{"id":21833,"date":"2021-10-29T10:44:55","date_gmt":"2021-10-29T13:44:55","guid":{"rendered":"https:\/\/feninjer.com.br\/?p=21833"},"modified":"2021-10-29T10:44:55","modified_gmt":"2021-10-29T13:44:55","slug":"de-volta-as-lojas-fisicas","status":"publish","type":"post","link":"https:\/\/feninjer.com.br\/?p=21833","title":{"rendered":"De volta \u00e0s lojas f\u00edsicas"},"content":{"rendered":"<h4><em>Varejistas combinam experi\u00eancias imersivas e interativas para atrair o consumidor ao ponto-de-venda f\u00edsico e fideliz\u00e1-lo<\/em><\/h4>\n<p><strong>Por Erica Mendes<\/strong><\/p>\n<figure id=\"attachment_21834\" aria-describedby=\"caption-attachment-21834\" style=\"width: 586px\" class=\"wp-caption alignnone\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-21834\" src=\"https:\/\/feninjer.com.br\/wp-content\/uploads\/2021\/10\/portal-11.png\" alt=\"\" width=\"586\" height=\"416\" srcset=\"https:\/\/feninjer.com.br\/wp-content\/uploads\/2021\/10\/portal-11.png 586w, https:\/\/feninjer.com.br\/wp-content\/uploads\/2021\/10\/portal-11-360x256.png 360w\" sizes=\"(max-width: 586px) 100vw, 586px\" \/><figcaption id=\"caption-attachment-21834\" class=\"wp-caption-text\">Foto por: Rawpixel.com em freepik.com<\/figcaption><\/figure>\n<p>Um recente levantamento da WGSN mostra que os varejistas est\u00e3o se valendo de experi\u00eancias imersivas e interativas para fidelizar e atrair o consumidor de volta \u00e0s lojas f\u00edsicas no p\u00f3s-pandemia: de jogos de tabuleiro em tamanho real a aplicativos que combinam dados das redes sociais.<br \/>\nDe acordo com a gigante de tend\u00eancias, que tem filial no Brasil, \u201cessa abordagem h\u00edbrida busca dar fluidez ao processo de compra, ampliando um sentido de descoberta que se baseia em redes sociais, mensagens de texto e e-mails para revitalizar a experi\u00eancia da loja f\u00edsica e atrair o consumidor\u201d. Ou seja, daqui para a frente, as marcas ter\u00e3o que garantir que o trajeto do e-commerce para a loja f\u00edsica seja sin\u00f4nimo de descoberta cont\u00ednua.<\/p>\n<p><strong>Adapta\u00e7\u00e3o aos h\u00e1bitos digitais<\/strong><br \/>\nOs novos h\u00e1bitos digitais do consumidor est\u00e3o sendo considerados para gerar experi\u00eancias nas lojas f\u00edsicas. Com ambientes divertidos e que engajam, desde games at\u00e9 a demanda por servi\u00e7os do tipo &#8216;click-and-collect&#8217;, as lojas est\u00e3o implementando diversas a\u00e7\u00f5es digitais durante a jornada de compra.<br \/>\nAl\u00e9m de estrat\u00e9gias que come\u00e7am, por exemplo, nas redes sociais e terminam nas lojas f\u00edsicas, os varejistas est\u00e3o obtendo bons resultados por meio de conceitos mistos, que d\u00e3o um toque inovador e divertido a esse mix. Um exemplo \u00e9 a loja brit\u00e2nica de luxo Sweaty Betty, que organizou a campanha &#8216;Insiders Week&#8217; para os membros do seu programa de fidelidade. Come\u00e7ando por um e-mail que levava a descontos di\u00e1rios, ca\u00e7as a &#8216;ovos de P\u00e1scoa\u2019 no canal de e-commerce e a uma roleta digital de pr\u00eamios, a iniciativa estimulava o cliente a ir at\u00e9 a loja para receber um cart\u00e3o exclusivo, contendo os pr\u00eamios mais valiosos da semana.<\/p>\n<p><strong>Recompensa \u00e0 fidelidade<\/strong><br \/>\nUm dos destaques do relat\u00f3rio da WGSN \u00e9 o uso de gamifica\u00e7\u00e3o para fidelizar o consumidor, como a cortesia de pontos ao ler e-mails e acessar as redes sociais. \u201cO aplicativo da Shein, por exemplo, d\u00e1 pontos ao cliente que acessa a conta, deixa opini\u00f5es sobre os produtos, assiste \u00e0 transmiss\u00e3o de v\u00eddeos e participa de desafios. Al\u00e9m de recompensas tang\u00edveis, a marca tamb\u00e9m investe em recompensas emocionais, como uma chuva de confete a cada vez que o cliente faz login na conta. Nos EUA, o varejista PacSun d\u00e1 pontos para quem simplesmente abre um e-mail da empresa, recompensando o engajamento consistente e garantindo que as suas mensagens sejam sempre abertas\u201d.<br \/>\nInspiradas nas redes sociais, essas estrat\u00e9gias oferecem recompensas em troca de engajamento, transformando a fidelidade \u00e0 marca em um game que atrai o consumidor repetidamente. Recompensas di\u00e1rias e incentivos pontuais transformam a experi\u00eancia da marca em uma cont\u00ednua ca\u00e7a ao tesouro, fazendo que o p\u00fablico sinta que est\u00e1 constantemente recebendo algo da marca, mesmo sem comprar nada.<br \/>\nProgramas de fidelidade escalonados, que premiam compras maiores e desbloqueiam novas recompensas e experi\u00eancias, podem ser usados para criar um sentido de exclusividade. \u201cAo adotar estrat\u00e9gias como essa, centradas exclusivamente nas compras conclu\u00eddas, as marcas garantem que o consumidor foque no elemento mais importante: comprar\u201d, destaca a WGSN.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Varejistas combinam experi\u00eancias imersivas e interativas para atrair o consumidor ao ponto-de-venda f\u00edsico e fideliz\u00e1-lo Por Erica Mendes Um recente levantamento da WGSN mostra que os varejistas est\u00e3o se valendo de experi\u00eancias imersivas e interativas para fidelizar e atrair o consumidor de volta \u00e0s lojas f\u00edsicas no p\u00f3s-pandemia: de jogos de tabuleiro em tamanho real [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":21834,"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":[102,6],"tags":[],"class_list":["post-21833","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacao-e-marketing","category-gestao"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - 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