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Omni-Channel Retailing: como oferecer uma experiência única para os seus clientes - Gabriel Lima e Maurício Bastos

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Omni-Channel Retailing: como oferecer uma experiência única para os seus clientes

Maurício Bastos, E-Commerce Manager da Schutz
Gabriel Lima, CEO da eNext

Published in: Education
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Omni-Channel Retailing: como oferecer uma experiência única para os seus clientes - Gabriel Lima e Maurício Bastos

  1. 1. Omni-­‐Channel  Retailing:   como  oferecer  uma   experiência  única  para   fidelizar  seus  clientes   São  Paulo  15/03/2013   1  
  2. 2. 1.  Sumário   1.  Sumário   2.  eNext  e  Metodologia   3.  Omni-­‐Channel  é  tudo  sobre  a  Experiência  do  Consumidor   4.  O  impacto  do  Showrooming   5.  O  novo  CRM  e  a  Régua  de  Relacionamento   6.  IniciaRvas  da  Schutz  para  esta  realidade   2  
  3. 3. 2.  eNext  e  Metodologia   Somos  a  maior  consultoria  especializada  em  Ecommerce  no  Brasil,  ajudamos  mais  de  80   empresas  a  implantarem  ou  melhorarem  a  performance  de  suas  lojas  virtuais.   Entendemos   que   o   sucesso   de   nossos   clientes  dependem  de  uma  abordagem  360º   do   negócio,   e   para   isso   criamos   uma   metodologia  proprietária.   3  
  4. 4. 2.  eNext  e  Metodologia    Habilidades  Estratégicas    Melhores  PráRcas  do  PMI    Foco  nos  KPIs    Experiência  em  Consultoria    Metodologia      Ferramenta  de  Dashboard   para  Ecommerce    Time  de  Gerenciamento    Solidez  Financeira   2.  Gerenciamento     1.  Planejamento   3.  Gestão   de  Projeto   4  
  5. 5. 3.  Omni-­‐Channel  é  tudo  sobre  a  Experiência  do  Consumidor   ParRcipação  do  Mobile  no  Ecommerce  Brasileiro   Smartphones  Vendidos  no  Brasil   2010  –  4,8  milhões   2011  –  9  milhões   2012  –  15  milhões   Média   de   acessos   3G   por   mês   em   2012:  70  milhões   Quem   acha   que   o   ano   do   mobile   e   da   conversão   mulJcanal  ainda  esta  por  vir,   está  parado  no  tempo.  2012   foi   o   ano   do   mobile,   a   consolidação   do   canal   já   aconteceu,  agora  vem  a  fase   33%   dos   Brasileiros   entre   18   e   49   anos   faz   pesquisas   via   smartphones   diariamente.   Em   2013   a   5ª   posição   no   mundo   em   d o   c r e s c i m e n t o   e   números  de  smartphones  será  brasileira.   maturação.   5  Fonte:  eNext,  IDC  e  Google  2013    
  6. 6. 3.  Omni-­‐Channel  é  tudo  sobre  a  Experiência  do  Consumidor   O  consumidor  já  enxerga  a  marca  como  a  união  das  inicia3vas   5sicas   e   virtuais,   sejam   elas   através   de   Ecommerce,   Mobile   Commerce,  ou  através  dos  relacionamentos  que  acontecem  nas   redes  sociais  ou  centrais  de  atendimento.   6  
  7. 7. 3.  Omni-­‐Channel  é  tudo  sobre  a  Experiência  do  Consumidor   O  cliché  do  CRM  prega  que  é  mais   caro   trazer   alguém   novo   do   que   m a n t e r   u m   c l i e n t e   a n J g o   fidelizado,  sendo  assim,  para  se  ter   uma   estratégia   contundente   e   vencedora,   você   precisa   pensar   em   como   converter,   manter   e   fidelizar   os   clientes   através   de   todos  os  canais  de  contato  com  a   marca.   7  
  8. 8. 4.  O  impacto  do  Showrooming  na  Fidelização   O   Consumidor   hoje   compra   na   loja   asica   com   o   Celular   na   mão   e,   quando   esta   dentro   da   loja   compara   preços,   pesquisa  produtos  similares,  e  busca  informações  sobre  seus   produtos   a   ponto   de   saber   mais   até   que   seus   próprios   vendedores.   Essa   práJca   é   conhecida   como   Showrooming,   e   os   varejistas   que  quiserem  vencer,  independentemente  de  serem  asicos,  virtuais   ou  mulJ-­‐canais,  devem  estar  preparados  para  essa  realidade.   Quanto   mais   você   facilitar   a   vida   do   consumidor   nesta  práJca,  maior  será  sua  chance  de  fidelizá-­‐lo.   8  
  9. 9. Estratégia   Ação                  Resultado   O  que?   Como?  Melhorar  o   Definição  da   Atualmente  a  Régua  de   Aumento  das  Vendas   Relacionamento  não  relacionamento  com   régua  de   envolve  apenas  as   em  todos  os  canais  o  cliente  através  dos   relacionamento     comunicações  que  você  faz   (Físico  e  Virtual)  múlRplos  canais     com  o  cliente  e  sim  a  que     ele  faz  com  você  também   através  do  MulJcanal   Soluções     Encontrar  as  soluções   Redução  do  custo  de   Tecnológicas   tecnológicas    adequadas     aquisição  de  novos     após  a  definição  das  ações   clientes  Retenção  de  clientes   para    explorar  as  aJvidades   mulJcanal  através  de  múlRplos       Aprofundar  o  canais   Capacitação  da   Capacitar  todo  o  Jme  para   entender  quais  as  ações   relacionamento  com  o   Equipe   realizadas.  Principal  foco  nos   cliente   Jmes  de  venda,   atendimento  e  markeJng       9  
  10. 10. TUDO É EXPERIÊNCIA! 10  
  11. 11. 360º Experience “Design for the complete experience.There is no experience killer worse than a story being told in only one place”. (Sohrab Vossoughi, Business Week - 2008) _Saiba onde sua marca se situa (tecnologia, produto, experiência);" " _Conheça seu DNA;" " _Crie conexões emocionais;" " _O desafio do canal online é transmitir todo pacote de experiência em um ambiente restrito;" 11  
  12. 12. 360º DO PRODUTO 12  
  13. 13. 13  
  14. 14. 14  
  15. 15. ONLINE SHOPPING IN REAL STORES 15  
  16. 16. NO FINAL DAS CONTAS SEU E-COMMERCE É TÃO BOMQUANTO SUA EQUIPE DE SAC 16  
  17. 17. Para o cliente a marca é uma só _Não interessa se ele comprou em loja própria, franquia ou multimarca;" " _Não importa se o problema foi da Logística, da Transportadora ou de Integração;" " _Quando houver problema, a marca será procurada nos canais ao alcance dele;" " _Equipe de SAC do E-Commerce Schutz atende qualquer problema ligado à marca, independente se tem relação com o E-Commerce; 17  
  18. 18. Trazer um novo cliente é caro _Mas perder um cliente fiel é muito mais;" " _Ex: campanha de CPC a R$0,30, conversão de 1% é igual a R$30,00 (CPA);" " _Qual o Customer Lifetime Value (CLV) dos seus clientes? Ex: R$900,00 por ano." " _Além da parte matemática/financeira, experiências ruins tendem a se espalhar (bad is stronger than good); 18  
  19. 19. Como garantir uma boa experiência _SAC inteligente. Não terceirize!" " _Pessoas, processos/treinamentos e tecnologia;" " _Todo time tem que entender o departamento de atendimento. Projeto 1 dia no SAC;" " _Alinhar expectativas com os clientes;" " _Mecanismos de controle / monitoramento;" " _Reconhecer os problemas e corrigí-los; 19  
  20. 20. Tire a temperatura! _Hoje o Reclame Aqui é utilizado até mesmo em reports internacionais de análise mercadológica;" " 20  
  21. 21. Agora é só surpreender!Vídeo da campanha de Inverno! Festa de lançamento da coleção, onde atriz do vídeo, Leigh Lezark, foi DJ! Venda com iPads" no E-Commerce" 21   Showroom dentro da festa!
  22. 22. #schutzpartynight 22  
  23. 23. 23  
  24. 24. Resumindo_1 Comece pelo SAC: pessoas, tecnologia, estrutura eprocessos;""_2 Conheça seus clientes e inicie um trabalho de CRM;""_3 Entenda todos os pontos de contato da sua marca;""_4 Faça um desenho da experiência que você querproporcionar e avalie as tencologias para isso;""_5 Prototipe. Avalie. Melhore. Repita."""" 24  "
  25. 25. Obrigado! 25  

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