{"id":90744,"date":"2023-06-15T00:00:00","date_gmt":"2023-06-14T22:00:00","guid":{"rendered":"https:\/\/llyc.global\/2023\/06\/15\/retail-ecommerce-2023-espana\/"},"modified":"2024-12-30T16:34:20","modified_gmt":"2024-12-30T15:34:20","slug":"retail-ecommerce-2023-espana","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-br\/ideas\/retail-ecommerce-2023-espana\/","title":{"rendered":"VAREJO E COM\u00c9RCIO ELETR\u00d4NICO 2023 ESPA\u00d1A"},"content":{"rendered":"

[et_pb_section bb_built=”1″ inner_width=”auto” inner_max_width=”none”][et_pb_row][et_pb_column type=”4_4″ custom_padding__hover=”||||” custom_padding=”||||”][et_pb_text _builder_version=”4.4. 8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style, %91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style, %91object Object%93″ text_text_shadow_blur_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style, %91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style, %91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style, %91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style, %91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style, %91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style, %91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style, %91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_shadow_style,%91object Object%93″ header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length=”header_text_shadow_style, %91object Object%93″ header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength=”header_text_shadow_style,%91object Object%93″ header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length=”header_2_text_shadow_style, %91object Object%93″ header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length=”header_2_text_shadow_shadow_style,%91object Object%93″ header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength=”header_2_text_shadow_style, %91object Object%93″ header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length=”header_3_text_shadow_shadow_style,%91object Object%93″ header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length=”header_3_text_shadow_style, %91object Object%93″ header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength=”header_3_text_shadow_shadow_style,%91object Object%93″ header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length=”header_4_text_shadow_style, %91object Object%93″ header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length=”header_4_text_shadow_shadow_style,%91object Object%93″ header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength=”header_4_text_shadow_style, %91object Object%93″ header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length=”header_5_text_shadow_shadow_style,%91object Object%93″ header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length=”header_5_text_shadow_style, %91object Object%93″ header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength=”header_5_text_shadow_shadow_style,%91object Object%93″ header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length=”header_6_text_shadow_style, %91object Object%93″ header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length=”header_6_text_shadow_shadow_style,%91object Object%93″ header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength=”header_6_text_shadow_style, %91object Object%93″ header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″]<\/p>\n

O <\/span>ecom\u00e9rcio<\/span><\/i>e <\/span>retalho<\/span><\/i>ind\u00fastria transformou-se em resposta \u00e0 mudan\u00e7a dos h\u00e1bitos de consumo e \u00e0s tend\u00eancias socioecon\u00f3micas. Factores tecnol\u00f3gicos, ambientais, culturais e organizacionais impulsionaram esta mudan\u00e7a acelerada. Atualmente, as marcas t\u00eam de se adaptar rapidamente \u00e0s exig\u00eancias de consumidores exigentes e digitalmente capacitados.<\/span><\/p>\n

A concorr\u00eancia no mercado intensificou-se com a chegada de novos actores, obrigando as marcas a repensar as suas estrat\u00e9gias e a centrarem-se no cliente. Os consumidores adoptaram h\u00e1bitos de compra em linha e esperam uma experi\u00eancia coerente e sem descontinuidades em todos os canais. Por conseguinte, \u00e9 necess\u00e1rio integrar <\/span>online<\/span><\/i>e <\/span>offline<\/span><\/i>canais<\/span>para estar presente em todo o processo de compra do cliente. Neste contexto, <\/span>a experi\u00eancia omnicanal tornou-se um fator cr\u00edtico para o sucesso e diferencia\u00e7\u00e3o das marcas de retalho?<\/b> Precisamos de fechar a lacuna entre os mundos digital e offline para vender mais?<\/b> .<\/span><\/i><\/span><\/p>\n

A cria\u00e7\u00e3o de uma experi\u00eancia omnicanal eficaz \u00e9 influenciada por v\u00e1rias alavancas,<\/span>desde a integra\u00e7\u00e3o de canais at\u00e9 a consist\u00eancia na comunica\u00e7\u00e3o e na experi\u00eancia do cliente, passando pela an\u00e1lise em tempo real para ajustar as t\u00e1ticas…<\/span>Ao mesmo tempo, os pontos de contacto tradicionais entre marcas e clientes expandiram-se gra\u00e7as ao surgimento de novos canais digitais, proporcionando oportunidades e desafios para a constru\u00e7\u00e3o de rela\u00e7\u00f5es fortes com os consumidores. Mas <\/span>como \u00e9 que as marcas se podem adaptar e tirar partido destes novos canais digitais?<\/b><\/p>\n

Ap\u00f3s o surgimento destes novos <\/span>digitais<\/span><\/i>jogadores<\/span>, as expectativas dos clientes baseadas na sua experi\u00eancia em ambientes digitais nativos; tais como redes sociais, <\/span>streaming<\/span><\/i>, jogos de v\u00eddeo online, podem levar \u00e0 desilus\u00e3o quando as marcas n\u00e3o conseguem satisfazer essas expectativas nas suas interac\u00e7\u00f5es digitais. <\/span>Como as marcas podem aproveitar os recursos bem-sucedidos dos ambientes nativos e oferecer uma experi\u00eancia digital envolvente e personalizada?<\/b><\/p>\n

Neste cen\u00e1rio, a Appinio e a Apache est\u00e3o a realizar este estudo para compreender em profundidade a transforma\u00e7\u00e3o da experi\u00eancia omnicanal no atual<\/span> sector do retalho<\/span><\/i> em Espanha. Ser\u00e3o analisadas as diferentes alavancas que t\u00eam impacto no desenvolvimento de uma experi\u00eancia omnicanal bem-sucedida, os factores que mais influenciam as vendas digitais, a rela\u00e7\u00e3o entre canais<\/span>no <\/span><\/i>e <\/span>offline<\/span><\/i>, bem como novos canais digitais que expandem os pontos de contacto com o cliente e a sua influ\u00eancia nos resultados. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

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