed and a strategy is formulated that introduces innovative elements in the commercial relationship of the TAT channel through the implementation of a mobile application so that the shopkeeper knows, online, the portfolio of services, suggested sales prices and the ideal form of display, among other elements, and that at the same time contributes to productivity and efficiency in the service of suppliers. La importancia que tienen las tiendas de barrio en la estructura de la economía del país es muy relevante y muchas personas viven de esta actividad. En el ámbito comercial, el canal Tienda a Tienda (TAT) es el más antiguo y el menos tecnificado; pero aun así sigue siendo un canal de distribución muy importante para las grandes industrias. Sin embargo, con la llegada de grandes competidores nacionales e internacionales se ve amenazada la prosperidad de muchos tenderos y empresarios que viven en función de este canal. Por esto es muy importante prepararse con herramientas tecnológicas que sean funcionales y efectivas, como las aplicaciones móviles, que brindan información de gran utilidad al tendero sobre su negocio y su entorno. A su vez, estas herramientas tecnológicas pueden ser aprovechadas por las compañías proveedoras para brindar publicidad eficiente, con datos personalizados, así como realimentarse del servicio que están ofreciendo al mercado y tomar toda la información que requieran para sus estrategias corporativas. En la investigación, se aborda teóricamente el tema y se formula una estrategia que introduce elementos innovadores en la relación comercial del canal TAT mediante la implementación de una aplicación móvil para que el tendero conozca, en línea, el portafolio de servicios, precios sugeridos de venta y la forma ideal de exhibición, entre otros elementos, y que a la vez aporte a la productividad y eficiencia en el servicio de los proveedores. Universidad Pontificia Bolivariana 2020-10-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4092 Colección Académica de Ciencias Sociales; Vol. 4 Núm. 1 (2017): Ene-Jun; 91-107 2422-0477 spa https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4092/3789 |
| spellingShingle | Canal TAT Tiendas de barrio Tenderos Aplicación móvil Retail Canal TAT Neighborhood stores Shopkeepers Mobile App Retail Bolaños López, Carlos Arturo Valencia Peñuela, Carlos Fernando MOBILE COMMUNICATION AS AN INNOVATIVE ELEMENT ON THE CHANNEL TRADITIONAL OF NEIGHBORHOOD STORES |
| title | MOBILE COMMUNICATION AS AN INNOVATIVE ELEMENT ON THE CHANNEL TRADITIONAL OF NEIGHBORHOOD STORES |
| title_full | MOBILE COMMUNICATION AS AN INNOVATIVE ELEMENT ON THE CHANNEL TRADITIONAL OF NEIGHBORHOOD STORES |
| title_fullStr | MOBILE COMMUNICATION AS AN INNOVATIVE ELEMENT ON THE CHANNEL TRADITIONAL OF NEIGHBORHOOD STORES |
| title_full_unstemmed | MOBILE COMMUNICATION AS AN INNOVATIVE ELEMENT ON THE CHANNEL TRADITIONAL OF NEIGHBORHOOD STORES |
| title_short | MOBILE COMMUNICATION AS AN INNOVATIVE ELEMENT ON THE CHANNEL TRADITIONAL OF NEIGHBORHOOD STORES |
| title_sort | mobile communication as an innovative element on the channel traditional of neighborhood stores |
| topic | Canal TAT Tiendas de barrio Tenderos Aplicación móvil Retail Canal TAT Neighborhood stores Shopkeepers Mobile App Retail |
| url | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4092 |