{"id":5117,"date":"2021-09-29T09:00:00","date_gmt":"2021-09-29T12:00:00","guid":{"rendered":"https:\/\/blog.fcamara.com.br\/?p=5117"},"modified":"2022-12-05T11:20:30","modified_gmt":"2022-12-05T14:20:30","slug":"a-evolucao-do-varejo-e-o-omnicommerce","status":"publish","type":"post","link":"https:\/\/fcamara.com\/blog\/a-evolucao-do-varejo-e-o-omnicommerce\/","title":{"rendered":"A evolu\u00e7\u00e3o do varejo e o omnicommerce"},"content":{"rendered":"\n

O termo \u201ce-commerce\u201d n\u00e3o \u00e9 exatamente novo, visto que no in\u00edcio dos anos 1980, mesmo antes da internet em larga escala que come\u00e7ou a se popularizar nos anos 1990, surgiu uma esp\u00e9cie de marketplace chamado Boston Computer Exchange. Na opera\u00e7\u00e3o dessa empresa, pessoas podiam vender seus computadores usados por meio de uma p\u00e1gina.<\/p>\n\n\n\n

De l\u00e1 para c\u00e1, j\u00e1  vimos muita coisa acontecer na internet<\/a>, desde a pr\u00f3pria populariza\u00e7\u00e3o da rede mundial a partir de 1995, mesmo ano de lan\u00e7amento da Amazon, o estouro da bolha \u201cponto-com\u201d entre o fim da d\u00e9cada de 1990 e o in\u00edcio dos anos 2000, o lan\u00e7amento do primeiro iPhone em 2007 e a promessa de que os apps seriam \u201ca nova internet\u201d, at\u00e9 os dias de hoje, em que vemos o mundo digital e o \u201creal\u201d cada vez mais interligados.<\/p>\n\n\n\n

Adaptar-se \u00e9 preciso<\/h2>\n\n\n\n

Se na metade desta d\u00e9cada o m-commerce <\/em>ainda era uma realidade que precisava se provar, hoje vemos que ele se desenvolveu no mesmo compasso em que a necessidade de inovar e entregar o que o comprador realmente quer: n\u00e3o apenas um canal de vendas, mas uma rede integrada que o supra com as informa\u00e7\u00f5es de que precisa e satisfa\u00e7a seu desejo de compra em pouqu\u00edssimos cliques ou toques de tela.<\/p>\n\n\n\n

Para trazer um exemplo curioso de como todos precisaram se adaptar, vejamos o caso da Argos, uma rede de lojas multimarcas e multicanal com mais de 1 bi de visitantes no site e 1,2 mil lojas no Reino Unido, que sempre vendeu por cat\u00e1logo, mas que tamb\u00e9m tem lojas f\u00edsicas.<\/p>\n\n\n\n

O modelo de neg\u00f3cios deles \u00e9 um h\u00edbrido t\u00e3o maluco que as lojas f\u00edsicas quase n\u00e3o t\u00eam produtos em display, sendo basicamente centros de distribui\u00e7\u00e3o em que \u00e9 poss\u00edvel comprar em casa e retirar na \u201cloja\u201d, ou usar os totens que disponibilizam com o cat\u00e1logo e receber o produto na hora. Sem vendedores, sem produtos \u00e0 mostra. Apenas totens e cat\u00e1logos com p\u00e1ginas laminadas, al\u00e9m de um grande espa\u00e7o de estoque.<\/p>\n\n\n\n

\u00c9 interessante notar ainda que as vendas por cat\u00e1logo no Brasil transitaram das revistinhas (que ainda existem) para a internet e, al\u00e9m disso, precisaram adaptar todo o modelo de trabalho de suas revendedoras, afinal de contas, elas eram a for\u00e7a motriz desse tipo de empresa.<\/p>\n\n\n\n

O cliente no centro da experi\u00eancia de compra<\/h2>\n\n\n\n

Com o passar dos anos e o aumento da competi\u00e7\u00e3o no ambiente digital, a preocupa\u00e7\u00e3o com a experi\u00eancia de compra naturalmente se desenvolve, e a prioridade passa a ser disponibilizar produtos para venda onde quer que o consumidor esteja.<\/p>\n\n\n\n

Das televendas \u00e0 loja f\u00edsica, do smartwatch ao smartphone, os pontos de contato com os clientes hoje s\u00e3o muitos \u2013 s\u00e3o tamb\u00e9m um desafio gerencial e log\u00edstico para os varejistas. Por isso, prover o consumidor com um fluxo de compra que pode passar por um ou mais desses pontos de contato sem gerar atrito \u00e9 ainda mais complexo.<\/p>\n\n\n\n

Por que, ent\u00e3o, omnicommerce?<\/h2>\n\n\n\n

Depois desse breve passeio por algumas transforma\u00e7\u00f5es vividas pelo varejo no mundo digital, a \u00fanica certeza que podemos ter \u00e9 que ainda veremos muitas e r\u00e1pidas mudan\u00e7as de cen\u00e1rio por bastante tempo, visto que essa modalidade, no horizonte temporal do com\u00e9rcio, est\u00e1 s\u00f3 no come\u00e7o.<\/p>\n\n\n\n

Assim, para os nossos clientes e os clientes deles, queremos trazer solu\u00e7\u00f5es cada vez mais integrativas, especialmente pensadas para a din\u00e2mica de compra e venda por meio do varejo on-line. Por causa disso, preferimos o termo omnicommerce<\/em><\/strong>, ou o com\u00e9rcio em todo lugar.<\/p>\n\n\n\n

Sua empresa j\u00e1 se adaptou \u00e0 realidade omnichannel, ou melhor, omnicommerce? Conte como foi essa transi\u00e7\u00e3o!<\/p>\n\n\n\n

E se voc\u00ea quer um exemplo de como tratamos nossos desafios de desenvolvimento para e-commerces,\u00a0veja um dos nossos cases de sucesso<\/a>.<\/p>\n\n\n\n

Por: Orlando Ovigli<\/a> \u2013 S\u00f3cio e VP de Omnicommerce do Grupo FCamara<\/p>\n","protected":false},"excerpt":{"rendered":"

O termo \u201ce-commerce\u201d n\u00e3o \u00e9 exatamente novo, visto que no in\u00edcio dos anos 1980, mesmo antes da internet em larga escala que come\u00e7ou a se popularizar nos anos 1990, surgiu uma esp\u00e9cie de marketplace chamado Boston Computer Exchange. Na opera\u00e7\u00e3o dessa empresa, pessoas podiam vender seus computadores usados por meio de uma p\u00e1gina. De l\u00e1…<\/p>\n","protected":false},"author":2,"featured_media":5118,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[349],"tags":[17,220,315,102],"post_series":[],"class_list":["post-5117","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-varejo","tag-e-commerce","tag-omnichannel","tag-omnicommerce","tag-varejo","entry","has-media"],"yoast_head":"\nA Evolu\u00e7\u00e3o do Varejo e o Omnicommerce nos \u00faltimos anos<\/title>\n<meta name=\"description\" content=\"Saiba mais sobre a evolu\u00e7\u00e3o do varejo e a import\u00e2ncia do omnicommerce no processo de adapta\u00e7\u00e3o e melhoria da experi\u00eancia de compra do cliente\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fcamara.com\/blog\/a-evolucao-do-varejo-e-o-omnicommerce\/\" 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