Companies such as El Corte Inglés have launched into diversifying their services, and taking advantage of their proximity and their brand. Looking for the same result as insurance or travel, the brand and proximity are the weapons against the globalization of purely online environments.
-Diversify business
-Improve digitization
-Marks
-Services
People served by machines
It is a classic concept, in a world of unattended service, which is also growing. More and more we find “unattended” gas stations even though the concept itself implies a certain degree of risk, not to say illegality, since the handling of oil products is regulated. But we have certainly moved from “please fill up” to “select the product, thank you”.
Another example is banking, which forces us to do everything online, or having to go to almost another city, wait in lines, and then pay a fee. In addition, again, forcing us to guard passwords, etc., which put the service at risk, with complicated security considerations, phising, etc.
And we could go on like this for a while with businesses such as hotels, restaurants (where the robot barmen are already prepared), because they don’t get tired, they don’t quote, they don’t sleep, they don’t get sick, etc… automation, which is a great invention.
But… as in everything there is a but, of which we will speak later.
The automation that will put an end to many of today’s jobs, especially those of average qualification, with average salaries, what we always call the middle class, which will end up disappearing. This new revolution, contrary to the previous ones, will end up with jobs, which until now are occupied by people with average salaries, where machines have more possibility of progressing, the costs of replacing a person with a machine.
Jobs that will disappear
-The jobs that machines do best
-Analyze data
-Memorize
-Repetitive tasks
-Obey
That is to say, three working groups will be created:
Manual and mentally charged tasks. They are essential. They will be done by people. Low-paid jobs.
Repetitive, specialized jobs. They will be done by machines. Currently average salaries. THEY WILL DISAPPEAR.
Very specialized, highly skilled jobs. Very well paid. Performed by people, helped by machines.
This is the world of digitalization. Of the advantages.
People served by people
At the beginning of the article, the strategy of some business groups to deal with the online giants was discussed. The online giants want to educate the consumer to do some of their work, in exchange for supposed benefits in the price of the products. Cheaper gasoline, if you put it on yourself. Cheaper hotels if you look for them yourself, check in without talking to anyone, collaborative economy, where you travel cheaper, but curiously some get richer.
This current product, digitized, automated, which will cause educational changes, job changes and business changes, is not definitive.
Just as tourism thinks more about the quality tourist, and not about attracting low cost, some companies are starting to bet in the opposite direction to what logic points out. While most want to save costs in any way, by automating everything, others are looking to provide more service even if the cost is somewhat higher.
The added value is what matters and the associated business benefit. If a product or service is offered in a personal way, with direct, human attention, and with our own actions:
-emotions
-opinions
-unpredictable situations
Imagine that someone wants to buy a cosmetic, but does not know what to choose, and someone expert in image recommends a specific one for your skin, for a certain event, how to apply it, moment, combine it and gives you personal advice as well as a good smile with your best wishes…compare this with buying it online.
Clearly, there is a difference that has nothing to do with the price. In that aspect the big ecommerce know that they will not be able to compete, and try to lynch any company that wants to grow with that business argument, because you lose customers with more purchasing power.
The 10 commandments of Amazon
-Don’t compare, I’ve already done it for you.
-If you don’t like something, print out your ticket with the ink you bought from me, take it to a place I tell you, and of course if you return a lot of things I’ll put you on the black list.
-If you don’t like something and you have spent a little, then you convince yourself that nothing is wrong.
-Everything is bought on Amazon
-If you find a cheaper soon outside Amazon it’s worse (even if it’s the same)
-You can’t call me, I’ll call you.
-Don’t try to compare products within Amazon.
-People don’t know how to sell.
-My opinions are real.
-Buy.