{"id":42806,"date":"2022-06-15T21:01:53","date_gmt":"2022-06-15T21:01:53","guid":{"rendered":"https:\/\/economiasa.com.br\/?p=42806"},"modified":"2022-06-15T21:01:53","modified_gmt":"2022-06-15T21:01:53","slug":"como-transformar-de-vez-o-seu-e-commerce-em-omnichannel","status":"publish","type":"post","link":"https:\/\/economiasa.com.br\/blog\/como-transformar-de-vez-o-seu-e-commerce-em-omnichannel\/","title":{"rendered":"Como transformar de vez o seu e-commerce em omnichannel"},"content":{"rendered":"

Por Luan Gabellini, s\u00f3cio-diretor da Betalabs *\u00a0<\/i><\/strong><\/p>\n

Vivemos\u00a0em<\/span>\u00a0um mundo\u00a0o<\/span>nde a realidade virtual e a realidade aumentada n\u00e3o<\/span>\u00a0s\u00e3o<\/span>\u00a0o<\/span>\u00a0futuro, mas\u00a0o<\/span>\u00a0presente! Quem n\u00e3o<\/span>\u00a0se lembra da febre do Pok\u00e9mon Go?\u00a0O<\/span>\u00a0jogo utiliza realidade aumentada para fazer com que\u00a0o<\/span>s pok\u00e9mons apare\u00e7am na sua frente, na porta da sua casa. E algo que considero ainda mais impressionante: hoje voc\u00ea pode estar\u00a0em<\/span>\u00a0uma sala\u00a0de<\/span>\u00a0reuni\u00f5es com algu\u00e9m do\u00a0o<\/span>utro lado do mundo, e n\u00e3o<\/span>\u00a0estou falando\u00a0de<\/span>\u00a0uma videochamada. Estou falando\u00a0de<\/span>\u00a0voc\u00eas estarem literalmente juntos,\u00a0em<\/span>\u00a0uma sala 3D,\u00a0o<\/span>nde \u00e9 poss\u00edvel caminhar, se movimentar e\u00a0o<\/span>nde at\u00e9 mesmo\u00a0o<\/span>\u00a0som se comporta\u00a0de<\/span>\u00a0acordo com a realidade.<\/p>\n

Se\u00a0em<\/span>\u00a0o<\/span>utros aspectos da vida\u00a0o<\/span>\u00a0real e\u00a0o<\/span>\u00a0virtual j\u00e1 s\u00e3o<\/span>\u00a0inst\u00e2ncias t\u00e3o<\/span>\u00a0unidas, por que insistimos\u00a0em<\/span>\u00a0apresentar solu\u00e7\u00f5es\u00a0de<\/span>\u00a0compra t\u00e3o<\/span>\u00a0de<\/span>sconectadas aos nossos clientes?<\/p>\n

H\u00e1 alguns anos era comum\u00a0o<\/span>\u00a0termo \u201centrar na internet\u201d, hoje ningu\u00e9m \u201centra\u201d na internet, porque ela est\u00e1\u00a0em<\/span>\u00a0todo lugar e todo mundo est\u00e1 nela\u00a0o<\/span>\u00a0tempo todo. Ent\u00e3o<\/span>, mesmo que voc\u00ea tenha uma loja f\u00edsica, voc\u00ea precisa considerar que\u00a0seu<\/span>\u00a0potencial cliente pode n\u00e3o<\/span>\u00a0estar passando na sua cal\u00e7ada, mas com certeza ele est\u00e1 na internet. E mais, ele est\u00e1\u00a0em<\/span>\u00a0diferentes lugares\u00a0de<\/span>ntro\u00a0de<\/span>sse enorme espa\u00e7o<\/span>, que \u00e9 a internet. Isso significa que n\u00e3o<\/span>\u00a0basta voc\u00ea ter apenas um site, \u00e9 preciso estar\u00a0o<\/span>nde\u00a0seu<\/span>\u00a0cliente est\u00e1,\u00a0o<\/span>cupar novos espa\u00e7o<\/span>s na rede e torn\u00e1-los completamente integrados.<\/p>\n

Pode parecer que eu estou falando sobre a import\u00e2ncia do posicionamento digital da sua\u00a0em<\/span>presa (e isso \u00e9, sim, muito importante), mas\u00a0o<\/span>\u00a0que realmente quero dizer \u00e9 que voc\u00ea precisa ter v\u00e1rias plataformas para alcan\u00e7ar\u00a0seu<\/span>s clientes e precisa que elas funcionem\u00a0juntas<\/b>, sem rupturas durante\u00a0o<\/span>\u00a0processo\u00a0de<\/span>\u00a0compra. Isso \u00e9\u00a0o<\/span>\u00a0que chamamos\u00a0de<\/span>\u00a0\u201cestrat\u00e9gia\u00a0o<\/span><\/span>mnichannel<\/span>\u201c.<\/p>\n

\u00a0<\/b>O<\/span><\/span>mnichannel<\/span>,\u00a0o<\/span>\u00a0conceito\u00a0<\/b><\/p>\n

Por\u00a0de<\/span>fini\u00e7\u00e3o<\/span>,\u00a0o<\/span><\/span>mnichannel<\/span>\u00a0\u00e9 uma estrat\u00e9gia\u00a0de<\/span>\u00a0vendas que se baseia no uso simult\u00e2neo\u00a0de<\/span>\u00a0diferentes canais\u00a0de<\/span>\u00a0comunica\u00e7\u00e3o<\/span>\u00a0e divulga\u00e7\u00e3o<\/span>, com\u00a0o<\/span>\u00a0o<\/span>bjetivo\u00a0de<\/span>\u00a0diminuir as dist\u00e2ncias entre\u00a0o<\/span>\u00a0o<\/span>n-line e\u00a0o<\/span>\u00a0o<\/span>ff-line e\u00a0o<\/span>ferecer uma melhor experi\u00eancia ao cliente. A estrat\u00e9gia\u00a0o<\/span><\/span>mnichannel<\/span>\u00a0permite que\u00a0o<\/span>\u00a0cliente navegue entre diferentes\u00a0canais\u00a0no mundo f\u00edsico\u00a0o<\/span>u virtual, e ainda assim, tenha uma experi\u00eancia\u00a0de<\/span>\u00a0marca unificada.<\/p>\n

S\u00e3o<\/span>\u00a0considerados canais qualquer ponto\u00a0de<\/span>\u00a0intera\u00e7\u00e3o<\/span>\u00a0entre a marca e\u00a0o<\/span>\u00a0p\u00fablico,\u00a0como<\/span>\u00a0sites, perfis\u00a0em<\/span>\u00a0redes sociais, aplicativos, cat\u00e1logos, atendimento\u00a0o<\/span>n-line e presencial, totens e tablets\u00a0em<\/span>\u00a0lojas f\u00edsicas, entre muitos\u00a0o<\/span>utros.<\/p>\n

O<\/span><\/span>mnichannel<\/span>, m\u00e3o<\/span>\u00a0na massa\u00a0<\/b><\/p>\n

Mas\u00a0de<\/span>\u00a0maneira pr\u00e1tica,\u00a0como<\/span>\u00a0funciona e\u00a0como<\/span>\u00a0pode ser aplicada a estrat\u00e9gia\u00a0o<\/span><\/span>mnichannel<\/span>? Eu listei alguns exemplos que v\u00e3o<\/span>\u00a0ajudar a esclarecer. Vem comigo!<\/p>\n

Integra\u00e7\u00e3o<\/span>\u00a0entre site, app e loja f\u00edsica\u00a0<\/b><\/p>\n

\u00a0<\/b>Existem clientes e clientes, alguns preferem ir at\u00e9 a loja, enquanto\u00a0o<\/span>utros acham muito mais c\u00f4modo fazer suas compras\u00a0o<\/span>n-line e receb\u00ea-las\u00a0em<\/span>\u00a0casa. Seja\u00a0como<\/span>\u00a0for, \u00e9 importante que haja integra\u00e7\u00e3o<\/span>\u00a0entre esses meios,\u00a0o<\/span>u seja, \u00e9 interessante que\u00a0o<\/span>\u00a0cliente possa comprar\u00a0o<\/span>n-line, mas retirar\u00a0o<\/span>\u00a0produto na loja, diminuindo\u00a0o<\/span>s custos e\u00a0o<\/span>\u00a0tempo\u00a0de<\/span>\u00a0entrega. Tamb\u00e9m \u00e9 fundamental permitir um login unificado no site e no app, quer sejam acessados no\u00a0de<\/span>sktop\u00a0o<\/span>u no celular.<\/p>\n

\u00a0<\/b>Totens e tablets para fazer compras\u00a0o<\/span>n-line\u00a0em<\/span>\u00a0lojas f\u00edsicas\u00a0<\/b><\/p>\n

\u00a0<\/b>O<\/span>utro exemplo\u00a0de<\/span>\u00a0aplica\u00e7\u00e3o<\/span>\u00a0do\u00a0o<\/span><\/span>mnichannel<\/span>\u00a0\u00e9 ter dispositivos que\u00a0de<\/span>em autonomia ao cliente e permitam que ele esteja\u00a0em<\/span>\u00a0contato com\u00a0o<\/span>\u00a0universo\u00a0o<\/span>n-line da marca, mesmo na loja f\u00edsica. Uma ideia s\u00e3o<\/span>\u00a0o<\/span>s totens\u00a0o<\/span>u tablets dispon\u00edveis nos estabelecimentos, assim, caso\u00a0o<\/span>\u00a0cliente n\u00e3o<\/span>\u00a0encontre\u00a0o<\/span>\u00a0que\u00a0de<\/span>seja na loja, ele pode reservar\u00a0o<\/span>n-line e\u00a0o<\/span>ptar por receber na sua casa.<\/p>\n

\u00a0<\/b>Aplicativo que ajuda a localizar produtos na loja\u00a0<\/b><\/p>\n

O<\/span>utra aplica\u00e7\u00e3o<\/span>\u00a0que faz muito sentido, principalmente para grandes lojas, s\u00e3o<\/span>\u00a0aplicativos que auxiliam\u00a0o<\/span>\u00a0cliente a localizar\u00a0o<\/span>s produtos. Assim, basta digitar\u00a0o<\/span>\u00a0nome\u00a0o<\/span>u\u00a0o<\/span>\u00a0c\u00f3digo do produto para receber a sua localiza\u00e7\u00e3o<\/span>\u00a0exata,\u00a0o<\/span>\u00a0que economiza muito tempo.<\/p>\n

Aplicativo que permite ver mais informa\u00e7\u00f5es sobre um produto\u00a0<\/b><\/p>\n

Na mesma linha do t\u00f3pico anterior, existe a possibilidade\u00a0de<\/span>\u00a0que\u00a0o<\/span>\u00a0aplicativo apresente informa\u00e7\u00f5es adicionais sobre um produto. Assim,\u00a0o<\/span>\u00a0consumidor poder\u00e1 ter acesso \u00e0\u00a0de<\/span>scri\u00e7\u00e3o<\/span>, ficha t\u00e9cnica e at\u00e9 avalia\u00e7\u00f5es\u00a0de<\/span>\u00a0o<\/span>utros clientes, muito parecido com\u00a0o<\/span>\u00a0que acontece nos sites, mas\u00a0em<\/span>\u00a0uma integra\u00e7\u00e3o<\/span>\u00a0entre um produto\u00a0em<\/span>\u00a0loja f\u00edsica e um aplicativo.<\/p>\n

\u201cPagamento\u201d invis\u00edvel\u00a0<\/b><\/p>\n

\u00a0<\/b>O<\/span>\u00a0melhor exemplo da aplica\u00e7\u00e3o<\/span>\u00a0de<\/span>ssa solu\u00e7\u00e3o<\/span>\u00a0s\u00e3o<\/span>\u00a0as plataformas\u00a0de<\/span>\u00a0motoristas\u00a0de<\/span>\u00a0aplicativos.\u00a0De<\/span>pois que a corrida \u00e9 iniciada nenhuma a\u00e7\u00e3o<\/span>\u00a0do usu\u00e1rio \u00e9 necess\u00e1ria, ele sai do carro e\u00a0o<\/span>\u00a0pagamento \u00e9 feito automaticamente\u00a0em<\/span>\u00a0seu<\/span>\u00a0cart\u00e3o<\/span>. Um belo exemplo da integra\u00e7\u00e3o<\/span>\u00a0entre\u00a0o<\/span>\u00a0mundo real e virtual.<\/p>\n

Como<\/span>\u00a0transformar<\/span>\u00a0seu<\/span>\u00a0e-commerce<\/span>\u00a0em<\/span>\u00a0o<\/span><\/span>mnichannel<\/span>\u00a0<\/b><\/p>\n

\u00a0<\/b>O<\/span>\u00a0primeiro passo para aplicar a estrat\u00e9gia\u00a0o<\/span><\/span>mnichannel<\/span>\u00a0no\u00a0seu<\/span>\u00a0neg\u00f3cio \u00e9\u00a0conhecer\u00a0seu<\/span>\u00a0p\u00fablico<\/b>,\u00a0sua persona. Isso porque n\u00e3o<\/span>\u00a0adiantar\u00e1 voc\u00ea ter diferentes canais\u00a0de<\/span>\u00a0intera\u00e7\u00e3o<\/span>\u00a0se eles s\u00e3o<\/span>\u00a0de<\/span>siguais daqueles que\u00a0seu<\/span>\u00a0p\u00fablico utiliza. E mais,\u00a0de<\/span>\u00a0nada serve apresentar solu\u00e7\u00f5es que n\u00e3o<\/span>\u00a0supram necessidades reais das pessoas com as quais sua marca se relaciona.<\/p>\n

O<\/span>\u00a0segundo passo \u00e9\u00a0implantar e integrar\u00a0o<\/span>s canais da\u00a0em<\/span>presa<\/b>, sempre baseado nos conhecimentos pr\u00e9vios sobre\u00a0o<\/span>\u00a0seu<\/span>\u00a0p\u00fablico. \u00c9 necess\u00e1rio integrar\u00a0o<\/span>\u00a0o<\/span>n-line e\u00a0o<\/span>\u00a0o<\/span>ff-line\u00a0de<\/span>\u00a0tal modo que n\u00e3o<\/span>\u00a0haja lacunas. Quer esteja na loja f\u00edsica, no site\u00a0o<\/span>u no app,\u00a0o<\/span>\u00a0cliente precisa sentir que est\u00e1 envolvido\u00a0em<\/span>\u00a0um \u00fanico processo.<\/p>\n

Por fim, \u00e9 essencial\u00a0testar todas as ferramentas e solu\u00e7\u00f5es.\u00a0<\/b>\u00c9 preciso assegurar a qualidade\u00a0de<\/span>\u00a0todas elas; somente assim\u00a0o<\/span>\u00a0cliente ter\u00e1 uma experi\u00eancia\u00a0de<\/span>\u00a0consumo extraordin\u00e1ria com a sua\u00a0em<\/span>presa!<\/p>\n

* Luan Gabellini \u00e9 s\u00f3cio-diretor da Betalabs,\u00a0em<\/span>presa especializada\u00a0em<\/span>\u00a0tecnologia para\u00a0e-commerce<\/span>\u00a0e clubes\u00a0de<\/span>\u00a0assinatura \u2013 e-mail:\u00a0<\/i>betalabs@nbpress.com<\/span><\/i><\/a><\/span><\/p>\n

Sobre a<\/u><\/b>\u202f<\/u><\/b>Betalabs\u00a0<\/u><\/b><\/p>\n

Criada\u00a0em<\/span>\u00a02011, por Luan Gabellini e Felipe Cataldi, a Betalabs \u00e9 uma\u00a0em<\/span>presa\u00a0de<\/span>\u00a0tecnologia especializada na\u00a0o<\/span>ferta\u00a0de<\/span>\u00a0solu\u00e7\u00f5es para\u00a0e-commerce<\/span>\u00a0e clubes\u00a0de<\/span>\u00a0assinatura. Inicialmente focada no\u00a0de<\/span>senvolvimento\u00a0de<\/span>\u00a0projetos sob medida\u00a0em<\/span>\u00a0cloud<\/i>\u00a0computing<\/i>, atualmente a\u00a0em<\/span>presa\u00a0o<\/span>ferece uma \u00fanica plataforma a\u00a0seu<\/span>s clientes, mas com diversas funcionalidades e possibilidades\u00a0de<\/span>\u00a0integra\u00e7\u00e3o<\/span>\u00a0com\u00a0o<\/span>utras tecnologias,\u00a0como<\/span>\u00a0marketing e log\u00edstica. Entre\u00a0o<\/span>s recursos dispon\u00edveis est\u00e3o<\/span>: plataforma\u00a0de<\/span>\u00a0e-commerce<\/span>\u00a0para lojas virtuais, plataforma espec\u00edfica para clubes\u00a0de<\/span>\u00a0assinatura, ERP Cloud e integra\u00e7\u00e3o<\/span>\u00a0com\u00a0marketplaces<\/i>. Mais informa\u00e7\u00f5es, acesse: www.betalabs.com.br.<\/p>\n","protected":false},"excerpt":{"rendered":"

Por Luan Gabellini, s\u00f3cio-diretor da Betalabs *\u00a0 Vivemos\u00a0em\u00a0um mundo\u00a0onde a realidade virtual e a realidade aumentada n\u00e3o\u00a0s\u00e3o\u00a0o\u00a0futuro, mas\u00a0o\u00a0presente! Quem n\u00e3o\u00a0se lembra da…<\/p>\n","protected":false},"author":2,"featured_media":42807,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8806],"tags":[10958],"ppma_author":[13249],"class_list":{"0":"post-42806","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-vendas","8":"tag-e-commerce-em-omnichannel"},"yoast_head":"\nComo transformar de vez o seu e-commerce em omnichannel - Economia S\/A<\/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:\/\/economiasa.com.br\/blog\/como-transformar-de-vez-o-seu-e-commerce-em-omnichannel\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Como transformar de vez o seu e-commerce em omnichannel - Economia S\/A\" \/>\n<meta property=\"og:description\" content=\"Por Luan Gabellini, s\u00f3cio-diretor da Betalabs *\u00a0 Vivemos\u00a0em\u00a0um mundo\u00a0onde a realidade virtual e a realidade aumentada n\u00e3o\u00a0s\u00e3o\u00a0o\u00a0futuro, mas\u00a0o\u00a0presente! 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