{"id":8742,"date":"2025-02-20T23:44:09","date_gmt":"2025-02-21T04:44:09","guid":{"rendered":"https:\/\/alturaservice.com\/?p=8742"},"modified":"2026-03-17T05:25:56","modified_gmt":"2026-03-17T10:25:56","slug":"the-retail-challenge-less-space-higher-expectations","status":"publish","type":"post","link":"https:\/\/alturaservice.com\/es\/the-retail-challenge-less-space-higher-expectations\/","title":{"rendered":"El reto del retail: menos espacio, m\u00e1s expectativas"},"content":{"rendered":"<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/10\/Less-Space-Higher-Expectations.jpg\" alt=\"\" class=\"wp-image-9219 lazyload\"\/><noscript><img fetchpriority=\"high\" decoding=\"async\" width=\"1000\" height=\"250\" src=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/10\/Less-Space-Higher-Expectations.jpg\" alt=\"\" class=\"wp-image-9219 lazyload\" srcset=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/10\/Less-Space-Higher-Expectations.jpg 1000w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/10\/Less-Space-Higher-Expectations-300x75.jpg 300w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/10\/Less-Space-Higher-Expectations-768x192.jpg 768w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/10\/Less-Space-Higher-Expectations-18x5.jpg 18w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/noscript><\/figure>\n\n\n<figure><\/figure>\n<p><!-- \/wp:post-content --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>El retail a bordo debe cumplir en tres frentes:<\/p>\n<p><!-- \/wp:paragraph --> <!-- wp:list {\"ordered\":true,\"start\":1} --><\/p>\n<ol class=\"wp-block-list\" start=\"1\"><!-- wp:list-item --><\/p>\n<li><strong>Satisfacci\u00f3n del pasajero<\/strong><\/li>\n<p><!-- \/wp:list-item --> <!-- wp:list-item --><\/p>\n<li><strong>Eficiencia operativa<\/strong><\/li>\n<p><!-- \/wp:list-item --> <!-- wp:list-item --><\/p>\n<li><strong>Desempe\u00f1o comercial<\/strong><\/li>\n<p><!-- \/wp:list-item --><\/ol>\n<p><!-- \/wp:list --> <!-- wp:paragraph --><\/p>\n<p>La aerol\u00ednea en cuesti\u00f3n transportaba una gama amplia y poco rentable, con escasa claridad sobre lo que funcionaba y lo que no. Nuestro desaf\u00edo fue simplificar la oferta sin comprometer la variedad para el cliente ni la percepci\u00f3n de marca.<\/p>\n<\/p>\n<p><!-- \/wp:paragraph --> <!-- wp:heading {\"level\":3} --><\/p>\n<h3 class=\"wp-block-heading\">Nuestro enfoque: gesti\u00f3n por categor\u00eda y control de SKUs\u00a0<\/h3>\n<p><!-- \/wp:heading --> <!-- wp:paragraph --><\/p>\n<p>Implementamos una\u00a0<strong>estrategia de gesti\u00f3n por categor\u00eda<\/strong>, tratando cada categor\u00eda (comida, bebida, boutique, regalos) como un \u00e1rea de negocio independiente. Esto nos permiti\u00f3 evaluar cada SKU en funci\u00f3n de:<\/p>\n<p><!-- \/wp:paragraph --> <!-- wp:list --><\/p>\n<ul class=\"wp-block-list\"><!-- wp:list-item --><\/p>\n<li><strong>Contribuci\u00f3n a ventas<\/strong><\/li>\n<p><!-- \/wp:list-item --> <!-- wp:list-item --><\/p>\n<li><strong>Relevancia para pasajeros<\/strong><\/li>\n<p><!-- \/wp:list-item --> <!-- wp:list-item --><\/p>\n<li><strong>Desempe\u00f1o de margen<\/strong><\/li>\n<p><!-- \/wp:list-item --> <!-- wp:list-item --><\/p>\n<li><strong>Practicidad operativa<\/strong>\u00a0(p.ej. peso de carga, tiempo manejo)<\/li>\n<p><!-- \/wp:list-item --><\/ul>\n<\/p>\n<p><strong>A partir de ah\u00ed, redise\u00f1amos la oferta a bordo para incluir solo productos con un rol claro. Esto se apoy\u00f3 en:<\/strong><\/p>\n<ul>\n<li><b data-olk-copy-source=\"MailCompose\">Planificaci\u00f3n del espacio<\/b>\u00a0para mejorar la colocaci\u00f3n y visibilidad del producto.<\/li>\n<li>Una revisi\u00f3n\u00a0<b>estrategia promocional<\/b>\u00a0enfocada en las necesidades del pasajero.<\/li>\n<li>Un redise\u00f1o completo de la\u00a0<b>Folleto a bordo<\/b>\u00a0para alinear mensaje y disposici\u00f3n<\/li>\n<li>Ongoing\u00a0<b>range performance reviews<\/b>\u00a0para seguir optimizando con el tiempo<\/li>\n<\/ul>\n<h5><!-- wp:image {\"id\":8744,\"sizeSlug\":\"full\",\"linkDestination\":\"none\"} --><\/h5>\n<figure class=\"wp-block-image size-full\"><!-- wp:image {\"id\":8121,\"sizeSlug\":\"full\",\"linkDestination\":\"none\"} --><\/p>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"alignnone wp-image-8749 size-full lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/Trolley-items-Altura-banner.jpg\" alt=\"\" width=\"1000\" height=\"250\" \/><noscript><img decoding=\"async\" class=\"alignnone wp-image-8749 size-full lazyload\" src=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/Trolley-items-Altura-banner.jpg\" alt=\"\" width=\"1000\" height=\"250\" srcset=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/Trolley-items-Altura-banner.jpg 1000w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/Trolley-items-Altura-banner-300x75.jpg 300w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/Trolley-items-Altura-banner-768x192.jpg 768w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/Trolley-items-Altura-banner-18x5.jpg 18w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/noscript><\/figure>\n<p><!-- \/wp:image --><\/figure>\n<h5><!-- \/wp:image --><\/h5>\n<h5><em>Al identificar que la gama era demasiado amplia y no satisfac\u00eda las necesidades de los pasajeros, redujimos dr\u00e1sticamente el n\u00famero de SKUs y aumentamos el espacio disponible para los productos necesarios. Esto mejor\u00f3 la disponibilidad, redujo la complejidad del servicio a bordo para la tripulaci\u00f3n, impuls\u00f3 las ventas y aument\u00f3 la satisfacci\u00f3n del cliente.<\/em><\/h5>\n<h5><strong>Mark Evans \u2013 Jefe de Comercio<\/strong><\/h5>\n<h4>\u00a0<\/h4>\n<h4><!-- wp:heading {\"level\":3} --><\/h4>\n<h3 class=\"wp-block-heading\">El resultado: m\u00e1s ventas, menor carga<\/h3>\n<h4><!-- \/wp:heading --> <!-- wp:paragraph --><\/h4>\n<p>Al reducir la gama a solo\u00a0<strong>44 SKUs<\/strong>\u00a0\u2013 menos de la mitad de lo que suelen llevar los competidores \u2013 y reduciendo el peso total a\u00a0<strong>11kg<\/strong>, we created a leaner, smarter product offer that delivered results.<\/p>\n<h4><!-- \/wp:paragraph --> <!-- wp:paragraph --><\/h4>\n<p><strong><em>Resultados clave:<\/em><\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Cada SKU aport\u00f3 de forma significativa a los ingresos<\/li>\n<p><!-- \/wp:paragraph --> <!-- wp:list-item --><\/p>\n<li>Reposici\u00f3n m\u00e1s simple y servicio m\u00e1s \u00e1gil a bordo<\/li>\n<p><!-- \/wp:list-item --> <!-- wp:list-item --><\/p>\n<li>Menos desperdicio y mejor planificaci\u00f3n de carga<br \/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8756  lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/16-year-on-year-growth-in-sales-1-1024x512.png\" alt=\"\" width=\"380\" height=\"190\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8756  lazyload\" src=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/16-year-on-year-growth-in-sales-1-1024x512.png\" alt=\"\" width=\"380\" height=\"190\" srcset=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/16-year-on-year-growth-in-sales-1-1024x512.png 1024w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/16-year-on-year-growth-in-sales-1-300x150.png 300w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/16-year-on-year-growth-in-sales-1-768x384.png 768w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/16-year-on-year-growth-in-sales-1-18x9.png 18w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/05\/16-year-on-year-growth-in-sales-1.png 1200w\" sizes=\"(max-width: 380px) 100vw, 380px\" \/><\/noscript><\/li>\n<p><!-- \/wp:list-item --><\/ul>\n<h4><!-- \/wp:list --> <!-- wp:paragraph --><\/h4>\n<\/p>\n<h4><!-- \/wp:paragraph --> <!-- wp:heading {\"level\":3} --><\/h4>\n<h3 class=\"wp-block-heading\">Por qu\u00e9 funcion\u00f3\u00a0<\/h3>\n<h4><!-- \/wp:heading --> <!-- wp:paragraph --><\/h4>\n<p>Una traducci\u00f3n al espa\u00f1ol con exactamente 40 caracteres ser\u00eda:<\/p>\n<h4><!-- \/wp:paragraph --> <!-- wp:list {\"ordered\":true,\"start\":1} --><\/h4>\n<ol class=\"wp-block-list\" start=\"1\"><!-- wp:list-item --><\/p>\n<li><strong>Toma de decisiones basada en datos<\/strong>\u00a0\u2013 dejando que los datos, no opiniones, definieran la gama<\/li>\n<p><!-- \/wp:list-item --> <!-- wp:list-item --><\/p>\n<li><strong>Relevancia para pasajeros<\/strong>\u00a0\u2013 aligning products to real onboard needs<\/li>\n<p><!-- \/wp:list-item --> <!-- wp:list-item --><\/p>\n<li><strong>Simplicidad operativa<\/strong>\u00a0\u2013 facilitando la entrega, el seguimiento y la reposici\u00f3n de la oferta<\/li>\n<p><!-- \/wp:list-item --><\/ol>\n<h4><!-- \/wp:list --> <!-- wp:paragraph --><\/h4>\n<p>Nuestro enfoque demuestra que el retail a bordo no necesita una oferta interminable para ser rentable. Necesita los productos adecuados, con una posici\u00f3n clara y un desempe\u00f1o s\u00f3lido que respalde cada decisi\u00f3n.<\/p>\n<h4><!-- \/wp:paragraph --><\/h4>\n<p><!-- \/wp:image --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><!-- \/wp:paragraph --><\/p>","protected":false},"excerpt":{"rendered":"<p>Inflight retail must deliver on three fronts: Passenger satisfaction Operational efficiency Commercial performance The airline in question was carrying a large, underperforming range with little clarity on what was working and what wasn\u2019t. Our challenge was to streamline the range \u2013 without compromising customer choice or brand perception. Our Approach: Category Management and SKU Discipline\u00a0 [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":8751,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13],"tags":[],"class_list":["post-8742","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-https-estefanav-sg-host-com-news-case-studies"],"acf":[],"_links":{"self":[{"href":"https:\/\/alturaservice.com\/es\/wp-json\/wp\/v2\/posts\/8742","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/alturaservice.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/alturaservice.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/alturaservice.com\/es\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/alturaservice.com\/es\/wp-json\/wp\/v2\/comments?post=8742"}],"version-history":[{"count":1,"href":"https:\/\/alturaservice.com\/es\/wp-json\/wp\/v2\/posts\/8742\/revisions"}],"predecessor-version":[{"id":9225,"href":"https:\/\/alturaservice.com\/es\/wp-json\/wp\/v2\/posts\/8742\/revisions\/9225"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/alturaservice.com\/es\/wp-json\/wp\/v2\/media\/8751"}],"wp:attachment":[{"href":"https:\/\/alturaservice.com\/es\/wp-json\/wp\/v2\/media?parent=8742"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/alturaservice.com\/es\/wp-json\/wp\/v2\/categories?post=8742"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/alturaservice.com\/es\/wp-json\/wp\/v2\/tags?post=8742"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}