{"id":108358,"date":"2026-03-20T10:00:24","date_gmt":"2026-03-20T10:00:24","guid":{"rendered":"https:\/\/apgsolutions.com\/customer-data-usage-retail\/"},"modified":"2026-03-20T10:00:24","modified_gmt":"2026-03-20T10:00:24","slug":"customer-data-usage-retail","status":"publish","type":"post","link":"https:\/\/apgsolutions.com\/pt-br\/customer-data-usage-retail\/","title":{"rendered":"Personaliza\u00e7\u00e3o: Os compradores compartilhar\u00e3o dados, mas a confian\u00e7a \u00e9 essencial"},"content":{"rendered":"\n<p><\/p>\n\n<p>\u00c0 medida que os varejistas embarcam em estrat\u00e9gias de personaliza\u00e7\u00e3o, eles precisam provar que s\u00e3o confi\u00e1veis. Os compradores est\u00e3o dispostos a compartilhar dados pessoais, desde que acreditem que os varejistas proteger\u00e3o e usar\u00e3o os dados pelos motivos certos. <\/p>\n\n<p>As estrat\u00e9gias de personaliza\u00e7\u00e3o s\u00e3o fundamentais para tornar o marketing de varejo mais oportuno e relevante, mas os varejistas devem demonstrar claramente os benef\u00edcios para o cliente se quiserem ter acesso aos dados. Embora os clientes aceitem cupons personalizados, pr\u00eamios de fidelidade e experi\u00eancias de compras mais r\u00e1pidas e gratificantes, eles n\u00e3o querem compartilhar dados com varejistas que os coletam apenas para seu pr\u00f3prio benef\u00edcio. Isso est\u00e1 bem claro nas conclus\u00f5es de v\u00e1rios estudos recentes.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-data-exchange-for-retailer-value\">Interc\u00e2mbio de dados para o valor do varejista<\/h2>\n\n<p><\/p>\n\n<p>Por exemplo, uma pesquisa realizada pela Retail Industry Leaders Association (RILA) constatou que a maioria dos consumidores (63%) n\u00e3o se importa em compartilhar dados pessoais com os varejistas &#8220;em troca de benef\u00edcios como cr\u00e9ditos autom\u00e1ticos para cupons e pontos de fidelidade (64% dos entrevistados), acesso a ofertas exclusivas (60%), possibilidade de ganhar pontos e recompensas (56%) ou ofertas especiais para itens de seu interesse (53%)&#8221;, conforme relatado pelo Retail Dive.<\/p>\n\n<p>A descoberta coincide com a do &#8220;Retail 2025 Shopper Study&#8221; da RIS, que revelou que o interesse do consumidor em permitir que os varejistas usem a identifica\u00e7\u00e3o digital para os compradores aumentou para 73% em 2018, em compara\u00e7\u00e3o com 57% no ano anterior. &#8220;No entanto, eles est\u00e3o procurando principalmente um benef\u00edcio, como lembr\u00e1-los de uma recompensa para resgatar (65%) ou receber ofertas dentro da loja (59%)&#8221;, disse o estudo. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-trustworthy-retailers-define-purpose\">Varejistas confi\u00e1veis definem prop\u00f3sito<\/h2>\n\n<p>A confian\u00e7a desempenha um papel importante nas transa\u00e7\u00f5es de dados entre clientes e varejistas. Uma pesquisa realizada pela Accenture para a RILA revela que os clientes est\u00e3o procurando os varejistas para se tornarem consultores de confian\u00e7a. &#8220;Ser um consultor de confian\u00e7a \u00e9 um elemento central do prop\u00f3sito de uma marca. Ao articular esse prop\u00f3sito com clareza, os consumidores conhecer\u00e3o verdadeiramente a marca, o que ela representa, o que ela pode oferecer e como ela pode melhorar sua vida cotidiana&#8221;, diz o estudo.  <\/p>\n\n<p>Mas voc\u00ea n\u00e3o pode deixar de criar confian\u00e7a. Os consumidores se preocupam com a <a href=\"https:\/\/apg.apgsolutions.com\/retail-security-best-practices\">seguran\u00e7a cibern\u00e9tica<\/a>, conforme revelado em um estudo da Longitude para a Verizon. Em um blog sobre as descobertas do estudo, a Verizon argumenta que: &#8220;Se voc\u00ea violar a confian\u00e7a do consumidor, estar\u00e1 preparado para sofrer as consequ\u00eancias&#8221;. A pesquisa revela que 92% dos entrevistados mudariam seu relacionamento com uma marca e que muitos deles &#8220;simplesmente levariam seus neg\u00f3cios para outro lugar&#8221;.   <\/p>\n\n<p>Os varejistas devem ser transparentes sobre o motivo pelo qual est\u00e3o coletando <a href=\"https:\/\/apg.apgsolutions.com\/retail-security-best-practices\">dados de clientes<\/a> e informar aos clientes como usar\u00e3o os dados, revelou o estudo.<\/p>\n\n<p>Al\u00e9m disso, os clientes est\u00e3o buscando honestidade e integridade, que no estudo da RIS surgiram como &#8220;os principais fatores que influenciam as compras al\u00e9m do pre\u00e7o, da qualidade e da conveni\u00eancia para a grande maioria dos compradores (67%)&#8221;.<\/p>\n\n<p>O resultado final \u00e9 que os consumidores est\u00e3o prontos para adotar uma experi\u00eancia de compra personalizada e compartilhar\u00e3o de bom grado os dados que tornam isso poss\u00edvel. Ainda h\u00e1 uma preocupa\u00e7\u00e3o significativa com a seguran\u00e7a e com a forma como os dados s\u00e3o usados. Os varejistas n\u00e3o devem violar a confian\u00e7a dos consumidores se quiserem que seus programas de personaliza\u00e7\u00e3o sejam bem-sucedidos.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-want-to-learn-more-about-data-security-in-retail-download-our-white-paper\">Voc\u00ea quer saber mais sobre seguran\u00e7a de dados no varejo?  <a href=\"https:\/\/apg.apgsolutions.com\/retail-security-best-practices\">Fa\u00e7a o download do nosso white paper:<\/a><\/h2>\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/apg.apgsolutions.com\/retail-security-best-practices\" target=\"_blank\" rel=\"https:\/\/apg.apgsolutions.com\/retail-security-best-practices noopener\"><img decoding=\"async\" src=\"https:\/\/apgsolutions.com\/wp-content\/uploads\/Security-White-Paper-2.jpg\" alt=\"Fundo azul com ret&#xE2;ngulo de papel branco com a legenda &quot;proteja-se\" class=\"wp-image-42950\"\/><\/a><\/figure>\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00c0 medida que os varejistas embarcam em estrat\u00e9gias de personaliza\u00e7\u00e3o, eles precisam provar que s\u00e3o confi\u00e1veis. Os compradores est\u00e3o dispostos a compartilhar dados pessoais, desde que acreditem que os varejistas proteger\u00e3o e usar\u00e3o os dados pelos motivos certos. As estrat\u00e9gias de personaliza\u00e7\u00e3o s\u00e3o fundamentais para tornar o marketing de varejo mais oportuno e relevante, mas [&hellip;]<\/p>\n","protected":false},"author":1110,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[1113,1122,1121],"tags":[1124,1128,1123,1127,1126,1130,1125,1129],"category_press":[],"class_list":{"0":"post-108358","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-fidelidade-do-cliente","7":"category-pagamentos-sem-contato","8":"category-processamento-de-pagamentos","9":"tag-clientes","10":"tag-mpos","11":"tag-pdv","12":"tag-pdv-movel","13":"tag-pdv-para-ipad","14":"tag-seguranca-cibernetica","15":"tag-varejistas","16":"tag-varejo"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.5 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Personaliza\u00e7\u00e3o: Os compradores compartilhar\u00e3o dados, mas a confian\u00e7a \u00e9 essencial - 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