{"id":88437,"date":"2025-11-17T14:48:12","date_gmt":"2025-11-17T17:48:12","guid":{"rendered":"https:\/\/www.ecommerceupdate.org\/?p=88437"},"modified":"2025-11-17T14:48:13","modified_gmt":"2025-11-17T17:48:13","slug":"comportamento-do-consumidor-lojas-fisicas-viraram-provadores-e-compras-acontecem-no-digital-revela-pesquisa-da-serasa-experian","status":"publish","type":"post","link":"https:\/\/www.ecommerceupdate.com.br\/sk\/comportamento-do-consumidor-lojas-fisicas-viraram-provadores-e-compras-acontecem-no-digital-revela-pesquisa-da-serasa-experian\/","title":{"rendered":"Spr\u00e1vanie spotrebite\u013eov: fyzick\u00e9 obchody sa stali degust\u00e1tormi a n\u00e1kupy sa uskuto\u010d\u0148uj\u00fa v digit\u00e1lnom form\u00e1te, odha\u013euje v\u00fdskum od Serasa Experian"},"content":{"rendered":"

Braz\u00edl\u010dan men\u00ed logiku maloobchodu: fyzick\u00e9 obchody u\u017e nie s\u00fa kone\u010dn\u00fdm cie\u013eom n\u00e1kupov, aby sa konsolidovali ako priestor pre vitr\u00edny, experimentovanie a vz\u0165ah.pod\u013ea prieskumu \u201cConsumer of the Future\u201d, ktor\u00fd uskuto\u010dnila Serasa Experian, prv\u00fd a najv\u00e4\u010d\u0161\u00ed datatech v Braz\u00edlii, 59,4% spotrebite\u013eov ver\u00ed, \u017ee predajn\u00e9 miesta sl\u00fa\u017eia viac na vystavenie produktov ako na efekt\u00edvny predaj. Medzi mlad\u0161\u00edmi \u013eu\u010fmi je toto spr\u00e1vanie e\u0161te zrete\u013enej\u0161ie: 63,5% gener\u00e1cie Z a 61,4% mileni\u00e1lov zdie\u013eaj\u00fa tento n\u00e1zor.<\/p>\n\n\n\n

Pre CMO datatech, Giovana Giroto, to posil\u0148uje \u00falohu osobn\u00e9ho maloobchodu ako priestoru d\u00f4very a d\u00f4kazu, dokonca aj napriek pokroku v digit\u00e1lnom: \u201cO Braz\u00edlski spotrebitelia neopustili fyzick\u00e9 obchody, ale za\u010dali im pride\u013eova\u0165 nov\u00fa \u00falohu, \u00falohu priestoru d\u00f4very, kde m\u00f4\u017eu experimentova\u0165, porovn\u00e1va\u0165 a ma\u0165 priamy kontakt s produktmi. T\u00e1to zmena ukazuje, \u017ee maloobchod v digit\u00e1lnom nezmizne, ale znovu sa objavuje, aby splnil r\u00f4zne o\u010dak\u00e1vania v ka\u017edom kan\u00e1li, hovor\u00ed.<\/p>\n\n\n\n

Zmena neznamen\u00e1 opustenie osobn\u00e9ho kontaktu: 74 9% Braz\u00edl\u010danov st\u00e1le uprednost\u0148uje vysk\u00fa\u0161a\u0165 oble\u010denie, obuv a fyzick\u00e9 predmety v obchode pred n\u00e1kupom., U\u017e ke\u010f je predmetom n\u00e1kupu elektroniky a spotrebi\u010dov vy\u0161\u0161ej hodnoty, 65 4% sa rozhodne pre online, \u010do dokazuje vyspelos\u0165 elektronick\u00e9ho obchodu.Naproti tomu pre situ\u00e1cie, ktor\u00e9 si vy\u017eaduj\u00fa podporu, ako s\u00fa v\u00fdmeny a vr\u00e1tenia, je st\u00e1le rozhoduj\u00faca \u013eudsk\u00e1 slu\u017eba, pri\u010dom 47 2% spotrebite\u013eov si vyber\u00e1 osobn\u00fd kontakt alebo \u0161pecialistov.Pre spotrebite\u013eov je to moment, ke\u010f fyzick\u00fd kontakt prid\u00e1va hodnotu, \u010do zd\u00f4raz\u0148uje d\u00f4le\u017eitos\u0165 online ciest a hybridov.<\/p>\n\n\n\n

\"Obr\u00e1zok\"<\/figure>\n\n\n\n

Digit\u00e1lne ako hlavn\u00e9 prepojenie so zna\u010dkami<\/strong><\/p>\n\n\n\n

Ak sa fyzick\u00e9 obchody stan\u00fa v\u00fdkladmi, digit\u00e1lne je miesto, kde sa n\u00e1kup a vz\u0165ah skuto\u010dne dej\u00fa \u0160t\u00fadia ukazuje, \u017ee 86% spotrebite\u013eov uprednost\u0148uje prij\u00edmanie pon\u00fak na digit\u00e1lnych kan\u00e1loch a 79% pou\u017e\u00edva internet na vyh\u013ead\u00e1vanie inform\u00e1ci\u00ed o produktoch a slu\u017eb\u00e1ch. <\/p>\n\n\n\n

Pod\u013ea datatech executive v\u00fdsledky prieskumu nazna\u010duj\u00fa, \u017ee digit\u00e1lna transform\u00e1cia u\u017e nie je mo\u017enos\u0165ou, ale nevyhnutnos\u0165ou, a \u017ee k\u013e\u00fa\u010dom je teraz personaliz\u00e1cia.\u201cO spotrebite\u013e je u\u017e v digit\u00e1lnom a chce by\u0165 uznan\u00fd v ka\u017edej interakcii. Fyzick\u00e9 obchody sa stali priestorom na experimentovanie, ale n\u00e1kup a vz\u0165ah sa dej\u00fa online. V tomto zmysle je v\u00fdzvou pre zna\u010dky vyu\u017ei\u0165 d\u00e1ta, inteligenciu a citlivos\u0165 na generovanie oh\u013eaduplnosti k zna\u010dke a pon\u00faknu\u0165 skuto\u010dne relevantn\u00e9 a zmyslupln\u00e9 sk\u00fasenosti. Videli sme, \u017ee ve\u013ek\u00e1 \u010das\u0165 na\u0161ich B2B z\u00e1kazn\u00edkov vs\u00e1dza na tento trend a \u010doraz viac segmentuje najlep\u0161ie publikum s inform\u00e1ciami, ktor\u00e9 presahuj\u00fa z\u00e1ujem transformova\u0165 aktiv\u00e1ciu na konverziu podnikania.<\/p>\n\n\n\n

Segment\u00e1cia nad r\u00e1mec z\u00e1ujmu<\/strong><\/p>\n\n\n\n

Dnes m\u00e1 Serasa Experian r\u00f4zne vrstvy inform\u00e1ci\u00ed, ktor\u00e9 pom\u00e1haj\u00fa spolo\u010dnostiam nielen identifikova\u0165, kto m\u00e1 sklon nakupova\u0165 online, ale aj pochopi\u0165 skuto\u010dn\u00fa platobn\u00fa kapacitu t\u00fdchto spotrebite\u013eov, ich kreditn\u00e9 sk\u00f3re, ko\u013eko kariet maj\u00fa, okrem in\u00fdch afin\u00edt. Tento integrovan\u00fd poh\u013ead na spr\u00e1vanie a finan\u010dn\u00fd profil umo\u017e\u0148uje zna\u010dk\u00e1m budova\u0165 relevantnej\u0161ie a bezpe\u010dnej\u0161ie cesty.<\/p>","protected":false},"excerpt":{"rendered":"

O brasileiro est\u00e1 mudando a l\u00f3gica do varejo: as lojas f\u00edsicas deixam de ser o destino final das compras para se consolidarem como espa\u00e7o de mostru\u00e1rios, experimenta\u00e7\u00e3o e relacionamento. De […]<\/p>\n","protected":false},"author":1,"featured_media":87823,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34],"tags":[43,53,79],"class_list":["post-88437","post","type-post","status-publish","format-standard","has-post-thumbnail","category-pesquisas","tag-e-commerce","tag-noticias","tag-pesquisas"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/posts\/88437","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/comments?post=88437"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/posts\/88437\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/media\/87823"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/media?parent=88437"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/categories?post=88437"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/sk\/wp-json\/wp\/v2\/tags?post=88437"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}