{"id":5238,"date":"2021-04-07T00:00:00","date_gmt":"2021-04-07T00:00:00","guid":{"rendered":"https:\/\/blog.drfi.com\/nao-categorizado\/democratizacao-da-experiencia-de-consumo\/"},"modified":"2025-11-16T19:32:01","modified_gmt":"2025-11-16T19:32:01","slug":"democratizacao-da-experiencia-de-consumo","status":"publish","type":"post","link":"https:\/\/www.drfi.com\/blog\/inovacao-e-tendencias\/democratizacao-da-experiencia-de-consumo\/","title":{"rendered":"Democratiza\u00e7\u00e3o da experi\u00eancia de consumo: li\u00e7\u00f5es da pandemia para as ind\u00fastrias de alimentos e bebidas"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Novos comportamentos do consumidor e insights de empresas de diferentes segmentos ajudam na inspira\u00e7\u00e3o de marcas para investir em relacionamentos com maior empatia<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">Quando um cliente acessa o aplicativo de uma marca para fazer compras, as expectativas dele s\u00e3o atendidas? Se a empresa nunca pensou em tornar a experi\u00eancia do consumidor memor\u00e1vel, independente do g\u00eanero, idade e classe social, \u00e9 bom se preparar. Democratizar o acesso das pessoas ao seu produto ou servi\u00e7o n\u00e3o \u00e9 tend\u00eancia, mas urg\u00eancia.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Al\u00e9m de pre\u00e7o e qualidade, o consumidor quer se relacionar com <a href=\"https:\/\/www.drfi.com\/blog\/estrategia\/pandemia-da-covid-19-estimula-reflexao-sobre-o-papel-social-das-marcas\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"marcas emp\u00e1ticas (abre em uma nova aba)\">marcas emp\u00e1ticas<\/a>, com uma comunica\u00e7\u00e3o intelig\u00edvel e canais acess\u00edveis. E se a empresa atuar com responsabilidade social e ambiental, ent\u00e3o a lista de desejos do cliente est\u00e1 completa.<br><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cDurante a <a rel=\"noreferrer noopener\" aria-label=\"pandemia do Coronav\u00edrus (abre em uma nova aba)\" href=\"https:\/\/www.google.com\/url?q=https:\/\/www.drfi.com\/blog\/tendencias\/pandemia-acelera-tendencias-de-consumo-e-provoca-mudancas-no-mercado-de-alimentos-e-bebidas\/&amp;sa=D&amp;source=editors&amp;ust=1617829848277000&amp;usg=AFQjCNFpO_S2ECAc72c4CE_3lwcvBKhnDw\" target=\"_blank\">pandemia do Coronav\u00edrus<\/a>, por exemplo, companhias que entenderam as dores do consumidor e se posicionaram de forma solid\u00e1ria, criando promo\u00e7\u00f5es e a\u00e7\u00f5es sociais ou mantendo os postos de trabalho dos colaboradores, ganharam a simpatia da opini\u00e3o p\u00fablica e viram as vendas aumentar\u201d, revela a gerente de pesquisa e insights da Consumoteca, Marina Roale.<br><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Um case de sucesso nesse sentido \u00e9 o Magazine Luiza, que permitiu aos profissionais aut\u00f4nomos trabalharem de casa, vendendo os produtos da rede no pr\u00f3prio market place, com comiss\u00f5es de 12%. Isso gerou renda extra para quem perdeu o emprego na quarentena. E para quem produz, foi poss\u00edvel criar uma loja virtual pr\u00f3pria, no site da empresa.<br><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cA rede varejista identificou uma grande fonte de ang\u00fastia dos clientes e demonstrou empatia. Isso s\u00f3 \u00e9 poss\u00edvel quando a marca conhece profundamente o p\u00fablico e avalia os recursos mais adequados para estreitar o relacionamento, potencializando a experi\u00eancia de consumo\u201d, esclarece Marina.<br><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Ainda de acordo com a pesquisadora, delimitar o alcance dos produtos a camadas espec\u00edficas da sociedade \u00e9 comum na ind\u00fastria, por\u00e9m, os crit\u00e9rios que definem as classes sociais est\u00e3o cada vez mais dilu\u00eddos, por isso, a marca deve considerar necessidades estruturais dos indiv\u00edduos e n\u00e3o s\u00f3 o poder aquisitivo, j\u00e1 que essa classifica\u00e7\u00e3o hoje \u00e9 falha.<br><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cAo ampliar a experi\u00eancia de consumo no universo digital, o primeiro passo \u00e9 avaliar as condi\u00e7\u00f5es de acesso \u00e0 internet em diferentes grupos e criar solu\u00e7\u00f5es para quem tem dificuldades em se manter on-line, seja por causa de um pacote de dados pr\u00e9-pago ou pela baixa qualidade de sinal. \u00c9 assim que a personaliza\u00e7\u00e3o deve ser feita\u201d, explica Marina.<br><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Outras ideias para a democratiza\u00e7\u00e3o da&nbsp;<em>customer experience<\/em>&nbsp;\u00e9 apostar em planos de cashback<em>,&nbsp;<\/em>programas de educa\u00e7\u00e3o financeira, t\u00e9cnica ou tecnol\u00f3gica, dentro do contexto da marca, e a\u00e7\u00f5es que empoderem o consumidor.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Netflix, AMBEV, IFood e Nestl\u00e9 s\u00e3o algumas das organiza\u00e7\u00f5es que j\u00e1 entenderam essa realidade e adotaram essa pr\u00e1tica.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e3o \u00e9 s\u00f3 sobre vender, mas \u00e9 sobre <a href=\"https:\/\/www.drfi.com\/blog\/tendencias\/oportunidades-para-industrias-de-alimentos-em-meio-a-pandemia\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"transformar (abre em uma nova aba)\">transformar<\/a> para conquistar.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Confira outros exemplos de iniciativas de marcas que adotaram pr\u00e1ticas de empatia desde o in\u00edcio da pandemia:<\/strong><br><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.drfi.com\/blog\/wp-content\/uploads\/2021\/04\/nestle.png\" alt=\"NESTL\u00ca\" class=\"wp-image-6608\" width=\"500\" height=\"286\"\/><\/figure>\n<\/div>\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A&nbsp;subsidi\u00e1ria brasileira da fabricante de alimentos&nbsp;<strong>Nestl\u00e9<\/strong>&nbsp;criou o&nbsp;<strong>C-Lab<\/strong>, um centro de pesquisa interno que reuniu as \u00e1reas de consumo e marketing para conduzir estudos sobre o comportamento do consumidor, na hora de comprar alimentos. \u201cO C-lab consegue ter a m\u00e3o no pulso do consumidor e nos apresentar agilmente informa\u00e7\u00f5es sobre como ele tem se comportado nesse momento sens\u00edvel. O que esses dados nos mostram \u00e9 que o consumidor tem mesclado itens saud\u00e1veis com produtos mais indulgentes na cesta de compras, o que demonstra um olhar para os benef\u00edcios da alimenta\u00e7\u00e3o para a sa\u00fade e a busca por produtos que tragam conforto nesse cen\u00e1rio\u201d, explicou Frank Pflaumer, vice-presidente de comunica\u00e7\u00e3o e marketing da companhia, em entrevista \u00e0&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/www.revistalide.com.br\/revista-lide\/noticias\/gastronomia\/estruturamos-um-laboratorio-interno-de-pesquisas-na-nestle-no-brasil-o-c-lab-que-consegue-ter-a-mao-no-pulso-do-consumidor-afirma-frank-pflaumer-\" target=\"_blank\">Revista Lide<\/a>.<br><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>O IFood antecipou R$ 2,5 bilh\u00f5es a custo zero para manter o fluxo de caixa de empresas e diminuiu em 20% as comiss\u00f5es cobradas a restaurantes, nos pedidos realizados no app, no in\u00edcio da pandemia;<br><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.drfi.com\/blog\/wp-content\/uploads\/2021\/04\/ambev.jpg\" alt=\"AMBEV\" class=\"wp-image-6611\" width=\"442\" height=\"288\"\/><\/figure>\n<\/div>\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A AMBEV doou 1,2 milh\u00e3o de unidades de \u00e1lcool em gel para hospitais p\u00fablicos e e 700 mil garrafas de \u00e1gua a hospitais e comunidades pobres do Brasil. Al\u00e9m disso, linhas de produ\u00e7\u00e3o das f\u00e1bricas de bebidas passaram a fabricar \u00e1lcool gel e m\u00e1scaras. A atua\u00e7\u00e3o em combate ao novo Coronav\u00edrus rende uma premia\u00e7\u00e3o da ONU \u00e0 cervejaria, em julho do ano passado:&nbsp;<em>SDG Action Solidarity Awards<\/em>&nbsp;(&#8220;Pr\u00eamio de A\u00e7\u00e3o de Solidariedade dos ODS \u2014 Objetivos de Desenvolvimento Sustent\u00e1vel&#8221;). Em mar\u00e7o deste ano, a fabricante de bebidas anunciou a convers\u00e3o de parte de uma de suas cervejarias, no interior de S\u00e3o Paulo, para fabricar e envasar oxig\u00eanio hospitalar para doar para hospitais e unidades de sa\u00fade do Estado.<br><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A Cacau Show destinou, nas v\u00e9speras das P\u00e1scoas de 2020 e deste ano, 2 milh\u00f5es de ovos de p\u00e1scoa a hospitais, comunidades vulner\u00e1veis, empresas de servi\u00e7os essenciais e ONGs distribu\u00eddas em S\u00e3o Paulo, interior e Rio de Janeiro.<br><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Democratizar o acesso dos consumidores aos produtos ou servi\u00e7os de uma marca j\u00e1 deixou de ser uma tend\u00eancia para se consolidar como movimento. E exige a\u00e7\u00f5es urgentes das empresas para gerar maior empatia no relacionamento com seus p\u00fablicos. Para voc\u00ea, as marcas est\u00e3o realmente conectadas com este novo momento e prontas para agir? Conte para n\u00f3s!<strong><br><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Novos comportamentos do consumidor e insights de empresas de diferentes segmentos ajudam na inspira\u00e7\u00e3o de marcas para investir em relacionamentos com maior empatia.<\/p>\n","protected":false},"author":1,"featured_media":5239,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4027],"tags":[],"class_list":["post-5238","post","type-post","status-publish","format-standard","has-post-thumbnail","category-inovacao-e-tendencias"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Democratiza\u00e7\u00e3o da experi\u00eancia de consumo: li\u00e7\u00f5es da pandemia para as ind\u00fastrias de alimentos e bebidas - Blog Duas Rodas<\/title>\n<meta name=\"robots\" content=\"index, follow, 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