{"id":56349,"date":"2022-05-15T21:05:48","date_gmt":"2022-05-15T19:05:48","guid":{"rendered":"https:\/\/blog.brand-architecture.at\/2022\/05\/15\/fiege-analisa-o-comercio-digital-de-vinhos\/"},"modified":"2022-05-15T21:05:48","modified_gmt":"2022-05-15T19:05:48","slug":"fiege-analisa-o-comercio-digital-de-vinhos","status":"publish","type":"post","link":"https:\/\/transportjournal.com\/pt-pt\/2022\/05\/15\/fiege-analisa-o-comercio-digital-de-vinhos\/","title":{"rendered":"Fiege analisa o com\u00e9rcio digital de vinhos"},"content":{"rendered":"<h5><strong>A pandemia de Corona afetou fortemente a ind\u00fastria de gastronomia e turismo. Duas ind\u00fastrias que pertencem aos compradores cl\u00e1ssicos dos produtores de vinho. Especialmente para pequenas vin\u00edcolas sem presen\u00e7a no varejo, os lockdowns e fechamentos levaram a perdas de receita significativas. No entanto, n\u00fameros atuais mostram que a ind\u00fastria do vinho conseguiu se manter est\u00e1vel durante a crise, com um crescimento de seis por cento em 2020.<\/strong><\/h5>\n<p>(Greven) Os n\u00fameros de vendas de grandes players como Lobenbergs Gute Weine refletem esses tend\u00eancias de forma impressionante. As vendas dobraram em apenas dois anos. Para entender e descobrir onde o com\u00e9rcio digital de vinhos na Alemanha se encontra atualmente em seu desenvolvimento, quais servi\u00e7os s\u00e3o caracter\u00edsticos e quais tend\u00eancias est\u00e3o surgindo, a equipe de E-Commerce da Fiege analisou cerca de 100 vin\u00edcolas e comerciantes.<\/p>\n<p>A base do estudo \u00e9 uma an\u00e1lise no local de 65 vin\u00edcolas alem\u00e3s e 30 comerciantes online, que foram avaliados com base em v\u00e1rios fatores relevantes para o E-Commerce. Isso inclui, por exemplo, o uso de diferentes canais de distribui\u00e7\u00e3o digital (E-Shop, aplicativos, marketplaces), as modalidades de pagamento e envio oferecidas, medidas de fideliza\u00e7\u00e3o digital e a oferta de servi\u00e7os espec\u00edficos de vinho, como pacotes de degusta\u00e7\u00e3o ou recomenda\u00e7\u00f5es de receitas.<\/p>\n<h5><strong>Servi\u00e7os diferentes como argumento de venda<\/strong><\/h5>\n<p>O resultado claro do estudo: vin\u00edcolas e comerciantes online diferem significativamente nos servi\u00e7os oferecidos. Os comerciantes, em suma, podem ser considerados como tendo um grau de maturidade mais alto em suas atividades online. Isso se reflete, por exemplo, no n\u00famero m\u00e9dio de m\u00e9todos de pagamento oferecidos (vin\u00edcolas; 3,2 vs. comerciantes online: 4,8), nos custos de envio significativamente mais baixos em m\u00e9dia (vin\u00edcolas: 7,90 euros vs. comerciantes online: 5,70 euros) e nos limites para entregas gratuitas, que para comerciantes est\u00e3o apenas em 11 garrafas ou 100 euros, enquanto as vin\u00edcolas oferecem entrega gratuita apenas a partir de 25 garrafas ou 217 euros. As vin\u00edcolas, por outro lado, podem se destacar em 36 por cento dos casos com a retirada gratuita na loja.<\/p>\n<h5><strong>Marketplaces de nicho de grande import\u00e2ncia<\/strong><\/h5>\n<p>&#8220;\u00c9 not\u00e1vel que as vin\u00edcolas, al\u00e9m de suas pr\u00f3prias lojas online, apostem deliberadamente em marketplaces para se beneficiar de seu maior alcance&#8221;, diz Franziska Kier, autora do estudo e chefe do Desenvolvimento de Neg\u00f3cios de Novos Servi\u00e7os na Fiege. &#8220;Ao contr\u00e1rio de muitas outras ind\u00fastrias, a Amazon desempenha um papel secund\u00e1rio no com\u00e9rcio de vinhos para os vinicultores. Vicampo e WirWinzer, por outro lado, est\u00e3o em alta \u2013 77% e 72% de todas as vin\u00edcolas analisadas vendem seus produtos dessa forma.&#8221;<\/p>\n<p>As empresas concordam sobre a relev\u00e2ncia dos servi\u00e7os e a cria\u00e7\u00e3o de valores adicionais espec\u00edficos de vinho em suas lojas online. Pacotes de degusta\u00e7\u00e3o e conjuntos de presentes lideram a lista dos servi\u00e7os mais populares, seguidos por receitas e recomenda\u00e7\u00f5es de pratos, que s\u00e3o disponibilizadas gratuitamente aos clientes da loja. &#8220;Modelos de assinatura e degusta\u00e7\u00f5es de vinho online, por outro lado, ainda s\u00e3o mais a exce\u00e7\u00e3o do que a regra&#8221;, explica Franziska Kier. &#8220;A relev\u00e2ncia, no entanto, sem d\u00favida aumentar\u00e1 quando olharmos para outras ind\u00fastrias. Assinaturas e eventos de compras ao vivo n\u00e3o s\u00e3o mais exclusivos dos gigantes da moda e beleza.&#8221;<\/p>\n<h5><strong>Fideliza\u00e7\u00e3o do cliente como fator de sucesso a longo prazo<\/strong><\/h5>\n<p>O estudo tamb\u00e9m mostra: para convencer os clientes n\u00e3o apenas com servi\u00e7os, mas tamb\u00e9m para mant\u00ea-los a longo prazo, os fornecedores analisados utilizam diferentes caminhos. O registro para newsletters em troca de cupons de cinco a dez euros domina claramente para ambas as partes. Programas de fideliza\u00e7\u00e3o de clientes e campanhas de &#8220;indique um amigo&#8221; s\u00e3o atualmente utilizados quase exclusivamente pelos comerciantes. O foco claro est\u00e1 em benef\u00edcios financeiros na forma de sistemas de pontos ou descontos permanentes.<\/p>\n<p>No estudo, a equipe da FIEGE tamb\u00e9m se dedicou a muitos outros temas interessantes, como a presen\u00e7a nas redes sociais das empresas e a atual dissemina\u00e7\u00e3o de tend\u00eancias online intersetoriais no com\u00e9rcio digital de vinhos \u2013 enriquecido com muitas melhores pr\u00e1ticas.<\/p>\n<p>Foto: \u00a9 Fiege<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A pandemia de Corona afetou fortemente a ind\u00fastria de gastronomia e turismo. Duas ind\u00fastrias que pertencem aos compradores cl\u00e1ssicos dos produtores de vinho. Especialmente para pequenas<span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":0,"featured_media":10267,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1665,1557,1561],"tags":[],"class_list":["post-56349","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-categories","category-forwarding-logistics","category-regions"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Fiege analisa o com\u00e9rcio digital de vinhos - ITJ | International Transport Journal<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/transportjournal.com\/pt-pt\/2022\/05\/15\/fiege-analisa-o-comercio-digital-de-vinhos\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fiege analisa o com\u00e9rcio digital de vinhos - ITJ | International Transport Journal\" \/>\n<meta property=\"og:description\" content=\"A pandemia de Corona afetou fortemente a ind\u00fastria de gastronomia e turismo. 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