{"id":3642,"date":"2016-02-16T17:26:39","date_gmt":"2016-02-16T17:26:39","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=3642"},"modified":"2023-01-24T19:56:35","modified_gmt":"2023-01-24T19:56:35","slug":"o-futuro-do-e-commerce-e-offline","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/o-futuro-do-e-commerce-e-offline\/","title":{"rendered":"O Futuro do E-commerce \u00e9 Offline"},"content":{"rendered":"<h2><b>AS LOJAS F\u00cdSICAS PRECISAM INTEGRAR O MUNDO DIGITAL<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Voc\u00ea n\u00e3o est\u00e1 enganado: n\u00f3s realmente escrevemos isso. Afirmar que a loja f\u00edsica ser\u00e1 o diferencial para as vendas n\u00e3o significa que acreditamos no final do e-commerce: na verdade, as lojas f\u00edsicas passar\u00e3o a contar com ferramentas digitais para atender e satisfazer o <em>shopper<\/em>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Neste material, nosso foco \u00e9 mostrar que n\u00e3o haver\u00e1 extin\u00e7\u00e3o ou canibaliza\u00e7\u00e3o: nas vendas, <em>online<\/em> e <em>offline<\/em> coexistir\u00e3o.<\/span><\/p>\n<p><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-989ae7be-d93e-4694-90bd-af3ac7a12266\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-989ae7be-d93e-4694-90bd-af3ac7a12266\" class=\"hs-cta-node hs-cta-989ae7be-d93e-4694-90bd-af3ac7a12266\"><!-- [if lte IE 8]>\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5315393\/989ae7be-d93e-4694-90bd-af3ac7a12266\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" id=\"hs-cta-img-989ae7be-d93e-4694-90bd-af3ac7a12266\" class=\"hs-cta-img aligncenter\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5315393\/989ae7be-d93e-4694-90bd-af3ac7a12266.png\" alt=\"Fa\u00e7a o download do e-Book\" \/><\/a><\/span><\/span><\/p>\n<h2><b>A EXECU\u00c7\u00c3O NO VAREJO: A GRANDE REVOLU\u00c7\u00c3O<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Bombardeados por publicidade de todos os lados enquanto navegam, os consumidores tendem a absorver muita informa\u00e7\u00e3o, e isso pode ser um diferencial a seu favor quando ele est\u00e1 na loja f\u00edsica.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pensar em uma integra\u00e7\u00e3o das experi\u00eancias \u00e9, em resumo, empenhar-se na cria\u00e7\u00e3o de projetos que atinjam seus clientes tanto no seu site quanto na sua estrutura f\u00edsica.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A sobreviv\u00eancia do varejo <em>offline<\/em> depende do que a internet consegue oferecer de mais rico: informa\u00e7\u00e3o.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Um bom ponto de partida para a nossa conversa seria: sua loja ignora a conectividade como <em>smartphone<\/em> do comprador?<\/span><\/p>\n<h3><b>SOBRE ESTRAT\u00c9GIA<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Quando a popularidade do e-commerce come\u00e7ou a crescer no in\u00edcio dos anos 2000, marqueteiros estavam amparados em dois pontos:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A import\u00e2ncia \u2013 e o poder \u2013 da Internet<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A vontade dos consumidores para experimentarem a compra <em>online<\/em>, com um clique, da maneira mais conveniente poss\u00edvel<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A Era da Informa\u00e7\u00e3o, enfim, proporcionou para as pessoas um jeito de fazer compras no conforto de casa, evitando as tumultuadas lojas f\u00edsicas. O dia fant\u00e1stico para o varejo, nomeado pelos americanos de \u201cBlack Friday\u201d, foi combatido pelo\u201cCyber Monday\u201d, e assim essa briga entre convencional e digital proporcionou o decl\u00ednio nas vendas de muitas lojas.<\/span><\/p>\n<h2><b>TEMPOS DE INTEGRA\u00c7\u00c3O<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">O uso do smartphone e o crescimento da coleta de dados no varejo via mobile est\u00e3o permitindo que as marcas e os varejistas re\u00fanam o mundo digital e a experi\u00eancia de compra tradicional no mesmo espa\u00e7o.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Um bom exemplo \u00e9 o Shopify, uma das maiores plataformas de e-commerce do mundo. O software possui um sistema de ponto de vendas que conecta as informa\u00e7\u00f5es do varejo f\u00edsico com o <em>online<\/em>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A Paypal \u00e9 outro \u00f3timo exemplo de que a integra\u00e7\u00e3o da tecnologia com o varejo \u00e9 quest\u00e3o de tempo. A solu\u00e7\u00e3o para pagamentos <em>online<\/em> est\u00e1 entre as 100 marcas globais mais valiosas de 2015 (ao todo, um ter\u00e7o das 100 oferece servi\u00e7os relacionados \u00e0 tecnologia).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No Brasil, onde a plataforma faz testes em lojas f\u00edsicas desde 2013, j\u00e1 s\u00e3o mais de 2,8 milh\u00f5es de usu\u00e1rios ativos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Apenas o Brasil mant\u00e9m 450 mil com\u00e9rcios eletr\u00f4nicos. Em 2015,o setor movimentou mais de R$ 45 bilh\u00f5es (volume 26%maior comparado ao ano de 2014).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para o Portal Brasil Econ\u00f4mico, o gerente s\u00eanior de Vendas do PayPal no Brasil, Thiago Chueiri, apontou:\u00a0<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">O mercado f\u00edsico \u00e9 muito capilarizado. Por isso fechamos parceria com a empresa l\u00edder em menus digitais. \u00c9 uma forma de viabilizar a parte operacional sem nenhum esfor\u00e7o de integra\u00e7\u00e3o.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Outro bom exemplo de integra\u00e7\u00e3o vem da Ikea, uma das maiores redes de mobili\u00e1rio e decora\u00e7\u00e3o do mundo. A empresa inaugurou um ambiente para que os clientes bebam caf\u00e9 e consultem um cat\u00e1logo virtual da loja, acessado via iPad.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O servi\u00e7o \u00e9 parte das estrat\u00e9gias da empresa para aprimorar o projeto de ponto de venda, aproximando ao m\u00e1ximo as experi\u00eancias de compra <\/span><span style=\"font-weight: 400;\">on <\/span><span style=\"font-weight: 400;\">e <\/span><span style=\"font-weight: 400;\">offline<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><b>SMARTPHONE NA M\u00c3O: VENDA EM POUCOS PASSOS<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Voc\u00ea sabia que mais de 70% dos <em>shoppers<\/em> utilizam o smartphone enquanto est\u00e3o no interior das lojas? Foi o que apontou o estudo Webshoppers, apresentado pela E-bit em 2015. No quadro abaixo, retirado do estudo, \u00e9 poss\u00edvel notar os principais h\u00e1bitos apontados entre os participantes da pesquisa.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ind\u00fastria e Varejo precisam acionar o poder do <em>showroom<\/em>. Explorar a visita para atrair o cliente para os benef\u00edcios que voc\u00ea est\u00e1 oferecendo. Em outras palavras, a tecnologia deve estar presente na sua loja para facilitar a vida do cliente.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Algumas formas:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ampliar as informa\u00e7\u00f5es sobre o produto<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Facilitar o pagamento<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Viabilizar a compra e a entrega dos produtos que est\u00e3o em falta na loja f\u00edsica pelo aplicativo do <\/span><span style=\"font-weight: 400;\">smartphone<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Disparar alerta de promo\u00e7\u00f5es quando o cliente estiver pr\u00f3ximo ao estabelecimento<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Um estudo da Columbia Business School provou que 31,7% dos consumidores que realizaram uma compra assistida admitiram ter uma experi\u00eancia de compra melhor. Os lojistas devem tomar isso como uma li\u00e7\u00e3o e treinar sua equipe de vendas para receber os clientes de forma calorosa e disposta a identificar as suas necessidades.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aquele cliente que faz uma foto de um produto na sua loja certamente tem interesse em compr\u00e1-lo. Por que ele n\u00e3o faz isso naquele momento?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Outras dicas:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Transforme sua equipe de vendedores em construtores de bom relacionamento, tirando d\u00favidas e auxiliando o cliente na escolha do produto<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Colete dados no ponto de venda para saber se voc\u00ea est\u00e1 abastecendo seu <em>shopper<\/em> da maneira adequada<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Invista em programas de fidelidade: ao garantir que o cliente receber\u00e1 alguma recompensa em troca da sua prefer\u00eancia, os varejistas d\u00e3o mais uma raz\u00e3o para o cliente voltar \u00e0 loja<\/span><\/li>\n<\/ul>\n<h2><b>O CASE AMAZON<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Jeff Bezos certamente n\u00e3o imaginava que um dia a Amazon transgredir o mundo virtual. O tempo passou, a empresa dominou o varejo <em>online<\/em>, ultrapassou a marca de US$ 246 bilh\u00f5es de valor e passou a operar com varejos f\u00edsicos. Voc\u00ea deve estar se perguntar por que, certo?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vamos l\u00e1.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Bezos quer saber como o cliente compra: entender os h\u00e1bitos de consumo \u00e9 a melhor forma de conquistar mais clientes (e reconquistar os clientes que j\u00e1 o acompanha)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Bezos quer a Amazon fora das telas: se voc\u00ea j\u00e1 est\u00e1 em todas as telas poss\u00edveis, como fazer para ainda mais pessoas olharem para a sua marca? Instalando lojas nas principais centros metropolitanos do mundo (Seattle, Berlin, Miami ou Londres)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Bezos acredita que as recomenda\u00e7\u00f5es ser\u00e3o diferenciais no loja f\u00edsica: as recomenda\u00e7\u00f5es da Amazon s\u00e3o um dos maiores trunfos da plataforma de e-commerce. Adotar essa pr\u00e1tica no ponto de venda \u00e9 colocar a famosa teoria da Prova Social em pr\u00e1tica<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Bezos n\u00e3o quer que voc\u00ea pague mais pelo mesmo produto: muitas lojas perdem vendas por conta de pre\u00e7o. Uma r\u00e1pida pesquisa no smartphone e est\u00e1 l\u00e1: o mesmo produto com um valor 15% mais baixo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A l\u00f3gica da Amazon \u00e9 outra: se voc\u00ea foi at\u00e9 a loja f\u00edsica, voc\u00ea merece pagar o mesmo valor pelo produto. Se ele n\u00e3o est\u00e1 dispon\u00edvel, enviamos para voc\u00ea em dois dias, sem cobran\u00e7a de frete.<\/span><\/p>\n<h2><b>VAMOS VENDER MAIS<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Espero que voc\u00ea tenha aprendido algo com esse material. A mensagem que fica \u00e9: voc\u00ea pode aumentar sua opera\u00e7\u00e3o e seus lucros. Para alcan\u00e7ar isso, basta identificar onde est\u00e3o seus clientes e o que os faz consumir. \u00c9 justamente por esse motivo que \u00e9 fundamental voc\u00ea aliar o poder das ferramentas digitais com um intenso estudo sobre o ponto de venda<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seus clientes escolhem o qu\u00ea \u00e9 mais c\u00f4modo e isso, sem d\u00favidas, passa pela aten\u00e7\u00e3o que voc\u00ea dedica ao seu bem-estar.<\/span><\/p>\n<p><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-989ae7be-d93e-4694-90bd-af3ac7a12266\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-989ae7be-d93e-4694-90bd-af3ac7a12266\" class=\"hs-cta-node hs-cta-989ae7be-d93e-4694-90bd-af3ac7a12266\"><!-- [if lte IE 8]>\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5315393\/989ae7be-d93e-4694-90bd-af3ac7a12266\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" id=\"hs-cta-img-989ae7be-d93e-4694-90bd-af3ac7a12266\" class=\"hs-cta-img aligncenter\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5315393\/989ae7be-d93e-4694-90bd-af3ac7a12266.png\" alt=\"Fa\u00e7a o download do e-Book\" \/><\/a><\/span><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Uma revolu\u00e7\u00e3o na decis\u00e3o do shopper vai reformular o e-commerce.<\/p>\n","protected":false},"author":4,"featured_media":3737,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421,422],"tags":[],"class_list":["post-3642","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-tendencias-e-mercado"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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