Estudio de U. Bernardo O'Higgins cuestiona programas = de puntos de supermercados y multitiendas

From: Subject: Estudio de U. Bernardo O'Higgins cuestiona programas de puntos de supermercados y multitiendas Date: Wed, 30 Dec 2009 18:00:51 -0300 MIME-Version: 1.0 Content-Type: multipart/related; type="text/html"; boundary="----=_NextPart_000_00BC_01CA897A.06515790" X-MimeOLE: Produced By Microsoft MimeOLE V6.00.2900.5579 This is a multi-part message in MIME format. ------=_NextPart_000_00BC_01CA897A.06515790 Content-Type: text/html; charset="iso-8859-1" Content-Transfer-Encoding: quoted-printable Content-Location: =?iso-8859-1?Q?mhtml:file://Z:\PUBLICACIONES_2009\Medios_Electr=F3nicos\E?= =?iso-8859-1?Q?studio_acumulaci=F3n_de_puntos-Chilevision-22_agosto.mht?= Estudio de U. Bernardo O'Higgins cuestiona programas = de puntos de supermercados y multitiendas

Estudio de U. = Bernardo=20 O'Higgins cuestiona programas de puntos de supermercados y=20 multitiendas	22/08/2009=20 14:18

SANTIAGO, Chile, = Ago 22 (UPI)=20 -- El estudio sobre los programas de acumulaci=F3n puntos de = tiendas=20 de retail "=BFFidelizaci=F3n, beneficio o negocio?", = realizado por la=20 Facultad de Ingenier=EDa de la Universidad Bernardo = O'Higgins,=20 cuestiona este sistema de beneficios afirmando que busca=20 exclusivamente incentivar el uso de las tarjetas de = cr=E9ditos y que=20 impide en la pr=E1ctica, acceder a productos "premium" de = los=20 cat=E1logos. "Para acceder, por ejemplo, a canjear el = mejor=20 producto del cat=E1logo de los "Puntos M=E1s", se deben = realizar compras=20 en Jumbo por $40.000.000 en el a=F1o, lo que significa un = consumo=20 promedio de $3.333.333 mensuales. Esto significa que por = cada $100=20 que compra en Jumbo, usted recibe $1,00 para canjear = productos del=20 cat=E1logo. Y esta misma situaci=F3n se repite en otros = supermercados y=20 grandes tiendas", detall=F3 este s=E1bado el decano de la = mencionado=20 plantel, Rodrigo Aitken. Seg=FAn el experto, la raz=F3n = por la cual=20 una persona es incitada a juntar puntos en los = supermercados, radica=20 en una estrategia de fijaci=F3n de precios. Cada vez que = llega a la=20 caja y entrega su RUN, se produce una doble transacci=F3n, = compra=20 bienes y vende informaci=F3n a cambio de un beneficio = futuro, que=20 posee una serie de restricciones para su cobro. "En = tanto, las=20 grandes tiendas usan por departamento el "beneficio" de = acumular=20 puntos, para incentivar el uso de las tarjetas de cr=E9ditos = que ellos=20 emiten, y de esa forma, logran ampliar su giro", explic=F3=20 Aitken. La investigaci=F3n, realizada en la Regi=F3n = Metropolitana en=20 julio de 2009, detect=F3 que el 65,53% de los encuestados = tiene la=20 percepci=F3n de haber canjeado menos de 10 mil pesos en el = =FAltimo a=F1o=20 en los programas de acumulaci=F3n de puntos, dato relevante = al=20 considerar que el 76,44% de los santiaguinos accede de = manera=20 sistem=E1tica a las diversas formas de acumulaci=F3n de = puntos que=20 ofrecen los supermercados y grandes = tiendas.

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