{"id":7781,"date":"2018-02-23T16:20:46","date_gmt":"2018-02-23T16:20:46","guid":{"rendered":"http:\/\/www.criteo.com\/br\/?p=7781"},"modified":"2024-09-17T14:48:33","modified_gmt":"2024-09-17T14:48:33","slug":"por-que-o-varejo-fisico-nao-esta-acabado-perspectivas-do-omnishopper-no-brasil-parte-1-2","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/br\/blog\/por-que-o-varejo-fisico-nao-esta-acabado-perspectivas-do-omnishopper-no-brasil-parte-1-2\/","title":{"rendered":"Por que o varejo f\u00edsico n\u00e3o est\u00e1 acabado: Perspectivas do omnishopper no Brasil \u2013 Parte 1"},"content":{"rendered":"

 <\/p>\n

Entender o omnishopper \u00e9 essencial.<\/strong><\/h4>\n

O que est\u00e1 acontecendo no varejo hoje? N\u00e3o h\u00e1 d\u00favidas de que o varejo passa por grandes transforma\u00e7\u00f5es \u2013 e algumas radicais<\/a>. No entanto, vemos um\u00a0futuro vibrante para o varejista<\/a>\u00a0que entende o comportamento omnichannel. Para explicar o assunto, fomos direto \u00e0 fonte e perguntamos aos omnishoppers \u2013 pessoas que compram regularmente em diferentes canais, usando diferentes dispositivos \u2013 o que eles pensam. Nosso relat\u00f3rio The Shopper Story \u00e9 uma iniciativa global projetada para entender melhor a jornada do consumidor e o que o motiva a comprar. Descobrimos aspectos interessantes que queremos compartilhar.<\/p>\n

O maior mito de todos \u00e9 que o varejo f\u00edsico est\u00e1 acabado.<\/strong><\/h4>\n

Os consumidores dizem que comprar online e offline atende a diferentes necessidades<\/a>. Na maioria dos pa\u00edses, o percentual de omnishoppers que afirma preferir comprar o m\u00e1ximo poss\u00edvel online \u00e9 praticamente igual ao percentual daqueles que dizem gostar de comprar em lojas f\u00edsicas sempre que t\u00eam tempo. As lojas tamb\u00e9m s\u00e3o valorizadas como locais para conhecer novos tipos de produtos e como lugar de entretenimento em meio a vidas atribuladas.<\/p>\n

 <\/p>\n

\u201cNo Brasil, enquanto 64% dos omnishoppers afirmam preferir comprar o m\u00e1ximo poss\u00edvel online, 56% dizem que gostam muito de comprar em lojas f\u00edsicas sempre que t\u00eam tempo.\u201d<\/strong><\/h3>\n

\u2013Criteo Shopper Story BR 2017<\/strong><\/a><\/h4>\n

 <\/p>\n

Os omnishoppers apontaram os fatores que os levariam a voltar \u00e0 loja. Na era da intelig\u00eancia artificial e dos chatbots, equipes de vendas bem informadas contam ponto. Os consumidores que entrevistamos disseram que gostariam de experi\u00eancias novas dentro da loja. A atitude do consumidor confirma a nova tend\u00eancia no varejo: a loja f\u00edsica como centro de experi\u00eancia e showroom de produtos.<\/p>\n

Tamb\u00e9m n\u00e3o \u00e9 verdade que as compras online normalmente come\u00e7am via mecanismo de busca.<\/strong><\/h4>\n

As pessoas usam os mecanismos de busca para pesquisas em geral, mas apenas um ter\u00e7o usa esses recursos para come\u00e7ar a jornada de compras online. O papel dos sites de varejo normalmente \u00e9 ofuscado por relat\u00f3rios sobre a Amazon nos Estados Unidos. E \u00e9 verdade: para um grande n\u00famero de consumidores, a Amazon \u00e9 realmente um mecanismo de busca, mas os sites de varejo tamb\u00e9m exercem forte atra\u00e7\u00e3o, especialmente sobre consumidores com alta inten\u00e7\u00e3o de compra.<\/p>\n

Os omnishoppers dizem que acessam determinado site de varejo quando j\u00e1 sabem o tipo de item ou o item exato que querem comprar. Nesse ponto, o hist\u00f3rico de relacionamento loja\/cliente contribui efetivamente para a prefer\u00eancia do consumidor. Os consumidores gostam de comprar online, n\u00e3o importa onde. Hoje muitas lojas oferecem experi\u00eancias \u201cClick & Ship\u201d<\/a> (o consumidor compra na loja f\u00edsica e a loja envia o produto para a casa dele) e \u201cClick & Collect\u201d<\/a> (comprar online e retirar na loja f\u00edsica). Nesse contexto, os varejistas \u201cbricks & clicks\u201d (a empresa usa lojas virtuais e f\u00edsicas para vender produtos) t\u00eam uma clara vantagem em rela\u00e7\u00e3o \u00e0 Amazon, por sua presen\u00e7a em v\u00e1rios pontos.<\/p>\n

Quer saber mais sobre o t\u00f3pico? Confira o artigo\u00a0Perspectivas do omnishopper no Brasil \u2013 Parte 2<\/a>\u00a0e baixe\u00a0o relat\u00f3rio The Shopper Story<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

  Entender o omnishopper \u00e9 essencial. O que est\u00e1 acontecendo no varejo hoje? N\u00e3o h\u00e1 d\u00favidas de que o varejo passa por grandes transforma\u00e7\u00f5es \u2013 e algumas radicais. No entanto, vemos um\u00a0futuro vibrante para o varejista\u00a0que entende o comportamento omnichannel. Para explicar o assunto, fomos direto \u00e0 fonte e perguntamos aos omnishoppers \u2013 pessoas que […]<\/p>\n","protected":false},"author":8,"featured_media":7782,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[731],"coauthors":[],"class_list":{"0":"post-7781","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ad-tech"},"acf":{"hide_featured_image":false,"has_download":false,"has_embed":false,"stae_popup_enable":false,"podcast_audio_length":""},"yoast_head":"\nPerspectivas do omnishopper no Brasil \u2013 Parte 1\u00a0 | BR - Criteo.com<\/title>\n<meta name=\"description\" content=\"O varejo f\u00edsico n\u00e3o est\u00e1 acabado. N\u00e3o h\u00e1 d\u00favidas de que passa por grandes transforma\u00e7\u00f5es, mas o futuro \u00e9 vibrante para quem entende o comportamento omnichannel.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.criteo.com\/br\/blog\/por-que-o-varejo-fisico-nao-esta-acabado-perspectivas-do-omnishopper-no-brasil-parte-1-2\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Perspectivas do omnishopper no Brasil \u2013 Parte 1\u00a0 | BR - Criteo.com\" \/>\n<meta property=\"og:description\" content=\"O varejo f\u00edsico n\u00e3o est\u00e1 acabado. N\u00e3o h\u00e1 d\u00favidas de que passa por grandes transforma\u00e7\u00f5es, mas o futuro \u00e9 vibrante para quem entende o comportamento omnichannel.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.criteo.com\/br\/blog\/por-que-o-varejo-fisico-nao-esta-acabado-perspectivas-do-omnishopper-no-brasil-parte-1-2\/\" \/>\n<meta property=\"og:site_name\" content=\"BR - Criteo.com\" \/>\n<meta property=\"article:published_time\" content=\"2018-02-23T16:20:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-17T14:48:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2018\/02\/Blog-2017-Oct-Why-Retail-Stores-Arent-Dead.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1254\" \/>\n\t<meta property=\"og:image:height\" content=\"836\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Brooke Freeman\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Brooke Freeman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\n\t \"@context\": \"https:\/\/schema.org\",\n\t \"@graph\": [\n\t {\n\t \"@type\": [\n\t \"Article\",\n\t \"BlogPosting\"\n\t ],\n\t \"@id\": \"https:\/\/www.criteo.com\/br\/blog\/por-que-o-varejo-fisico-nao-esta-acabado-perspectivas-do-omnishopper-no-brasil-parte-1-2\/#article\",\n\t \"isPartOf\": {\n\t \"@id\": \"https:\/\/www.criteo.com\/br\/blog\/por-que-o-varejo-fisico-nao-esta-acabado-perspectivas-do-omnishopper-no-brasil-parte-1-2\/\"\n\t },\n\t \"author\": {\n\t \"name\": \"Brooke Freeman\",\n\t \"@id\": \"https:\/\/www.criteo.com\/br\/#\/schema\/person\/21d9399db3a3c9793e781b7c9fb30983\"\n\t },\n\t \"headline\": \"Por que o varejo f\u00edsico n\u00e3o est\u00e1 acabado: Perspectivas do omnishopper no Brasil \u2013 Parte 1\",\n\t \"datePublished\": \"2018-02-23T16:20:46+00:00\",\n\t \"dateModified\": \"2024-09-17T14:48:33+00:00\",\n\t \"mainEntityOfPage\": {\n\t \"@id\": \"https:\/\/www.criteo.com\/br\/blog\/por-que-o-varejo-fisico-nao-esta-acabado-perspectivas-do-omnishopper-no-brasil-parte-1-2\/\"\n\t },\n\t \"wordCount\": 544,\n\t \"publisher\": {\n\t \"@id\": \"https:\/\/www.criteo.com\/br\/#organization\"\n\t },\n\t \"image\": {\n\t \"@id\": \"https:\/\/www.criteo.com\/br\/blog\/por-que-o-varejo-fisico-nao-esta-acabado-perspectivas-do-omnishopper-no-brasil-parte-1-2\/#primaryimage\"\n\t },\n\t \"thumbnailUrl\": \"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2018\/02\/Blog-2017-Oct-Why-Retail-Stores-Arent-Dead.jpg\",\n\t \"keywords\": [\n\t \"Omnichannel\"\n\t ],\n\t \"articleSection\": [\n\t \"Ad Tech\"\n\t ],\n\t \"inLanguage\": \"pt-PT\"\n\t },\n\t {\n\t \"@type\": \"ImageObject\",\n\t \"inLanguage\": \"pt-PT\",\n\t \"@id\": \"https:\/\/www.criteo.com\/br\/blog\/por-que-o-varejo-fisico-nao-esta-acabado-perspectivas-do-omnishopper-no-brasil-parte-1-2\/#primaryimage\",\n\t \"url\": \"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2018\/02\/Blog-2017-Oct-Why-Retail-Stores-Arent-Dead.jpg\",\n\t \"contentUrl\": \"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2018\/02\/Blog-2017-Oct-Why-Retail-Stores-Arent-Dead.jpg\",\n\t \"width\": 1254,\n\t \"height\": 836\n\t },\n\t {\n\t \"@type\": \"BreadcrumbList\",\n\t \"@id\": \"https:\/\/www.criteo.com\/br\/blog\/por-que-o-varejo-fisico-nao-esta-acabado-perspectivas-do-omnishopper-no-brasil-parte-1-2\/#breadcrumb\",\n\t \"itemListElement\": [\n\t {\n\t \"@type\": \"ListItem\",\n\t \"position\": 1,\n\t \"name\": \"Home\",\n\t \"item\": \"https:\/\/www.criteo.com\/br\/\"\n\t },\n\t {\n\t \"@type\": \"ListItem\",\n\t \"position\": 2,\n\t \"name\": \"Por que o varejo f\u00edsico n\u00e3o est\u00e1 acabado: Perspectivas do omnishopper no Brasil \u2013 Parte 1\"\n\t }\n\t ]\n\t },\n\t {\n\t \"@type\": \"Organization\",\n\t \"@id\": \"https:\/\/www.criteo.com\/br\/#organization\",\n\t \"name\": \"Criteo\",\n\t \"alternateName\": \"Criteo corp\",\n\t \"url\": \"https:\/\/www.criteo.com\/br\/\",\n\t \"logo\": {\n\t \"@type\": \"ImageObject\",\n\t \"inLanguage\": \"pt-PT\",\n\t \"@id\": \"https:\/\/www.criteo.com\/br\/#\/schema\/logo\/image\/\",\n\t \"url\": \"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2024\/02\/Criteo-Logo.svg\",\n\t \"contentUrl\": \"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2024\/02\/Criteo-Logo.svg\",\n\t \"width\": 118,\n\t \"height\": 24,\n\t \"caption\": \"Criteo\"\n\t },\n\t \"image\": {\n\t \"@id\": \"https:\/\/www.criteo.com\/br\/#\/schema\/logo\/image\/\"\n\t }\n\t },\n\t {\n\t \"@type\": \"Person\",\n\t \"@id\": \"https:\/\/www.criteo.com\/br\/#\/schema\/person\/21d9399db3a3c9793e781b7c9fb30983\",\n\t \"name\": \"Brooke Freeman\",\n\t \"image\": {\n\t \"@type\": \"ImageObject\",\n\t \"inLanguage\": \"pt-PT\",\n\t \"@id\": \"https:\/\/www.criteo.com\/br\/#\/schema\/person\/image\/4b0b325a2d2166100d96585325b9e27c\",\n\t \"url\": \"https:\/\/secure.gravatar.com\/avatar\/aa51d27fb6b50eb3c1b77d467a03ea9dd31c63d1b4128ea0a465bfc1814b9160?s=96&d=mm&r=g\",\n\t \"contentUrl\": \"https:\/\/secure.gravatar.com\/avatar\/aa51d27fb6b50eb3c1b77d467a03ea9dd31c63d1b4128ea0a465bfc1814b9160?s=96&d=mm&r=g\",\n\t \"caption\": \"Brooke Freeman\"\n\t },\n\t \"url\": \"https:\/\/www.criteo.com\/br\/blog\/author\/brooke\/\"\n\t }\n\t ]\n\t}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Perspectivas do omnishopper no Brasil \u2013 Parte 1\u00a0 | BR - Criteo.com","description":"O varejo f\u00edsico n\u00e3o est\u00e1 acabado. N\u00e3o h\u00e1 d\u00favidas de que passa por grandes transforma\u00e7\u00f5es, mas o futuro \u00e9 vibrante para quem entende o comportamento omnichannel.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.criteo.com\/br\/blog\/por-que-o-varejo-fisico-nao-esta-acabado-perspectivas-do-omnishopper-no-brasil-parte-1-2\/","og_locale":"pt_PT","og_type":"article","og_title":"Perspectivas do omnishopper no Brasil \u2013 Parte 1\u00a0 | BR - Criteo.com","og_description":"O varejo f\u00edsico n\u00e3o est\u00e1 acabado. N\u00e3o h\u00e1 d\u00favidas de que passa por grandes transforma\u00e7\u00f5es, mas o futuro \u00e9 vibrante para quem entende o comportamento omnichannel.","og_url":"https:\/\/www.criteo.com\/br\/blog\/por-que-o-varejo-fisico-nao-esta-acabado-perspectivas-do-omnishopper-no-brasil-parte-1-2\/","og_site_name":"BR - Criteo.com","article_published_time":"2018-02-23T16:20:46+00:00","article_modified_time":"2024-09-17T14:48:33+00:00","og_image":[{"width":1254,"height":836,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2018\/02\/Blog-2017-Oct-Why-Retail-Stores-Arent-Dead.jpg","type":"image\/jpeg"}],"author":"Brooke Freeman","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Brooke Freeman","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":["Article","BlogPosting"],"@id":"https:\/\/www.criteo.com\/br\/blog\/por-que-o-varejo-fisico-nao-esta-acabado-perspectivas-do-omnishopper-no-brasil-parte-1-2\/#article","isPartOf":{"@id":"https:\/\/www.criteo.com\/br\/blog\/por-que-o-varejo-fisico-nao-esta-acabado-perspectivas-do-omnishopper-no-brasil-parte-1-2\/"},"author":{"name":"Brooke Freeman","@id":"https:\/\/www.criteo.com\/br\/#\/schema\/person\/21d9399db3a3c9793e781b7c9fb30983"},"headline":"Por que o varejo f\u00edsico n\u00e3o est\u00e1 acabado: Perspectivas do omnishopper no Brasil \u2013 Parte 1","datePublished":"2018-02-23T16:20:46+00:00","dateModified":"2024-09-17T14:48:33+00:00","mainEntityOfPage":{"@id":"https:\/\/www.criteo.com\/br\/blog\/por-que-o-varejo-fisico-nao-esta-acabado-perspectivas-do-omnishopper-no-brasil-parte-1-2\/"},"wordCount":544,"publisher":{"@id":"https:\/\/www.criteo.com\/br\/#organization"},"image":{"@id":"https:\/\/www.criteo.com\/br\/blog\/por-que-o-varejo-fisico-nao-esta-acabado-perspectivas-do-omnishopper-no-brasil-parte-1-2\/#primaryimage"},"thumbnailUrl":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2018\/02\/Blog-2017-Oct-Why-Retail-Stores-Arent-Dead.jpg","keywords":["Omnichannel"],"articleSection":["Ad Tech"],"inLanguage":"pt-PT"},{"@type":"ImageObject","inLanguage":"pt-PT","@id":"https:\/\/www.criteo.com\/br\/blog\/por-que-o-varejo-fisico-nao-esta-acabado-perspectivas-do-omnishopper-no-brasil-parte-1-2\/#primaryimage","url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2018\/02\/Blog-2017-Oct-Why-Retail-Stores-Arent-Dead.jpg","contentUrl":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2018\/02\/Blog-2017-Oct-Why-Retail-Stores-Arent-Dead.jpg","width":1254,"height":836},{"@type":"BreadcrumbList","@id":"https:\/\/www.criteo.com\/br\/blog\/por-que-o-varejo-fisico-nao-esta-acabado-perspectivas-do-omnishopper-no-brasil-parte-1-2\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.criteo.com\/br\/"},{"@type":"ListItem","position":2,"name":"Por que o varejo f\u00edsico n\u00e3o est\u00e1 acabado: Perspectivas do omnishopper no Brasil \u2013 Parte 1"}]},{"@type":"Organization","@id":"https:\/\/www.criteo.com\/br\/#organization","name":"Criteo","alternateName":"Criteo corp","url":"https:\/\/www.criteo.com\/br\/","logo":{"@type":"ImageObject","inLanguage":"pt-PT","@id":"https:\/\/www.criteo.com\/br\/#\/schema\/logo\/image\/","url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2024\/02\/Criteo-Logo.svg","contentUrl":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2024\/02\/Criteo-Logo.svg","width":118,"height":24,"caption":"Criteo"},"image":{"@id":"https:\/\/www.criteo.com\/br\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.criteo.com\/br\/#\/schema\/person\/21d9399db3a3c9793e781b7c9fb30983","name":"Brooke Freeman","image":{"@type":"ImageObject","inLanguage":"pt-PT","@id":"https:\/\/www.criteo.com\/br\/#\/schema\/person\/image\/4b0b325a2d2166100d96585325b9e27c","url":"https:\/\/secure.gravatar.com\/avatar\/aa51d27fb6b50eb3c1b77d467a03ea9dd31c63d1b4128ea0a465bfc1814b9160?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/aa51d27fb6b50eb3c1b77d467a03ea9dd31c63d1b4128ea0a465bfc1814b9160?s=96&d=mm&r=g","caption":"Brooke Freeman"},"url":"https:\/\/www.criteo.com\/br\/blog\/author\/brooke\/"}]}},"_links":{"self":[{"href":"https:\/\/www.criteo.com\/br\/wp-json\/wp\/v2\/posts\/7781","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.criteo.com\/br\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.criteo.com\/br\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.criteo.com\/br\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.criteo.com\/br\/wp-json\/wp\/v2\/comments?post=7781"}],"version-history":[{"count":5,"href":"https:\/\/www.criteo.com\/br\/wp-json\/wp\/v2\/posts\/7781\/revisions"}],"predecessor-version":[{"id":9275,"href":"https:\/\/www.criteo.com\/br\/wp-json\/wp\/v2\/posts\/7781\/revisions\/9275"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.criteo.com\/br\/wp-json\/wp\/v2\/media\/7782"}],"wp:attachment":[{"href":"https:\/\/www.criteo.com\/br\/wp-json\/wp\/v2\/media?parent=7781"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.criteo.com\/br\/wp-json\/wp\/v2\/categories?post=7781"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.criteo.com\/br\/wp-json\/wp\/v2\/coauthors?post=7781"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}