La ventana al mundo de las artesanías de Michoacán

Transformación digital

El encargo

El Instituto del Artesano Michoacano (IAM), a través de la Casa de las Artesanías de Michoacán, promueve la conservación de los oficios populares y la venta de los productos artesanales michoacanos. Desarrollamos la tienda online de artesanías de Michoacán con el objetivo de abrir al mercado global la extraordinaria tradición artesanal de la entidad, creando nuevas oportunidades de negocio para los pequeños talleres artesanos.

País

México

Cómo lo hicimos

En primer lugar, llevamos a cabo una catalogación de las piezas en custodia por la Casa de las Artesanías, al objeto de identificar los productos susceptibles de ser vendidos online. Se seleccionaron 217 piezas artesanales elaboradas por 106 artesanos, 56% mujeres, entre ellos 21 grandes maestros.

A partir de esa selección planteamos la plataforma de e-commerce artesanias.michoacan.com con una doble finalidad: divulgar la extraordinaria tradición artística de la entidad, por un lado; e incentivar la compra, por otro.

Los pueblos michoacanos poseen una arraigada tradición artística que los define. Por ello la estrategia de contenidos no sólo presenta las piezas sino que ofrece información complementaria sobre las 15 ramas artesanales representadas, así como una biografía de cada artesano. Se envuelve de valor así cada pieza, y se genera, además, confianza en el cliente respecto de la autenticidad de cada pieza.

Para incentivar la compra se diseñó una plataforma muy visual, responsiva para la compra en dispositivos mobile, con los productos ordenados en cuatro categorías para facilitar la búsqueda: hogar y estilo, arte, joyería y moda y accesorios. Además, la tienda incluye funciones de gran utilidad como la selección de favoritos, recomendaciones o compartir en redes sociales.

El proceso de compra es sencillo y seguro via paypal o por tarjeta bancaria. Para los envíos, llegamos a acuerdos con FedEx para envíos gratuitos dentro de México.

Finalmente, capacitamos al equipo de la Casa de las Artesanías en las tareas de atención al cliente, empacado y logística de envío.

Especialidades

Performance · Strategy · Social Intelligence

El resultado

La tienda online de artesanías de Michoacán abre el canal de venta online a los pequeños talleres artesanales de todo el estado. La venta de artesanía es hoy posible más allá del contexto del viaje turístico, lo cual contribuirá a afianzar los emprendimientos locales con una iniciativa que promueve el comercio justo.

Además, centralizando a través del IAM los procesos clave de compraventa y envío, se eliminan las barreras a la inclusión digital de estos artesanos.

Finalmente, la plataforma es un excelente medio de divulgación y defensa del patrimonio cultural popular.

¿Quieres verlo?

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21 Tipos de consultas del registro, Ordenado por acontecimientos.

SELECCIONAR Tablas:

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15 × SELECT * FROM d4xh9_zoo_item
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5 × SELECT * FROM d4xh9_zoo_application
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1 × SELECT ROWNUM, id FROM (SELECT @rownum:= @rownum+1 ROWNUM, id FROM (SELECT @rownum:=0) r, (SELECT id FROM d4xh9_zoo_item AS a
1 × SELECT a.* FROM d4xh9_zoo_item AS a
1 × SELECT DISTINCT (zi.id) AS id, zi.name as name, zi.latitude as lat, zi.longitude as lng, zi.application_id as application_id, 0 AS distance FROM ( d4xh9_zoo_item zi )
1 × SELECT m.id, m.menutype, m.title, m.alias, m.note, m.path AS route, m.link, m.type, m.level, m.language,m.browserNav, m.access, m.params, m.home, m.img, m.template_style_id, m.component_id, m.parent_id,e.element as component FROM d4xh9_menu AS m LEFT JOIN d4xh9_extensions AS e ON m.component_id = e.extension_id
1 × SELECT joomlatablename,tablepkID FROM `d4xh9_falang_tableinfo
1 × SELECT * FROM d4xh9_languages
1 × SELECT a.rules FROM d4xh9_assets AS a
1 × SELECT id FROM d4xh9_zoo_item
1 × SELECT b.rules FROM d4xh9_assets AS a LEFT JOIN d4xh9_assets AS b ON b.lft <= a.lft AND b.rgt >= a.rgt

OTRAS Tablas:

1 × SHOW FULL COLUMNS FROM `d4xh9_content
1 × UPDATE d4xh9_zoo_item SET hits = (hits + 1)
1 × SHOW FULL COLUMNS FROM `d4xh9_assets
1 × SHOW FULL COLUMNS FROM `d4xh9_languages

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