viernes, 7 de diciembre de 2012

Ketal ya tiene 8 agencias y reta al comercio tradicional paceño

“La gente debe entender que la mujer entró al mercado de trabajo y con eso el comercio está obligado a ofrecer dos cosas importantes: autoservicio y calidad en los productos”, expresa Flavio Escóbar, director ejecutivo de supermercados Ketal. La firma hace poco abrió dos agencias más en La Paz: una de ellas en cercanías del mercado Rodríguez, un sector caracterizado por el comercio tradicional.

Afirma que el concepto del supermercadismo crece a pasos gigantes en Bolivia.

¿Qué impulsó a Ketal a abrir una sucursal en un lugar típico de comercio tradicional?

En San Pedro hicimos una prueba con un supermercado que se llamaba Extra y teníamos el problema de que tocaban la puerta antes de pasar o preguntaban si podían levantar algún producto; no sabían que allí podían tener la ventaja del autoservicio. San Pedro tiene un núcleo de gente joven, profesional, que está relacionada con esa tónica.

Pero los precios en los alrededores ¿son competitivos o no?

En precios tenemos que ser competitivos; en la agencia de San Pedro son los mismos que en toda la cadena Ketal. Y frente a los precios de la Rodríguez, nuestra ventaja es que tenemos el mejor sistema de refrigeración que hay en toda la cadena, hemos traído un equipo italiano de última generación. Queremos seducir a la madre y que escoja “compro del suelito o de un lugar donde sé que estará limpio, sano y refrigerado, no asoleado”. Ése es nuestro reto.

¿Y cuál es la respuesta del cliente a ese impulso de la empresa?

Abrimos el 3 de noviembre, en un espacio de casi 2.500 metros cuadrados; invertimos cerca de 1,3 millones de dólares y dimos empleo directo a 45 personas, y nos va mejor de lo que esperábamos. La semana pasada tuvimos una especie de amenaza de los gremialistas, pero la junta de vecinos nos dijo que los llamemos si algo pasa porque ellos sí quieren este concepto moderno comercial.

¿Y cómo le va a la otra nueva agencia?

En el caso de Obrajes, abrimos el 1 de diciembre, con una inversión de al menos un millón de dólares y contratamos a 40 trabajadores directos; tenemos como 700 metros cuadrados de sala y un bonito parqueo, con la idea de que se hagan todas las compras en una sola parada, porque eso es lo que quiere la mujer moderna; ella no quiere comprar primero unas cosas, luego tomar movilidad con las bolsas.

Con ésta son ocho agencias en total y cada una tiene una buena respuesta. Los vecinos de Obrajes antes tenían que ir a Calacoto o a Sopocachi, pero ahora ya no.

¿Se puede afirmar que cada vez hay más gente que prefiere hacer sus compras en un supermercado?

Se está disparando el concepto del supermercadismo en La Paz, ya lo hizo en Santa Cruz, donde la cantidad de supermercados es muy grande. A veces uno se pregunta ¿por qué en Tembladerani la gente no compra en un supermercado? Y la respuesta es porque no hay, porque si hubiera la gente lo preferiría, como sucede en San Pedro. Además, la gente tiene certeza de horarios, sabe que está abierto hasta las 22:00, termina su trabajo y se da tiempo para sus compras y tiene todas las facilidades del autoservicio, mientras que la lógica del comercio tradicional no está en eso. Esa tónica de modernidad de consumo está permitiendo un crecimiento fuerte del supermercadismo en Bolivia; estamos muy rezagados con respecto a Latinoamérica, pero estamos avanzando.

Inicios Desde 2001 integra el directorio de Ketal y desde 2005 es director ejecutivo.

Estudios Es economista titulado en la Universidad Católica Boliviana.

Logro Es miembro de la Academia de Ciencias Económicas.

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