{"id":17584,"date":"2016-10-13T18:00:42","date_gmt":"2016-10-13T21:00:42","guid":{"rendered":"http:\/\/www.bridgeconsulting.com.br\/?p=2300"},"modified":"2026-05-05T09:14:29","modified_gmt":"2026-05-05T12:14:29","slug":"varejo-e-as-lojas-do-futuro-iot-e-beacons","status":"publish","type":"post","link":"https:\/\/www.bridgeconsulting.com.br\/artigos\/varejo-e-as-lojas-do-futuro-iot-e-beacons\/","title":{"rendered":"Varejo e as Lojas do Futuro: IoT e Beacons"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Em um cen\u00e1rio de revolu\u00e7\u00e3o tecnol\u00f3gica em que o mundo f\u00edsico se aproxima cada vez mais do mundo virtual, o termo Internet das Coisas (Internet of Things \u2013 IoT) tem se tornado t\u00f3pico recorrente na agenda de grandes eventos, f\u00f3runs e dentro das pr\u00f3prias organiza\u00e7\u00f5es.<\/p>\n

O conceito de IoT veio para delimitar uma nova fase na era digital, em que dispositivos e objetos inteligentes s\u00e3o interligados entre si e com as pessoas, como explicado no post A Internet das Coisas e as novas oportunidades de neg\u00f3cio<\/a>. Se aplicada no setor de varejo, a Internet das Coisas pode oferecer um mundo de oportunidades. Nesse contexto, o conceito de Lojas do Futuro surge com o intuito de aproximar as lojas f\u00edsicas das lojas virtuais e aproveitar as oportunidades que essa revolu\u00e7\u00e3o tecnol\u00f3gica possibilita.<\/p>\n

Para se transformar em uma Loja do Futuro, os varejistas devem lan\u00e7ar m\u00e3o de tecnologias de ponta para reinventarem a experi\u00eancia do consumidor. Essa transforma\u00e7\u00e3o \u00e9 um dos principais motivos do desenvolvimento de projetos de IoT nas empresas. O interesse por iniciativas desse tipo n\u00e3o est\u00e1 atrelado necessariamente ao aumento das vendas, mas sim \u00e0 fideliza\u00e7\u00e3o do consumidor a partir de uma comunica\u00e7\u00e3o estabelecida em tempo real.<\/p>\n

Em pesquisa publicada pela Forrester, foi visto que dos 600 varejistas entrevistados 65% possuem um projeto de IoT em andamento ou sendo iniciado. J\u00e1 a consultoria brit\u00e2nica Juniper Research divulgou recentemente outra pesquisa na qual mostrou que at\u00e9 2020 os principais varejistas mundiais dever\u00e3o investir cerca de US$ 2,5 bilh\u00f5es em tecnologias relacionadas \u00e0 Internet das Coisas, como os beacons<\/em>.<\/p>\n

Os beacons<\/em>, solu\u00e7\u00e3o cujo objetivo \u00e9 possibilitar o engajamento com o consumidor, s\u00e3o pequenos dispositivos que conseguem se conectar ao smartphone dos clientes atrav\u00e9s do sinal de Bluetooth ou Wi-Fi e enviar mensagens personalizadas. Essa comunica\u00e7\u00e3o ocorre atrav\u00e9s da proximidade em que a pessoa se encontra do dispositivo e, por isso, \u00e9 importante que sejam escolhidos pontos estrat\u00e9gicos da loja para aplica-los. Al\u00e9m disso, para que as mensagens cheguem ao smartphone do consumidor, ele deve possuir o aplicativo (App) do varejista, que servir\u00e1 como um canal para o envio das informa\u00e7\u00f5es.<\/p>\n

A figura a seguir representa o processo de funcionamento dos beacons<\/em>:<\/p>\n

\"beacons\"<\/p>\n

 <\/p>\n

Fonte: Bfonics<\/p>\n

Startups americanas t\u00eam investido grande esfor\u00e7o no desenvolvimento de solu\u00e7\u00f5es que buscam integrar a tecnologia do beacon<\/em> (hardware) com uma plataforma (software). Essa integra\u00e7\u00e3o tem como objetivo gerenciar as informa\u00e7\u00f5es que ser\u00e3o enviadas para o consumidor.<\/p>\n

Seguindo esse caminho, a startup Kontact.io implementou um projeto piloto em uma das lojas do Carrefour na Tunisia e alcan\u00e7ou resultados significativos. Foram espalhados 50 beacons<\/em> pela loja que estavam integrados a uma plataforma de gerenciamento de informa\u00e7\u00f5es. A partir dessa tecnologia foi poss\u00edvel enviar cupons promocionais e mensagens personalizadas para cada cliente que se aproximava dos dispositivos. Com isso, o n\u00famero de novos usu\u00e1rios do App aumentou em 600%, o tempo gasto no App apresentou um crescimento de 400% e as taxas de convers\u00e3o da loja (n\u00famero de clientes que compram\/n\u00famero de clientes que entram na loja) tiveram um aumento de 50%.<\/p>\n

Outra solu\u00e7\u00e3o que as startups est\u00e3o desenvolvendo diz respeito \u00e0 integra\u00e7\u00e3o dos beacons<\/em> a uma plataforma capaz de analisar em tempo real a movimenta\u00e7\u00e3o no interior da loja, chamada In-Store Analytics. Como os beacons<\/em> conseguem captar o sinal do Wi-Fi ou do Bluetooth do celular dos clientes, \u00e9 poss\u00edvel compreender melhor a sua movimenta\u00e7\u00e3o na loja atrav\u00e9s de mapas de calor (locais mais visitados e menos visitados) e a quantidade de visitas por departamento, al\u00e9m de possibilitar a mensura\u00e7\u00e3o da frequ\u00eancia e da dura\u00e7\u00e3o das visitas.<\/p>\n

A an\u00e1lise desses dados possibilita a otimiza\u00e7\u00e3o do layout da loja, trazendo para a entrada os departamentos mais visitados, por exemplo. Al\u00e9m disso, os mapas de calor permitem que o varejista entenda quais departamentos est\u00e3o sendo mais procurados e consiga tomar decis\u00f5es estrat\u00e9gicas, como passar a investir mais nessas categorias. Outro ganho proveniente dessas an\u00e1lises \u00e9 o cruzamento do n\u00famero de visitas \u00e0 loja com o n\u00famero de vendas realizadas por cliente. Assim, \u00e9 poss\u00edvel ter uma melhor compreens\u00e3o sobre o comportamento da taxa de convers\u00e3o (n\u00famero de clientes que compram\/n\u00famero de clientes que entram na loja) da loja.<\/p>\n

O quadro a seguir apresenta os principais benef\u00edcios que as solu\u00e7\u00f5es tecnol\u00f3gicas envolvendo os beacons<\/em> trazem para o varejo bem como as barreiras para sua implementa\u00e7\u00e3o:<\/p>\n

\"beacons\"<\/p>\n

 <\/p>\n

Fonte: Elabora\u00e7\u00e3o do autor.<\/p>\n

Apesar das limita\u00e7\u00f5es, os beacons<\/em> se apresentam como uma importante estrat\u00e9gia para o engajamento com o consumidor e, consequentemente, para o crescimento das vendas. Dessa forma, para ser uma Loja do Futuro, \u00e9 preciso investir em novas tecnologias e utiliz\u00e1-las como ferramenta para o alcance de um diferencial competitivo. Os grandes varejistas j\u00e1 iniciaram a corrida pela inova\u00e7\u00e3o e a tend\u00eancia \u00e9 que essas novas tecnologias sejam cada vez mais utilizadas na intera\u00e7\u00e3o e fideliza\u00e7\u00e3o do cliente.<\/p>\n

Para mais informa\u00e7\u00f5es sobre o IoT e o mercado de varejo leia o nosso artigo Internet das Coisas e o Varejo: Evolu\u00e7\u00e3o no Modelo de Neg\u00f3cio.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” equal_height=”yes” content_placement=”middle” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”17639″ image_size=”full” animation_type=”entrance” animation=”Fade In” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”5\/6″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\u00c9rika Caldas<\/strong> \u00e9 Engenheira de Produ\u00e7\u00e3o pelo CEFET (RJ) e consultora na Bridge Consulting. Atualmente, atua como respons\u00e1vel por projetos de automatiza\u00e7\u00e3o de processos e intelig\u00eancia de neg\u00f3cio para clientes varejistas.<\/em>[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

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