Comunicação eficiente com o futuro shopper do varejo brasileiro

Ascensão da classe C, maior poder aquisitivo, expansão da oferta de crédito, popularização da Internet, acessibilidade por dispositivos móveis. A união de todos esses fatores criou um fenômeno no varejo brasileiro: a mudança no perfil do consumidor, o futuro shopper.

Esse cliente é mais exigente e, por estar munido de informações, é muito mais difícil de ser fidelizado. Ele já entra em uma loja física sabendo o que vai comprar.

O processo de fidelização do cliente não depende mais somente de preço e prazo. É preciso cativar o cliente, encantá-lo, ir além da simples venda de produtos. Para isso, a comunicação é essencial, e o e-mail marketing pode ser uma importante ferramenta.

Não venda mais produtos, venda experiências. Crie campanhas que informem o seu cliente. Não ofereça uma simples caixa organizadora, pergunte ao seu consumidor o que ele precisa arquivar e mostre a caixa ideal: seja um consultor.

Desenvolva ações específicas para informar o cliente, possibilitando que ele utilize as campanhas para se atualizar e, assim, adquirir o seu produto; não o contrário. O e-mail marketing não é mais o mesmo há tempos, o consumidor tornou-se mais ativo e o mercado evolui cada vez mais.

É hora de se comunicar de forma eficiente, de informar, e não de somente vender. É tempo, enfim, de estar ao lado do cliente.

*Juliana Azuma é superintendente de Marketing Services da Serasa Experian e responsável pela Virtual Target.

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