Download - NRF 2011 - Highlights do congresso
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Highlights do congresso NRF 2011 Equipe QG RETAIL LAB Tel.: (11) 2141-0400 [email protected]
PREPARADO POR
MAIS EM: qgretail.blogspot.com
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A NRF 2011
Maior encontro de varejo no mundo.
Edição especial de 100 anos.
Dominado pelos Brasileiros*
* torna-se o 2º país em número de inscritos, com mais de 1400 pessoas
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A QUESTÃO CENTRAL
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Cada geração de executivos do varejo enfrentou uma revolução que os levou a
repensar o varejo.
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A última grande revolução foi a ascensão de formatos, os “Big Box”. Hoje, rápidas
mudanças demográficas e tecnológicas apontam para
a necessidade de novos paradigmas para crescer.
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Indicamos a seguir 2 Movimentos
que estão transformando o
varejo
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VarejoMulticanal
MOVIMENTO # 1
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Estamos na era pós-moderna do varejo.
Nos mercados maduros, os caminhos de crescimento que funcionaram até hoje estão se esgotando.
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Até em mercados emergentes essa realidade se estabeleceu para algumas categorias (Teria a crise dos hipermercados chegado ao Brasil?).
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Mesmo nesse cenário, há segmentos em crescimento ...
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Os clubes de compra
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O E-comm
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O E-comm
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O E-comm impacta
varejo de forma global
Não existe mais um único caminho de compra. As pessoas são
multicanal!
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• Consumidores vivenciam um tipo de ponto de contato
• Varejistas tem um único ponto de contato
• Consumidores vêem múltiplos pontos de contato atuando independentemente
• Conhecimento e operações dos canais pelos varejistas são técnicos e funcionais
• Consumidores vêem múltiplos pontos de contato como parte de uma mesma marca.
• Varejistas tem uma visão única do consumidor, mas opera de forma funcional
• Consumidores vivenciam a marca, não um canal dentro da marca.
• Varejistas fortalecem a visão única do consumidor de maneira coordenada e sinérgica.
A evolução das estratégias
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MobileShopping
MOVIMENTO # 2
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7
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Como “mobile” impacta a compra dentro da loja?
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SHOP TOURMelhores Práticas do varejo mundial
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Shop Tour
A equipe QG RETAIL LAB captou nas ruas de Nova York e no congresso exemplos de boas práticas do varejo global
(A) Baixa Renda(B) Digital/Redes Sociais/Mobile
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(A) Melhores práticas nos mercados emergentes
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PICK N PAY
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MINKA
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MINKA
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MINKA
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MINKA
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BIM
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MINKA
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MAGAZINE LUIZA
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MAGAZINE LUIZA
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MAGAZINE LUIZA
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(B) Digital / Redes Sociais / Mobile
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WALMART CROWD SAVER
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Crie seu próprio sanduíche
(e promova-o!)
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Alimentação é uma atividade social. O
design da loja trabalha a favor disso.
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WE
Varejista holandesa lança o Twitter
Mirror
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SUWAY YASAI
alfaces colhidas na hora
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Coloque sua cara no sanduíche
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Loja que combina estações de trabalho reais com demonstrações de profissionais e um estúdio “social” ao vivo
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Programa de moda realizado ao vivo com ajuda de blogueiros e twitteiros
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Consumidores podem comprar itens de moda utilizados nos vídeos e mostrados nas reportagens
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HOME DEPOT
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HOME DEPOT
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HOME DEPOT
cartão-presente
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HOME DEPOT
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HOME DEPOT
Destaque para serviços financeiros
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HOME DEPOT
Venda de serviços de instalação
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HOME DEPOT
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HOME DEPOT
Pontos de acesso ao catálogo e soluções para casa
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HOME DEPOT
programa “fist phone”
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HOME DEPOT
app home depot.1. What are your favorite features of Home Depot's iPhone v2 app? (Select up to 3)•In-Store Maps (44%, 39 Votes)
•Shopping homedepot.com from my iPhone (36%, 32 Votes)
•How-To Projects and Videos (31%, 28 Votes)
•Measurement Converter (19%, 17 Votes)
•Videos (18%, 16 Votes)
•My Lists (18%, 16 Votes)
•Tape Measure (16%, 14 Votes)
•Flooring Calculator (13%, 12 Votes)
•Interior Paint Calculator (11%, 10 Votes)
•Drywall Calculator (10%, 9 Votes)
•Store Locator (9%, 8 Votes)
2. What are some features and functionality would you like to see in future updates? (Select up to 3)•Built-in Scanner (75%, 89 Votes)
•In-Store Product Locator (73%, 87 Votes)
•Browse My Local Store Ad (53%, 63 Votes)
•Check Gift Card Balance (28%, 33 Votes)
•Update Videos to HD (14%, 17 Votes)
•Buy Gift Cards (12%, 14 Votes)
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BEST BUY
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BEST BUY
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BEST BUY
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BEST BUY
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BEST BUY
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BEST BUY
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BEST BUY
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BEST BUY
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BEST BUY
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BEST BUY
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BEST BUY
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MIT MEDIA LAB(Pesquisas de realidade aumentada)
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(Espelhos dos toilets se transformam em telas de propaganda quando ninguém os está utilizando)
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(SIXTH SENSE: Uma proposta para utilizam os benefícios do “mobile marketing”, mas com as mãos livres de carregar um aparelho)
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(Vídeo demonstrativo do SIXTH SENSE. Mais detalhes entre em contato com o QG RETAIL LAB)
http://www.youtube.com/watch?v=mUdDhWfpqxg
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CONCLUSÃO
Uma mudança de pensamento...
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O varejo era visto como um negócio
de DESTINO
PENSAMENTO ANTES
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Ante aos novos canais de comunicação, podemos
pensar no varejo como uma empresa de mídia…
PENSAMENTO PROVOCATIVO
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...que promove interseções…de interesses…de pessoas
…de informações…de serviços.
PENSAMENTO PROVOCATIVO
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Essa apresentação foi preparada pela equipe da QG Propaganda presente ao maio evento do varejo Mundial em jan’2011.
Caso tenha dúvidas ou queira ver mais inovações entre em contato: [email protected]
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