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Cash Back in Advantage Club is able to reduce default in companies, says expert

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Cash Back in Advantage Club is able to reduce default in companies, says expert

Brazilian defaults are an endless debate. According to Serasa, today in the country there are 72.04 million Brazilians who do not pay the bills within the maturity period. And delays are in several areas, from school fees, through health plans to basic consumption, such as water, electricity, gas, associations of football clubs and Class Entities.

For brands, default, coupled with possible failures in marketing and communication strategies, can trigger not only financial losses, but also reputation and customer relationships.

In this context, many companies are turning to benefit clubs to mitigate these problems. Such programs offer exclusive benefits to customers, ranging from discounts to cashbacks, adding value to the product.

The Brazilian Bar Association (OAB-BA) is a great example.The entity invests in a benefits program in partnership with Alloyal, a loyalty tech mining company, which offers a customizable tool for customers.

By offering benefits to associate lawyers, such as the possibility of paying the annual membership fee using cashbacks obtained from purchases, OAB-BA strengthened the bond with its members and reduced default.

Because local authorities involve paying an annual fee, OAB-BA took advantage of the benefits of its loyalty program and created the possibility of paying the fee through cashbacks obtained from purchases with discount coupons from the application.

The agile implementation resulted in a quick return in terms of cashback, demonstrated the effectiveness of the program for lawyers and for this, the “boca a boca” was fundamental.

“The benefits club associated with a monthly fee contributes to the reduction of default for two reasons: the cashback can be used to pay off the monthly fee itself, or else, when realizing the added value, the customer becomes more faithful and punctual in payments. In the case of OAB-BA there were cases in which customers even paid their annuities with the cashback received through the”, said Aluisio Cirino, CEO of Alloyal.

The motto is not to let the customer give up

The global trend points to an increase in investment in customer loyalty and retention programs. Companies from various sectors are recognizing the importance of building lasting relationships with their consumers, investing in technologies and strategies aimed at loyalty.

In the era of connection and customer experience, brands not only want to sell products, but retain customers on a complete, personalized journey to attract and retain customers.

According to the Global Customer Loyalty Report 2024 from Antavo, a recognized international loyalty program company, companies are increasingly interested in increasing their investments in customer retention compared to acquisition.

According to Gartner projections, it is estimated that one in three companies that do not yet have a loyalty program will implement one by 2027.In addition, Antavo reports that 9 in 10 companies with existing programs plan to reformulate them in the next three years.

Forrester research highlights that 59% of global B2C marketing decision makers planned to increase their spending on loyalty technologies by 2023.

“The fact is that we are in the era of connection. Brands no longer sell only a product, but also an experience. Within this, being present at the important moments of your customer is essential for him to become loyal to your brand. These savings are tangible, and loyalty programs also offer cashbacks, which are perceived by customers as” benefits, Cirino says.

Pesquisa da Tenable revela que apenas 3% das vulnerabilidades representam risco significativo à segurança cibernética

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Pesquisa da Tenable revela que apenas 3% das vulnerabilidades representam risco significativo à segurança cibernética

A Tenable®, empresa de gerenciamento de exposição, lançou o relatório “The Critical Few: How to Expose and Close the Threats that Matter” que identifica os principais pontos de exposição dentro das organizações e mostra como mitigar potenciais ameaças cibernéticas que podem colocar em risco as operações dos negócios.

Nas últimas duas décadas, a Tenable coletou e analisou aproximadamente 50 trilhões de pontos de dados relacionados a mais de 240 mil vulnerabilidades. A partir desse extenso banco de dados, a empresa desenvolveu uma metodologia que aponta que desse total apenas 3% frequentemente resultam em riscos de exposição significativos.

Com equipes de segurança cibernética sobrecarregadas por grandes quantidades de dados fragmentados de inteligência sobre ameaças e vulnerabilidades, a Tenable realizou este estudo para ajudar essas equipes a mudarem para uma estratégia de defesa proativa, com foco na eliminação das ameaças mais perigosas.

O estudo calculou o modelo Vulnerability Priority Rating (VPR), que a Tenable desenvolveu para refletir o cenário de ameaças atual. Os valores de VPR variam de 0,1 a 10, com valores mais altos indicando uma maior probabilidade de exploração. Conforme tabela abaixo.

Categoria VPRAlcance VPR
Crítico9,0 a 10
Alto7,0 a 8,9
Médio4,0 a 6,9
Baixo0,1 a 3,9

Vulnerabilidades com VPR acima de 9,0 provavelmente serão exploradas se expostas, tornando-as alvos de alta prioridade. Em contraste, aquelas com VPRs entre 7,0 e 8,9 apresentam um risco moderado, enquanto categorias média e baixa (0,1 a 6,9) têm menos probabilidade de serem exploradas.

DateCríticoAltoMédioBaixo% Alta & Crítica
02/06/2024853,006.627,0094.170,00138.272,003,10%

Por exemplo, em 2 de junho de 2024, o estudo analisou quase 240 mil vulnerabilidades e descobriu que apenas 3,1% delas — menos de 7.500 — foram classificadas como Críticas ou Altas.

“Sem um contexto, cada vulnerabilidade, patch e atualização se torna uma prioridade, tornando quase impossível manter todos os sistemas atualizados.” disse Arthur Capella, Country Manager, Tenable Brasil. “É essencial implementar o gerenciamento de exposição para priorizar o que realmente representa um risco para o negócio de forma clara. Todos os stakeholders devem entender esses riscos e se concentrar em prevenir ativamente aqueles que podem levar à exploração,” acrescentou.

O relatório completo, “The Critical Few: How to Expose and Close the Threats that Matter”, está disponível here.

Family offices emerge as the best alternative to make investments

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Family offices emerge as the best alternative to make investments

For those who are thinking about investing, understanding how different types of financial institutions can help achieve their goals is crucial. Banks, brokerage firms and family offices operate in different ways, impacting investments in various ways.

Recent changes in the market

In 2020, in the American market, fee-based remuneration represented 66% of payment models, while fee-based remuneration was 27%, and compensation for advice (hour, rate, punctual, etc.) totaled 6%. Already in 2023, fee-based remuneration rose to 83%, while commissioned remuneration fell to 8% and compensation for advice remained at 8%. This change reflects a clear preference for models that are more aligned with the interests of investors.

It is important to note that this trend is also beginning to stand out in Brazil, which reached a total of R$ 5.7 trillion in investments in the year 2023, indicating a move towards more transparent models that promote better compliance with customer desires in the long term.

Traditional banks offer their own products and their remuneration is based on commissions, which can generate conflicts of interest when prioritizing more profitable products for the institution.Brokers and Autonomous Investment Agents (AAIs) also operate based on fees and commissions, maintaining similar conflicts.Family offices, on the other hand, adopt a personalized approach with fixed rate-based remuneration (fee-based), eliminating conflicts of interest and aligning their services to the objectives and risk profile of customers.

The importance of the right choice

Daniel Mazza, financial planning specialist and founding partner of MZM Wealth, points out that it is crucial that investors understand the differences between financial advisory models to make informed decisions.“Conflicts of interest in traditional models can negatively impact results, highlighting the importance of seeking transparent and objective alternatives”, he says.

Mazza also points out that family offices offer services beyond traditional investments, such as succession planning and legal and tax advice, which can be a significant differentiator for high-income families.

Understanding the options available

For investors, it is essential to understand the different financial advisory models available. Banks focus on their own and commissioned products, brokers and AAIs offer open-shelf products with commissions, while independent consultancies use investment-focused platforms with a fixed-rate model, eliminating conflicts of interest. Choosing the right model can be decisive for long-term financial success.

When evaluating investment options, it is essential to consider not only the potential return, but also the remuneration models and possible conflicts of interest. Family offices, with their personalized approach and aligned with the interests of investors, emerge as a promising alternative, especially for those seeking a more comprehensive and transparent service.

How AI is redefining corporate data strategy

Luciano Silveira
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How AI is redefining corporate data strategy

According to the DE-CIX Annual Report 2023, more than 3,100 connected networks circulated around 59 exabytes of data, a figure that represents an increase of 43% compared to the previous year.

In this scenario where the volume of data generated is colossal, companies are aware of the need to plan their strategies in a more data-driven way. The data journey in companies is no longer an option, but a need 'AM and Artificial Intelligence emerges as an element capable of redefining each step and providing competitive advantages.

The phases range from collection, storage, preparation, analysis and visualization to decision making. AI has an impact on all. In addition to facilitating and improving processes that were previously complex and time-consuming, it is able to filter and categorize large volumes of data, identifying those that are really relevant to the strategic objectives of the company. This initial screening helps to focus on information that can generate insights valuable, eliminating noise and irrelevant data.

In storage, AI optimizes the use of storage systems big data, What makes data stored efficiently and affordably. The use of intelligent algorithms can reduce operational costs and improve database management, making storage not only more economical, but also more effective in terms of data recovery and utilization.

Data preparation, which includes cleaning and transformation, is one of the most time-consuming and critical tasks of the task and AI can help with this, since it can automate repetitive processes, detect anomalies and perform standardization, which generates a reduction in deadlines, increase in efficiency and accuracy, since it reduces the possibility of human error.

Data analytics is where AI really shines.With advanced data analytics techniques machine learning, Companies can extract insights these capabilities allow you to predict trends, behaviors, and outcomes with a degree of accuracy that would be impossible to achieve manually. AI makes it easy to discover hidden patterns and correlations within the data.

In decision-making, AI-based support systems provide real-time recommendations.By integrating the tool into business processes, companies can respond quickly to market changes, adjust their strategies, and improve the overall effectiveness of their operations.

The benefits of AI are undeniable, however there are challenges to consider. Ethical and privacy issues arise with the use of personal and sensitive data, requiring strict compliance with regulations such as the LGPD. In addition, the implementation of AI can be complex, which requires high investments in technology and specialized talent. The reliance on high-quality data for training AI models is also a critical point; without accurate and complete data, AI results can be compromised.

National meeting of junior entrepreneurship begins this Thursday and will bring together more than 4 thousand young people in Florianopolis

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National meeting of junior entrepreneurship begins this Thursday and will bring together more than 4 thousand young people in Florianopolis

Florianopolis receives, from this Thursday (29), the 31st edition of the National Meeting of Junior Companies (ENEJ), the largest university entrepreneurship event in Brazil Brazil Junior the expectation is to bring together more than four thousand young university students from all regions of the country to discuss entrepreneurship and innovation.

ENEJ 2024 will feature lectures by Gil do Vigoreconomist and participant of Big Brother Brazil 2021, and representatives of the G20, which will address topics related to entrepreneurship and social innovation on a global scale. During the four days of the event, participants will have the opportunity to expand their networks and interact with companies in various stands.

Unprecedented partnership with UDESC 

One of the great news of this edition is the unprecedented partnership with the State University of Santa Catarina (UDESC), which, through ESAG (Higher School of Administration and Management), supports the event for the first time. The university will offer a space dedicated to lectures with prominent names in santa catarina entrepreneurship.

UDESC stands out for its incentive to entrepreneurship, with junior companies such as Inventorio and Esag Junior Consultoria, which together move almost R$ 2 million and represent 30% of the revenue of junior companies in Santa Catarina. FEJESC (Federation of Junior Companies of Santa Catarina) also has a crucial role, bringing together 82 junior companies that contributed R$ 7 million to the economy in 2023.

“As an ESAG student, I am happy to see my institution supporting an event that unites youth, entrepreneurship and innovation.Silicon Island will host for the third time the largest youth entrepreneurship meeting in the world”, highlights Victoria Zaboti, General Coordinator of ENEJ 2024.

Participation at the event

ENEJ 2024 is open to juniors and post-juniors of junior companies, nuclei and federations. In addition to the lectures, the event offers access to various activities and partner stands, with the delivery of exclusive materials and certification of participation.

SERVICE
National Meeting of Junior Companies in FlorianopolisDate: august 29 to September 1, 2024
Schedules: Start 29 Thursday/08, with accreditation from 11h to 17h| Closing 01/09 Sunday, at 20h
Event venue: Luiz Henrique da Silveira Events Center| Rodovia SC-401,Canasvieiras, Florianopolis, SC
More information at: @enejnoinsta

The full schedule is available here. 

CRM and process automation increases profitability for companies around the world

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CRM and process automation increases profitability for companies around the world

Seeking ways to increase profitability is part of the routine of entrepreneurs, regardless of the size of their business. Even if it is not the ultimate goal of everyone, profit usually guides strategic planning.There are several ways to achieve this result, such as changing raw materials, relocating teams or using technology in favor of the business.

The Ruebush Hospitality Group Hotel it is an example of a business that, through technology, managed to triple its profit, reaching US$ 1 million per month. Among the solutions implemented in the boutique hotel developer, the adoption of a CRM (Customer Relationship Management) stands out, which allowed to eliminate leads unqualified and control the sales process.

The business model, founded in 2012, allows ordinary people to realize the dream of having a real estate stake in Georgia, located at the intersection of Europe and Asia. Currently, the company designs, builds and manages luxury inns and hotels and allows rooms to be bought and subsequently, people profit from reservations. The biggest challenge was related to the organization of the sales process, and the ultimate goal was to find and secure investors.

According to David Ruebush, founder of the group, management could not monitor activities and did not have a comprehensive view of the business, which compromised the professionalization of the sales sector leads“, understand its steps and check the continuity of conversations.It was impossible to understand what was happening in any individual sale without literally going to the sellers and directly asking”, he explains.

Another problem was the conversion of advertising, which was not occurring, resulting only in waste of time and money. To solve this problem, David sought an effective CRM for management and ended up hiring the Kommo % Management Systems. The affordable value was one of the highlights at the time of choice because it was necessary to control spending, as well as ease of use, enabling rapid learning. 

The group's selling steps are long, and can last for years, due to the need to win the buyer's trust.However, with the implementation of the management system, the problems were solved in a few steps. “Since we added Kommo, our sales increased dramatically.We were at about US$ 300 thousand per month before implementing, and then we increased to almost US$ 1 million dollars per month”, highlights the group CEO. 

Kommo manages the workflow

Another company that has had its business leveraged and has seen its profits double in size with the implementation of technological strategies is the Loan Exchange Investment Property, which also operates in real estate.The business works in the style of “casamento”, as described by Damon Riehl, Chief Executive at Investment Property Loan Exchange, as it connects investors with right loan options.

The main challenge of Investment Property Loan Exchange was to accompany customers in all stages and life cycles of “”. Thousands of potential customers are approached daily by the company and they needed differentiated attention, as each case requires a specific treatment. The solution for this was the same as the Ruebush group: hiring a CRM.“We needed a way to organize our approach to serve our customers at the various stages of the life cycle of this relationship”, recalls Damon.

Before adopting Kommo, the company used another management system, which, over time, became ineffective because it is not customizable and does not provide significant development. Currently, the CEO says that Kommo can assist in the full cycle, especially with the use of the tool MailChimp, which integrates all customers through email, allowing to create audiences according to their needs.“A Kommo helps us organize our approach to our workflow.We can modify it and adjust it easily to our reality. It was a very good fit for us”.

Basic plan meets needs of large companies

Both the Ruebush Group and Investment Property Loan Exchange hire Kommo's advanced plan to meet their needs. Despite this, the basic plan can also be the solution even for large companies, as is the case of the Marinetrans, which operates in the logistics branch for the maritime industry and is based in Singapore. The main problem of the business, which was not to have automated data and processes, was solved by hiring a basic plan. 

“There are several management tools with numerous relevant functions. However, many of them can be financially unfeasible for several companies. Kommo has plans that include companies of all sizes, from microentrepreneurs and small companies to multinationals. This is one of the differentials of it, be viable for all companies”, he highlights Gabriel Motta, Kommo speaker in LATAM. 

Marius Heyerdahl, European sales manager of the company, says that when he was hired six years ago, the only management system was the spreadsheet. There, he had all the customers and, despite having followed so for two years, this way was not good to work internally with the other 22 offices of the company.

What made him get to Kommo was the search for ease, highlights the manager. “I was looking for a solution that would allow me to put all my notes, potential clients and active clients in one place online. At the same time, I wanted this information to be accessible to my managing director so that he could see what I am working on”.

Just like the real estate loan business, the cycle of a sale at Marinetrans is long and can take years, and the scanner from Kommo cards was another facility chosen to spread contacts around the world. Marius realized that when running the world, returned full of physical cards. At Kommo, instead of entering this data manually in a CRM, the Management System allows the option to scan the new ones leads, contacts and companies with an instant photo. 

The platform allows tags be created and that's what Marius did. He created different tags to separate potential customers from customers; location of companies and the label of each office. One of the highlights is that all cards can be accessed through the mobile app, anywhere and anytime.

With the implementation of these facilities, the profit was a consequence. The average sales income of Marinetrans increased by about 10%, a healthy growth according to Marius.“Since I started using Kommo, sales have increased every year.It definitely makes our business more efficient and puts me back on track with my” prospects, he celebrates.

AI startup for retail sector targets pharmaceutical market and announces Cesar Bentim as new Advisory Advisor

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AI startup for retail sector targets pharmaceutical market and announces Cesar Bentim as new Advisory Advisor

Riverdata, a computer vision startup using proprietary artificial intelligence (AI) technologies to increase retail productivity, he announced the entry of Cesar Bentim as the new advisory advisor.With extensive experience in the pharmaceutical market, the executive brings with him an expertise already recognized in Brazil to assist the company in its growth strategy and performance in the sector.

Bentim is 54 years old, has a degree in Advertising from the Anhembi Morumbi University and a postgraduate degree in Marketing from the School of Advertising and Marketing (ESPM). With the specialization, he has developed skills in communication dedicated to the health area, market analysis and strategies, accumulating experience in product management, sales teams, business directorate and in the leadership of the relationship with strategic partners of IQVIA. In addition, he is a professor at ESPM and the Foundation Institute of Administration (FIA), where he is responsible for sharing his skills with future generations of professionals.

“My biggest motivation is to drive growth and optimize processes in a concrete way, exploring how I can use my experience to help companies thrive. And my participation in Riverdata comes to unite my knowledge about the pharmaceutical market with the technologies offered by the startup, which has a potential out of the curve to revolutionize any segment of retail”, in a new way affirms Bentim.

According to the survey “Artificial Intelligence in Retail”, from Central do Varejo, 47% of Brazilian retailers already use AI in 2024. The survey, which brought together 307 professionals, revealed that the main barriers for those who have not adopted the tool to date involve lack of knowledge (52%) and infrastructure (26%) for implementation. Founded 2020, Riverdata was born with the purpose of assisting companies in this process, offering a platform that increases store productivity through computer vision and artificial intelligence, providing insights that bring return on investment (ROI).

Practically, the system is integrated with AI to capture all consumer and establishment behavior, such as dwell time and average wait in the cashier queue. Then, with the data collected and analyzed by the platform, AI breaks down these and other key performance indicators through a conversational user interface. As a result, Riverdata users can turn raw data into strategic efficiency, knowing how they can improve the customer experience and optimize the operation of their employees, for example.

Claudio Junior, CEO and founder of the startup, explains that Bentim's association with Riverdata is a reflection of the company's commitment to strengthen its operations in the pharmaceutical segment, offering solutions to the specific needs of the sector. “Cesar's arrival adds an invaluable value to the team, as it strengthens our goal of empowering industry establishments with innovative and practical technologies, based on real data.We believe that every entrepreneur can have a simple platform to understand the operation and return of their business, and our focus is to offer this tool, which gives a visible and quantifiable return.”

Influenciadores digitais, Geração Z e a salvação do esporte

Rodrigo Soriano
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Influenciadores digitais, Geração Z e a salvação do esporte

Digital influencers are capable of building authentic and engaging connections with Generation Z. It's undeniable and demonstrable that these figures can foster young people's interest in specific topics, which previously might not have been a priority in a conversation with this demographic. One of these has become particularly visible in recent days: sports.

The recent transformation of sports, from being uninteresting to something "cool" for the generation born until the early 2010s, stems from the media's need to adapt. The rise of digital influencers and the power of social media have made these profiles powerful in reaching this demographic and making them more interested in sports. To achieve visibility on topics like this today, it's necessary to create a more intimate and authentic connection with young audiences, and that's where influencers come in.

Through interviews, game coverage, and interactive content, digital influencers have become a powerful marketing tool, leading to a strong integration of media outlets during the recent Olympic Games. This wasn't an alternative way to attract younger audiences to this type of programming; it was the only way to achieve the desired result.

Those who didn't participate were left behind. In a span of three days, CazéTV, a sports media outlet headed by YouTuber and presenter Casimiro Miguel, had to publish two different posts: one celebrating reaching 7 million Instagram followers and another, shortly after, announcing 8 million. The page gained 1 million fans in just under three days, and shared the success, organizing "work parties" to help athletes also expand their reach.

Beatriz Souza was the star. The judoka, gold medalist, went from 14,000 followers to over 2.5 million in less than 12 hours. The result is a product of one of CazéTV's initiatives. By incorporating influencers and a more "relaxed" style of Olympic coverage, they gained a loyal Gen Z audience and, concurrently, achieved an astounding level of engagement on social media, which positively impacted the athletes featured on the channel. Gen Z wants to follow everything closely, and that's precisely what digital platforms provide.

Brands, in turn, also followed the trend of the importance of influencers and Generation Z in boosting sports initiatives. Rayssa Leal, Olympic medalist in Skate Street at the Olympics and a social media icon for young audiences, arrived in Paris with 13 sponsors, including Louis Vuitton, where she became the first Brazilian to be established as a global ambassador for the brand.

With the successful campaigns conducted by influencers during games, this strategy is likely to continue. Companies should continue supporting profiles capable of influencing public opinion, just as the media will invite the exact same people to share content.

It will be impossible to disconnect the potential of these figures from the staging of games and sporting events, and to reach this audience with other relevant and deserving matters, one need only "ride the wave."

Exhibitors announce innovations at the largest private label trade show in the Americas

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Exhibitors announce innovations at the largest private label trade show in the Americas

Sendo um dos principais para varejo e indústria do semestre, o PL Connection reunirá empresas, compradores e especialistas no Expo Center Norte, entre os dias 17 a 19 de setembro, em São Paulo, para apresentarem as principais estratégias e tendências que estão moldando o mercado de marcas próprias. Promovido pela Francal e pela Amicci, o evento receberá cerca de 40 palestrantes e 100 exhibitors para apresentação de seus produtos e serviços, abrangendo áreas como alimentos, bebidas, higiene pessoal, beleza, pet e outros setores que compõem o ecossistema.

Entre as principais novidades está o lançamento do primeiro arroz doce industrializado, produzido e comercializado pela Portuense Condimentos, indústria do setor alimentício da cidade de Juiz de Fora (MG), em parceria com o Centro de Inovação e Tecnologia (CIT SENAI) e o Sindicato da Indústria de Arroz do Estado de Minas Gerais (Sindarroz – MG). O produto é inovador porque não utiliza conservantes, tem validade de doze meses e não demanda refrigeração.

Buscando reforçar sua liderança no mercado, a Drylock Technologies — fabricante de fraldas infantis e produtos para incontinência urinária — apresentará suas iniciativas recentes, incluindo tecnologias de ponta para projetos de marcas próprias e um projeto de videocast sobre private label, com participação de grandes nomes do varejo nacional, que será lançado em breve. Desde abril de 2023, a empresa já lançou mais de 20 novos projetos de marcas próprias e introduziu mais de 70 novos SKUs (Unidade de Manutenção de Estoque).

Para expandir sua atuação no país, a PeD Bebidas — fabricante de bebidas saudáveis e orgânicas — abriu sua fábrica para o mercado de private label hotel, levando ao PL Connection seu principal produto: o kombucha, bebida orgânica zero açúcar e zero álcool que substitui o refrigerante. De acordo com a World Tea Expo, o mercado global de kombucha vem crescendo exponencialmente a cada ano, com previsão de alcançar US$ 5,25 bilhões em vendas até 2025. A companhia também levará seu novo lançamento de energéticos orgânicos e suplementos alimentícios líquidos, disponíveis em diversos sabores.

Também presente no evento, a Bee Propolis Brasil é referência nacional e internacional em produtos apícolas. Atuante no mercado de marcas próprias há 14 anos, é pioneira no segmento no país. Com mais de 40 parceiros, a empresa investe em tecnologia, pesquisa e inovação para aprimorar a produção de mel e própolis verde, oferecendo sua expertise para atender de forma customizada às demandas de clientes que buscam um produto apícola de marca própria e alta qualidade, reduzindo custos e tempo de entrega.

THE Relaxmedic, empresa de produtos voltados para a saúde e bem estar, se propõe a apoiar pequenos negócios que desejam desenvolver suas marcas próprias. Indo de encontro às premissas do evento, a marca chega ao PL Connection com um catálogo com mais de 80 itens de saúde e bem-estar, desde pequenos massageadores portáteis até confortáveis poltronas, incluindo balanças, medidores de pressão, umidificadores e desumidificadores.

PL Connection 2024

Day: 17 a 19 de setembro de 2024

Schedule: das 10h às 20h nos dois primeiros dias; no terceiro dia, das 10h às 18h.

Location: Expo Center Norte (Blue Pavilion) – Rua José Bernardo Pinto, 333 – Vila Guilherme, São Paulo

More information at: https://plconnection.com.br/

O Que é Figital? Entenda a Integração Perfeita entre o Físico e o Digital

Uliana Ferreira
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O Que é Figital? Entenda a Integração Perfeita entre o Físico e o Digital

No mundo em constante evolução do varejo e dos serviços, o conceito de “Figital” surge como uma fusão poderosa entre o físico e o digital, transformando profundamente a maneira como consumidores e empresas interagem. O termo “Figital” representa a convergência das experiências online e offline, criando uma nova dinâmica na jornada do cliente, onde a barreira entre o mundo físico e o digital se torna cada vez mais tênue. Neste texto, Uliana Ferreira, renomada especialista em varejo e transformação digital, compartilha insights valiosos sobre o conceito de Figital, uma tendência que tem revolucionado a forma como empresas e consumidores interagem no mercado..

O que é Figital?

O Figital é a integração dos mundos físico e digital em uma única experiência coesa para o consumidor. Essa fusão reflete a maneira como as pessoas interagem com marcas e produtos, onde a jornada de compra pode começar em um ambiente digital, como um site ou aplicativo, e se concluir em uma loja física, ou vice-versa. Sua essência está na unificação dessas experiências, eliminando as divisões que tradicionalmente existiam entre o online e o offline.

Por exemplo, quando um consumidor pesquisa um produto online e decide visitar uma loja física para experimentá-lo antes de realizar a compra, ele está navegando entre os mundos físico e digital. Da mesma forma, as lojas físicas que utilizam totens digitais para permitir que os clientes façam pedidos online enquanto exploram os produtos no local estão oferecendo uma experiência Figital.

Exemplos Concretos de Figital

Existem diversos exemplos de produtos e serviços que exemplificam essa integração. Um dos exemplos mais comuns é o de bens duráveis, como geladeiras. Os consumidores muitas vezes preferem ver e tocar esses produtos fisicamente antes de comprá-los, mas podem acabar fazendo o pedido online para aproveitar promoções ou comodidades de entrega. 

Outro exemplo relevante é o da indústria da moda, onde muitas pessoas ainda têm receio de comprar roupas online devido à incerteza sobre o caimento e a qualidade do material. Para mitigar essas preocupações, as marcas têm criado lojas físicas menores, conhecidas como pocket stores, onde os consumidores podem experimentar as roupas e, em seguida, realizar o pedido online para entrega em casa. Esse é um exemplo claro de como o Figital está moldando o futuro do varejo.

Além dos produtos, os serviços também estão se adaptando ao conceito de Figital. Redes de franquias de beleza, por exemplo, são descobertas pelos clientes online, mas o serviço é entregue fisicamente em diferentes localidades. A experiência do consumidor começa na internet, onde ele encontra a loja mais próxima, e se completa com o atendimento presencial. Essa sinergia entre o físico e o digital é essencial para a conveniência e satisfação do cliente moderno.

Impacto do Figital nas Indústrias Tradicionais

A transição para o Figital está impactando significativamente indústrias tradicionais, como o varejo e os serviços. Grandes redes de varejo, especialmente de móveis e eletrodomésticos, estão se adaptando a essa nova realidade criando experiências que combinam o melhor dos dois mundos. Isso inclui o desenvolvimento de avatares e assistentes digitais que proporcionam uma interação mais humanizada, mesmo no ambiente online. A personificação dos robôs de atendimento, por exemplo, visa oferecer uma experiência mais confortável e próxima da interação humana, reduzindo a sensação de estar conversando com uma máquina.

Essa transformação não é apenas uma tendência passageira, mas uma necessidade competitiva. Empresas que não adotam o Figital correm o risco de ficar para trás, enquanto seus concorrentes capturam uma fatia maior do mercado. O desafio, no entanto, reside na mudança de mentalidade, tanto dos gestores quanto dos consumidores. Muitos empresários ainda operam com uma mentalidade analógica, usando processos desatualizados que não atendem às exigências do consumidor digital. Superar esse obstáculo é essencial para a sobrevivência e o crescimento no mercado atual.

Benefícios e Desafios do Figital

Os benefícios do Figital para as empresas são inúmeros, mas também existem desafios significativos a serem superados. O principal desafio é a transformação digital, que exige uma mudança de mentalidade e a adoção de novas tecnologias. Para que uma empresa se torne verdadeiramente Figital, é necessário que seus gestores entendam e dominem a linguagem digital, incorporando-a em todas as operações do negócio. Isso envolve desde a automação de processos até a personalização do atendimento ao cliente.

A vantagem dessa transformação é clara: as empresas que conseguem integrar com sucesso o físico e o digital se destacam no mercado, oferecendo uma experiência de compra fluida e satisfatória para seus clientes. A conveniência de poder transitar entre o online e o offline sem barreiras aumenta a lealdade do cliente e, consequentemente, as vendas.

Por outro lado, educar o consumidor para essa nova realidade também é um desafio. Muitos consumidores ainda estão acostumados com o modelo tradicional de compra e podem resistir à adoção de práticas digitais. Por isso, é fundamental que as empresas desempenhem um papel ativo na educação de seus clientes, mostrando os benefícios da integração Figital e como ela pode melhorar sua experiência de compra.

Melhorando a Experiência do Cliente com Figital

A pandemia de COVID-19 acelerou a adoção do Figital, forçando empresas a se adaptarem rapidamente às novas exigências do mercado. Durante esse período, muitas empresas que não estavam preparadas para atender de porta fechada precisaram desenvolver ou aprimorar suas estratégias digitais em tempo recorde. Esse processo de adaptação, que poderia ter levado anos, foi comprimido em meses, resultando em uma aceleração massiva na digitalização do varejo.

A integração Figital se tornou uma questão de sobrevivência para muitas empresas. Aqueles que conseguiram mostrar aos seus clientes que é possível ter uma experiência de compra igualmente satisfatória, quer estejam em casa ou em uma loja física, garantiram seu lugar no mercado. As empresas que ainda resistem a essa mudança correm o risco de perder relevância à medida que os consumidores se habituam às comodidades do Figital.

O Futuro do Figital

O futuro do Figital é promissor, e as empresas que se adaptarem a essa nova realidade estarão melhor posicionadas para capturar as oportunidades que surgirão. A tendência é que a integração entre o físico e o digital continue a se fortalecer, à medida que os consumidores se acostumam cada vez mais com essa nova forma de interação. A popularização das automações e das inteligências artificiais está tornando essas tecnologias mais acessíveis, permitindo que até mesmo pequenos negócios possam implementar estratégias Figital eficazes.

A chave para o sucesso no futuro será a capacidade de utilizar a tecnologia para complementar, e não substituir, o fator humano. As empresas devem focar em automatizar tarefas repetitivas e maçantes, deixando o atendimento personalizado e as interações mais complexas para os humanos. Dessa forma, o Figital pode funcionar em perfeita harmonia, oferecendo o melhor dos dois mundos para consumidores e empresas.

Em resumo, o Figital não é apenas uma tendência passageira, mas uma evolução natural da forma como interagimos com o mundo ao nosso redor. A fusão do físico com o digital oferece uma maneira mais eficiente e conveniente de consumir produtos e serviços, ao mesmo tempo em que proporciona novas oportunidades para as empresas se conectarem com seus clientes. No entanto, para tirar proveito completo dessa integração, as empresas precisam se adaptar rapidamente, adotando novas tecnologias e mudando suas mentalidades para abraçar o digital. Aqueles que conseguem fazer essa transição com sucesso estarão na vanguarda do mercado, prontos para capturar as oportunidades que o futuro reserva.

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