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Retenção de clientes
e vendas recorrentes
Quem sou eu?
Head de Mercado da Dito
Professor da PUC Minas
Graduado em Comunicação
Pós em Gestão Estratégica
Mestrado em Ciências Sociais
Pedro Ivo
Vovó Wanda
Costelinha da vó Wanda
Nelson: o açougueiro
Ele tem a melhor carne?
Ele tem o melhor preço?
O que o Nelson tem?
 Trata a cliente pelo nome e com simpatia
 Conhece a periodicidade de compra da cliente
 Faz contato com a cliente na hora certa
 Sabe o produto que a cliente mais gosta
 Entrega em casa: conveniência
Aprendendo com o Nelson
TUDO!
Melhor custoMelhor produto
Melhor solução
The Discipline of Market
Leaders - Michael Treacy
and Fred Wiersema
Intimidade
com o cliente
Liderança
em produto
Excelência
operacional
Por que retenção?
“80% das futuras vendas das
empresas virão de somente 20%
dos clientes atuais” (Gartner Group)
“Clientes antigos gastam em média 33% a mais
do que novos clientes” (Laura Lake)
atuais x novos chance de conversão
prospects 5% a 20%
clientes 60% a 70%
Fonte: Marketing Metrics
É mais fácil e barato vender para quem já é cliente
Marketing Genérico Marketing de Retenção
Todos são iguais
Qualquer hora é hora
Qualquer mensagem
Segmentação
Momento
Personalização
Nunca mais abro um
email desta marca!
5
perguntas para
conhecermos o cliente
Pedro
Belo Horizonte
Homem
32 anos
Quem é o cliente?
O que o cliente já comprou?
batom
pulseira
óculos
blusa
Quanto o cliente comprou?
R$ 2.6935 vezes
Quando o cliente comprou?
Qual o interesse do cliente?
Buscou produto
selecionou produto
visitou categoria
Qual a jornada do cliente?
Histórico de compras
Comportamento online
Características
Retenção de clientes e vendas recorrentes
Retenção de clientes e vendas recorrentes
Retenção de clientes e vendas recorrentes
Retenção de clientes e vendas recorrentes
Todos contra o
Marketing Genérico!
Não me mandem
mensagens genéricas!
Obrigado!
pedro.ivo@dito.com.br

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Retenção de clientes e vendas recorrentes

Editor's Notes

  1. - história da vovó com o Nelson: ela compra carne uma vez por semana. Ela gosta muito de carne de porco, principalmente a costelinha. Ela gosta de fazer frita, mas a gente agora só deixa ela fazer assada por causa da saúde. - E sabe como mina vó compra carne? Ela não vai ao supermercado porque não consegue mais andar muito. A vida toda ela foi no açougue que fica perto da cada dela. Não está nem aí para o Tony Ramos e a carne de marca. O dono do açougue é o Nelson. Ele já tem o açougue há 35 anos. Fica aqui perto no bairro São Pedro. Toda segunda-feira, o Nelson liga pra minha vó às 8H fala para ela que a costelinha está do jeito que ela gosta. E ainda fala de outras carnes que estão bem gostosas naquela semana e das promoções. Ela combina tudo com o Nelson e fecha a compra da semana. Em pouco mais de uma hora, já está tudo na casa dela.
  2. O açougueiro mais pop do mundo tem data para visitar o Brasil. O italiano Dario Cecchini, dono da Antica Macelleria Cecchini, na pequena localidade de Panzano in Chianti, vai preparar em março três refeições na churrascaria Pobre Juan, em São Paulo e no Rio. O açougueiro Dario é conhecido como o rei da bisteca fiorentina, prato típico de Florença, na região italiana da Toscana, onde vive e toca o negócio que está em sua família há oito gerações, Cechini não é apenas açougueiro. À parte seus cortes preciosos de carne (que ele realiza enquanto recita versos de “A Divina Comédia”, de Dante Alighieri), ele tem seu lado restaurateur: é dono de três restaurantes, em cima e em frente ao açougue.