domingo, noviembre 08, 2009

OPORTUNIDADES PARA EL COMERCIO EN EL QUINDIO

(Publicado en la Crónica del Quindío Martes 03 Novbre 2009)

La razón principal de ser del comercio en una región ha sido siempre satisfacer las necesidades y aspiraciones de los residentes de la misma; pero… cuando se presenta la oportunidad de poder atender a una población adicional, que para nuestro caso llamaremos turistas, eso significa que tenemos una opción adicional para dinamizar nuestro comercio, el cual por estos días navega en mares de recesión y crisis.El grueso de los turistas que nos visita (el 97% aproximadamente) son nacionales, y para nuestro beneficio, una gran parte del mismo son compradores compulsivos. Es una forma de ser de nosotros los colombianos el que no seamos capaces de llegar a casa con las manos vacías; cualquier “bobadita” hay que llevar, hasta para los vecinos de casa. “Mira la bolsa que llevan y sabréis de donde vienen”: los que vienen de Bogotá, con la cajita de Dunkin Donuts; los de Pereira con la bolsa de los turrones Lucerna; los de Bucaramanga; con las hormigas culonas; los de Santa Rosa de Cabal con los chorizos Santarrosanos; ¿y los del Quindío? No me atrevo a mencionar un producto que de forma similar a los anteriormente mencionados sirva para darnos esa imagen, que generen factor de recordación acompañados de un empaque singular que nos identifique inmediatamente, que la gente en el aeropuerto o en terminal de buses diga: “¿Esos? Vienen del Quindío ¿no les ves la bolsa que traen?
Con respecto al aprovechamiento comercial de estas corrientes turísticas, la recomendación es crear los tours de compras guiados, tal y como se hace en otros destinos con una tradición turística, tales como Miami, Aruba, Buenos Aires, Sao Paulo, Isla Margarita, Curitiba (la Rúa 24 Horas, zona comercial que se le llama así por permanecer abierta 24 horas, principalmente para comida, rumba y artesanías, todo pensando mayormente en los turistas) por nombrar algunos. Tenemos centros comerciales atractivos para mostrar a los turistas: El Portal del Quindío, centro comercial cielos abiertos para nombrar sólo dos. Qué provechoso puede ser para el comercio y qué atractivo agregado para los turistas, el poder encontrar en las habitaciones de todos los hoteles tanto rurales como de ciudad planes de compras con descuentos y ofertas especiales para ellos; en Buenos Aires existen tours con guías especializados hacia los outlets (de Córdoba) o lo que acá llamamos puntos de fábrica; con una planificación adecuada, los outlets ubicados en la vía a la Y podrían explotar esta posibilidad, seguro que se puede lograr este objetivo, inicialmente para los sábados y domingos de puente Emiliani.
Hagamos todo lo que esté al alcance para que el turista que nos ha visitado, se vaya para su casa no con el dinero que tenía pensado gastar, sino que se lleve algo de lo nuestro, adicional a los gratos recuerdos, ya que tenemos opciones, y muy buenas: cafés especiales, artesanías, artículos hechos en guadua, heliconias, productos vegetales con sobrada fama a nivel nacional: plátano, yuca Armenia y otros; un empaque creativo logra un impacto positivo; y con otra ventaja más: el 75% aprox. de quienes nos visitan lo hace en sus propios vehículos. Otra oportunidad pueden tener los fabricantes de muebles, ofreciendo sus productos a los turistas a través de visitas guiadas: vender y luego enviar a los destinos de los compradores.Para terminar, el vuelo de Spirit Airlines traerá consigo, a partir del 13 de noviembre, una gran cantidad de turistas nativos (los colombianos residentes en USA), norteamericanos y de otros países, todos con poder adquisitivo, y a quienes resulta muy atractivo los precios de nuestros productos.Que vengan muchos turistas, con dinero y que se vayan con las manos llenas, de lo que producimos en la región.
Hasta la próxima,
ivanres49@hotmail.com

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