{"id":8934,"date":"2026-10-05T16:22:20","date_gmt":"2026-10-05T21:22:20","guid":{"rendered":"https:\/\/infinitestair.com\/case-studies\/omnichannel-transformation-furniture-retail\/"},"modified":"2026-10-06T17:23:42","modified_gmt":"2026-10-06T22:23:42","slug":"omnichannel-transformation-furniture-retail","status":"publish","type":"isc_case","link":"https:\/\/escalerainfinita.com\/es\/case-studies\/omnichannel-transformation-furniture-retail\/","title":{"rendered":"Transformaci\u00f3n omnicanal en el comercio minorista de muebles: duplicaci\u00f3n de conversiones en tres a\u00f1os"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Muebles Jamar es una de las principales cadenas de muebles de Colombia, con una s\u00f3lida presencia en tiendas f\u00edsicas y una creciente ambici\u00f3n en el comercio digital. La empresa se distingue por sus muebles a precios accesibles y sus soluciones de cr\u00e9dito propias, adaptadas al mercado colombiano.<\/p>\n\n\n\n<div class=\"wp-block-group is-style-case-facts\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\">Cliente<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Compa\u00f1\u00eda de muebles Jamar<\/li>\n\n\n\n<li><a href=\"https:\/\/jamar.com\">jamar.com<\/a><\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\">Industria<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Muebles, venta minorista para el hogar<\/li>\n\n\n\n<li>Financiaci\u00f3n al consumo minorista<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\">Ubicaci\u00f3n<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Colombia y Panam\u00e1<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Acerca del cliente<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/infinitestair.com\/wp-content\/uploads\/2025\/05\/muebles-jamar-marca-registrada.png\" alt=\"Jamar Furniture registered trademark logo - Muebles Jamar brand identity for furniture retail\" style=\"width:180px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Muebles Jamar es una de las principales cadenas de muebles de Colombia, con una s\u00f3lida presencia en tiendas f\u00edsicas y una creciente ambici\u00f3n en el comercio digital. La empresa se distingue por sus muebles a precios accesibles y sus soluciones de cr\u00e9dito propias, adaptadas al mercado colombiano.<\/p>\n\n\n\n<div class=\"wp-block-group is-style-takeaway\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\">M\u00e9tricas destacadas:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>+16% crecimiento de ventas<\/strong> desde pantallas t\u00e1ctiles interactivas<\/li>\n\n\n\n<li><strong>Aumento de +53%<\/strong> en solicitudes de cr\u00e9dito a trav\u00e9s del sitio web<\/li>\n\n\n\n<li><strong>Conversi\u00f3n 2x<\/strong> crecimiento en tiendas f\u00edsicas<\/li>\n\n\n\n<li><strong>Reducci\u00f3n 90%<\/strong> en tiempo de venta (de 60 min a 10 min)<\/li>\n\n\n\n<li><strong>+3% elevaci\u00f3n<\/strong> Conversi\u00f3n en tienda gracias a un servicio m\u00e1s r\u00e1pido<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">El desaf\u00edo<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A pesar de tener una marca fuerte, Jamar enfrent\u00f3 varios obst\u00e1culos en sus operaciones minoristas:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>No hay presencia de comercio electr\u00f3nico para respaldar el comportamiento de compra digital.<\/li>\n\n\n\n<li>Datos de productos desconectados e inconsistentes (precios, promociones, descripciones).<\/li>\n\n\n\n<li>Mala sinergia entre los equipos de marketing y ventas.<\/li>\n\n\n\n<li>Servicio al cliente d\u00e9bil en tel\u00e9fono y plataformas sociales.<\/li>\n\n\n\n<li>El proceso de ventas en la tienda tom\u00f3 casi una hora por cliente debido a las evaluaciones de cr\u00e9dito manuales.<\/li>\n\n\n\n<li>Los compradores abandonaron las tiendas sin comprar, sin poder visualizar muebles personalizados (por ejemplo, cambios de color).<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Los requisitos<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La transformaci\u00f3n comenz\u00f3 sin un requisito ni un planteamiento del problema claramente definidos. Para mayor claridad, el Gerente Omnicanal lider\u00f3 una investigaci\u00f3n de usuarios para descubrir las necesidades reales de las partes interesadas. Se identificaron dos grupos principales de usuarios:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Representantes de ventas en la tienda<\/strong>, que necesitaban herramientas m\u00e1s r\u00e1pidas y claras para ayudar a los clientes<\/li>\n\n\n\n<li><strong>Clientes de Jamar<\/strong>, segmentados en quienes compraron con cr\u00e9dito propio y quienes no.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Para seguir siendo competitivo y satisfacer las expectativas cambiantes de los clientes, Jamar necesitaba:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Lanzar una plataforma de comercio electr\u00f3nico robusta.<\/li>\n\n\n\n<li>Unifique los datos de productos para todos los canales.<\/li>\n\n\n\n<li>Acortar los tiempos de transacci\u00f3n en la tienda.<\/li>\n\n\n\n<li>Mejorar el servicio al cliente omnicanal.<\/li>\n\n\n\n<li>Habilite la visualizaci\u00f3n y personalizaci\u00f3n del producto.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Esta investigaci\u00f3n ayud\u00f3 a priorizar la hoja de ruta y enfocar el proyecto en los puntos cr\u00edticos.<\/p>\n\n\n\n<h2 class=\"wp-block-heading is-style-statement\">Empodere a la fuerza de ventas con mejores herramientas e informaci\u00f3n en tiempo real.<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\">La soluci\u00f3n<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Esta transformaci\u00f3n no fue una soluci\u00f3n de la noche a la ma\u00f1ana, fue un proceso estrat\u00e9gico y gradual que se desarroll\u00f3 a lo largo de <strong>tres a\u00f1os<\/strong> de investigaci\u00f3n, dise\u00f1o, implementaci\u00f3n e iteraci\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dirigido por el reci\u00e9n nombrado <strong>Gerente Omnicanal, C\u00e9sar Paternina (ahora CEO de Infinite Stair),<\/strong>La transformaci\u00f3n comenz\u00f3 con la creaci\u00f3n de una plataforma de comercio electr\u00f3nico. Pero esto era m\u00e1s que un simple sitio web:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>El <strong>El sitio de comercio electr\u00f3nico atendi\u00f3 tanto a compradores en l\u00ednea como a visitantes de la tienda.<\/strong>, con im\u00e1genes de alta calidad, herramientas de personalizaci\u00f3n y datos de precios y existencias en tiempo real.<\/li>\n\n\n\n<li>A <strong>Gesti\u00f3n de informaci\u00f3n de productos (PIM)<\/strong> Se implement\u00f3 un sistema para centralizar y limpiar los datos del producto, garantizando la coherencia en todos los puntos de contacto del cliente.<\/li>\n\n\n\n<li>Se instalaron pantallas t\u00e1ctiles en las tiendas para que los clientes pudieran visualizar productos personalizados al instante.<\/li>\n\n\n\n<li>A <strong>Aplicaci\u00f3n m\u00f3vil dedicada para representantes de ventas<\/strong> Se desarroll\u00f3. Redujo el tiempo de transacci\u00f3n de una hora a solo <strong>10 minutos<\/strong> por:\n<ul class=\"wp-block-list\">\n<li>Recomendar ofertas de cr\u00e9dito preaprobadas<\/li>\n\n\n\n<li>Sugerir productos relevantes seg\u00fan el comportamiento en l\u00ednea y en la tienda<\/li>\n\n\n\n<li>Ofreciendo informaci\u00f3n y precios de productos en tiempo real<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Adem\u00e1s, el equipo se integr\u00f3 <strong>Chat de ventas de WhatsApp<\/strong> En la plataforma de comercio electr\u00f3nico, se dirigieron los clientes potenciales a los representantes disponibles en tienda durante las horas de menor actividad. Esto maximiz\u00f3 el tiempo de inactividad y convirti\u00f3 el tr\u00e1fico web en ingresos para la tienda sin necesidad de aumentar el tr\u00e1fico.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Los resultados<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>+16% aumento de ventas<\/strong> atribuido al uso de pantalla t\u00e1ctil en la tienda<\/li>\n\n\n\n<li><strong>+53% m\u00e1s solicitudes de cr\u00e9dito<\/strong> a trav\u00e9s del sitio web<\/li>\n\n\n\n<li><strong>Las tasas de conversi\u00f3n de las tiendas se duplicaron<\/strong>, gracias a una mejor personalizaci\u00f3n y un servicio m\u00e1s r\u00e1pido<\/li>\n\n\n\n<li><strong>El tiempo de venta se redujo de 60 a 10 minutos<\/strong>, lo que permite m\u00e1s interacciones con los clientes por d\u00eda<\/li>\n\n\n\n<li><strong>+3% conversi\u00f3n de tienda adicional<\/strong>, directamente vinculado a un flujo de ventas m\u00e1s r\u00e1pido<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">La venta remota se convirti\u00f3 en un nuevo canal escalable, que opera a <strong>1\/10 del costo<\/strong> de las ventas tradicionales en tienda<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Testimonios de clientes<\/h2>\n\n\n\n<div class=\"wp-block-group is-style-testimonial is-vertical is-content-justification-center is-layout-flex wp-container-core-group-is-layout-524f8de7 wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-large is-testimonial-portrait\"><img decoding=\"async\" src=\"https:\/\/infinitestair.com\/wp-content\/uploads\/2025\/05\/luis-castro.jpg\" alt=\"Professional headshot of Luis Castro, IT Manager at Jamar furniture retail company, leading digital transformation and omnichannel commerce initiatives\"\/><\/figure>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cTrabajar con C\u00e9sar supuso un punto de inflexi\u00f3n para Jamar. No solo lider\u00f3 un proyecto, sino una transformaci\u00f3n. Gracias a su visi\u00f3n, ahora contamos con una experiencia de venta minorista digital y f\u00edsica totalmente integrada. Las herramientas que implement\u00f3, especialmente la aplicaci\u00f3n m\u00f3vil para nuestro equipo de ventas y las plataformas de datos unificadas, marcaron una gran diferencia, sobre todo durante la pandemia de 2020. Su trabajo ha tenido un impacto duradero en nuestra forma de vender y atender a nuestros clientes.\u201d<\/p>\n<cite><a href=\"https:\/\/www.linkedin.com\/in\/luisenriquecastromaldonado\/\">Luis Castro<\/a> \u2014 Jamar, Gerente de TI<\/cite><\/blockquote>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusi\u00f3n<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La transformaci\u00f3n omnicanal de Jamar es un modelo a seguir para los minoristas tradicionales que buscan evolucionar. Al combinar un liderazgo estrat\u00e9gico con la tecnolog\u00eda adecuada, Jamar no solo lanz\u00f3 una plataforma de comercio electr\u00f3nico, sino que reinvent\u00f3 por completo la experiencia del cliente.<\/p>","protected":false},"excerpt":{"rendered":"<p>Muebles Jamar es una de las principales cadenas de tiendas de muebles de Colombia, con una fuerte presencia en tiendas f\u00edsicas y ambiciones crecientes en el comercio digital.<\/p>","protected":false},"featured_media":8935,"menu_order":0,"template":"","meta":{"postBodyCss":"","postBodyMargin":[],"postBodyPadding":[],"postBodyBackground":{"backgroundType":"classic","gradient":""},"_isc_topic":"Omnichannel Commerce","_isc_home_hide":false,"_isc_featured":false,"_isc_image_url":"https:\/\/infinitestair.com\/wp-content\/uploads\/2025\/05\/Jamar-Web-Page-and-Mobile-1.jpg","footnotes":""},"isc_company":[749],"class_list":["post-8934","isc_case","type-isc_case","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Omnichannel Transformation in Furniture Retail: Doubled Conversions in 3 Years &#187; 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