Zara móvil

Ameu8 - Zara - Aplicaciones movilesLa multinacional de origen español Inditex es todo un ejemplo empresarial en nuestro país. Desde sus inicios hasta su posterior crecimiento y expansión, así como el diverso desarrollo de sus marcas y modelo de negocio, son un ejemplo ampliamente mencionado como modelo a seguir para la clase empresarial.

El aspecto tecnológico tampoco ha sido descuidado en su estrategia. Los canales de venta vía web y, más recientemente, con aplicaciones móviles han sido convenientemente explotados por el grupo, como demuestran algunos de los datos que se van conociendo.

Es el momento entonces de echar un vistazo a una de las apps que Inditex ha lanzado la mercado. Y qué mejor que hacerlo a través de su marca insignia: Zara.

A su imagen y semejanza

Ameu8 - Zara - Aplicaciones movilesLlama poderosamente la atención nada mas instalar la aplicación móvil de Zara que su sobrio diseño haya conseguido reproducir de modo certero el efecto de estar comprando en una de las tiendas de la firma.

Su integración en el dispositivo, donde la atención al producto es total y cada prenda aparece perfectamente aislada y fotografiada, consigue un efecto de idoneidad y calidad que invita a la compra sin usar elementos adicionales. Basta con 4 opciones de menú (Productos, Cesta, Tiendas y Perfil) para ordenar toda la navegación por el contenido de la aplicación móvil.

Asimismo, una distribución de los productos en categorías perfectamente reconocibles y de fácil acceso, más un tremendamente sencillo proceso de compra corroboran la excelencia de un producto que hace honor a las señas de identidad de su marca.

Análisis de la estrategia de movilidad

La aplicación móvil de Zara es un ejemplo canónico de una estrategia de movilidad B2C (Business to Consumer) llevada a sus máximas consecuencias:

  • Transmite a la perfección la idea de la marca (Zara es ropa asequible, practica y fácil de llevar)
  • Tiene como único fin provocar la compra, sin distracciones ni valores añadidos

Podríamos decir que se echa de menos una mayor integración con algunas de las tecnologías móviles que tienen los dispositivos hoy día (aunque la geolocalización para encontrar tiendas sí ha sido tenida en cuenta), como la realidad aumentada para conseguir un efecto “probador” o la lectura de códigos QR para identificar prendas en anuncios de la marca o que lleven otras personas.

Pero, en esta ocasión, el conocimiento general de la marca por parte del público ha obviado cualquier otro desarrollo móvil que no vaya directamente relacionado con la finalidad de conseguir que la app se convierta en un poderoso canal de ventas.

Zara – App Store

Zara – Android Market

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