{"id":15735,"date":"2019-06-12T12:34:00","date_gmt":"2023-06-06T12:34:09","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=15735"},"modified":"2023-10-05T20:43:31","modified_gmt":"2023-10-05T20:43:31","slug":"personalizacao-em-compras","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/br\/blog\/personalizacao-em-compras\/","title":{"rendered":"Guia para Personaliza\u00e7\u00e3o nas Vendas Online"},"content":{"rendered":"\n<p>Quais as estrat\u00e9gias que sua empresa est\u00e1 desenvolvendo para vender mais no e-commerce? Se sua resposta n\u00e3o incluir <b>experi\u00eancias de compra<\/b> personalizadas, est\u00e1 na hora de inovar e rever as formas como seu neg\u00f3cio pode se diferenciar da concorr\u00eancia em um cen\u00e1rio cada vez mais veloz, inteligente, conectado e com expectativas elevadas.<\/p>\n\n\n\n<p>Pensando nesse desafio da <a href=\"https:\/\/www.salesforce.com\/br\/quarta-revolucao-industrial\/\">quarta revolu\u00e7\u00e3o industrial<\/a>, produzimos um e-book sobre as principais tend\u00eancias, descobertas e dados sobre a personaliza\u00e7\u00e3o da <a href=\"https:\/\/www.salesforce.com\/br\/products\/marketing-cloud\/tudo-sobre-marketing\/jornada-do-cliente\/\">jornada do cliente<\/a> e como isso pode impactar nos resultados no seu neg\u00f3cio, principalmente quando a <a href=\"https:\/\/www.salesforce.com\/br\/products\/einstein\/ai-deep-dive\/\">intelig\u00eancia artificial<\/a> \u00e9 agregada ao processo para oferecer recomenda\u00e7\u00f5es cada vez mais relevantes para os consumidores.<\/p>\n\n\n\n<p>Acesse o site e fa\u00e7a j\u00e1 o <a href=\"https:\/\/www.salesforce.com\/br\/products\/commerce-cloud\/tudo-sobre-ecommerce\/personalizacao\/\">download do e-book \u201cPersonaliza\u00e7\u00e3o em Compras\u201d<\/a>.<\/p>\n\n\n\n<p>A seguir, te ajudamos a entender melhor <b>o que \u00e9 uma jornada de compra no e-commerce,<\/b> porque as recomenda\u00e7\u00f5es personalizadas s\u00e3o t\u00e3o importantes nesse processo trazendo alguns highlights do estudo.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Relat\u00f3rio Compras pelo celular<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Este relat\u00f3rio analisa a atividade de compras feitas em dispositivos m\u00f3veis de mais de 300 milh\u00f5es de compradores globais em 37 pa\u00edses. Confira estrat\u00e9gias para otimizar investimentos e t\u00e1ticas.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/br\/form\/pdf\/mobile-shopping-focus\/\">Baixar relat\u00f3rio<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-o-que-e-jornada-de-compra\">O que \u00e9 jornada de compra?<\/h2>\n\n\n\n<p>Jornada de compra \u00e9 <b>o caminho pelo qual um usu\u00e1rio passa antes de fechar a compra,<\/b> ou seja, s\u00e3o todas as intera\u00e7\u00f5es e pontos de contato com a sua empresa que ocorrem antes (e depois) de colocar um produto no carrinho e realizar o <i>check-out.<\/i><\/p>\n\n\n\n<p>Essa jornada \u00e9 um dos fatores que determina uma <a href=\"https:\/\/www.salesforce.com\/br\/atendimento-ao-cliente\/customer-experience\/\">experi\u00eancia do cliente<\/a>, e sabemos que na era da <a href=\"https:\/\/www.salesforce.com\/br\/blog\/2017\/Setembro\/O-que-e-Transformacao-Digital.html\">transforma\u00e7\u00e3o digital<\/a>, \u00e9 fundamental que as empresas construam um relacionamento baseado em intera\u00e7\u00f5es qualificadas e recomenda\u00e7\u00f5es personalizadas que ofere\u00e7am valor aos consumidores.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-recomendacoes-personalizadas-por-que-sao-importantes\">Recomenda\u00e7\u00f5es personalizadas: por que s\u00e3o importantes?<\/h2>\n\n\n\n<p>De acordo com o estudo realizado, <b>50% dos consumidores dizem que provavelmente trocar\u00e3o de marca se uma empresa n\u00e3o antecipar suas necessidades. <\/b>Isso significa que recomenda\u00e7\u00f5es personalizadas de produto e\/ou servi\u00e7os precisam estar ao alcance dos usu\u00e1rios antes mesmo deles reconhecerem a necessidade de compra.<\/p>\n\n\n\n<p>Rama Ramakrishnan, vice-presidente s\u00eanior de ci\u00eancia de dados na Salesforce Commerce Cloud, ressalta a <b>import\u00e2ncia de estar \u00e0 altura das expectativas dos consumidores mais exigentes<\/b> e ainda comenta que iniciar uma estrat\u00e9gia de personaliza\u00e7\u00e3o pode estar a poucos passos de dist\u00e2ncia:<\/p>\n\n\n\n<p><i>\u201cSe o seu cat\u00e1logo tiver mais de algumas dezenas de produtos, os clientes podem n\u00e3o encontrar facilmente o que procuram. E se o comprador impaciente dos dias de hoje n\u00e3o conseguir encontrar o que quer em um ou dois cliques, ele sair\u00e1 do site. \u00c9 por isso que a personaliza\u00e7\u00e3o \u00e9 muito importante. [&#8230;] Voc\u00ea provavelmente j\u00e1 tem dados suficientes para aprovar alguma personaliza\u00e7\u00e3o poderosa. Ent\u00e3o, voc\u00ea s\u00f3 precisa se aprofundar e seus esfor\u00e7os se tornar\u00e3o mais inteligentes com o tempo.\u201d<\/i><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-como-iniciar-uma-estrategia-de-personalizacao\">Como iniciar uma estrat\u00e9gia de personaliza\u00e7\u00e3o?<\/h2>\n\n\n\n<p>No estudo \u201cPersonaliza\u00e7\u00e3o em Compras\u201d, identificamos 5 pr\u00e1ticas que podem ajudar sua empresa a dar o start na implementa\u00e7\u00e3o de recomenda\u00e7\u00f5es personalizadas e come\u00e7ar a atuar com um mindset focado nas jornadas de compra.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\n<p>D\u00ea in\u00edcio a uma estrat\u00e9gia gerenci\u00e1vel;<\/p>\n<\/li>\n\n\n\n<li>\n<p>Confie na Ia para execu\u00e7\u00e3o t\u00e1tica;<\/p>\n<\/li>\n\n\n\n<li>\n<p>Teste e otimize;<\/p>\n<\/li>\n\n\n\n<li>\n<p>Use dados limpos;<\/p>\n<\/li>\n\n\n\n<li>\n<p>Procure novas op\u00e7\u00f5es de recomenda\u00e7\u00e3o, como e-mail e pesquisa personalizada.<\/p>\n<\/li>\n<\/ol>\n\n\n\n<p>Para conferir em detalhes esse passo-a-passo e entender como aplicar na sua empresa, lembre-se de <a href=\"https:\/\/www.salesforce.com\/br\/form\/pdf\/personalization-in-shopping\/?d=7010M000002MyiqQAC\">fazer o download do e-book \u201cPersonaliza\u00e7\u00e3o em Compras\u201d<\/a>.<\/p>\n\n\n\n<p>Quer saber mais sobre jornada do cliente, experi\u00eancia de compra e e-commerce? Ent\u00e3o confira os conte\u00fados que separamos para voc\u00ea:<\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/br\/products\/commerce-cloud\/tudo-sobre-ecommerce\/\">Tudo sobre E-Commerce<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/br\/products\/commerce-cloud\/tudo-sobre-ecommerce\/compras-mobile\/\">Compras Mobile: Insights e Dados sobre Comportamento<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/br\/products\/einstein\/ai-deep-dive\/\">Infogr\u00e1fico: Guia de Intelig\u00eancia Artificial na Era do Cliente<\/a><\/p>\n\n\n\n<div class=\"layout-five wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Personaliza\u00e7\u00e3o em compras<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Confira dados de 150 milh\u00f5es de compradores sobre como a IA afeta a receita e a jornada do comprador.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/br\/form\/pdf\/personalization-in-shopping\/\">Baixar relat\u00f3rio<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-five.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-five.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-five.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/br\/pt\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Entenda melhor o que \u00e9 uma jornada de compra no e-commerce e por que as recomenda\u00e7\u00f5es personalizadas s\u00e3o t\u00e3o importantes nas vendas online.<\/p>\n","protected":false},"author":1,"featured_media":15475,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[879,966,930,849],"sf_content_type":[],"blog":[1146,1154,1161,1190,1245],"coauthors":[947],"class_list":["post-15735","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-commerce","sf_topic-consumer-goods","sf_topic-manufacturing","sf_topic-retail","blog-consumer-goods","blog-manufacturing","blog-retail","blog-commerce","blog-ecommerce"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Guia para Personaliza\u00e7\u00e3o nas Vendas Online | Salesforce<\/title>\n<meta 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