{"id":12715,"date":"2019-01-24T13:51:21","date_gmt":"2019-01-24T16:51:21","guid":{"rendered":"https:\/\/feninjer.com.br\/?p=12715"},"modified":"2019-01-24T13:51:21","modified_gmt":"2019-01-24T16:51:21","slug":"atendimento-digital-de-e-commerces","status":"publish","type":"post","link":"https:\/\/feninjer.com.br\/?p=12715","title":{"rendered":"Atendimento digital de E-commerces"},"content":{"rendered":"

Conhe\u00e7a as novas ferramentas que podem te ajudar a melhorar o atendimento ao cliente<\/em><\/strong><\/p>\n

Carlos Alves<\/span><\/em><\/p>\n

\"\"<\/span><\/p>\n

O e-commerce no Brasil representa uma fatia consider\u00e1vel fatia do varejo. Ainda l\u00e1 atr\u00e1s, segundo dados da Associa\u00e7\u00e3o Brasileira de Com\u00e9rcio Eletr\u00f4nico (ABComm), o com\u00e9rcio eletr\u00f4nico cresceu 12% entre 2017 e 2018. Na ocasi\u00e3o, a associa\u00e7\u00e3o projetou crescimento de 15% em 2018, principalmente por conta da consolida\u00e7\u00e3o das vendas por celular.<\/span><\/p>\n

Nesse cen\u00e1rio, os consumidores digitais (os omnishoppers) est\u00e3o cada vez mais exigentes. Eles esperam que a experi\u00eancia de compra online seja superior \u00e0 intera\u00e7\u00e3o que teriam em um atendimento presencial. Ao dizer \u201conline\u201d deve-se considerar n\u00e3o s\u00f3 o acesso de p\u00e1ginas web via smartphone, mas tamb\u00e9m por aplicativo desenvolvido pela marca ou totem na loja f\u00edsica.<\/span><\/p>\n

Ferramentas de e-commerce<\/span><\/p>\n

Para que tudo funcione corretamente, sem erros nas tecnologias j\u00e1 utilizadas ou na implementa\u00e7\u00e3o de novas e revolucion\u00e1rias ferramentas de e-commerce, \u00e9 preciso se manter atualizado das tend\u00eancias e novidades desse universo.<\/span><\/p>\n

Antes de mais nada, acompanhe os resultados dos seus canais via Google Analytics. Ele oferece fun\u00e7\u00f5es de an\u00e1lise t\u00e9cnica com linguagem simplificada. O mesmo vale para o Webtrends e Kissmetrics, ou ainda o Sprout Social, que mostra an\u00e1lises do Instagram.<\/span><\/p>\n

Unified Commerce<\/span><\/p>\n

O conceito de Unified Commerce (com\u00e9rcio unificado, em tradu\u00e7\u00e3o livre) v\u00ea a necessidade de tratar cada um dos canais e sub-canais de maneira diferente. Explicamos: cada plataforma \u00e9 desenhada de uma forma \u00fanica e tem necessidades de ser abastecida com informa\u00e7\u00f5es e dados diferentes entre si \u2014 tudo para resultar em uma experi\u00eancia aprimorada para o consumidor. J\u00e1 Intelig\u00eancia Artificial (IA) j\u00e1 \u00e9 oferecida por softwares e sistemas. Eles analisam dados do ambiente (localiza\u00e7\u00e3o, g\u00eanero) e tomam atitudes para maximizar bons resultados.<\/span><\/p>\n

Intelig\u00eancia artificial<\/span><\/p>\n

No \u00e2mbito da IA, o machine learning \u00e9 um campo de estudo dos cientistas da programa\u00e7\u00e3o, que j\u00e1 dominam a IA. Com as respostas oferecidas pelas atitudes do consumidor e a efetividade do resultado oferecido, as m\u00e1quinas literalmente aprendem e evoluem. Um deles s\u00e3o os chatbots: s\u00e3o aprimorados a cada intera\u00e7\u00e3o com o cliente e respondem ao consumidor com agilidade e objetividade. Outro bom exemplo de ferramentas tecnol\u00f3gicas \u00e9 a combina\u00e7\u00e3o de IA e o conceito de Internet das Coisas (Internet of Things). Nesse caso, automatiza listas de compras, com a necessidade de reposi\u00e7\u00e3o de estoque \u00e0 compra final.<\/span><\/p>\n

Mas h\u00e1 tamb\u00e9m o p\u00fablico que preza por sua autonomia, sem interfer\u00eancia de vendedores. Aqui, vale sugerir produtos com base em prefer\u00eancias ou compras anteriores. Ou seja, relembra o cliente viu, mas deixou para tr\u00e1s, assim como oferece a oportunidade de escolha dentre os itens da loja. Usando ferramentas de e-commerce que acompanham essas vari\u00e1veis, os Behavioral Targeting, \u00e9 poss\u00edvel manter o foco apenas em seu p\u00fablico alvo. Ou, ainda, evitar que o consumidor seja bombardeado pela mesma marca em todos os canais de comunica\u00e7\u00e3o. Adobe Target e iSend s\u00e3o algumas empresas que oferecem esse suporte.<\/span><\/p>\n

Precifica\u00e7\u00e3o<\/span><\/p>\n

Por \u00faltimo, lembramos: para se manter na disputa da oferta e demanda, n\u00e3o vale perder rentabilidade. \u00c9 preciso ter uma ferramenta de precifica\u00e7\u00e3o que acompanha em tempo real as informa\u00e7\u00f5es do produto, os concorrentes, campanhas nos buscadores e disparos de e-mail marketing. Para isso, o Google AdWords possibilita coincidir os investimentos de campanhas digitais com as estrat\u00e9gias de pre\u00e7os.<\/span><\/p>\n

Carlos Alves \u00e9 Diretor de Marketplace da Associa\u00e7\u00e3o Brasileira de Com\u00e9rcio Eletr\u00f4nico (ABComm) e do Magazine Luiza.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Conhe\u00e7a as novas ferramentas que podem te ajudar a melhorar o atendimento ao cliente Carlos Alves O e-commerce no Brasil representa uma fatia consider\u00e1vel fatia do varejo. Ainda l\u00e1 atr\u00e1s, segundo dados da Associa\u00e7\u00e3o Brasileira de Com\u00e9rcio Eletr\u00f4nico (ABComm), o com\u00e9rcio eletr\u00f4nico cresceu 12% entre 2017 e 2018. Na ocasi\u00e3o, a associa\u00e7\u00e3o projetou crescimento de […]<\/p>\n","protected":false},"author":1,"featured_media":12716,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":"","_links_to":"","_links_to_target":""},"categories":[12,6],"tags":[582,563,535,191,208,603],"class_list":["post-12715","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-atendimento-e-vendas","category-gestao","tag-atendimento","tag-cliente","tag-comunicacao","tag-e-commerce","tag-inovacao","tag-tecnologia"],"yoast_head":"\nAtendimento digital de E-commerces - FENINJER+ 2026 | A Maior Feira de Joias da Am\u00e9rica Latina<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/feninjer.com.br\/?p=12715\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Atendimento digital de E-commerces - FENINJER+ 2026 | A Maior Feira de Joias da Am\u00e9rica Latina\" \/>\n<meta property=\"og:description\" content=\"Conhe\u00e7a as novas ferramentas que podem te ajudar a melhorar o atendimento ao cliente Carlos Alves O e-commerce no Brasil representa uma fatia consider\u00e1vel fatia do varejo. Ainda l\u00e1 atr\u00e1s, segundo dados da Associa\u00e7\u00e3o Brasileira de Com\u00e9rcio Eletr\u00f4nico (ABComm), o com\u00e9rcio eletr\u00f4nico cresceu 12% entre 2017 e 2018. 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