QUANDO A BANANA COME O MACACO
Autor: Blog do Paulo Miranda | Publicado: 2015-09-26T13:16:00-07:00



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Esta frase não é minha. Ouvi de um amigo
extremamente insatisfeito com o atendimento recebido em um empório chique
situado no Shopping Iguatemi. Pediu para experimentar um patê e o dono irado
negou, e soltou a pérola: imagina se todo mundo pedisse para experimentar!
Consequência na cabeça dele: eu iria ter prejuízo. Pensamento de quem pensa no
cliente: venderia mais! Por isto a frase do meu colega, que simboliza bem o que
falamos em teoria que é a empresa com foco no produto, ao invés do cliente.
Isto quando todo o varejo esta em polvorosa por conta do e-commerce. De pijama
e a qualquer hora do dia o consumidor esta comprando. Com facilidades e
conveniência proporcionadas por este tipo de compra (comparação, não gastar
gasolina, energia física, energia psíquica de ter que aguentar vendedor chato,
ou dono de loja mal-educado, ou as atendentes plugadas no celular e te
ignorando,...). Logicamente, ele não poderia experimentar o patê no e-commerce!
E é para isto que servem as lojas físicas: experimentação, experiência,
hospitalidade. Todas as atividades ligadas à emoção e ao sensorial, pois é o
que diferencia e mantém o consumidor no varejo físico. Infelizmente, nem todos
os varejistas se deram conta ainda desta mudança de lógica para atuação em suas
lojas, do amadurecimento do consumidor como comprador e da extensão da
tecnologia no processo de decisão do consumidor. Pensem nisto!