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The revolution 4.0 changed Brazilian retail and awoke in the brands the need for reinvention in the point of sale with the use of new technologies, emphasizing the importance of the training of trade marketing professionals, fundamental for the smooth running of the business.
In 2017, online retailing in Brazil grew 8%, while online retail accumulated just under 2%, a fact that represents an increase even in a year of crisis. Integrated logistics, improved site navigation, and expanded marketplaces – big names in e-commerce are a kind of virtual shopping mall where smaller stores sell their products – are singled out for driving this digital growth.
With this new retail scenario, you must maximize the product experience, considering that omnishoppers value all shopping models. You have to enchant the all-line shopper, which is present on all platforms; understand your profile and offer a consumer experience that meets your expectations.
An example of this omnichannel consumer is the one who enters the physical store and uses his smartphone throughout the experience process, photographs the products he likes best, but leaves the store without finalizing the purchase. According to behavioral studies, showrooming is currently the most common form of omnishopping – when the consumer sees the product in a physical store, but buys on the retailer’s website.
By leading his own consumer journey, when that shopper comes home, he goes into e-commerce, picks up the digital voucher and uses that discount to buy, but he does not want to wait four days. He wants the convenience of knowing which nearest physical store has stock available to schedule the recall of the product for the next day after the store’s notice. In this way, he completes the shopping journey in a 4.0 scenario: started in the physical store, was activated by push, finished by e-commerce, went to the store and removed the product.
This whole shopping journey involves a lot of technological intelligence: mobile marketing, QR Code and e-commerce, totally connected with the store’s inventory to inform the customer where the product is. However, to achieve this stage of shopping experience, there is much learning to be achieved, especially in the trade, which should offer a service that integrates technology tools and a well-informed sales team, duly up date with the new trends and needs consumption.
This scenario of transformations in the Brazilian retail sector was highlighted in the study Loja 4.0, conducted by OasisLab, and which drew a panorama of Brazilian startups. According to the study, the physical store continues to be an important reference for contemporary retail, which seeks in the traditional POS, a mix of convenience and immediacy. However, more accessible and consumer-friendly technologies, such as smartphones, tablets and wearables, will be key tools in store-consumer interaction.
In this context of innovation and new retail paths, trade marketing is shaping the specific needs of each market and the shopper, using information sent in real time from the sales front to plan actions on and offline and generate results for brands and their consumers.
* Marcelo Chianello is Corporate CEO of Liq
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