Byanditswe na Helena Vito Costa, Umuyobozi w'Ubucuruzi muri nstech*
Abacuruzi bagifata omnichannel nk'umushinga wo guhanga udushya bamaze gusubira inyuma.
Muri 2026, guhuza imiyoboro ntabwo ari inyungu yo guhangana—ni ngombwa cyane mu mikorere. Abaguzi ntibatekereza ku miyoboro. Bakora ubushakashatsi kuri Google Play, bakavumbura kuri TikTok Shop, bakagura kuri porogaramu, hanyuma bakayisubiza mu iduka. Basanzwe ari omnichannel. Ikibazo ni ukumenya niba ibikorwa byawe bishobora gukomeza.
Kandi aha niho hari ibyago nyabyo: si ibyago byo gutakaza byose gusa mu gihe cy’ubukene bwinshi. Ni ibyago byo gutakaza ingano, inyungu, n’abakiriya buri munsi—bucece—kubera kubura ibikorwa remezo by’ikoranabuhanga bihuriweho.
Ikarita nshya y'ubucuruzi bw'imiyoboro yose
Ubucuruzi bufatika ntibukiri ahantu ho kugurisha gusa. Bwahindutse uburambe, ikigo cyo gukwirakwiza ibicuruzwa, ahantu ho kugaruza ibicuruzwa, ndetse n'aho kugurisha ibicuruzwa icyarimwe.
Ikoranabuhanga rya digitale, naryo ryabaye umuyoboro wa demokarasi kandi ugurisha cyane—kandi ririmo guhakana cyane n’uburyo bushya bwo kugura ibintu. Guhaha mu buryo bwa Live na TikTok Shop si ibintu bishya: ni ibintu bifatika bimaze kwinjiza miliyari kandi bisaba ko umuntu abikora mu buryo bufatika.
None se bite kuri AI? Abaguzi basanzwe bashaka ibicuruzwa kuri ChatGPT. Iyi si inkuru mpimbano—ni uburyo bwo kugurisha buri kuvugururwa ubu. Abadafite ibikorwa byo gutwara abantu biteguye gusubiza uyu muvuduko bazatakaza igurishwa mbere yuko bagera ku bahanganye.
Imiyoboro yose ikozwe neza ikoresha ibi byose mu nyungu zayo: kubika ibicuruzwa nk'aho ari ikigo gito cyo gukwirakwiza ibicuruzwa, kohereza ibicuruzwa biva mu iduka bigabanya ibyoherezwa mu buryo bwa nyuma, no gukanda no gukusanya ibicuruzwa byiyongera. Igitangaje ni uko bikora neza kurusha imiyoboro ya elegitoroniki n'iy'umubiri ikora ukwayo—kandi irushaho kwinjiza inyungu.
Ariko gusa iyo umuyoboro w'ibikoresho wateguwe kandi ugahuzwa.
Kuba ibihe by'umwaka bitatera ikibazo, ahubwo birakigaragaza.
Kuwa gatanu w’umukara, Noheli, Umunsi w’Ababyeyi. Ibi bihe by’ubusabe bwinshi ni igihe intege nke z’imiterere y’ikigo zigaragara—haba ku kigo ndetse no ku mukiriya.
Abacuruzi batazi ibiciro bya buri munsi ntibashobora guteganya ibiciro byo kohereza ibicuruzwa mu mezi atandatu ari imbere. Ikigaragara ku rwego rwo hejuru ni ingaruka z'ikibazo cyari gisanzwe kibaho muri buri cyumweru gisanzwe.
Ingorane eshatu nyazo z'ibikorwa bya omnichannel
Nyuma yo gukurikiranira hafi imikorere y'ibigo binini by'ubucuruzi, ibintu bitatu bibabaza bihora bigaragara:
1. Ibiciro by'ubwikorezi ntawe ushobora kubisesengura — bitewe n'inzira, aho biva, cyangwa aho bijya. Inyungu iri kugabanuka, ariko ntawe uzi neza aho biherereye;
2. Kwishingikiriza ku mashini nke zitwara ibicuruzwa — ibikorwa byihariye biba imbogamizi mu gihe cyo gukenera ibikoresho byinshi kandi bikarinda kwaguka;
3. Gutakaza umukiriya bitewe n'uburambe bubi — gukurikirana nabi, gutanga ibicuruzwa nta gihamya cy'uko byagejejwe, kutagaragara neza nyuma yo kugura. Umukiriya ufite uburambe bubi bwo gutanga ibicuruzwa ntabyinubira: aragenda;
Iyo hatabayeho kugenzura izi ngingo eshatu, gukura kw'imiyoboro yose biba kimwe n'igitutu ku nkengero z'umuyoboro.
Ikoranabuhanga + ibikoresho: iyo 1 + 1 bingana na 2
Riachuelo na O Boticário ni ingero nyazo z'abacuruzi b'imiyoboro myinshi banditse umusaruro ukomeye mu myaka ya vuba aha bahuza ikoranabuhanga n'ibikoresho mu buryo buhuriweho.
Mu 2024, Grupo Boticário yageze kuri miliyari 35.7 z'amadolari y'Amerika mu byagurishijwe byose, hafi 20% ugereranyije n'umwaka ushize. Uku kwiyongera kwatewe n'ingamba z'ibigo byinshi n'imiyoboro myinshi zibanda ku bunararibonye bw'abakiriya, hamwe n'ishoramari mu guhanga udushya mu mikorere no mu bijyanye n'ibikoresho.
Iri tsinda rikomeje kurenza ibiteganijwe kandi ryitezwe ko riziyongeraho 7.2% mu 2027, nk'uko bitangazwa n'Ishyirahamwe ry'Inganda z'Isuku ku Giti cya Brezili (ABIHPEC).
Ku rundi ruhande, Riachuelo yatangaje inyungu ya miliyoni 322 z'ama-R mu gihembwe cya kane cya 2025, ikaba ari ukwiyongera kwa 28.8% ugereranyije n'umwaka, ikaba ari yo zamuka cyane mu gihembwe cya kane mu myaka itanu ishize.
Ntabwo ari impanuka. Ni imiterere y'ibintu.
Uburyo bwose bwo kwamamaza bukozwe neza si gahunda yo kwamamaza. Ni gahunda y'imari. Kandi umuyoboro w'ibikoresho uyishyigikira ugomba guhuzwa nk'uko umukiriya ahabwa serivisi.
