Os canais digitais se desenvolveram em linha com o avanço da transformação digital transformação digital transformaçãodigital, trazendo benefícios e crescimento para as empresas, como melhoria da experiência do cliente e aumento do volume de vendas.
Para que os resultados sejam alcançados de forma satisfatória, os empreendedores perceberam que é necessário desenvolver uma estratégia digital inteligente e inteligenteoferecendo experiências que possam centralizar as informações em um ambiente digital completo e estruturado para o usuário.
No ano de 2021, a Samba Digital divulgou um estudo afirmando que 76% das empresas já estavam em processo de transformação digital. Para 2022, líderes de todos os segmentos continuam aumentando seus investimentos em tecnologia.
Neste momento de constante evolução, as empresas estão atuando e atuando melhor diante de estratégias inovadoras que oferecem mais desafios do que padrões previsíveis.
Segundo a Abcomma previsão para o varejo é que até o final de 2022, haverá crescimento no e-commerce, fechando o ano com receita líquida de até R$ 165 bilhões.
O e-commerce é muito utilizado hoje em dia como canal de suporte a vendas dentro das empresas, em muitos casos, com potencial para se tornar o principal canal de geração de receita. Para isso é preciso entender todo o imediatismo de interação, engajamento e vendas diretas que esses canais digitais podem influenciar no varejo.
A ideia é que, no futuro, o e-commerce seja tratado como uma característica dentro dos canais digitais e não o meio mais importante.
Para o consumidor, antes da crise já havia uma busca por experiências diferenciadas que fossem positivas, influenciadas principalmente pelo bom atendimento, relacionamento e comunicação das plataformas de vendas.
Em dados levantados pela revista Folha, podemos ver que muito disso foi potencializado durante a pandemia, trazendo em 2020, em um período de 100 dias, um aumento de 5,7 milhões de consumidores para o comércio digital. .
Por isso, faz sentido pensar no e-commerce como uma funcionalidade que faz parte de uma estrutura maior e unificada por uma boa estratégia, unificando as principais necessidades do consumidor: compra, experiência, atendimento, entre outras.
Com a forte evolução da transformação digital, as novas tendências comportamentais do consumidor têm destacado novos hábitos.
Com isso, também trouxe consumidores mais jovens adeptos do mercado digital, oferecendo novos desafios para quem não está preparado para atender as necessidades e demandas das gerações futuras.
Assim, pensando na experiência do consumidor Durante todas as etapas do processo de compra, as motivações do consumidor estão agora em nome da segurança e do conforto.
Isso aconteceu porque o universo digital vem se tornando cada vez mais diversificado, oferecendo inúmeras tendências tecnológicas que conciliam complexidade de acordo com o que o usuário busca.
As interações com marcas e as experiências de compra tomaram direções extremamente diferentes do que costumavam fazer.
De acordo com um estudo da eMarketerno ano de 2022, o crescimento do e-commerce deve chegar a 21%, atingindo um total de U$ 5,5 trilhões em todo o mundo.
Entre as datas de destaque em que o e-commerce ganhará mais impulso estão a Black Friday - que promete um crescimento nominal de 5% nas vendas em relação ao evento de 2021 - e a Copa do Mundo.
Unlike previous editions, the world's biggest soccer championship will take place between November 21 and December 18, significantly boosting sales in both offline and online markets.
Market Projections for the last quarter of 2022
With numerous major retail events set to kick off in the last quarter of 2022 the World Cup is expected to boost retail, especially in the sale of sporting goods.This is especially true for the sale of sporting goods and electronics, such as TVs, which consumers are looking for in order to improve their comfort when watching the games.
Other important factors, such as the brief drop in the unemployment rate in Brazil, in addition to the increase in social aid made available by the government to the population, can also generate revenue for the market.
According to a survey conducted by the Credit Protection Service (SPC Brasil) and the National Confederation of Store Managers (CNDL), it is expected that in World Cup 2022$20.3 billion in the Brazilian economy.
In addition to the high value moved in the market, the study also points out that about 60 million Brazilians intend to make purchases during this period..
The National Confederation of Goods Trade, Services and Tourism (CNC) also estimated a 7.9% growth in revenues compared to 2014, the year in which Brazil hosted the sporting event.
With this, 56% of entrepreneurs interviewed in the survey conducted by SPC Brasil and CNDL, said they expect to increase sales during the World Cup period. This behavior also shows degrees of optimism in several segments in several segments, such as hotels - which is expected to be the sector that will profit most from the event. 56% of entrepreneurs in the leisure sector, and 55.6% in the food niche are also optimistic about the increase in sales.
With the expectation around the growth of retail sales during the World Cup45% of those interviewed in the survey say that the sales volume will grow even more during the games, however, when we separate this result by states, only people from Minas Gerais (8%) and São Paulo (5%) believe in a high increase.
In the Northeast the expectation is more positive, exceeding 15% of those interviewed.
With this, we can also observe that consumers should spend to watch the games. Most of the consumption should be with increases (91%) and drinks (87%) during the celebration of the games.
In addition, there are also other types of engagement, 61% of respondents said they will buy T-shirts and items of the national team, while 54% expect to spend on green and yellow decoration.
How to prepare for the World Cup 2022?
According to the data we observed above, we could see that the World Cup is a great opportunity to promote and boost sales in your online store.
With the changes in consumer behavior that have already been happening in recent years, the digitalization of sales remains the main preference when making purchases, showing favoritism for home delivery.
With the World Cup about to begin, the YouTube registers great interest around the World Cup, exceeding the 2018 search level by 80%.
Thus, it is important to remember that when there are more searches, there are also the highest number of views. In fact, the event in 2022 may register the time watched in more than 30%, reaching 300 million people according to data collected by Google.
After so much time in social isolation and distance from sporting events, many people have taken advantage of live matches to make up for lost time. Although some of the soccer fans may go to Qatar to watch the 2022 World Cup, data suggests that there is a growing increase in interest online versus offline.
In 2018, online search for the Cup matches surpassed offline searches. While there were 3 million in-person attendees, there were also 3 billion Google searches and 5 billion World Cup-related views on YouTube.
Christmas and the World Cup
For many, Christmas represents the peak of the calendar year, when there is increased strategy to engage the public, harness the festive spirit, and boost sales.
For the first time, the World Cup will coincide with the biggest holiday of the year, leading experts to stress the importance of engaging with sports fans, creating a connection with their brands through an event that takes place every 4 years.
Still, consumers made it clear that they intend to reduce spending for Christmas because of the financial crisis that may worsen from the last quarter of the year.
According to the results of the Economic Retail Consumer Panel-Hyperjar, 77% of consumers plan to cut back on Christmas this year and 39% say they plan to spend much less.
Still, there are high expectations for the celebration that spans both Christmas and the World Cup, where retailers should not underestimate soccer lovers. In the report Inside the mind of the Christmas consumer Will Higham, expert in Consumer Insights, points out data about the UEFA Women's Eurowhich attracted 4 million spectators for England's opening match.
As such, Higham also states that the World Cup, like any event that instigates excitement and offers excuses for celebration, will be a great excuse for the consumer to spend money, but in smaller amounts and with greater care.
Unlike in previous years, where major sporting events (World Cup, Olympics, Winter Olympics, etc.) had their own spending patterns, as did Christmas and other commemorative dates, in the year 2022 buying interests will collide.
As always, the big sales winners at sporting events such as the World Cup are electronic gadgets, in particular TVs, followed by clothing and food.
In 2022, the forecast for these sales is somewhat lower. In the data gathered by the Christmas report, it is predicted that sales values in the electronics category will drop 2% in the last quarter, even with inflation.
During the previous World Cups, there was an increase in TV sales of up to 5%, however, according to data surveyed by GfK Market Insights Panel Marketthis increase is not expected in 2022 thanks to the crisis and also as a ripple effect because of the Pandemic.
This is because in 2020, TV sales increased in line with the social isolation factor, which led consumers to upgrade and replace their devices while at home.
Before the Pandemic COVID-19, the sales volume of TV sales worldwide was stable at about 146 million units per year except in North America, but by 2021 this had dropped to 129 million.
There is also the factor related to Black Fridaybut the combination of the World Cup and the most important Friday for business remains a great sales opportunity. Matt Newman, consumer electronics category director at Currys, reveals that although electronics sales are projected to drop, TVs will still be the main focus of the retail category for the World Cup.
The trend is that the event will increase customer enthusiasm, also increasing the stimulus for the purchase of new appliances. Despite the clash, fundamentals are expected to remain consistent - customers will still look for great products, great prices, and great service.
As for challenges, one of the biggest tests will be ensuring that retailers prepare for customers to invest in technology, both online and offline.
Steve Jackson, head of the technology category at John Lewis, states:
"The cost of living may see customers tightening their belts, but we normally see sales of these tech items increase around Christmas as well as for sporting events, so with the two falling together we are making preparations to ensure we can meet customer demand."
Tips for a good campaign during the World Cup
The World Cup has always been an event of extreme joy and importance for Brazilians. With this, it is important to remember that this is a period to seek fidelity with the public and offer good experiences in the purchase journey.
Although the World Cup takes place offline, the experience is also online.
With this, we have selected some important tips to prepare your business during the games. Check them out:
- It is interesting to run contests that result in prizes with the World Cup as a theme;
- Creating products or services with themes limited to Soccer;
- Offer discounts that may reflect the outcome of the games, for example the score of the matches;
- Generating and promoting content related to the event.
In conclusion, we can see that the World Cup is a great opportunity to stimulate sales in your online store and build customer loyalty.
Although the World Cup is tied to important dates such as Black Friday and Christmas, it is even more important to be aware of the investments your business will make to promote online sales.
In a highly competitive marketplace, where consumers are looking for better experiences and personalized service, it's not a bad idea to get into the sports spirit during one of the most anticipated events of the last 4 years.
The volume of digital consumers that has been growing in recent years proves that it is impossible to be 100% confident with your online store's infrastructure. Therefore, it is important to ensure that the structures are technologically prepared to offer the best experience.
It is also necessary to invest in innovation and seek the best to insert your store among the main choices of the client during commemorative dates.
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Codeby is a company specialized in technology that seeks to transform the shopping experience in the digital channels of our clients.
We have been in the market for over 7 years, changing the reality of big brands through customized technological solutions for online store environments.
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