E ai ki ngā rangahau, kotahi i roto i te toru o ngā kaihoko ka whakakotahi kē i ngā toa tūturu me te hokohoko tuihono i te wā e hokohoko ana

He āhuatanga noa i roto i ngā toa, arā, ko te kaihoko e tomo mai ana, e pātai ana, e whakatairite ana i ngā utu, e tirotiro tata ana i te hua, kātahi ka wehe atu i te toa ki te hoko tuihono, e whakaatu ana i tētahi tikanga kua tino whakauruhia e te marea o Brazil.

I Brazil, e 30% o ngā kaihoko e whakakotahi ana i ngā hoko kanohi ki te kanohi me ngā hoko hokohoko ipurangi, e ai ki te rangahau "Fiserv Insights 2026 – Retail Panorama: Trends in Payment Methods, Security and Credit".

Ko tēnei me ētahi atu raraunga mai i te rangahau e tohu ana i ngā mea e whai ake nei ki ngā kaihokohoko: me whakauru e te omnichannel (te omnicality rānei, i te whakamaoritanga Pōtikī) ehara i te mea ko ngā hongere whakapā me te whakawhitiwhiti kōrero ki ngā kiritaki anake. Me uru ki te whakaurunga te huihuinga i waenga i te tinana me te ipurangi, e ai ki te tohutohu a te tohunga matauranga pakihi a Alberto Filho, te kaiwhakaū me te Tumu Whakarae o Poli Digital, he tūāpapa omnichannel me te hoa rangatira i Brazil me Amerika Latina o te Meta Group (WhatsApp, Instagram, me Facebook).

E whakaatu ana te rangahau a Fiserv Insights 2026, i whakahaerehia tahi me Opinion Box, ko te 17% anake o ngā kaihoko e pai ake ana ki te hokohoko i roto i ngā toa tūturu. E whakaatu ana te rangahau i ngā take e "peia" ana ngā kaihoko mai i te hokohoko kanohi ki te kanohi, ko te mea nui, e ai ki te nuinga o ngā kaiwhakautu (56%), ko te utu iti ipurangi. Ko tētahi atu 42% e kī ana he roa ngā rārangi utu. Ko ngā uauatanga ki te uru atu, te wāhi waka, te kore o ngā hua i roto i te taonga, me te kore e taea te kimi i te hua e hiahiatia ana ko ētahi o ngā take i kīia he arai.

E ai ki a Alberto Filho, ko ngā raraunga pēnei e whakaata ana i te piki haere o te tono a te kaihoko. Nā ngā panonitanga o ngā tikanga kai me ngā auahatanga hangarau tonu ka piki haere te hihiri o te mākete, ā, me aro atu ngā kamupene ki tēnei. "Ko te hunga kāore e haumi ki te whakaurunga katoa i waenga i te mamati me te ā-tinana ka tūpono ki te hinga ki muri," tana whakatūpato.

E whakamārama ana te tohunga, ahakoa kāore pea ngā kaihoko i te mōhio ki te ariā o te omnichannel, i roto i te mahi tūturu ko te whakaurunga o ngā hoapā me ngā hongere ā-tinana me te mamati te mea e rapuhia ana e rātou, ā, e whakamānako ana i a rātou.

I tēnei tikanga, i roto i tētahi rangahau i whakahaerehia i tēnei tau e WhatsApp, mai i te Meta Group, ka puta he raraunga e whakaū ana i te kitenga a te kaiwhakahaere o Poli. E ai ki te rangahau, 35.4% o ngā kaihoko i uiuitia e whakaaro ana "he mea nui te āheinga ki te whakahaere i ngā taunekeneke katoa a te kamupene i te wāhi kotahi." Hei tāpiri, 42.2% o rātou e whakaaro ana hoki he "mea nui" te āheinga ki te tiaki i ā rātou hītori kōrerorero ina whakamahi ana i tētahi taupānga karere.

E mea ana te rangahau: "Kei te piki haere te hiahia o ngā kaihoko ki ngā whakawhitiwhiti kōrero whakauru. Heoi, ko te wero mō ngā kaiārahi pakihi kei roto i te whakarato i tētahi wheako hono puta noa i ngā tari me ngā wāhi whakapā o ngā kaihoko.".

E whakaū ana te rangahau a WhatsApp i ngā kitenga mai i tētahi atu rangahau a Opinion Box, "Omnichannel in Brazil: data and insights on the perception and desire of the Brazilian consumer in an omnichannel scenario," i whakahaerehia tahi me Bornlogic.

I roto i tēnei rangahau, e 90% o ngā kaiwhakautu i kī mai e tumanako ana rātou kia whai rautaki ratonga kiritaki whakauru ngā kamupene puta noa i ngā hongere hokohoko katoa. Hei tāpiri, e 71% e hiahia ana kia tukuna tonutia he ratonga, ahakoa ipurangi, i roto rānei i tētahi toa tūturu.

"Tērā pea kāore ngā kaihoko e mōhio ki te tikanga o te 'omnichannel', ā, e ai ki te rangahau kotahi, 83% kāore. Engari, ina whakamāramahia te ariā, 64% e whakaae ana kua hokona kētia e rātou mā te whakamahi i tēnei whakaurunga o ngā hongere ratonga, ā, e 65% e kī ana me rite tonu te wheako puta noa i ngā hongere katoa, ahakoa ipurangi, tuimotu rānei," te kī a Alberto Filho, nō Poli.

E whakanui ana te Tumu Whakahaere Matua, ahakoa te āhua o te hokohoko tuihono (he tohu pai tēnei mā te tirotiro tere i ngā tomokanga o ngā whare noho, e kī ana i ngā tuku), e pai tonu ana ngā kaihoko ki te toro atu ki ngā toa tūturu. Nō reira, e whakanui ana te tohunga, me whakauru ēnei toa ki ngā hongere matihiko kia tino pai ai te wheako o te kaihoko. "Kāore e taea te noho hei arai i waenga i te mea tūturu me te mea matihiko," tana whakatūpato.

Mō ngā kaihokohoko, ko te whakatairanga i te whakaurunga ko te hono i ngā pūnaha me ngā haerenga a te kiritaki. Hei tauira, kei roto i tēnei ko te whakakotahi i ngā taonga i waenga i ngā toa tūturu me te hokohoko ipurangi, e āhei ai ngā kiritaki ki te hoko tuihono me te tiki i roto i te toa; te whakauru i ngā raraunga whanonga hei whakawhaiaro i ngā tuku ahakoa te hongere; me te whakarite kia uru atu ngā kaihoko ki te hītori o te kiritaki i te wā tūturu.

"Kei roto hoki i tēnei ko ngā otinga pēnei i ngā whata mutunga kore, ngā utu whakauru, me te whakamahinga o ngā taupānga e hono ana i te wheako i roto me waho o te toa. Arā, ehara i te mea hangarau anake te whakauru, engari he mahi whakahaere, he rautaki hoki. Ina whakatinanahia pai, ka whakakorea te waku, ka whakanui ake i te tahuritanga, ā, ka whakapai ake i te uara e kitea ana o te waitohu," te aromatawai a Alberto Filho.

Mā tēnei whakaurunga ka taea hoki e ngā kamupene te whai i ngā kōtaha me ngā whanonga a ngā kaihoko. "Engari kāore e ranea tēnei whai i te katoa. Me taea e te rautaki omnichannel te matapae i ngā hiahia me ngā tono a ngā kaihoko kia tino ea ai aua hiahia. Mā tēnei, ka piki ake te pono me ngā hua mō te kamupene," te whakamārama a te tohunga. I roto i te turanga kiritaki a Poli Digital, ka taea e te pikinga o ngā moni whiwhi e whakaratohia ana e te tūāpapa te eke ki te 30%, e whakaatu ana te Tumu Whakahaere.

I roto i te mahi, kei roto i te tūāpapa omnichannel a Poli ngā āhuatanga pēnei i te whakahaere whakapā pokapū mā WhatsApp, Instagram, Facebook Messenger, me te kōrerorero paetukutuku; he karetao kōrerorero whaiaro me te tautoko 24-hāora; te tuku karere papatipu mā WhatsApp; te tuku karere kua whakaritea me te rā me te wā; ngā rauemi matauranga horihori mō te aunoatanga mahi; me tana ake pūnaha CRM. I tēnei wā, neke atu i te 1,200 ngā kamupene o te tūāpapa puta noa i Amerika Latina.