Experiencia de usuario omnicanal en el sector de la moda

Este trabajo parte de la necesidad de conocer acerca de la estrategia omnicanal en el mercado minorista colombiano, teniendo en cuenta que en esta era, con continuos avances tecnológicos, el consumidor ha cambiado su proceso de compra y exige una experiencia consistente, personalizada, y única. Los consumidores pueden estar en contacto con una marca a través de dos o más canales al mismo tiempo, y durante todo su proceso de compra puede interactuar con ella diez o más veces. Con el fin de entender mejor la situación, se realizaron entrevistas semiestructuradas y a profundidad a 16 consumidores de vestuario de marcas de moda ubicadas en la ciudad, donde se identificaron cuatro etapas del proceso de compra: búsqueda, comparación, compra y poscompra, relevantes en la experiencia omnicanal. Además, por medio de varios conceptos abordados en esta investigación de tipo exploratorio, se identificó cualitativamente cuáles son las características y etapas de la experiencia de compra del consumidor de vestuario en Medellín, cuáles son los puntos de contacto del consumidor con la marca y cuáles son las particularidades del proceso de decisión de compra en un entorno omnicanal. Con los hallazgos, los comercios minoristas, las áreas de mercadeo y quienes están a cargo de la entrega del servicio al usuario pueden construir estrategias que contribuyan a ofrecer experiencias consistentes, coherentes y óptimas para los distintos usuarios, que se traduzcan en mejores relaciones con el consumidor, un excelente servicio y mayores ventas.This work starts from the need to know about the Omnichannel strategy in the Colombian retail market, taking into account that in this era, with continuous technological advances, the consumer has changed his purchasing process and demands a consistent, personalized, and unique experience. Consumers can be in contact with a brand through two or more channels at the same time, and throughout their purchase process they can interact with the brand 10 or more times. In order to understand better the situation, semi-structured, and detailed interviews were conducted with 16 fashion label consumers located in the city of Medellin, where 4 stages of the purchase process were identified: search, comparison, purchase and post purchase, all highly relevant to the omnichannel experience. In addition, through various concepts addressed in this exploratory research, it was qualitatively identified what are the characteristics and stages of the consumer’s experience of shopping clothes in Medellin, what are the consumer’s points of contact with the brand, and what are the particularities of the purchase decision process in an Omnichannel environment. Thanks to the collected findings, retailers, marketing areas, and those in charge of delivering the service to the user will be able to build strategies that contribute to give consistent, cohesive and optimal experiences for different users, which translate into better consumer relationships, an excellent service and increased sales

Finishing the euchromatic sequence of the human genome

The sequence of the human genome encodes the genetic instructions for human physiology, as well as rich information about human evolution. In 2001, the International Human Genome Sequencing Consortium reported a draft sequence of the euchromatic portion of the human genome. Since then, the international collaboration has worked to convert this draft into a genome sequence with high accuracy and nearly complete coverage. Here, we report the result of this finishing process. The current genome sequence (Build 35) contains 2.85 billion nucleotides interrupted by only 341 gaps. It covers ∼99% of the euchromatic genome and is accurate to an error rate of ∼1 event per 100,000 bases. Many of the remaining euchromatic gaps are associated with segmental duplications and will require focused work with new methods. The near-complete sequence, the first for a vertebrate, greatly improves the precision of biological analyses of the human genome including studies of gene number, birth and death. Notably, the human enome seems to encode only 20,000-25,000 protein-coding genes. The genome sequence reported here should serve as a firm foundation for biomedical research in the decades ahead