Braz\u012blijas mazumtirdzniec\u012bbas apjoms 2025. gada j\u016blij\u0101 pieauga par 2,4%, liecina Forbes Brazil izdotais Stone Retail Index (IVS). Kam\u0113r fiziskajos veikalos tika re\u0123istr\u0113ts m\u0113ren\u0101ks progress 0,7%, digit\u0101l\u0101 tirdzniec\u012bba \u0161aj\u0101 period\u0101 uzr\u0101d\u012bja samazin\u0101jumu par 6,8%. Neskatoties uz prec\u012bzu e-komercijas pal\u0113nin\u0101\u0161anos, eksperti uzsver, ka tirgi un digit\u0101l\u0101s strat\u0113\u0123ijas joproj\u0101m ir nozares p\u0101rveides galvenie varo\u0146i, pastiprinot tie\u0161saistes kl\u0101tb\u016btnes noz\u012bmi konsekventiem un konkur\u0113tsp\u0113j\u012bgiem rezult\u0101tiem.<\/p>\n\n\n\n
M\u0101rketinga un biznesa strat\u0113\u0123ijas speci\u0101listam Frederiko Burlamaki digit\u0101l\u0101s mazumtirdzniec\u012bbas izaugsme un tirgu stiprums ir tie\u0161i saist\u012bts ar izmai\u0146\u0101m Braz\u012blijas pat\u0113r\u0113t\u0101ju uzved\u012bb\u0101.\u201c\u0160odienas klients ir vair\u0101k inform\u0113ts un saist\u012bts. Daudzi pirkumi s\u0101kas tie\u0161saist\u0113, pat ja pabeig\u0161ana notiek fiziskaj\u0101 veikal\u0101. Tirgus vietas apvieno daudzveid\u012bbu, konkur\u0113tsp\u0113j\u012bgu cenu un \u0113rt\u012bbas, pied\u0101v\u0101jot dro\u0161u un efekt\u012bvu pieredzi gan pat\u0113r\u0113t\u0101jam, gan z\u012bmoliem\u201d, vi\u0146\u0161 skaidro.<\/p>\n\n\n\n
Fizisk\u0101 un digit\u0101l\u0101 pieredze<\/p>\n\n\n\n
Burlamaqui skaidro, ka pat ar tie\u0161saistes komercijas pa\u0101trin\u0101to izaugsmi fiziskajiem veikaliem joproj\u0101m ir strat\u0113\u0123iska noz\u012bme, jo \u012bpa\u0161i segmentos, kuros nepiecie\u0161ama tie\u0161a mijiedarb\u012bba ar produktu vai specializ\u0113tu pakalpojumu. \u201cFiziskie veikali nav zaud\u0113ju\u0161i aktualit\u0101ti, bet ir j\u0101izgudro sevi no jauna, lai apmierin\u0101tu pat\u0113r\u0113t\u0101ja jaun\u0101s cer\u012bbas. Klientu pieredzes integr\u0113\u0161ana fiziskaj\u0101 punkt\u0101 ar digit\u0101lo \u013cauj pied\u0101v\u0101t vair\u0101k praktiskuma, komforta un piel\u0101go\u0161anas. Tas ne tikai palielina pat\u0113r\u0113t\u0101ju apmierin\u0101t\u012bbu, bet ar\u012b stiprina lojalit\u0101ti un uzlabo vid\u0113jo bi\u013ceti, radot labv\u0113l\u012bgu iesaist\u012b\u0161an\u0101s un ie\u0146\u0113mumu ciklu\u201d, vi\u0146\u0161 saka.<\/p>\n\n\n\n
Papildus fizisko un digit\u0101lo veikalu integr\u0113\u0161anai tie\u0161saistes mazumtirdzniec\u012bbas profesionaliz\u0101cija k\u013c\u016bst par b\u016btisku faktoru, lai saglab\u0101tu konkur\u0113tsp\u0113ju un apmierin\u0101tu jaunas pat\u0113r\u0113t\u0101ju cer\u012bbas.\u0160aj\u0101 br\u012bd\u012b ieguld\u012bjumi veikl\u0101 lo\u0123istik\u0101, personaliz\u0113t\u0101 apkalpo\u0161an\u0101 un datu anal\u012bz\u0113 \u013cauj kampa\u0146\u0101m b\u016bt segment\u0113t\u0101k\u0101m un p\u0101rliecino\u0161\u0101k\u0101m, uzlabojot iepirk\u0161an\u0101s pieredzi visos kan\u0101los.\u201cTirgus pied\u0101v\u0101 strukt\u016bru un trafiku, bet patiesi pan\u0101kumi ir atkar\u012bgi no r\u016bp\u012bgas produktu kl\u0101sta p\u0101rvald\u012bbas, pieg\u0101des laikiem un komunik\u0101cijas ar pat\u0113r\u0113t\u0101ju Uz\u0146\u0113mumi, kas digit\u0101lo uztver k\u0101 dabisku biznesa papla\u0161in\u0101jumu, sasniedz konsekventus un notur\u012bgus rezult\u0101tus, veidojot ilgtsp\u0113j\u012bgas konkurences priek\u0161roc\u012bbas\u201d vi\u0146\u0161 skaidro. <\/p>\n\n\n\n
Ekspertu padomi mazumtirgot\u0101jiem, lai piel\u0101gotos digit\u0101lajai ainavai<\/p>\n\n\n\n
1 ^ Kan\u0101lu integr\u0101cija<\/p>\n\n\n\n
Invent\u0101ra, cenu un sazi\u0146as apvieno\u0161ana starp fiziskajiem un tie\u0161saistes veikaliem rada main\u012bgu klientu pieredzi, izvairoties no neskaidr\u012bb\u0101m un stiprinot uztic\u012bbu. \u201cKad pat\u0113r\u0113t\u0101js saprot, ka z\u012bmols pied\u0101v\u0101 nep\u0101rtrauktu ce\u013cojumu neatkar\u012bgi no t\u0101, vai tas p\u0113rk veikal\u0101 vai e-komerciju, palielina lojalit\u0101ti un vid\u0113jo bi\u013ceti\u201d, skaidro Burlamaki.<\/p>\n\n\n\n
2 ^Nov\u0113r\u0161ana strat\u0113\u0123iskajos tirgos<\/p>\n\n\n\n
Platformu izv\u0113le, kas run\u0101 ar m\u0113r\u0137auditoriju un iegulda pozicion\u0113\u0161an\u0101 taj\u0101s, palielina redzam\u012bbu un p\u0101rdo\u0161anu. \u201cTas nav tikai par kl\u0101tb\u016btni, bet ar\u012b par izcel\u0161anos. Tirgus var nodro\u0161in\u0101t trafiku, bet tie, kas sazin\u0101s skaidri un segment\u0113ti, var p\u0101rv\u0113rst daudz vair\u0101k\u201d, saka eksperts.<\/p>\n\n\n\n
3 ^ Lo\u0123istikas optimiz\u0101cija<\/p>\n\n\n\n
Konkur\u0113tsp\u0113j\u012bgu termi\u0146u, efekt\u012bvas izseko\u0161anas un uzticamu pieg\u0101\u017eu nodro\u0161in\u0101\u0161ana ir iz\u0161\u0137iro\u0161a pat\u0113r\u0113t\u0101ju apmierin\u0101t\u012bbai. \u201cPieg\u0101des pieredze tie\u0161i ietekm\u0113 z\u012bmola uztveri. Lo\u0123istikas probl\u0113mas var izn\u012bcin\u0101t reput\u0101ciju, kas veidota ar\u201d centieniem, br\u012bdina Burlamaki.<\/p>\n\n\n\n
4 'Datu izmanto\u0161ana personaliz\u0113\u0161anai<\/p>\n\n\n\n
Inform\u0101cijas pirk\u0161ana un p\u0101rl\u016bko\u0161ana \u013cauj izveidot m\u0113r\u0137tiec\u012bgus pied\u0101v\u0101jumus un palielin\u0101t rekl\u0101mguvumu skaitu. \u201cKas saprot pat\u0113r\u0113t\u0101ju uzved\u012bbu, var paredz\u0113t vajadz\u012bbas un pied\u0101v\u0101t tie\u0161i to, ko vi\u0146\u0161 mekl\u0113, palielinot iesaist\u012b\u0161anos un p\u0101rdo\u0161anu\u201d, vi\u0146\u0161 skaidro.<\/p>\n\n\n\n
3 ^ Komandas apm\u0101c\u012bba<\/p>\n\n\n\n
Darbinieku pilnvaro\u0161ana labi kalpot gan fiziskaj\u0101, gan digit\u0101laj\u0101 jom\u0101 nodro\u0161ina z\u012bmola konsekvenci. \u201cHumaniz\u0113ts pakalpojums rada at\u0161\u0137ir\u012bbu. Labi sagatavotas komandas p\u0101rv\u0113r\u0161 pieredzi par\u201d lojalit\u0101ti, uzsver Burlamaki.<\/p>\n\n\n\n
4 4 Ieguld\u012bjumi klientu pieredz\u0113<\/p>\n\n\n\n
Pievilc\u012bgs iepakojums, efekt\u012bva p\u0113cp\u0101rdo\u0161ana un uzman\u012bba deta\u013c\u0101m rada v\u0113rt\u012bbas uztveri un uztic\u012bbu.\u201cPieredze nav tikai cena vai produkts; t\u0101 ir katra mijiedarb\u012bba Z\u012bmoli, kas taj\u0101 iegulda, at\u0161\u0137iras tirg\u016b\u201d koment\u0113 eksperts.<\/p>\n\n\n\n
5 5 Atbalsta tehnolo\u0123iju pie\u0146em\u0161ana<\/p>\n\n\n\n
CRM r\u012bki, m\u0101rketinga automatiz\u0101cija un kr\u0101jumu p\u0101rvald\u012bba pal\u012bdz optimiz\u0113t procesus un strat\u0113\u0123iskus l\u0113mumus. \u201cTehnolo\u0123ijas nodro\u0161ina efektivit\u0101ti un \u0101trumu. Tie, kas izmanto datus, lai pie\u0146emtu l\u0113mumus, samazina k\u013c\u016bdas un palielina\u201d iesp\u0113jas, saka Burlamaqui.<\/p>\n\n\n\n
6 'Soci\u0101l\u0101s komercijas izp\u0113te<\/p>\n\n\n\n
P\u0101rdo\u0161anas integr\u0113\u0161ana soci\u0101lajos t\u012bklos papla\u0161ina sasniedzam\u012bbu un veicina impuls\u012bvus pirkumus. \u201cSoci\u0101lie t\u012bkli nav tikai m\u0101rketinga kan\u0101li; tie ir strat\u0113\u0123iski p\u0101rdo\u0161anas punkti, lai iesaist\u012btu un p\u0101rv\u0113rstu\u201d pat\u0113r\u0113t\u0101ju, pastiprina eksperts.<\/p>\n\n\n\n
7 ^ Veiktsp\u0113jas metrikas uzraudz\u012bba<\/p>\n\n\n\n
Rekl\u0101mguvumu l\u012bme\u0146a, groza atme\u0161anas un vid\u0113j\u0101s bi\u013cetes izseko\u0161ana pal\u012bdz \u0101tri piel\u0101got strat\u0113\u0123ijas.\u201cNem\u0113rojot veiktsp\u0113ju, nav iesp\u0113jams labot mar\u0161rutus. R\u0101d\u012bt\u0101ji par\u0101da, kur uzlabot un kur ieguld\u012bt vair\u0101k\u201d, br\u012bdina Burlamaki.<\/p>\n\n\n\n
8 Gudras akcijas<\/p>\n\n\n\n
Laika zi\u0146\u0101 ierobe\u017eotas un personaliz\u0113tas kampa\u0146as stimul\u0113 iesaist\u012b\u0161anos, neapdraudot rezervi. \u201cLabi pl\u0101nota veicin\u0101\u0161ana rada steidzam\u012bbas saj\u016btu un uztverto v\u0113rt\u012bbu, ta\u010du tai ir j\u0101b\u016bt strat\u0113\u0123iskai, lai neietekm\u0113tu\u201d rentabilit\u0101ti, secina eksperts.<\/p>","protected":false},"excerpt":{"rendered":"
O varejo brasileiro cresceu 2,4% em julho de 2025, segundo o \u00cdndice do Varejo Stone (IVS), divulgado pela Forbes Brasil. Enquanto as lojas f\u00edsicas registraram avan\u00e7o mais moderado, de 0,7%, o com\u00e9rcio digital apresentou retra\u00e7\u00e3o de 6,8% no per\u00edodo. Apesar da desacelera\u00e7\u00e3o pontual do e-commerce, especialistas destacam que os marketplaces e as estrat\u00e9gias digitais seguem […]<\/p>\n","protected":false},"author":1,"featured_media":83853,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[42,31],"tags":[92,43,53],"class_list":{"0":"post-86470","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-balancos","8":"category-noticias","9":"tag-balancos","10":"tag-e-commerce","11":"tag-noticias"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/posts\/86470","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/comments?post=86470"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/posts\/86470\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/media\/83853"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/media?parent=86470"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/categories?post=86470"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/lv\/wp-json\/wp\/v2\/tags?post=86470"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}