{"id":7931,"date":"2020-09-30T09:58:35","date_gmt":"2020-09-30T12:58:35","guid":{"rendered":"https:\/\/blog.publicidade.uol.com.br\/?p=6931"},"modified":"2025-01-03T13:32:46","modified_gmt":"2025-01-03T16:32:46","slug":"black-friday-e-natal-cupons-e-cashback-serao-estrategicos-nas-datas-diz-pesquisa","status":"publish","type":"post","link":"https:\/\/registrodemedicos.club\/uol\/insights\/black-friday-e-natal-cupons-e-cashback-serao-estrategicos-nas-datas-diz-pesquisa\/","title":{"rendered":"Black Friday e Natal: Cupons e cashback ser\u00e3o estrat\u00e9gicos nas datas, diz pesquisa"},"content":{"rendered":"<p>Com a forte digitaliza\u00e7\u00e3o dos h\u00e1bitos de compra, acelerada nos \u00faltimos meses pela pandemia, as vendas online ser\u00e3o priorit\u00e1rias nas estrat\u00e9gias do varejo para Black Friday e Natal. Nesse campo megaconcorrido, <strong>oferecer cupons e cashback far\u00e1 diferen\u00e7a na decis\u00e3o de compra<\/strong>, segundo a pesquisa \u201cO Caminho para a Retomada: os Picos de Venda para 2020 Repensados\u201d, da Rakuten Advertising.<\/p>\n<p><strong>Perguntados sobre os principais fatores de influ\u00eancia na hora de comprar, 50% dos brasileiros consultados apontaram cupons e cashback<\/strong>. A pesquisa que ouviu 8 mil pessoas pelo mundo, sendo 1.016 no pa\u00eds, tra\u00e7a um amplo panorama sobre os impactos da covid-19 no comportamento de consumo mundial, apontando para as inten\u00e7\u00f5es de compra nas datas promocionais.<\/p>\n<p>Com esse \u00edndice, <strong>o poder de influ\u00eancia dos cupons e cashback aparece \u00e0 frente do persuasivo frete gr\u00e1tis (43%)<\/strong>. Outros 20% responderam que s\u00e3o motivados quando t\u00eam extrema necessidade para comprar algo, e 14% acabam realizando uma compra quando recebem o sal\u00e1rio.<\/p>\n<p>\u201c<strong>Sabemos que a Black Friday deste ano ser\u00e1 maior no digital que nos outros anos<\/strong>, devido \u00e0 migra\u00e7\u00e3o das pessoas para as compras online. Os cupons e cashback s\u00e3o algo que realmente influenciam os brasileiros no momento da compra. Por isso, as marcas devem olhar para estrat\u00e9gias deste tipo \u201d, afirma Luiz Tanisho, VP global e country manager da Rakuten Advertising no Brasil.<\/p>\n<p>Na vis\u00e3o do executivo, <strong>os dados ainda mostram que o marketing de afiliados &#8212; que movimenta o mercado de cupons &#8212; se tornou t\u00e1tica relevante para alavancar vendas na Black Friday e Natal<\/strong>. \u201cCom as pessoas navegando mais tempo pela internet nesta pandemia, o marketing de afilia\u00e7\u00e3o \u00e9 extremamente atrativo para as empresas\u201d<\/p>\n<p>No p\u00f3s-pandemia, a relev\u00e2ncia dos canais de venda digitais se mant\u00e9m acelerada. <strong>A maioria dos brasileiros ouvidos (86%) declararam que pretendem continuar comprando online na Black Friday e no Natal<\/strong>, sendo que 31% planejam fazer isso usando um dispositivo m\u00f3vel.<\/p>\n<p>O momento \u00e9 de ader\u00eancia \u00e0 comunica\u00e7\u00e3o das marcas, segundo o levantamento: <strong>38% declararam estar abertos a receber qualquer tipo de publicidade<\/strong> durante o per\u00edodo da Black Friday e Natal.<\/p>\n<h3>Economizar \u00e9 preciso<\/h3>\n<p><strong>A estrat\u00e9gia de cupons e cashback funciona especialmente num momento econ\u00f4mico em que as pessoas buscam <\/strong><a href=\"https:\/\/blog.publicidade.uol.com.br\/2020\/09\/23\/covid-19-recessao-economica-polariza-comportamento-de-consumo-diz-nilsen\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>compras mais racionais e inteligentes<\/strong><\/a>, segundo Ivan Zeredo, diretor de marketing do Cuponomia, site especializado em descontos da rede da Rakuten. \u201cEsse per\u00edodo de isolamento refor\u00e7a a necessidade de economia. As ofertas com cupons e cashback surgem como op\u00e7\u00f5es para comprar de forma consciente e poupar dinheiro\u201d, diz.<\/p>\n<p>Tanto que as compras com uso de descontos pelo site tiveram alta significativa desde o in\u00edcio da pandemia. <strong>A categoria de celular e smartphone, por exemplo, cresceu 359% desde mar\u00e7o<\/strong>. Outras categorias com aumento not\u00e1vel foram cursos e aulas (224%), inform\u00e1tica (126%), farm\u00e1cias (118%), utilidades dom\u00e9sticas (118%), animais e pet (89%) e alimentos e bebidas (78%).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Com a forte digitaliza\u00e7\u00e3o dos h\u00e1bitos de compra, acelerada nos [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":7933,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[156],"tags":[101],"class_list":["post-7931","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-pesquisa"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Black Friday e Natal: Cupons e cashback ser\u00e3o estrat\u00e9gicos nas datas, diz pesquisa - UOL para Marcas<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Black Friday e Natal: Cupons e cashback ser\u00e3o estrat\u00e9gicos nas datas, diz pesquisa - 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