{"id":13343,"date":"2018-08-31T10:29:00","date_gmt":"2018-08-31T10:29:00","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=13343"},"modified":"2023-01-24T14:55:58","modified_gmt":"2023-01-24T14:55:58","slug":"gc-digital-no-mercado-livre","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/gc-digital-no-mercado-livre\/","title":{"rendered":"Os segredos do GC digital no Mercado Livre"},"content":{"rendered":"<p><iframe title=\"G\u00f4ndola infinita: os segredos do GC digital no Mercado Livre\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/ko7oCw4y6TA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2>\u200bcom Danny Castellanos, Mercado Livre<\/h2>\n<p>O Mercado Livre \u00e9 refer\u00eancia quando o assunto \u00e9 vendas na internet. Para falar sobre o assunto, convidamos o executivo S\u00eanior do Mercado Livre, Danny Castellanos, que compartilhou seu conhecimento e as pr\u00e1ticas mais comuns para esse contexto no TradeCast #47. Ele \u00e9 um dos palestrantes do AEx 2018 e, durante o webinar apresentado pelo CEO da Involves, Andr\u00e9 Krummenauer, demonstrou como o Gerenciamento por Categorias \u00e9 desenvolvido no ambiente digital.<\/p>\n<h2>\u200bMOMENTO DE COMPRA: \u200bAS DIFEREN\u00c7AS ENTRE ONLINE E OFFLINE<\/h2>\n<p>A principal miss\u00e3o do gerenciamento por categorias \u00e9 facilitar e melhorar a experi\u00eancia de compra do shopper. No online, onde a g\u00f4ndola \u00e9 infinita, o segredo est\u00e1 na busca. Danny explica que a navega\u00e7\u00e3o no e-commerce \u00e9 um dos pontos de aten\u00e7\u00e3o para contribuir com a procura dos <em>shoppers<\/em> no ambiente digital. Outro ponto que contribui com as convers\u00f5es s\u00e3o as recomenda\u00e7\u00f5es de compra.<\/p>\n<p>&#8220;O grande neg\u00f3cio do e-commerce \u00e9 a recomenda\u00e7\u00e3o de compra. Quanto melhor voc\u00ea consegue entender o seu cliente, quanto mais informa\u00e7\u00f5es voc\u00ea tem dele, e voc\u00ea consegue vai direcionar essa navega\u00e7\u00e3o, voc\u00ea consegue identificar o melhor produto para ele. A parte de GC, quando se fala do online, tem uma parte da plataforma. Toda a intelig\u00eancia que tem por tr\u00e1s. S\u00e3o m\u00e9tricas, estudos, enfim, a informa\u00e7\u00e3o que a gente tem e como consegue utilizar isso para influenciar na melhor compra para ele&#8221;, explica Castellanos.<\/p>\n<h2>\u200bA RELA\u00c7\u00c3O COM OS SELLERS<\/h2>\n<p>A rela\u00e7\u00e3o com os <em>sellers<\/em> (vendedores) \u00e9 amparada em dados desde o primeiro contato. O Mercado Livre utiliza as m\u00e9tricas de vendas, visitas e convers\u00e3o para mapear as oportunidades e direcionar os <em>sellers<\/em> para oferecer a melhor experi\u00eancia para os seus clientes. As pr\u00e1ticas s\u00e3o multiplicadas igualmente para todos os <em>sellers<\/em>, mesmo que esses sejam concorrentes.<\/p>\n<p>&#8220;No mercado Livre \u00e9 dif\u00edcil voc\u00ea procurar alguma coisa e n\u00e3o ter, porque s\u00e3o milh\u00f5es de assuntos, mas a gente faz esse acompanhamento porque para n\u00f3s ele tem que ter sempre o melhor sortimento. Sabemos como a ruptura \u00e9 determinante para o sucesso do neg\u00f3cio, ent\u00e3o a gente faz uma prepara\u00e7\u00e3o para que isso n\u00e3o aconte\u00e7a&#8221;, indica o executivo.<\/p>\n<h2>\u200bCONVERG\u00caNCIA PARA A MULTICANALIDADE<\/h2>\n<p>\u200bA velha m\u00e1xima de que online acabar\u00e1 com offline \u00e9 um conceito ultrapassado, segundo Danny. Ele defende que a complementaridade entre os canais \u00e9 muito mais forte que as teorias que apontam a morte de um canal. O Mercado Livre, inclusive, lan\u00e7ou uma funcionalidade que permite que o <em>shopper<\/em> retire os produtos comprados n\u200ba plataforma na loja. Assim, a experi\u00eancia de compra se estende para a loja f\u00edsica e o <em>seller<\/em> \u200bpode explorar mais oportunidades em seus canais de venda.<\/p>\n<p>&#8220;\u200bA gente j\u00e1 v\u00ea que o cliente \u00e9 o mesmo. J\u00e1 \u00e9 realidade. Os <em>millenials<\/em>, principalmente, que fazem 65% das compras s\u00e3o online, ainda compram offline. O neg\u00f3cio \u00e9 saber em qual momento da jornada de compra \u200bvoc\u00ea consegue impactar&#8221;.<\/p>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">gc digital<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">mercado livre<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>\u200bcom Danny Castellanos, Mercado Livre O Mercado Livre \u00e9 refer\u00eancia quando o assunto \u00e9 vendas na internet. Para falar sobre o assunto, convidamos o executivo S\u00eanior do Mercado Livre, Danny [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":13399,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"video","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421,422],"tags":[107,329],"class_list":["post-13343","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-tendencias-e-mercado","tag-gc-digital","tag-mercado-livre","post_format-post-format-video"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Os segredos do GC digital no Mercado Livre - Involves Club<\/title>\n<meta name=\"description\" content=\"\u200bO e-commerce conquista seu espa\u00e7o na estrat\u00e9gia muitas empresas. 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