Atraia o Consumidor

Você sabe qual é a razão do cliente ir à sua loja? Fique de olho no comportamento e na rotina de compra!!!

Ao descobrir o motivo pelo qual um cliente frequenta sua loja, há uma série de ações que o varejista pode e deve oferecer em cada uma das etapas de seu processo de compra. Nesse aspecto, tão logo o cliente entre em seu estabelecimento, ele deve ter facilidade para encontrar as seções ou itens que busca. Ele deve caminhar facilmente pela loja, com clareza sobre a sua oferta de sortimento e de valor.

Loja bem organizada, sinalizada adequadamente, é essencial para atrair a atenção, ou seja, guiar e direcionar o cliente para aquilo que você quer mostrar. Mas, cuidado com o que comunica, como comunica e a qualidade de ações dentro da loja.

Temos uma capacidade limitada de atenção, lemos poucas palavras e somos mais visuais; assim, um ambiente muito poluído para gerar uma influência negativa. Para chamar a atenção, é muito eficaz o uso de cores, luzes, imagens, etc. Seja qual for o material empregado (Cartazes, Displays, etc), uma atenção especial deve ser dada às condições desse materiais. Não há espaços para materiais danificados, sujos e letras ilegíveis.

Outro desafio é conseguir que o cliente dedique mais tempo dentro da loja para um item específico e estimular a compra por impulso, por exemplo. Instigar ou estimular os “sentidos” utilizando promotoras/demonstradoras que saibam dar informações sobre o produto, dicas sobre o uso ou trabalhar aromas e músicas só são eficientes se desenvolvidos adequadamente ao perfil e necessidades do cliente.

Faz-se necessário destacar um ponto relevante. Pode-se evidenciar um benefício específico do produto, valorizar e destacar produtos relacionados a uma sazonalidade, valorizar um aspecto, entre outros. No canal Farma, por exemplo, peças que destacam alguns produtos relacionados ao verão, como os protetores e bloqueadores solares, hidratantes ou que coloquem em evidência “Produtos que fazem bem ao coração”.

Neste aspecto, alguns varejistas já investem em inúmeras ações para influenciar ou estimular o cliente a consumir. Veja algumas dicas sobre como melhorar a experiência de compra:

  • No mínimo, faça o básico: sirva bem para servir sempre!
  • Equipe: com foco no cliente, com disposição em ajudar. Disponibilidade e envolvimento.
  • Ambiente: disponibilizar um espaço aconchegante, acolhedor: dar à loja uma atmosfera e um layout marcantes, exposição e organização. Considerar arquitetura, ambientação, aspectos visuais.
  • Produtos e serviços: excelente qualidade, disponibilidade (evitar ruptura), alinhadas às necessidades do cliente.
  • Jornada de compra: tornar o processo de compra o mais agradável possível, com diversão, interação do cliente com produto e equipe, aspectos sensoriais. Além de tudo isso, é preciso operar sem falhas, inovar, fazer uso da tecnologia, ter preços alinhados e, sem dúvidas, solucionar problemas.

* Fátima Merlin é economista, máster business em marketing pela FIA e especialista em varejo. É sócia-fundadora e diretora executiva da Connect Shopper – assessoria e consultoria na área de inteligência, varejo e shopper.

Fonte: Guia da Farmácia



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