{"id":28661,"date":"2024-04-17T10:33:18","date_gmt":"2024-04-17T13:33:18","guid":{"rendered":"https:\/\/feninjer.com.br\/?p=28661"},"modified":"2024-04-17T10:33:20","modified_gmt":"2024-04-17T13:33:20","slug":"5-precursores-para-construir-um-e-commerce-do-futuro","status":"publish","type":"post","link":"https:\/\/feninjer.com.br\/?p=28661","title":{"rendered":"5 precursores para construir um e-commerce do futuro"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>Head da WGSN apresenta os drivers que moldar\u00e3o as novas tend\u00eancias para o varejo<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/feninjer.com.br\/wp-content\/uploads\/2024\/04\/Rafael-Araujo-head-de-consultoria-da-WGSN-America-Latina-no-Vtex-Day-2024-1024x768.webp\" alt=\"Imagem: Rafael Araujo, head de consultoria da WGSN Am\u00e9rica Latina, no Vtex Day 2024. Cr\u00e9dito: E-commerce Brasil \" class=\"wp-image-28662\" style=\"width:856px;height:auto\" srcset=\"https:\/\/feninjer.com.br\/wp-content\/uploads\/2024\/04\/Rafael-Araujo-head-de-consultoria-da-WGSN-America-Latina-no-Vtex-Day-2024-1024x768.webp 1024w, https:\/\/feninjer.com.br\/wp-content\/uploads\/2024\/04\/Rafael-Araujo-head-de-consultoria-da-WGSN-America-Latina-no-Vtex-Day-2024-360x270.webp 360w, https:\/\/feninjer.com.br\/wp-content\/uploads\/2024\/04\/Rafael-Araujo-head-de-consultoria-da-WGSN-America-Latina-no-Vtex-Day-2024-768x576.webp 768w, https:\/\/feninjer.com.br\/wp-content\/uploads\/2024\/04\/Rafael-Araujo-head-de-consultoria-da-WGSN-America-Latina-no-Vtex-Day-2024.webp 1067w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Imagem: Rafael Araujo, head de consultoria da WGSN Am\u00e9rica Latina, no Vtex Day 2024. Cr\u00e9dito: E-commerce Brasil <\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Compreender as novas expectativas do varejo, assim como as estrat\u00e9gias para enfrentar os desafios de um mercado em transforma\u00e7\u00e3o, \u00e9 essencial para que as marcas consigam se adaptar.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na semana passada, em S\u00e3o Paulo, durante o Vtex Day 2024, Rafael Araujo, head de consultoria da WGSN Am\u00e9rica Latina, apresentou os macropropulsores do e-commerce em sua palestra \u2018O varejo do futuro\u2019.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De acordo com o executivo, eles ser\u00e3o respons\u00e1veis por moldar as novas tend\u00eancias para o varejo, a partir do mapeamento realizado pela WGSN, que teve como metodologia: observa\u00e7\u00e3o, s\u00edntese, previs\u00e3o, foco e reavalia\u00e7\u00e3o.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>1. Renascimento do varejo: n<\/strong><strong>ovas vis\u00f5es e estrat\u00e9gias emergem para adaptar-se a uma realidade din\u00e2mica<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para se falar sobre o futuro \u00e9 necess\u00e1rio, muitas vezes, recriar uma realidade existente. Neste caso, o ano de 2025, ser\u00e1 essencial para que as empresas explorem novas estrat\u00e9gias e tend\u00eancias a partir de uma nova vis\u00e3o de clientes. Alguns exemplos mencionados pelo palestrante s\u00e3o a implementa\u00e7\u00e3o de locais premium e testes com o conceito de brandship.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2. Amadurecimento da IA: marcas devem buscar solu\u00e7\u00f5es inovadoras al\u00e9m do hype, integrando IA de forma respons\u00e1vel e \u00e9tica<\/strong><em><br><\/em>O amadurecimento da IA \u00e9 uma realidade que n\u00e3o pode mais ser deixada de lado. <em>\u201c\u00c9 preciso que haja respaldo, por parte das marcas, para ir al\u00e9m do hype moment\u00e2neo da tecnologia e busquem solu\u00e7\u00f5es verdadeiramente inovadoras\u201d.&nbsp;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>3. Consumo baseado em valores: a compra consciente cresce, com consumidores preferindo marcas que refletem seus valores pessoais<\/strong><em><br><\/em>O consumo baseado em valores est\u00e1 em ascens\u00e3o. Este terceiro macropropulsor \u00e9 o paradoxo da polariza\u00e7\u00e3o, no qual os consumidores cada vez mais optam por comprar de maneira coerente com seus valores pessoais, por conta de uma fragmenta\u00e7\u00e3o pol\u00edtica e econ\u00f4mica muito forte.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>4. Responsabiliza\u00e7\u00e3o ecol\u00f3gica: sustentabilidade se torna crucial, com um foco duplo em luxo consciente e consumo massivo respons\u00e1vel<\/strong><br>A responsabiliza\u00e7\u00e3o ecol\u00f3gica aparece em dois cen\u00e1rios poss\u00edveis: marcas de luxo com investimento em capital cultural e marcas mais populares precisaram lidar com o consumo excessivo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>5. Varejo Hiperlocal: valoriza\u00e7\u00e3o de produtos e marcas locais, fomentando a economia e cultura locais<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nesta tend\u00eancia, os consumidores aderem a novos h\u00e1bitos de consumo e reconhecem o valor das empresas nacionais, fomentando a hiperlocaliza\u00e7\u00e3o.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>*Com informa\u00e7\u00f5es de E-commerce Brasil<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Head da WGSN apresenta os drivers que moldar\u00e3o as novas tend\u00eancias para o varejo Compreender as novas expectativas do varejo, assim como as estrat\u00e9gias para enfrentar os desafios de um mercado em transforma\u00e7\u00e3o, \u00e9 essencial para que as marcas consigam se adaptar.&nbsp; Na semana passada, em S\u00e3o Paulo, durante o Vtex Day 2024, Rafael Araujo, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":28663,"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":[4547,103],"tags":[],"class_list":["post-28661","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumo","category-tendencias"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - 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