Mō te wā roa, i whakaritea te hokohoko i runga i tētahi ariā māmā noa iho: ka kitea e te kaihoko tētahi hua, ka toro atu ki tētahi toa, ka arotake i ngā kōwhiringa, ā, ka oti te hoko i te wāhi hoko. Ahakoa kei te noho tonu tēnei whanonga, kāore i te tino kitea. I ēnei rā, he āhuatanga e piki haere ana te rongonui hei whakaatu i tēnei panonitanga: ka tomo te kaihoko ki tētahi toa, ka pātai, ka whakarite i ngā hua, ka tirotiro i ngā utu, ā, ka wehe atu me te kore e hoko. Ā muri ake nei, i taua rā anō, ka oti te hoko ipurangi.
Kāore tēnei nekehanga e tohu ana i te ngoikore o ngā toa tūturu, engari e whakaatu ana i tētahi panonitanga nui ki te āhua o te hokohoko a te tangata. E whakaatu ana te rangahau a Fiserv Insights 2026 kua whakakotahi kē te 30% o ngā kaihoko o Brazil i ngā hongere tūturu me ngā hongere matihiko i a rātou e hokohoko ana. I taua wā anō, 17% anake e noho pūmau ana ki te taiao kanohi ki te kanohi.
I roto i te mahi, ka iti haere te mārama o te marea ki te wehewehe i waenga i te ipurangi me te tuimotu. Ka rangahau ngā kaihoko i tētahi hongere, ka whakarite i tētahi atu, ka rapu āwhina i tētahi tuatoru, ā, ka oti te hoko i te wā e kitea ai e rātou te wāhi tino pai, ngā āhuatanga arumoni pai rawa atu, te wāhi iti rawa rānei o te raruraru. Ko ngā haerenga motuhake i mua kua noho hei wāhanga o tētahi wheako kotahi.
Mā tēnei panonitanga anō hoki e whakamārama he aha ngā āhuatanga e pā ana ki te hokohoko tūturu e ngaro haere ana te hiranga. E ai ki taua rangahau anō, ko te take matua e kīia ana e ngā kaihoko mō te hekenga ki te taiao matihiko ko te utu whakataetae ake, i whakahuatia e te 56% o ngā kaiwhakautu. Ko ngā rārangi utu roa i roto i ngā toa tūturu te mea e whai ake nei, i whakahuatia e te 42%. Ko ngā uauatanga urunga, ngā take pāka, te korenga o ngā taonga, me te uauatanga ki te kimi hua ka whai wāhi atu ki tēnei hekenga.
Ehara i te mea he mea e pai ana ki te hongere, engari e whakaatu ana te horopaki i tētahi kaihoko e hiahia nui ana, kua taunga ki te whakaoti tere i ō rātou oranga, i roto i te huarahi whakauru, me te kore e aukatia.
Ko te wero nui rawa atu mō ngā kamupene ko te maha o rātou e mahi tonu ana i runga i ngā hanganga kua hangaia mō te ao o mua. Ahakoa e mahi ana rātou i roto i ngā hongere ā-tinana me te ipurangi, ka noho motuhake tonu ngā taonga, kāore he hītori kua tuhia mō ngā whanaungatanga kiritaki, ka mahi takitahi ngā tīma, ā, ka ngaro ngā mōhiohio nui i te huarahi. Ko te mutunga mai he wheako pakaru i te wā tonu e tumanakohia ana e ngā kaihoko te haere tonu.
E kitea ana tēnei tumanakohanga i roto i ētahi atu rangahau tata nei. E whakaatu ana ngā rangahau a WhatsApp e 35.4% o ngā kaihoko i uiuitia e whakaaro ana "he mea nui te āheinga ki te pupuri i ngā taunekeneke me ngā kamupene i te wāhi kotahi.".
E 42.2% anō e whakanui ana i te tiakitanga o ngā hītori kōrerorero ina whakamahi ana i ngā taupānga karere. Arā, kāore te kaihoko e hiahia ki te whakamārama i ō rātou hiahia hoko i ngā wā maha, ā, he maha ngā wā e tumanako ana kia tutukihia ō rātou hiahia ahakoa i mua i te whakaaro. Nō reira, ehara i te mea ko te hua, ko te utu rānei te mea nui mō te whai wāhitanga, engari ko te kaha hoki ki te neke i waenga i ngā hongere me te kore e hiahia ki te tīmata anō i te haerenga me ia whakapā hou. Ka kiia tēnei ko te Omnichannel.
Ko te raruraru, kāore pea ngā kaihoko i te mōhio ki te kupu omnichannel, engari e tumanako ana rātou ki ngā painga o tēnei kupu. E whakaatu ana ngā rangahau a Opinion Box e 83% o ngā tāngata o Brazil e kī ana kāore i te mōhio ki te ariā. Ahakoa rā, i te whakamāramatanga, e 64% e whakaae ana kua hokona kētia e rātou mā te whakaurunga o ngā hongere, ā, e 65% e kī ana me rite tonu te wheako e tukuna ana e ngā kamupene ahakoa te tūāpapa e whakamahia ana.
Mō te hokohoko, ko te tikanga o tēnei ko te haere atu i tua atu i te whai aroaro noa i roto i ngā hongere maha. Ko te whakaurunga ko te hono i ngā pūnaha, te rarangi taonga, ngā raraunga, me ngā haerenga a te kiritaki. Ko te tikanga o tēnei ko te tuku i te kiritaki ki te hoko tuihono me te tiki mai i roto i te toa, te āhei i te kaihoko ki te uru atu ki te hītori o ngā taunekeneke i roto i te taiao matihiko, te whai rānei i tētahi tuku whaiaro e whai ana i te kaihoko ahakoa te hongere e whakamahia ana.
Ahakoa te whanaketanga o te mamati, kāore e whakakorea te hiranga o ngā toa tūturu. Engari, kei te whai wāhi tonu rātou ki te whakamātautau, ki te hanga whakawhirinaki, me te whakatipu whanaungatanga ki ngā kaihoko. Ko te mea e rerekē ana, ko te korenga o ēnei wāhanga e mahi hei hanganga motuhake, ka noho hei wāhanga o tētahi haerenga whānui, hono, me te haere tonu.
I te mea ka iti haere te mārama o te kaihoko ki ngā rohe i waenga i te ao tūroa me te ao matihiko, ka nui haere te hiahia o ngā kamupene ki te mahi i taua mea anō. Nā te mea, mai i te tirohanga a te kaihoko, kāore he hongere. Kotahi anake te wheako.
