{"id":1846,"date":"2016-09-14T09:31:23","date_gmt":"2016-09-14T09:31:23","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=1846"},"modified":"2023-01-24T19:49:22","modified_gmt":"2023-01-24T19:49:22","slug":"confianca-do-consumidor","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/confianca-do-consumidor\/","title":{"rendered":"Magazine Luiza: um case de oportunidade nas vendas"},"content":{"rendered":"<p class=\"tve-droppable\"><span class=\"tve_custom_font_size\">Pollyanna \u00e9 um cl\u00e1ssico da literatura.\u00a0<\/span><\/p>\n<p class=\"tve-droppable\"><span class=\"tve_custom_font_size\">A hist\u00f3ria pode ser resumida na qualidade de Pollyanna, que, apesar da juventude, consegue ver o lado bom de todas as coisas.<\/span><\/p>\n<p class=\"tve-droppable\">Voc\u00ea lembra o epis\u00f3dio envolvendo a Luiza Trajano nas Olimp\u00edadas no Brasil?<\/p>\n<p class=\"tve-droppable\">Ela levou um tombo hist\u00f3rico enquanto carregava a tocha ol\u00edmpica e \u00e9 claro que, dez minutos depois,\u00a0<a class=\"\" draggable=\"false\" href=\"https:\/\/catracalivre.com.br\/geral\/humor\/indicacao\/dona-do-magazine-luiza-caiu-com-tocha-e-cena-repercute\/\" target=\"_blank\" rel=\"noopener noreferrer\">a internet s\u00f3 falava disso.<\/a><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-16541 size-full\" src=\"https:\/\/club.involves.com\/wp-content\/uploads\/2016\/09\/magazine-luiza.jpg\" alt=\"tombo magazine luiza\" width=\"620\" height=\"269\" srcset=\"https:\/\/club.involves.com\/wp-content\/uploads\/2016\/09\/magazine-luiza.jpg 620w, https:\/\/club.involves.com\/wp-content\/uploads\/2016\/09\/magazine-luiza-300x130.jpg 300w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/><\/p>\n<p>No clima da Pollyanna, Luiza Trajano e marketing reunidos resolveram fazer do lim\u00e3o uma limonada. O tombo virou campanha de marketing e olha s\u00f3 o resultado:<\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/kro4tJYmU74\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2 class=\"\"><span style=\"color: #0a2d3f;\">Como a Magazine Luiza faz a leitura da confian\u00e7a do consumidor<\/span><\/h2>\n<p class=\"tve-droppable\">Quando Luiza fala que as expectativas de revers\u00e3o na economia n\u00e3o eram boas, ela estava se referindo ao avan\u00e7o na economia e tamb\u00e9m no\u00a0<a class=\"\" draggable=\"false\" href=\"http:\/\/g1.globo.com\/economia\/noticia\/2016\/07\/confianca-do-consumidor-avanca-pelo-terceiro-mes-seguido.html\" target=\"_blank\" rel=\"noopener noreferrer\">aumento da confian\u00e7a do consumidor<\/a>.<\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/j6n7vH-mNrM\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p class=\"tve-droppable\">E ela acredita que esta convic\u00e7\u00e3o ajudou a rede Magazine Luiza a encontrar\u00a0<a class=\"\" draggable=\"false\" href=\"http:\/\/g1.globo.com\/economia\/negocios\/noticia\/2016\/08\/lucro-do-magazine-luiza-sobe-243-no-trimestre-para-r-104-milhoes.html\" target=\"_blank\" rel=\"noopener noreferrer\">o caminho do crescimento<\/a>.<\/p>\n<p class=\"tve-droppable\">Trabalhar com diversos canais requer organiza\u00e7\u00e3o, cuidado e muito carinho e investimento em trade marketing.<\/p>\n<p class=\"tve-droppable\">A Magazine Luiza \u00e9 um case de sucesso em se tratando de arriscar e testar canais.<\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/XPpclXpzZbE\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2 class=\"\"><span style=\"color: #0a2d3f;\">Gest\u00e3o por Canais: Luiza \u00e9 case internacional<\/span><\/h2>\n<p class=\"tve-droppable\">Os resultados de sucesso da fam\u00edlia Trajano n\u00e3o s\u00e3o apenas o produto da confian\u00e7a. Eles acertaram na estrat\u00e9gia e marcaram firme no controle do PDV, segundo a opini\u00e3o de especialistas internacionais.<\/p>\n<p class=\"tve-droppable\">Esta \u00e9 a tese do Vice-Presidente da Dell, Phil Bryant, que apontou a intelig\u00eancia da\u00a0Magazine Luiza para fazer a gest\u00e3o de canais.<\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/vFc-5yW70ms\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2 class=\"\"><span style=\"color: #0a2d3f;\">O papel da loja f\u00edsica, segundo Trajano<\/span><\/h2>\n<p class=\"tve-droppable\">A Magazine Luiza usou\u00a0as<a class=\"\" draggable=\"false\" href=\"http:\/\/exame.abril.com.br\/negocios\/lojas-fisicas-impulsionam-e-commerce-do-magazine-luiza\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a0lojas f\u00edsicas como aliadas para impulsionar a compra no e-commerce<\/a>.<\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/5uh8PUT6Df0\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Este foi posicionamento\u00a0apontado pelo novo CEO da rede, Frederico Trajano, que deixa claro que a estrat\u00e9gia n\u00e3o \u00e9 focada apenas em quest\u00f5es pontuais, a estrat\u00e9gia \u00e9\u00a0<a class=\"\" draggable=\"false\" href=\"https:\/\/club.involves.com\/blog\/estrategia-omni-channel\/\" target=\"_blank\" rel=\"noopener noreferrer\">multicanal<\/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>Conversamos com a Luiza Trajano para entender o impacto da confian\u00e7a do consumidor e a papel da estrat\u00e9gia multicanal para a Magazine Luiza. Confira!<\/p>\n","protected":false},"author":4,"featured_media":2982,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[422],"tags":[36,37,38,39,40],"class_list":["post-1846","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","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>Confian\u00e7a do consumidor: o KPI principal da Magazine Luiza<\/title>\n<meta name=\"description\" content=\"Conversamos com a Luiza Trajano para entender o impacto da confian\u00e7a do consumidor e a papel da estrat\u00e9gia multicanal para a Magazine Luiza. Confira!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/club.involves.com\/pt-br\/confianca-do-consumidor\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Confian\u00e7a do consumidor: o KPI principal da Magazine Luiza\" \/>\n<meta property=\"og:description\" content=\"Conversamos com a Luiza Trajano para entender o impacto da confian\u00e7a do consumidor e a papel da estrat\u00e9gia multicanal para a Magazine Luiza. 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