anita online - palestra uniderp 02/09/2010
TRANSCRIPT
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Thays Mosko - Gerente Site Anita OnlineLilian Vasconcelos – Mídias Sociais
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Como surgiu a ANITA ONLINE
O mundo FASHION e o E-COMMERCE
MULHERES na web
Ações e estratégias em REDES SOCIAIS
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Você já comprou
pela internet ?LIVROS
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Você já comprou
pela internet ?ELETRÔNICOS / INFORMÁTICA
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Você já comprou
pela internet ?ELETRODOMÉSTICOS
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Você já comprou pela internet ?
SAPATOS
Quer uma boa razão pra comprar ?
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Incremento deem vendas Online.
22%
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GRUPO ANITA
25 anos ditando moda do Mercado Varejista de Calçados
14 lojas da Rede Anita
3 lojas da Via Uno
1º e-commerce de Calçados do Centro Oeste
+ de 600 Colaboradores
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Livros, Revistas e Assinaturas
Títulos de CD, DVD e Vídeo
Eletrônicos
Eletrodomésticos
Produtos de Beleza
Calçados
Fonte: e-bit – Ranking 2009
1º2º3º4º5º
12º
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Porque a Anita montou um e-commerce ?
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1990 1ª loja da Rede
2004 Site Institucional 2007 e-Commerce
1985 As vendas eram feitas na residência da família
GoogleAnalytics
Hoje!
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CRIAÇÃO DE UM ESTOQUEPRÓPRIO PARA O SITE
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Ótica do DIREITO noE-COMMERCE
Marcas e PatentesPropriedade industrial – Lei nº 9279 14/05/96
Direito AutoralDireito autoral e registro – Lei nº 610/98
Contrato de Compra e VendaCódigo de Defesa do Consumidor – Lei nº 8078 11/09/1990
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Desenvolvimento da Plataforma
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Mais de 5 milhões de disparos por mês
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• Relacionamento com o Cliente• Awareness (percepção do consumidor)
• Atendimento e Dúvidas • Conteúdo Técnico
• Dicas de Moda• Venda
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• Desperta Interesse pelo Produto
• Facilita a Avaliação Técnica do Produto
• Gera Credibilidade para a Marca
• Atrai o Consumidor para seu e-Commerce
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•Mais de 200 vídeos
•Mais de 200 mil visualizações
•Mais de 10 mil conversões diretas
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•Mais de 50 profissionais
•Mais de 5 mil pares vendidos / mês
•Mais de 90 mil clientes cadastrados
•Mais de 7.000.000 pageviews / mês
• Mais de 300 novos clientes a cada dia
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• Consolidar a imagem de Formadora de Opinião e Moda.
• Até final de 2011 representar 25% das vendas do Grupo Anita.
• Até final de 2016 superar a venda de todas as Lojas Físicas.
•Trabalhar sempre com Ética e Respeito aos Clientes e Colaboradores.
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O mundo fashion e o e-commerce
8º lugar no ranking de bens consumidos pela web.Ricardo Magalhães - Web Seminário IKEDA
13% das lojas do shopping Iguatemi-SP tem e-commerceRicardo Magalhães - Web Seminário IKEDA
Zara Vila Romana
Não tem e-commerce!!
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Design
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• 1- Ter um design belíssimo que seja rápido de carregar e fácil de usar;• 2- Ter um e-commerce que reflita a marca que é reconhecida do mundo
offline;• 3- Criar o conteúdo como uma revista, que ajude o cliente a entender a
promessa da marca, a sua história e singularidade;• 4- Selecionar itens que podem ser explorados online;• 5- Ajudar os clientes offline a comprarem online;• 6- Ter excelentes fotos, que valorizam detalhes;• 7- Ter um processo de compras tranquilo e a prova de erros;• 8- Explorar maneiras de reconhecer os clientes especiais e oferecer
ofertas especiais;• 9- Integrar o e-commerce com lojas atuais para maximizar campanhas,
visitantes, clientes e resultados;
E-COMMERCE: 9 OBJETIVOS
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Fábricas criam muito material publicitário
Equipe interna de criação e edição de imagens
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Newsletter para a base segmentada e qualificada.
SEO zero flash ou pelo menos perto de zero! Melhorar a busca orgânica no Google.
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Elas representam o MAIOR mercado emergente do mundo.Revista Exame - Maio 2010
12 trilhões de dólares foram despejados na economia mundialpelas mulheres em 2009.
Revista Proxxima - Dezembro 2009
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Mais dinheiro No bolso
A massa salarial feminina avançou 42% ante 26% da remuneração dos homens no período entre 2003 e 2008.
Fonte: IBGE – Revista Exame maio/ 2010
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Sophia Mind - Março 2010
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E A INTERNET?
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O tempo gasto com Internet pelas mulheres no Brasil, hoje, é
o dobro do tempo que elas dedicam à TV.
Sophia Mind – Setembro/Outubro 2009
39 horas semanais
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93% cresce o número de mulheres na web nos últimos 2 anos
Brasil: 4º lugar no ranking mundial de mulheres conectadas
Fonte de dados: Ibope/NetRatings 2008
10,3 milhões de mulheres navegando na web
EUA: elas representam 51% dos usuários de internet
A INTERNET DE SAIAS
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Comprar, se atualizar, trocar experiências, falar e serem ouvidas.
60,89% preferem a web nas horas vagas, a ouvir música,
assistir tv, ler livros e revistas.
e-Midia – conteúdo digital 2007
O QUE ELAS FAZEM NA WEB?
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90,9% usam para ficarem atualizadas;
+2 pontos percentuais serviços bancários;
2º categoria de produtos com maior consumo em 2009: saúde, beleza e medicamentos;
Fonte de dados: Ibope/NetRatings 2008E-bit: Web Shoppers 2009
Sophia Mind 2010
60,9% buscam informações sobre produtos/serviços;
O QUE ELAS FAZEM NA WEB?
18% compram bens virtuais
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“Embora o avanço do consumo feminino seja verificado em
todos os segmentos, é na classe C que ele aparece de forma mais evidente”.
Fonte: IBGE
Revista Proxxima - Maio 2010
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Revista Proxxima - Setembro 2009
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Geração M
“Mulheres que navegam na internet ao lado de crianças, e ambos são multiconectados, multi-informados e multitarefa”.
Daniela Cachich – Gerente de MKT da Ades.
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E-commerce para elas. Sem dizer uma palavra!
Fonte: www.notinwords.com
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Elas
Mulheres AMAM o e-commerce!
Mulheres COMPRAM calçados pela internet
Hoje representam 75% das vendas da
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PAIXÃO
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LEALDADE
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RELAÇÕES
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MULHERES E A PUBLICIDADE
97 % delas não de incomodam em receber e-mails ou visualizar publicidade online quando são interessantes, criativas e promocionais;
60% querem receber mais publicidade promocional e 50% cupons de desconto;
Sophia Mind – Março de 2010
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CONQUISTE AS MULHERES
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O QUE AS EMPRESAS DE INTERNET ESTÃO FAZENDO?
Investir em Usabilidade
Textos adequados
Informações rápidas e objetivas
Tudo deve estar a meio clique
Hotsites e Blogs com informações
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O QUE AS EMPRESAS DE INTERNET ESTÃO FAZENDO?
Gerar conteúdo adequado
SEM estereótipo
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Pós-venda 62% delas buscam dicas de como usar o produto.
67% das usuárias buscam informações na web sobre produtos ou serviços antes de comprá-los ou contratá-los.
28% das usuárias de internet gastaram mais de R$ 500 em compras e 20% gastaram entre R$ 200 e R$ 500/ mês.
Sophia Mind – Março de 2010
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SENHORA?!
ATENDIMENTO GENTIL, EDUCADO, COM SORRISOCOM SORRISO, PRESTATIVO, EFICIENTE, ALEGRE
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• Relevância• Custo por clique• Tráfego qualificado
GEOMARKETING
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LUGAR DE MULHER...
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É NA WEB!
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E se estão na Web, estão nas Redes Sociais.
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Acessam Redes Sociais 91% Comentam suas experiências com produtos nas
Redes Sociais 61% Sophia Mind – Grupo Bolsa de Mulher 2010
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Fonte: Estadão
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Fonte: Folha de São Paulo
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Fonte: Proxxima
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• Ação de comunicação bem elaborada;• Relevância de conteúdo;• Relacionamento.
ATRAIR NOVOS SEGUIDORES
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A DIFERENÇA É O QUANTO ACREDITAMOS EM NOSSA DECISÃO.
Ceo – Zappos