{"id":470434,"date":"2026-10-06T22:49:29","date_gmt":"2026-10-06T22:49:29","guid":{"rendered":"http:\/\/6abec92003b0a13d8afad0fb"},"modified":"2026-10-06T22:49:29","modified_gmt":"2026-10-06T22:49:29","slug":"coca-cola-femsa-y-el-futuro-phygital-del-comercio-en-wired-futures","status":"publish","type":"post","link":"https:\/\/sarmiento24h.com\/?p=470434","title":{"rendered":"Coca-Cola FEMSA y el futuro Phygital del comercio en WIRED Futures"},"content":{"rendered":"

La tecnolog\u00eda ya no vive \u00fanicamente detr\u00e1s de una pantalla y en el universo del comercio, su impacto se vuelve tangible cuando ayuda a tomar mejores decisiones, optimizar recursos y fortalecer las relaciones que ocurren todos los d\u00edas en un punto de venta. Esa fue una de las conversaciones centrales de WIRED Futures<\/strong>, donde Coca-Cola FEMS<\/strong>A comparti\u00f3 c\u00f3mo la digitalizaci\u00f3n hab\u00eda transformado su modelo comercial y la manera en que acompa\u00f1a a sus clientes.<\/p>\n

La experiencia ocurri\u00f3 en un espacio inmersivo que durante el evento llev\u00f3 a los asistentes a explorar distintas formas en las que lo f\u00edsico y lo digital pod\u00edan convivir. Entre influencers, amigos de la marca y miembros de la comunidad tecnol\u00f3gica, la conversaci\u00f3n tom\u00f3 una direcci\u00f3n particularmente relevante sobre qu\u00e9 sucede cuando la innovaci\u00f3n deja de ser una promesa de futuro y comienza a resolver problemas concretos del presente.<\/p>\n

Durante la charla, Juan Pablo de Velasco Garc\u00eda, Director de Capacidades Comerciales y Marketing en Coca-Cola FEMSA<\/strong>, convers\u00f3 con Mael Vallejo, Director Editorial de WIRED en Espa\u00f1ol<\/strong>, sobre una transformaci\u00f3n que comenz\u00f3 mucho antes de que t\u00e9rminos como Inteligencia Artificial<\/strong> o Phygital<\/strong> dominaran la conversaci\u00f3n tecnol\u00f3gica.<\/p>\n

\u00bfC\u00f3mo est\u00e1 cambiando la tecnolog\u00eda el comercio tradicional?<\/h2>\n
\n
\"Juan<\/picture><\/span><\/div>\n

La evoluci\u00f3n digital de Coca-Cola FEMSA comenz\u00f3 aceler\u00e1ndose en 2020 y dio paso a un ecosistema dise\u00f1ado para conectar con los tenderos de nuevas maneras.<\/span>Foto: Manu Escare\u00f1o<\/span><\/p>\n<\/figure>\n

Coca-Cola FEMSA<\/strong> es el embotellador m\u00e1s grande del mundo por volumen de ventas del Sistema Coca-Cola, opera en 10 pa\u00edses de Am\u00e9rica Latina, atendiendo a 268 millones de personas, con 2.1 de puntos de venta y 55 plantas y 256 centros de distribuci\u00f3n, de acuerdo con lo compartido durante la conversaci\u00f3n.<\/p>\n

Sobre esa infraestructura f\u00edsica comenz\u00f3 a construirse una nueva capa digital. El punto de inflexi\u00f3n lleg\u00f3 en 2020. Ante las restricciones provocadas por la pandemia, la compa\u00f1\u00eda aceler\u00f3 una digitalizaci\u00f3n que ya estaba en proceso y comenz\u00f3 a conectar con sus clientes del canal tradicional a trav\u00e9s de WhatsApp. De aquella primera herramienta surgi\u00f3 una evoluci\u00f3n que llev\u00f3 a Juntos+<\/strong>, plataforma que hoy articula buena parte de la relaci\u00f3n comercial con los tenderos.<\/p>\n

El cambio fue significativo, pues de una din\u00e1mica basada pr\u00e1cticamente por completo en visitas f\u00edsicas de la fuerza de ventas, la compa\u00f1\u00eda pas\u00f3 a un modelo en el que los canales digitales adquirieron un papel cada vez m\u00e1s relevante. Para 2025, de acuerdo con lo expuesto durante WIRED Futures<\/strong>, 38% de las ventas de la compa\u00f1\u00eda ya flu\u00edan a trav\u00e9s de canales digitales.<\/p>\n

Pero la transformaci\u00f3n no consisti\u00f3 simplemente en trasladar un pedido de una libreta a una pantalla.<\/p>\n

\u00bfQu\u00e9 es el modelo Phygital y por qu\u00e9 importa para el comercio?<\/h2>\n
\n
\"Juan<\/picture><\/span><\/div>\n

El modelo Phygital de Coca-Cola FEMSA integra tecnolog\u00eda y relaciones humanas para generar nuevas oportunidades en cada punto de venta.<\/span>Foto: Ezequiel<\/span><\/p>\n<\/figure>\n

La evoluci\u00f3n de Coca-Cola FEMSA<\/strong> parte de una premisa: la transformaci\u00f3n m\u00e1s relevante del comercio no ocurre en lo f\u00edsico o en lo digital por separado, sino en la conexi\u00f3n entre ambos mundos. De ah\u00ed surge el concepto Phygital<\/strong>, una combinaci\u00f3n de capacidades f\u00edsicas y digitales dise\u00f1ada para generar m\u00e1s valor en cada interacci\u00f3n con el cliente.<\/p>\n","protected":false},"excerpt":{"rendered":"

La tecnolog\u00eda ya no vive \u00fanicamente detr\u00e1s...<\/p>\n","protected":false},"author":1,"featured_media":470435,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[46],"tags":[],"class_list":["post-470434","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tecnologia"],"yoast_head":"\nCoca-Cola FEMSA y el futuro Phygital del comercio en WIRED Futures - 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