StartNewsVarejo abraça novas tecnologia e promete se tornar uma plataforma de anúncios...
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Retail embraces new technology and promises to become an ad platform by 2030

E-Commerce Update
By E-Commerce Update

Segundo o Relatório Global de Tendências de Compradores Online 2024, da DHL, as vendas realizadas pelas redes sociais, o chamado social commerce, devem atingir a marca de US$8,5 trilhões até 2030. Dados como esse mostram que a transformação tecnológica se tornou essencial para as receitas do varejo, que promete se transformar na maior plataforma de anúncios do mercado nos próximos anos.

According to Bruno Belardo, Vice-Presidente de Vendas da US Media, hub de soluções de mídia líder na América Latina, entrar no mundo digital representa uma grande oportunidade para os varejistas. “É um setor que tem um conhecimento profundo do comportamento dos consumidores e, se alinhá-lo a experiências publicitárias personalizadas com resultados comprovados, têm a chance de ser protagonista”, diz.

Novos investimentosAtualmente, muitos varejistas têm investido em big data e na inteligência artificial (IA) para processar e segmentar dados dos clientes em tempo real, de forma que possam desenvolver campanhas publicitárias que atinjam o seu público-alvo. Além disso, existe um forte movimento no setor para incorporar novas ferramentas tecnológicas a processos que respeitem a privacidade dos consumidores, em conformidade com regulamentações como a Lei Geral de Proteção de Dados Pessoais (LGPD).

Belardo acrescenta que datas sazonais como a Black Friday também vêm motivando as empresas a investir em estratégias de mídia qualificadas e eficientes, já que possuem um potencial alto de volume de tráfego e transações. Um estudo realizado pela Wake e a Opinion Box comprovam esse cenário, revelando que o e-commerce é o canal preferido de 58,2% dos shoppers durante o período, com os marketplaces (47,8%) e aplicativos (44,3%) vindo logo atrás. 

“A Black Friday é uma época perfeita para mostrar aos anunciantes o Retorno Sobre o Investimento (ROI) que a publicidade digital pode ter para o varejo”, destaca o executivo. “Se os varejistas mensurarem resultados e rastrearem o funil completo de compras, do início ao fim, cada clique dos usuários poderá ser a origem de uma venda imediata”, completa.

Foco em retail mediaA ascensão do varejo como uma plataforma de anúncios também está impulsionando a sua diversificação de canais publicitários, o que pode ser visto principalmente com o aquecimento do campo de retail media. A Omdia aponta que a estratégia em questão ajudou representantes mundiais do setor a alcançar US$123 bilhões em faturamento entre 2019 e 2023, número que deve aumentar para US$293 bilhões até 2029. 

Belardo explica que o crescimento do formato se deve à sua capacidade de engajar consumidores de várias maneiras, seja em sites e apps ou em canais externos, como mídias Out-of-Home (OOH) e na TV Conectada (CTV). “Os varejistas estão percebendo que a integração entre o físico e o digital pode originar campanhas mais imersivas e disruptivas. O resultado dessas experiências? A ampliação do alcance, relevância e precisão das suas estratégias publicitárias”, conclui.

E-Commerce Update
E-Commerce Updatehttps://www.ecommerceupdate.org
E-Commerce Update is a leading company in the Brazilian market, specializing in producing and disseminating high-quality content about the e-commerce sector.
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