{"id":1804,"date":"2016-09-22T16:02:16","date_gmt":"2016-09-22T16:02:16","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=1804"},"modified":"2023-01-24T19:48:51","modified_gmt":"2023-01-24T19:48:51","slug":"trade-marketing-beleza-e-cosmeticos","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/trade-marketing-beleza-e-cosmeticos\/","title":{"rendered":"Segmento de Beleza e Cosm\u00e9ticos cresce com planejamento multicanal"},"content":{"rendered":"<p style=\"font-size: 15px;\">Voc\u00ea j\u00e1 comprou algum artigo da categoria Beleza e Cosm\u00e9ticos em lojas virtuais?<\/p>\n<p style=\"font-size: 15px;\">E via <span class=\"italic_text\">mobile<\/span>?<\/p>\n<p style=\"font-size: 15px;\">Uma pesquisa divulgada pelo portal <a class=\"\" href=\"http:\/\/portalnovarejo.com.br\/2016\/09\/20\/vendas-mobile-crescem-70-no-brasil\/\" target=\"_blank\" rel=\"noopener\">No Varejo<\/a> informou que as vendas mobile apresentaram crescimento de 70% no primeiro semestre no Brasil. <\/p>\n<p style=\"font-size: 15px;\">Os<span class=\"italic_text\"> smartphones <\/span>s\u00e3o os principais dispositivos &nbsp;para visitar as lojas online: 83% das compras foram realizadas em um desses aparelhos.<\/p>\n<p style=\"font-size: 15px;\">Entre as categorias que mais geram volume, podemos destacar o o sgmento de beleza e cosm\u00e9ticos:&nbsp;32% das compras destes itens s\u00e3o realizadas em ambiente virtual.<\/p>\n<p style=\"font-size: 15px;\">As principais empresas do segmento t\u00eam que se adaptar e se atualizar estrategicamente de forma constante. <\/p>\n<p style=\"font-size: 15px;\">De acordo com Roberto Oliveira Lima, diretor-presidente da Natura, n\u00e3o basta que a empresa esteja presente nas prateleiras: \u00e9 preciso oferecer uma experi\u00eancia cont\u00ednua ao shopper.<\/p>\n<p style=\"font-size: 15px;\">A empresa sempre foi conhecida pela venda direta, mas, a partir de 2013, come\u00e7ou a repensar este modelo. O redirecionamento da presen\u00e7a dos produtos da Natura refletiu no planejamento de toda a companhia. <\/p>\n<h2 class=\"\" style=\"color: rgb(10, 45, 63); margin-top: 50px !important;\">PLANEJAMENTO MULTINACAL \u00c9 EXIG\u00caNCIA&nbsp;PARA BELEZA E COSM\u00c9TICOS<\/h2>\n<p style=\"font-size: 15px;\">A primeira <a class=\"\" href=\"http:\/\/revistapegn.globo.com\/Franquias\/noticia\/2016\/04\/natura-abre-primeira-loja-fisica-em-sao-paulo.html\" target=\"_blank\" rel=\"noopener\">loja f\u00edsica da Natura foi inaugurada<\/a> em abril de 2016. Para ingressar em farm\u00e1cias, a escolhida foi a linha SOU. A empresa constatou que essa iniciativa permitiu o acesso de novos p\u00fablicos aos produtos.<\/p>\n<p style=\"font-size: 15px;\">O consumo consciente \u00e9 o principal apelo da linha, que passou a estar presente nas 1\ufeff300 lojas do grupo Raia Drogasi\ufeffl.<\/p>\n<p style=\"font-size: 15px;\">O objetivo agora&nbsp;\u00e9 manter a ess\u00eancia da marca com as novas estrat\u00e9gias e o planejamento multicanais.&nbsp;<\/p>\n<h2 class=\"\" style=\"color: rgb(10, 45, 63); margin-top: 50px !important;\">EMBELLEZE TAMB\u00c9M CONSOLIDA ESTRAT\u00c9GIA OMNICHANNEL<\/h2>\n<p style=\"font-size: 15px;\">&nbsp;A Embelleze tamb\u00e9m passou adotou um&nbsp;reposicionamento para atuar em mais de um canal.&nbsp;<\/p>\n<p style=\"font-size: 15px;\">O Clube conversou com a gerente nacional de <a href=\"https:\/\/club.involves.com\/blog\/trade-marketing\/\">trade marketing<\/a> &#8211; sell out da empresa, Fernanda Zangrando, para entender como a marca desenhou essa estrat\u00e9gia.&nbsp;<\/p>\n<p style=\"font-size: 15px;\">Ela explicou como a marca \u00e9 preparada para se manter competitiva&nbsp;em diferentes pontos de venda. Zangrando tamb\u00e9m detalhou a import\u00e2ncia da presen\u00e7a dos produtos em hipermercados.<\/p>\n<p style=\"font-size: 15px;\">Outro ponto importante que a gerente de trade&nbsp;ressaltou \u00e9 a&nbsp;necessidade de treinamentos e de uma equipe em sintonia com os lan\u00e7amentos (que ocorrem com muita frequ\u00eancia).<\/p>\n<p style=\"font-size: 15px;\">E j\u00e1 que falamos em hipermercados com a estrat\u00e9gia da Embelleze, voc\u00ea j\u00e1 conferiu o post sobre os diferentes formatos do Carrefour? <a class=\"\" href=\"https:\/\/club.involves.com\/blog\/comportamento-do-consumidor\" target=\"_blank\" rel=\"noopener\">Vale a pena a leitura<\/a>!<\/p>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Ag\u00eancia<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Distribuidor<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Ind\u00fastria<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Servi\u00e7os<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Varejo<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>A estrat\u00e9gia de empresas do segmento de beleza e cosm\u00e9ticos, como Natura e Embelleze, est\u00e1 apontada para omnichannel. Entenda como elas atuam.<\/p>\n","protected":false},"author":4,"featured_media":2990,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421,422],"tags":[36,37,38,39,40],"class_list":["post-1804","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-tendencias-e-mercado","tag-agencia","tag-distribuidor","tag-industria","tag-servicos","tag-varejo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Como as ind\u00fastrias de Beleza e Cosm\u00e9ticos atuam em diferentes canais<\/title>\n<meta name=\"description\" content=\"A estrat\u00e9gia de empresas do segmento de beleza e cosm\u00e9ticos, como Natura e Embelleze, est\u00e1 apontada para omnichannel. 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