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Influencers: protagonists of modern communication 

Matheus Felipe
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Influencers: protagonists of modern communication 

The impact of digital influencers in Brazil can no longer be ignored. Brazil, with millions of users on networks such as Instagram and TikTok, clearly reflects this reality influence.me66,7% of brands are expected to increase their investments in influencer marketing in 2024. 

These content creators have emerged as central figures in marketing and communication, transforming the way brands and consumers interact.  

Currently, digital influence goes beyond conventional advertising. Influencers are seen as authentic and close figures, whose recommendations are highly valued. This proximity, often non-existent with traditional celebrities, allows influencers to shape trends, promote products and mobilize communities. From nano to mega-influencers, there are differentiations, such as audience size and how it affects engagement. Nano and micro-influencers, despite having fewer followers, usually generate greater trust and proximity, becoming strategic alternatives for more authentic and effective campaigns. 

In addition to boosting the market, influencers play an essential role in the democratization of information. Many address relevant topics such as mental health, sustainability and diversity, using their platforms to promote social awareness. During the pandemic, Brazilian influencers mobilized their followers for solidarity actions, reinforcing their role as agents of change. In this way, they expand previously marginalized voices and create important dialogues for society. 

Various strategies can be applied in personalized campaigns for different types of influencers, considering engagement and reach metrics. This exercise demonstrates the power of influencer marketing in connecting brands and audiences in a genuine way, offering something that traditional marketing cannot: authenticity. 

Influencers are more than opinion makers; they are protagonists of modern communication.With their ability to engage and transform, they shape the future of marketing and society, connecting people and driving change. 

Learn more about it in the podcast Midiatize, in which we address the evolution of this phenomenon, from the “arqueology of the term” to the role of influencers in the digital economy and social change.

Black Friday e IA: o que esperar do comércio este ano?

E-Commerce Update
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Black Friday e IA: o que esperar do comércio este ano?

Segundo o estudo da Wake/ Opinion Box, sobre Intenção de Compra na Black Friday, feito com 1.076 consumidores brasileiros entre 24 e 30 de julho deste ano, 66% pretendem comprar na próxima Black Friday. E a maior data do comércio eletrônico deve ser moldada pela crescente adoção de tecnologias, especialmente de Inteligência Artificial (IA).

Segundo o estudo Inteligência Artificial no Varejo, da Central do Varejo, feito entre abril e junho deste ano com 307 varejistas brasileiros, 47% já utilizam IA, principalmente em marketing e vendas. Entre os benefícios percebidos, estão aumento de eficiência (84%), redução de custos (42%), melhorias na satisfação do cliente (39%) e aumento nas vendas (36%). A tecnologia ajuda a personalizar a experiência do consumidor e otimizar processos operacionais.

André Maia, co-fundador da startup Armazenaí, destaca que “a IA está revolucionando a forma como os consumidores interagem com as marcas. Com a capacidade de analisar grandes volumes de dados, a IA permite uma personalização sem precedentes, ajustando ofertas e recomendações em tempo real para atender às necessidades individuais dos clientes. Na Black Friday 2024, esperamos ver um aumento significativo nas vendas impulsionadas por essas tecnologias.”

A IA está permitindo que as empresas ofereçam experiências de compra altamente personalizadas, desde recomendações de produtos até ofertas exclusivas baseadas no comportamento de compra do consumidor. 

Logística como diferencial competitivo

“Os serviços logísticos têm se tornado, cada vez mais, um diferencial competitivo para as empresas. Elas não veem mais a Logística como centro de custos, passando a avaliá-la pelo nível de serviço e como um centro de receita. Isso ocorre porque, sendo bem feita, ela garante a satisfação e a recorrência da compra pelos consumidores. Eles preferem comprar de empresas das quais sabem que terão garantia da entrega, bom atendimento, velocidade e segurança”, diz Gustavo Barbosa, cofundador da Armazenaí.

Automação 

A automação de processos, como a gestão de estoque e logística, está tornando as operações mais ágeis e precisas, reduzindo erros e melhorando a eficiência operacional.

Phygital – junção do físico com o digital

A integração de experiências físicas e online está se tornando cada vez mais comum, proporcionando aos consumidores uma jornada de compra fluida e conveniente. 

Em resumo, a revolução está apenas começando, assim como o impacto no varejo e no e-commerce.

Corios announces AI and Analytics division of Quality Digital as center of excellence for analytical modernization services

E-Commerce Update
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Corios announces AI and Analytics division of Quality Digital as center of excellence for analytical modernization services

A Corios, Global in transformation and migration from legacy SAS environments to modern data and analytics platforms, announced the AI and Analytics Division of Digital Quality, a company listed on BM&FBOVESPA and a reference in innovative digital solutions, such as the Center of Excellence for accelerated and accurate conversion of on-premises analytical platforms, such as SAS, to open source cloud environments.

Robin Way, CEO of Corios, was in Brazil recently and highlighted the importance of this new phase of the partnership with Quality Digital for the Brazilian market.Second Way, the initiative will allow companies to migrate their legacy analytical environments to open source cloud platforms, bringing significant benefits to those who use SAS technology. “The opportunity is really huge, there are more than 80,000 SAS corporate clients around the world and, here in Brazil, the use of this platform is still very large. So, the growth opportunity for these customers is exactly what Corios has seen in the USA and Canada, which means that there are no limits on how far we can take this partnership with Robin”.

For Julio Britto Jr., CEO of Quality Digital, this is a unique opportunity to bring to Brazil a disruptive technology. “Brazilian companies will understand that there is a huge market for this type of technology and it means a lot to count on this platform”, explained Britto Jr. “We are very proud to be chosen by Corios to represent them in the country and be the center of delivery of their products to the world of”, he added.

The partnership between Corios and Quality Digital goes beyond Brazil and Latin America, also covering markets such as the United States, Canada and Europe. With Corios focused on software development and Quality Digital acting as a strategic partner in the implementation of solutions for customers, the collaboration promises to solve a wide range of challenges, offering expertise in both technology and execution.

Quality Digital's vision of the future is aligned with global market trends. Artificial intelligence (AI) projects require a modern approach in data processing, such as the creation of a Data Lake, which enhances the exploration of data more effectively. “Our vision is that this division of AI & Analytics of Quality Digital will become one of the main divisions of the company, not only in the question of using AI in its breadth and in the field of Generative AI, but also in those disciplines that account for the predictive, prescriptive and descriptive, Combining these elements together with the generative, we have given very favorable responses to the return of AI & Digital Pantoni, or Pantone.

Corios is also distinguished by its deep knowledge in emerging technologies and tools from cloud providers, such as Databricks.This expertise expands the opportunities of the partnership, not limited to migrations of legacy systems, but exploring the potential of artificial intelligence in specific technologies. Thus, from a strategic and technological point of view, the partnership opens new possibilities for the market.

Another crucial point of this collaboration is the transition from old data analysis platforms, which many companies do not want to maintain, to more modern solutions. The challenge is to find qualified professionals to operate these old platforms, while new talent prefer the most current technologies. The partnership between Corios and Quality Digital not only facilitates this migration, but also offers experienced professionals the chance to develop new skills, ensuring their relevance in the labor market.

“This partnership was a very happy meeting we had with Robin, because we complemented our strategy.We understand that this disruptive technology that is emerging and changing the old technology to a new one, is a great opportunity to consolidate our growth for the next years in this market”, concluded Britto Jr.

Como fazer o branding da sua startup

E-Commerce Update
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Como fazer o branding da sua startup

Com milhares de novos negócios surgindo anualmente, o mercado se torna um verdadeiro campo de batalha para startups. A competição com grandes empresas força a criação de estratégias cada vez mais criativas, mas é justamente nesse cenário que o branding se torna essencial. Eros Gomes, especialista em marcas, destaca que o branding vai além de um simples logotipo; o branding ajuda a criar conexões entre clientes, acionistas e colaboradores, definindo como sua empresa é percebida no mercado.

Branding é um modelo de gestão do negócio  que visa fazer com que o público reconheça e se conecte com sua marca. Isso inclui desde o nome, logo, até os valores e missões da sua empresa, mas vai muito além. Branding é sobre conectar-se com todos os stakeholders de maneira estratégica. Para startups, essa construção é crucial: “Sem uma identidade de marca forte e única, é difícil se destacar e conquistar a lealdade dos consumidores,” comenta Eros Gomes. Investir em branding é mais que um diferencial; é um pilar estratégico para a sobrevivência e crescimento do negócio.

Passos Iniciais para Desenvolver o Branding da Sua Startup

1. Defina Sua História e Missão: Antes de criar qualquer material visual, é fundamental estabelecer a narrativa da sua startup. Por que sua empresa existe? Qual impacto você deseja causar? Essas respostas ajudam a moldar a missão da sua marca, criando um elo emocional com o público.

2. Escolha um Nome Memorável: O nome da sua empresa deve ser fácil de lembrar, único e que transmita os valores da marca. “Evite nomes complicados ou que se confundam com concorrentes; a simplicidade e originalidade são suas melhores aliadas,” recomenda Eros.

3. Desenvolva uma Identidade Visual Coesa: A identidade visual vai além de um logotipo; envolve cores, tipografia e design que transmitam a essência da marca. Eros enfatiza que “cores e fontes consistentes em todos os pontos de contato criam uma imagem forte e reconhecível.”

O design gráfico é um dos pilares do branding para startups. Desde o logotipo até o design do site e materiais de marketing, cada elemento visual deve refletir a identidade da marca. Muitas startups evitam contratar designers devido ao custo, mas Eros sugere soluções acessíveis como serviços de design gráfico ilimitado, que oferecem qualidade e consistência sem comprometer o orçamento.

Mas em que direção você deve seguir? Bem, criar uma marca é um processo dinâmico. Feedback dos clientes, análise de mercado e tendências devem guiar a evolução contínua da sua identidade. “Esteja sempre aberto a ajustes, seja na comunicação ou na identidade visual, para garantir que sua marca permaneça relevante,” aconselha Eros.

O branding é um ativo intangível, mas poderoso, que vai além de um produto ou serviço. Investir em uma identidade de marca sólida e autêntica é o caminho para startups que desejam se destacar e construir um legado duradouro no mercado competitivo.

Black Friday: payment methods should be a priority to ensure conversion

E-Commerce Update
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Black Friday: payment methods should be a priority to ensure conversion

Consolidated as a relevant date in Brazilian retail, Black Friday has shown significant growth in recent years. Marked for November 29, this year's edition already presents remarkable numbers in relation to buyers interested in acquiring products during the period.

A survey carried out by PiniOn it demonstrated that 39% of the survey participants are intent on shopping on date, while a study promoted by Opinion Box in partnership with Dito revealed that 55% of consumers plan to purchase products during Black Friday, thus highlighting the considerable potential of this occasion.

In addition, more and more brands have been preparing to offer promotions not only on that specific day, but expanding to cover the full week or even the entire month with initiatives such as “Black Week” and “Black November”.

“Several companies are already looking to date with a focus on providing improvements in the shopping experience, comments Daniela Machado, Global Director of Marketing and Products C&M Software, Brazilian multinational that offers technologies for the financial market and the means of payment sector.

Black Friday not only represents a significant opportunity for consumers, but also a strategic moment for retail, which can generate mutual benefits between businesses and buyers.

Payments in e-commerce

One of the crucial factors for the success of e-commerce is the diversity and security of the means of payment available to consumers. The choice of method can directly influence the purchase decision and the user experience.

According to a survey conducted by Pagar.me in collaboration with E-commerce Brazil, 62% of merchants are adopting Pix as an attraction to present more competitive prices. And the expectation is that there will be an even more significant increase this year, solidifying Pix as a relevant strategy in promotional campaigns.

However, it is essential that e-commerce platforms ensure the security of customer data, mitigating risks such as fraud and information leaks.

“The user feels more comfortable to make their purchases when the site offers solutions that simplify their journey and increase security, especially with the reduction of screens and the elimination of the need to enter data outside the bank environment. By modernizing and adapting to technological developments, e-commerce not only stands out in the competition, but also boosts its billing by reducing the abandonment rate of” carts, comments Daniela.

Still according to the executive of C&M Software, retail faces intense price competition and must recognize the preference of the Brazilian consumer for Pix when making purchases. However, the solutions available in large marketplaces and sales sites usually have an extensive user journey, resulting in a preference for credit card.

“This choice can harm retailers due to the reduction of earnings, waiting for receipt and the risk of default. Therefore, it is essential that there is a prioritization of immediate reconciliation and agility in receipts, avoiding the division of profits with the flags of” cards, highlights the executive.

Payment methods are not only an operational component, but a determining factor in the customer experience and, consequently, in the vitality of the online business.

Improvements to the shopping experience

To improve the step by step of customers in relation to the completion of purchases, especially with regard to the type of payment used, companies have sought ways to provide a better experience to their consumers and one of them is the use of platforms and tools that assist in the final stage of product acquisition, making it safer for users and avoiding issues such as cart abandonment for e-commerce.

And it was with this in mind that C&M Software executives developed Crystal, an innovative institution that offers products that allow integration with Open Finance. Crystal is a Payment Transaction Initiator (ITP) that shortens the steps when paying for purchases made in e-commerce. The use of the tool allows the user to make the payment with fewer steps and without the need to enter data outside the banking environment, which provides greater comfort during the transaction.

“When a website offers solutions that simplify the customer journey and increase security, user satisfaction increases. In addition to demonstrating modernity and attention to technological developments, e-commerce stands out in the competition by reducing the rate of abandoned carts, resulting in a significant increase in billing and Crystal can be a great ally”, highlights Daniela.

Cart abandonment

Cart abandonment is another challenging issue faced by contemporary e-commerce.Recent data indicates that, on average, 70% of consumers who add products to the cart do not complete the purchase, resulting in significant losses for virtual merchants.And for this, Crystal can also be a great ally by ensuring a faster and safer checkout.

“Currently, being an extensive and complex process, besides being full of uncertainties in the security of the site, the bounce in the cart has risen to 82%, that is, the electronic retail has been losing a significant amount of” conversion, comments the executive of C&M Software.

The implementation of innovative solutions such as Crystal emerges as an effective response to the difficulties of e-commerce in preparing for Black Friday.The adoption of technologies that optimize the customer journey becomes an essential competitive differential, meeting the growing demand for efficiency and security and solidifying the position of companies in the e-commerce market.

84,5% of Brazilians prefer apps for shopping, while those of social networks and meetings follow as more used daily, reveals research

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84,5% of Brazilians prefer apps for shopping, while those of social networks and meetings follow as more used daily, reveals research

With the start of the holiday shopping season, the Consumer Expectations Report 2024, recently launched by Appdome, the one-stop shop for mobile application defense, points to a promising scenario for online commerce. According to the study, 84.5% of Brazilians use mobile applications to make their purchases, a number that exceeds the global average at 53%. However, this increase in app use has been accompanied by a growing concern about data security, especially considering that almost half of the population has already suffered or knows someone who has been the victim of cyber attacks, according to the investigation.

This year marked the third consecutive survey in which Brazilian consumers reported using mobile apps more than websites for shopping and other transactions. The growth gap between mobile apps and online sites has increased at a similar pace to the previous three years, making it unquestionable that mobile apps have replaced traditional websites as the most widely used part of daily consumer activities in Brazil.

In addition, Brazilians are using more mobile applications daily, with a greater growth in relation to the number of apps: 21.5% of Brazilians use 11 to 20 per day, and 13.9% use more than 20, numbers 24.1% and 73.3% higher than the global standard, respectively. The use of less than 5 applications per day has fallen significantly. The data indicate a growing trend in the number of mobile applications used daily by Brazilians, with consistent growth year after year, especially with a greater amount of apps. 51.31,3T time also passed global.1.

Tom Tovar, CEO and Co-founder of Appdome explains that the massive increase in mobile app usage in Brazil highlights the urgent need for brands to step up cybersecurity to protect their users.“Brazilian consumer behavior with such a high percentage of users using many apps daily raises the level of attack risk, as each new app installed can be a potential gateway to” threats.

Social networking and dating apps ranked first among the most used, with 56.9%. Banking, investment and digital wallet apps also topping the list, with 47.9% and 42.4% of Brazilians stating they use these apps more frequently. Food delivery apps and mobile games and betting also recorded significant gains, with 41.2% and 34.1% respectively.

Security and protection of sensitive data

When asked what their biggest fears were when using mobile apps, mobile hacking and fraud topped the list with 61.3% and 54.5%, respectively. Data breaches remained stable at 29.9%.In anticipation of having their data protected, 96.7% of Brazilian consumers said they seek information about app security and privacy before using them, a substantially higher number than that of global consumers.

One in two respondents report that they have already been victims of social engineering scams, and 48.9% have been targeted by a cyber attack, mobile malware or mobile fraud, exceeding the global average at 60.7% and 15% respectively.In view of this, 52.1% of consumers in Brazil said that mobile apps that collect, use and share personal data should maintain the highest levels of security and privacy protection, an increase of 7.1% compared to 2022.

Finally, 78,7% reaffirmed that they abandoned mobile applications that did not protect their data or its use, a number very close to those who said that they stopped using a mobile application that had suffered a violation.“se given reinforces the growing awareness of users about the importance of data protection and digital privacy, that is, the trust of users is directly linked to the ability of a company to protect sensitive information and a data breach can result in significant impacts for brands both in reputation and customer retention. In a scenario where cybersecurity is a priority, companies that do not properly invest in this area run the risk of losing their user base Tovar quickly.

Fernando Baldin receives personality of the year award from HDI Brazil

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Fernando Baldin receives personality of the year award from HDI Brazil

Recently, Fernando Baldin, Country Manager Latam AutomationEdge, received the personality of the year award from HDI Brazil, at Experience HDI 2024, an event held by HDI Brasil, the institute responsible for bringing together good practices and the community of IT service management, support and technical service in the country, which took place at the Resort Club Med Lake Paradise & Metaverse, in Mogi das Cruzes, Sao Paulo.

The award is a symbol of dedication, effort and generosity, always delivered to a professional who has dedicated himself to the community and the IT market. Before being announced on stage, Baldin was praised as well as a good professional who understands service management, for being a person who shares his knowledge with other professionals in the sector. Because of this, the trophy recognizes not only the technical capabilities, but also the ability to inspire others.

When going on stage, Baldin thanked his colleagues and his family. “Antes of all I would like to thank the entire HDI team for this fantastic event and also to my whole family.In 2013, it was the first time I gave a presentation of HDI, and today it is a pleasure to receive this award and be recognized in an area that I dedicate myself every day”, commented the executive.

Experience HDI is the largest and most immersive IT services event in Latin America. This was its 16th edition, which featured content and lectures transmitted both on the metaverso online platform and face-to-face for the entire public. Taking content, experiences and innovations to the IT community. In the last year, the event brought together more than 1,500 professionals and IT services companies and Innovations, from all Brazilian states. More than 60% were leaders and decision makers, which enhanced business generation and strategic management.

Geração Z deverá representar 30% da força de trabalho até 2030, aponta Adobe

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Geração Z deverá representar 30% da força de trabalho até 2030, aponta Adobe

According to the report Cultural Insights, do Adobe Stock, realizado pela Adobe, espera-se que a Geração Z ultrapasse os Boomers no local de trabalho ainda este ano e componha 30% da força de trabalho até 2030. Esse aumento da primeira geração de nativos digitais no mundo corporativo está levando as empresas a repensarem suas práticas, ajustando-as às expectativas dessa geração quanto à cultura organizacional, inclusão, benefícios, oportunidades de carreira e cuidados com a saúde mental.

Muitas empresas já estão revisando suas políticas e culturas para reter esses jovens, especialmente porque 57% da Geração Z planeja mudar de emprego dentro de um ano. Essas adaptações estão transformando o cenário profissional, impactando a rotina corporativa e os modelos de trabalho.

De acordo com Paulinho Franqueira, Principal Solutions Consultant da Adobe no Brasil, a meta não é apenas atrair, mas também reter esses talentos. Esse segundo objetivo é desafiador, já que a Gen Z tem maior propensão a se movimentar profissionalmente com frequência, ao contrário das gerações anteriores. “Felizmente, os esforços para renovar a cultura corporativa e oferecer maior flexibilidade na jornada de trabalho têm se mostrado eficazes na retenção desses talentos”, completa o executivo. 

Questões Sociais

A Geração Z é a mais diversa no ambiente de trabalho e exige líderes que sejam honestos, empáticos e justos. Nos Estados Unidos, 77% dos jovens dessa geração acreditam que é essencial trabalhar em empresas comprometidas com diversidade, equidade e inclusão. Além disso, 58% exigem que seus empregadores priorizem a responsabilidade social e ambiental, segundo uma pesquisa da Talent LMS e Bamboo HR, enquanto 68% valorizam o engajamento com causas sociais.

O mesmo estudo apurou que 76% da Gen Z define um ótimo ambiente de trabalho como aquele no qual  “pessoas são atenciosas, amigáveis e socialmente conscientes”. 

Benefícios da Empresa

Para a Geração Z, a flexibilidade e o plano de carreira são mais importantes do que a remuneração, uma prioridade que contrasta com a dos baby boomers, que colocam o salário em primeiro lugar. “Embora existam sobreposições entre as preferências das diferentes gerações, as motivações por trás dessas escolhas variam conforme o estágio de vida. A Geração Z pode ser considerada ‘idealista’, mas não enfrenta as mesmas pressões financeiras, como sustentar filhos, por exemplo”, observa Franqueira. 

Desenvolvimento de Carreira e Mentoria

Uma pesquisa da Adobe em 2023 revelou que 83% dos jovens consideram a mentoria crucial para seu desenvolvimento, mas apenas 52% têm um mentor, e 48% desejam mais treinamento em habilidades técnicas relacionadas ao trabalho. “Ao ingressar no mercado de trabalho, eles sabem que precisam de orientação, e qualquer empresa que ofereça um programa de mentoria aumentará significamente a retenção de talentos”, afirma Franqueira. 

Equilíbrio de Vida e Saúde Mental

A Geração Z valoriza o equilíbrio entre vida pessoal e profissional, priorizando tempo de qualidade fora do trabalho. A pesquisa de tendências “What’s Next For Work” da YPulse revelou que 78% dos jovens nos Estados Unidos se sentem esgotados devido ao trabalho. O esgotamento e a falta de equilíbrio entre vida pessoal e profissional são as principais razões pelas quais a Geração Z deixa seus empregos, superando até mesmo a questão dos salários inadequados.

Os jovens dessa geração também são mais propensos a buscar apoio para a saúde mental em comparação com outras gerações. Cerca de 82% deles nos EUA consideram importante ter dias dedicados à saúde mental, enquanto metade gostaria de receber treinamento nessa área.

Com a Geração Z ocupando cada vez mais espaço e ganhando voz no mercado de trabalho, as empresas que desejam se manter competitivas precisam adaptar suas culturas para atender às expectativas dessa nova geração. Investir em flexibilidade, desenvolvimento de carreira, saúde mental e responsabilidade social os atrai e os retém, criando um ambiente de trabalho mais dinâmico, inclusivo e sustentável. 

As mudanças iniciadas por essa geração já estão moldando o futuro do trabalho, e as organizações que se alinham a essas tendências estarão mais bem posicionadas para prosperar nos próximos anos.

FCamara opens applications for its mentoring program open to the public

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FCamara opens applications for its mentoring program open to the public

FCamara, technology and innovation ecosystem, through the tech Orange Juice community, announces a new edition of Mentoranger, a free mentoring program open to all professionals interested in improving management capacity. In the last edition, held in June this year, 41 mentorships were offered, with the participation of 123 people and 5 mentors. In the previous version, in October 2022, the program held 39 mentors, serving 95 people, with the support of 9 mentors. This time, the company expects a group with more than 300 subscribers. 

Mentoranger, which takes place between October 21 and 25, will have the mentorship of FCamara executives Joel Backschat, CIO; Cleyton Costa, Quality Analyst and Renata Faxina, Tech Recruiter, as well as prominent names of other companies, such as Josi, Head of Culture of Rocketseat, Tereza Alux, Product & Service Designer in South America and Director of Ladies That UX, Vivian Lima, Quality Analyst at Camino Education and founder of the Cantinho community of QAs.

“The idea of Mentoranger is to provide professionals from all over the country's labor market the opportunity for rich exchanges with consolidated and respected experts in the market, adding insights and knowledge to enhance their” leadership capabilities, explains Backschat about the purpose of the project.

Mentoranger is open to all interested parties, without restrictive criteria for participation. Registrations can be made by the link https://tech.orangejuice.com.br/mentoranger  until October 24th, mentees will have the freedom to choose the professionals with whom they wish to conduct their mentoring sessions.The expectation of the public depends on the amount of mentoring available, with a history of more than 120 participants in previous editions.

The event will be fully online, with one-hour sessions, and can count on up to three mentees per session. In the week prior to the event, the company will provide a link to schedule mentoring for subscribers.

Proteção financeira: 3 motivos para ofertar seguros em sua loja

Tatian Martins
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Proteção financeira: 3 motivos para ofertar seguros em sua loja

O cenário econômico brasileiro tem enfrentado desafios críticos nos últimos anos, com níveis alarmantes de endividamento e inadimplência entre os consumidores. Segundo dados recentes do Serasa Experian, mais de 72 milhões de brasileiros estão com algum tipo de dívida em atraso, o que representa cerca de sete em cada dez famílias. Projeções da Confederação Nacional do Comércio de Bens, Serviços e Turismo (CNC) apontam que o nível de endividamento deve crescer nos próximos meses, chegando a 79,9% em dezembro de 2024. Além disso, cerca de 8,6 milhões de pessoas estão fora do mercado de trabalho, intensificando as dificuldades financeiras das famílias.

Nesse contexto, os seguros de proteção financeira emergem como uma solução para proteger os compradores contra imprevistos e dificuldades econômicas causadas pela perda de renda. Além de ampliar a oferta para atender a uma demanda crescente, um serviço de proteção financeira — também chamado de seguro prestamista — traz diversos benefícios para os varejistas, incluindo fidelização dos clientes e oportunidade de gerar receita adicional.

Maior credibilidade

É inegável que os consumidores estão cada vez mais exigentes na hora de escolher produtos e serviços. Eles buscam não apenas qualidade, mas também marcas que realmente atendam às suas necessidades e ofereçam valor real. Ao proporcionar uma solução abrangente que garante o cumprimento das obrigações financeiras mesmo diante de situações adversas, a loja demonstra compromisso com a segurança e o bem-estar de seus clientes. Isso ajuda a atrair novos públicos, além de reforçar a lealdade dos que já conhecem a marca ao cuidar do que é importante para eles.

Diferencial de mercado

Em um mercado cada vez mais saturado, oferecer seguros de proteção financeira pode ser um excelente diferencial competitivo. Varejistas que enxergam além do óbvio e identificam as reais necessidades dos consumidores têm a chance de ampliar seu portfólio com soluções relevantes, especialmente no cenário econômico atual.

Esses seguros garantem o pagamento parcial ou total das dívidas dos segurados em situações como perda de renda por desemprego involuntário, incapacidade física temporária, internação hospitalar por acidente, morte acidental, entre outros. Além disso, podem proporcionar benefícios como a agilidade no atendimento, o que contribui para melhorar a experiência do cliente e fortalecer a posição do lojista no mercado.

Aumento nas vendas

Os seguros de proteção financeira também podem gerar uma fonte significativa de receita adicional ao varejista, alcançando um público diversificado, tanto trabalhadores CLT quanto autônomos, profissionais liberais e funcionários públicos. Ao oferecer esses produtos, é possível aumentar o ticket médio das vendas ou até mesmo transformar visitantes inicialmente sem intenção de compra em consumidores, fortalecendo a eficiência e o sucesso da estratégia de vendas.

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