Nā Helena Vito Costa, Kaiwhakahaere Hokohoko i nstech*
Kua hoki whakamuri kē ngā kaihokohoko e whakamahi tonu ana i te omnichannel hei kaupapa auaha.
I te tau 2026, ehara te whakauru i ngā hongere i te painga whakataetae—he whakaritenga whakahaere iti rawa. Kāore ngā kaihoko e whakaaro ana ki ngā hongere. Ka rangahau rātou i runga i a Google Play, ka kitea i runga i a TikTok Shop, ka hoko mai i runga i te taupānga, ā, ka hoki mai ki roto i te toa. Kua omnichannel kē rātou. Ko te pātai, mehemea ka taea e tō mahi te pupuri i tēnei.
Ā, kei konei te tūponotanga tūturu: ehara i te mea ko te tūponotanga o te ngaronga o ngā mea katoa i te wā e piki haere ana te tono. Engari ko te tūponotanga o te ngaronga o te tauine, te tawhē, me ngā kiritaki i ia rā—i roto i te puku—nā te korenga o ngā hanganga whakahaere whakauru.
Te mahere hokohoko omnichannel hou
Ehara i te mea he wāhi hokohoko noa iho te hokohoko tūturu. Kua huri hei wheako, hei pokapū tohatoha, hei wāhi hoki mai, hei whakaaturanga waitohu hoki i te wā kotahi.
Ko te mamati, kua huri hei hongere hokohoko manapori, nui hoki—ā, kei te kaha haere te tautohetohe a ngā whakatakotoranga hou. Ehara te Hokohoko Ora me te Hokohoko TikTok i ngā au hou: he āhuatanga hohe kua puta kē ngā piriona, ā, me whakatutuki i ngā hiahia i te wā tūturu.
Ā, me pēhea te AI? Kei te rapu hua kē ngā kaihoko i runga i te ChatGPT. Ehara tēnei i te pūtaiao pakiwaitara—engari ko te ara hokohoko kei te hangaia anō i tēnei wā. Ko te hunga kāore he mahi whakahaere e rite ana ki te urupare ki tēnei tere ka ngaro te hoko i mua i te ekenga atu ki te whakataetae.
Mā te omnichannel e whakahaeretia pai ana, ka whakamahia ēnei mea katoa hei painga mōna: te pupuri i ngā taonga o te toa hei pokapū tohatoha iti, te tuku mai i te toa hei whakaiti i te tuku whakamutunga, me te piki haere o te maha o ngā tāngata e haere mai ana ki te pāwhiri me te kohi. He mea whakamīharo, he pai ake i ngā hongere matihiko me ngā hongere tūturu e mahi motuhake ana—ā, he nui ake te hua.
Engari i te wā anake ka rite te whatunga whakahaere me te hono.
Ehara i te mea nā te āhua o te wā te raruraru i puta. Engari e whakakitea ana.
Paraire Pango, Kirihimete, Rā Whaea. I ēnei wā tino nui o te tono ka kitea ngā ngoikoretanga hanganga—mō te kamupene me te kiritaki.
Kāore e taea e ngā kaihokohoko kāore e kite i ngā utu o ia rā te whakamahere i ngā utu kaipuke i roto i ngā marama e ono kei mua. Ko te mea e kitea ana i te tihi o te hokohoko he hua nō tētahi raruraru kua pā mai i ia wiki.
Ngā mamae tūturu e toru o ngā mahi omnichannel
Whai muri i te aroturukitanga tata i ngā mahi a ngā mekameka hokohoko nui, e toru ngā āhuatanga uaua e puta tonu mai ana:
1. Ngā utu utanga e kore e taea e tetahi te wehewehe — mā te hongere, te takenga mai, te ūnga rānei. Kei te heke te moni whiwhi, engari kāore tetahi e mōhio ana kei hea tonu;
2. Te whakawhirinaki ki ētahi kaikawe iti — ngā mahi kua kukū ka noho hei aukati i ngā wā tino nui o te tono, ā, ka ārai i te tauine;
3. Te ngaronga o te kiritaki nā te wheako kino — te aroturuki hē, te tuku me te kore he taunakitanga tuku, te kore e kitea i muri i te hoko. Kāore te kiritaki he wheako tuku kino e amuamu: ka wehe atu rātou;
Ki te kore e taea te whakahaere i ēnei āhuatanga e toru, ka rite te tipu omnichannel ki te pēhanga ki ngā tawhē.
Hangarau + mahi whakahaere: ina 1+1 he 2
He tauira tūturu a Riachuelo rāua ko O Boticário o ngā kaihokohoko omnichannel kua eke ki ngā taumata tiketike o ngā hua i ngā tau tata nei mā te whakakotahi i te hangarau me ngā mahi kawe taonga i roto i te huarahi kotahi.
I te tau 2024, a Grupo Boticário ki te R$ 35.7 piriona i roto i ngā hoko katoa, tata ki te 20% te nui ake i tērā o te tau i mua. Ko tēnei tipu he hua nō tētahi rautaki maha-waitohu me te rautaki omnichannel e arotahi ana ki te wheako kiritaki, me ngā haumitanga ki te auahatanga whakahaere me te whakahaere ratonga.
Kei te piki haere tonu te rōpū i ngā matapae, ā, e matapaetia ana ka tipu mā te 7.2% i te tau 2027, e ai ki te Brazilian Association of Personal Hygiene Industry (ABIHPEC).
I tētahi atu taha, a Riachuelo i te hua kupenga o te R$ 322 miriona i te hauwhā tuawhā o te tau 2025, he pikinga 28.8% ia tau, ko te mea teitei rawa atu tēnei mō te hauwhā tuawhā i ngā tau e rima kua hipa.
Ehara i te mea tūpono noa iho. He mea hanganga.
Ehara te omnichannel kua oti pai te whakahaere i te kaupapa hokohoko. He kaupapa pūtea. Ā, me whakauru te whatunga whakahaere e tautoko ana i tēnei kaupapa ki te kiritaki e tukuna ana te ratonga.
