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Com 20 anos de experiência, estrategista de marketing integrado com experiência em marcas orientadas a propósitos, patrocínios, mídias sociais, práticas sustentáveis e marketing experimental. …" /> <meta property="og:url" content="https://br.gpj.com/2019/10/31/a-nova-era-do-experience-marketing-no-varejo/" /> <meta property="og:site_name" content="GPJ Brazil" /> <meta property="article:published_time" content="2019-10-31T17:41:32+00:00" /> <meta property="og:image" content="https://i0.swiftpic.io/gpj/H0wrgKleyHT+gAX/cYTzY4JU9+oMhizAi0K5314Y0Vk=/format:jpg;cover:1200,630/https://gpjmulti.wpenginepowered.com/wp-content/uploads/sites/7/2019/09/xianjuan-hu-uPYpcsbICI4-unsplash.jpg" /> <meta property="og:image:width" content="1" /> <meta property="og:image:height" content="1" /> <meta property="og:image:type" content="image/jpeg" /> <meta name="author" content="Gabriel Oliva" /> <meta name="twitter:card" content="summary_large_image" /> <meta name="twitter:label1" content="Escrito por" /> <meta name="twitter:data1" content="Gabriel Oliva" /> <meta name="twitter:label2" content="Est. tempo de leitura" /> <meta name="twitter:data2" content="5 minutos" /> <script type="application/ld+json" class="yoast-schema-graph">{"@context":"https://schema.org","@graph":[{"@type":"WebPage","@id":"https://br.gpj.com/2019/10/31/a-nova-era-do-experience-marketing-no-varejo/","url":"https://br.gpj.com/2019/10/31/a-nova-era-do-experience-marketing-no-varejo/","name":"A Nova Era do Experience Marketing no Varejo - GPJ Brazil","isPartOf":{"@id":"https://br.gpj.com/#website"},"primaryImageOfPage":{"@id":"https://br.gpj.com/2019/10/31/a-nova-era-do-experience-marketing-no-varejo/#primaryimage"},"image":{"@id":"https://br.gpj.com/2019/10/31/a-nova-era-do-experience-marketing-no-varejo/#primaryimage"},"thumbnailUrl":"https://br.gpj.com/wp-content/uploads/sites/7/2019/09/xianjuan-hu-uPYpcsbICI4-unsplash.jpg","datePublished":"2019-10-31T17:41:32+00:00","dateModified":"2019-10-31T17:41:32+00:00","author":{"@id":"https://br.gpj.com/#/schema/person/c7bbccf755d2318baad9989231c37a59"},"breadcrumb":{"@id":"https://br.gpj.com/2019/10/31/a-nova-era-do-experience-marketing-no-varejo/#breadcrumb"},"inLanguage":"pt-BR","potentialAction":[{"@type":"ReadAction","target":["https://br.gpj.com/2019/10/31/a-nova-era-do-experience-marketing-no-varejo/"]}]},{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https://br.gpj.com/2019/10/31/a-nova-era-do-experience-marketing-no-varejo/#primaryimage","url":"https://br.gpj.com/wp-content/uploads/sites/7/2019/09/xianjuan-hu-uPYpcsbICI4-unsplash.jpg","contentUrl":"https://br.gpj.com/wp-content/uploads/sites/7/2019/09/xianjuan-hu-uPYpcsbICI4-unsplash.jpg"},{"@type":"BreadcrumbList","@id":"https://br.gpj.com/2019/10/31/a-nova-era-do-experience-marketing-no-varejo/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https://br.gpj.com/"},{"@type":"ListItem","position":2,"name":"News & Insights","item":"https://br.gpj.com/news-insights/"},{"@type":"ListItem","position":3,"name":"A Nova Era do Experience Marketing no Varejo"}]},{"@type":"WebSite","@id":"https://br.gpj.com/#website","url":"https://br.gpj.com/","name":"GPJ Brazil","description":"Live, Virtual & Hybrid Events","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https://br.gpj.com/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"pt-BR"},{"@type":"Person","@id":"https://br.gpj.com/#/schema/person/c7bbccf755d2318baad9989231c37a59","name":"Gabriel Oliva","image":{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https://br.gpj.com/#/schema/person/image/","url":"https://secure.gravatar.com/avatar/6dc7197048b14980c93510aea4d0b4aa?s=96&d=mm&r=g","contentUrl":"https://secure.gravatar.com/avatar/6dc7197048b14980c93510aea4d0b4aa?s=96&d=mm&r=g","caption":"Gabriel Oliva"},"url":"https://br.gpj.com/author/gabrieloliva/"}]}</script>  <link rel='dns-prefetch' href='//www.google.com' /> <link rel='dns-prefetch' href='//fonts.googleapis.com' /> <script type="text/javascript"> /* <![CDATA[ */ window._wpemojiSettings = {"baseUrl":"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/72x72\/","ext":".png","svgUrl":"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/svg\/","svgExt":".svg","source":{"concatemoji":"https:\/\/br.gpj.com\/wp-includes\/js\/wp-emoji-release.min.js?ver=6.6.1"}}; /*! 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class="menu-item menu-item-type-post_type menu-item-object-page menu-item-45003"><a href="https://br.gpj.com/contact/">Contato</a></li> </ul></div> </nav> </div> </div> </header> <div class="wrap" role="document"> <div class="content"> <main class="main"> <article class="post-22953 post type-post status-publish format-standard has-post-thumbnail hentry category-insights"> <header class="hero"> <div class="carousel slide carousel-fade" data-bs-ride="carousel" data-bs-pause="false"> <div class="carousel-inner"> <div class="fittext"> <div> <h1>A Nova Era do Experience Marketing no Varejo</h1> </div> </div> <div class="carousel-item active"> <img src="https://i4.swiftpic.io/gpj/FAjIU4hYN/uFjxvd6yx5hOjHxL3z8sjoKjQumYL91+M=/format:jpg;cover:1440,621/https://gpjmulti.wpenginepowered.com/wp-content/uploads/sites/7/2019/09/xianjuan-hu-uPYpcsbICI4-unsplash.jpg" class="d-block w-100" alt="" srcset="https://i5.swiftpic.io/gpj/5/hYd82EBeuflT3JStTBVTK2Iz6S276v8wQx0GWIqDk=/format:jpg;cover:1920,828/https://gpjmulti.wpenginepowered.com/wp-content/uploads/sites/7/2019/09/xianjuan-hu-uPYpcsbICI4-unsplash.jpg 1920w, https://i4.swiftpic.io/gpj/FAjIU4hYN/uFjxvd6yx5hOjHxL3z8sjoKjQumYL91+M=/format:jpg;cover:1440,621/https://gpjmulti.wpenginepowered.com/wp-content/uploads/sites/7/2019/09/xianjuan-hu-uPYpcsbICI4-unsplash.jpg 1440w, https://i1.swiftpic.io/gpj/1FHPpD9ibS6iZfPH7nhbyPLbsEfyQC/rnl+TWmTstBc=/format:jpg;cover:640,276/https://gpjmulti.wpenginepowered.com/wp-content/uploads/sites/7/2019/09/xianjuan-hu-uPYpcsbICI4-unsplash.jpg 640w" sizes="100vw"> </div> </div> </div> </header> <div class="entry-content container content-wrapper"> <h5><strong>Chegou a hora das marcas “conhecerem e agradar” o público consumidor de hoje</strong></h5> <div></div> <div class="wp-caption alignleft" style="width: 124px;"><img decoding="async" class="alignleft" title="Rodrigo Espinosa" src="https://br.gpj.com/wp-content/uploads//2019/09/Rodrigo.png" alt="Rodrigo Espinosa" width="124" height="124" /></div> <p> </p> <p><strong>Rodrigo Espinosa</strong>,Vice-presidente, Crescimento e desenvolvimento de América do Norte e América Latina Embaixador apaixonado pela marca humana. Com 20 anos de experiência, estrategista de marketing integrado com experiência em marcas orientadas a propósitos, patrocínios, mídias sociais, práticas sustentáveis e marketing experimental.</p> <p>A estratégia e o marketing da marca mudaram drasticamente ao longo do tempo, um movimento que parece que aconteceu da noite para o dia. Com a rápida evolução da tecnologia e da mídia social, estamos em um mundo “sempre ativo”, onde os consumidores estão no banco do motorista. À medida que essa transição ocorre, os profissionais de marketing recebem uma pergunta dos consumidores, que acabará testando o sucesso e a viabilidade das campanhas, especialmente no espaço experimental: “Você realmente me conhece?”</p> <p>Com o marketing experimental, é imperativo não apenas comunicar a marca, mas também fornecer uma conexão humana personalizada entre ela e o consumidor. Concentrando-se principalmente nos esforços do setor de varejo, é evidente que as marcas mais inovadoras entraram em território desconhecido, onde entregaram um maior controle ao consumidor. Marcas vencedoras são as que ouvem seus stakeholders e implementam estratégias que respondem a seus desejos e necessidades. Hoje, todo o marketing é humano para humano – e as marcas também devem ser humanas.</p> <p>Shoppings foram construídos para otimizar metros quadrados, mas agora o tamanho não importa. A experiência é o que conta. Marcas que colocam seus clientes no centro de suas experiências – vencerão. Os varejistas reconheceram o imenso valor do marketing experimental e estão utilizando seus orçamentos de acordo. Em vez de metros quadrados, os varejistas estão focando em showrooms interativos, experiências pop-up e ativações nos festivais mais populares do mundo – agregando valor à vida real dos clientes. Embora algumas marcas herdadas tenham se esforçado para se adaptar, há um punhado de varejistas icônicos fazendo a transformação ao lado dos novatos.</p> <p> </p> <p><strong>A EXPERIÊNCIA É CHAVE PARA O VAREJO</strong></p> <p>Uma estratégia a considerar é: engenharia reversa. Grandes espaços de varejo ainda vão existir mas em doses limitadas. Pense nisso no sentido de experiências pop-up nostálgicas que trazem as pessoas de volta a um lugar de simplicidade. Por mais que a sociedade prospere na realidade alternativa das mídias sociais e na gratificação instantânea, estamos famintos por experiências autênticas do passado. Os varejistas têm a oportunidade de lembrar as pessoas daquela época e também educar as novas gerações sobre como era a vida durante um tempo mais simples, quando os telefones eram presos à parede da cozinha e os itens domésticos eram comprados em um catálogo de dez quilos que chegava pelo correio.</p> <p> </p> <p><strong>AMPLIFIQUE A CRIATIVIDADE</strong></p> <p>Seja ainda mais criativo do que você jamais imaginou. Trazer ao público conexão, personalização e interação entre eles e a marca. Sem criatividade e exclusividade, as marcas não se destacam. Considere um conceito chamado de “falha na imaginação”. Parece ser um vírus que infecta marcas bem estabelecidas à beira da extinção. Isso se manifesta por criatividade limitada, atraso na inovação e um ligeiro desvio do crescimento estratégico. Se essas marcas continuarem usando um antibiótico para tratar um vírus (que simplesmente não pode curá-lo), elas acabarão lançando suas próprias empresas no abismo. Aqueles com humildade para reconhecer ameaças e fraquezas sobrevivem, corrigindo e articulando sua estratégia para recalibrar esforços e garantir sucesso no futuro – criando experiências que combinam com o público e, finalmente, os conquistam.</p> <p> </p> <p><strong>NÃO APENAS SOBREVIVA, PROSPERE E CONTINUE A INOVAR</strong></p> <p>O varejo chegou a um ponto em que não se trata apenas de sobreviver – as marcas devem se destacar da multidão. É preciso estratégia, inovação e, principalmente, imaginação para conectar as marcas aos consumidores onde elas já estão. Para fazer isso com sucesso, as marcas precisam criar experiências pessoais suplementares memoráveis e relacionáveis e, em alguns casos, despertar uma sensação de nostalgia que conecta as pessoas a uma época que “uma vez foi”.</p> <p>Com a nova era do influenciador “self-made”, o marketing de nicho também é crucial e deve ser um pilar central de qualquer campanha bem-sucedida. Parcerias entre marcas que pensam da mesma forma e líderes influentes, em conjunto com práticas básicas como a elevação do serviço ao cliente, permitirão uma estratégia de marketing nova e aprimorada que leva as marcas a um nível totalmente novo. Fazer o que nunca foi feito antes em cada é essencial no mundo altamente competitivo de hoje.</p> <p> </p> <p><strong>EXEMPLOS SEMPRE AJUDAM</strong></p> <p>Por exemplo, o North Face estabeleceu o valor da marca no nicho de roupas de estilo de vida ao ar livre. Suas capacidades digitais são fortes, seu núcleo de marca é sólido e sua estratégia de varejo é impressionante. Suas lojas tornaram-se “showrooms” em vez de “centros de transações”. O objetivo é destacar a marca em um ambiente amigável e desordenado, com o único objetivo de não vender produtos, mas envolver-se com o consumidor para criar engajamento e lealdade.</p> <p>Warby Parker é outro ótimo exemplo de uma marca fazendo certo. Fundada para vender óculos a um preço mais econômico, eles começaram apenas como um player de comércio eletrônico e depois se mudaram para lojas – ou mais especificamente, showrooms. Você não pode sair de um local de varejo da Warby Parker com um par de óculos, pois eles só enviam seus produtos para sua casa. Mas, você pode visitar seus showrooms, experimentar os produtos, conversar com um representante, fazer um pedido ou simplesmente curtir o espaço inspirado em um lounge.</p> <p> </p> <p><strong>CONQUISTE A LEALDADE, ENTÃO, MANTENHA-A</strong></p> <p>Para sobreviver a esse cenário competitivo (ou entrar no círculo competitivo em primeiro lugar), as marcas precisam se envolver de uma maneira que crie uma experiência para as pessoas que procuram desesperadamente conexão. As ativações devem complementar a comunicação e a interação pessoal, fazendo a escolha voluntária de participar de uma alegria e não de uma tarefa. 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