{"id":2392,"date":"2025-02-06T13:25:55","date_gmt":"2025-02-06T16:25:55","guid":{"rendered":"http:\/\/blog.bpool.co\/bisthenewa\/?p=2392"},"modified":"2025-02-07T09:17:58","modified_gmt":"2025-02-07T12:17:58","slug":"uma-visao-nao-obvia-da-nrf-2025","status":"publish","type":"post","link":"https:\/\/blog.bpool.co\/bisthenewa\/uma-visao-nao-obvia-da-nrf-2025","title":{"rendered":"Uma vis\u00e3o n\u00e3o-\u00f3bvia da NRF 2025"},"content":{"rendered":"\n

Mariana Gutheil \u00e9 cofundadora e CEO do nosso parceiro No One<\/strong>, consultoria especializada em customer intelligence, design estrat\u00e9gico e gest\u00e3o de experi\u00eancias. Com mais de 20 anos de experi\u00eancia como estrategista de consumo, tem um profundo conhecimento sobre inova\u00e7\u00e3o e experi\u00eancia do cliente, ajudando empresas a reinventarem produtos, servi\u00e7os, processos e cultura. J\u00e1 colaborou com marcas como Google, The Coca-Cola Company, Nike, Nestl\u00e9, Natura, Sicredi e Lojas Renner, entre outras. Al\u00e9m de desenvolver projetos para grandes players do mercado, Mariana tamb\u00e9m assessora lideran\u00e7as e conselhos executivos na implementa\u00e7\u00e3o do design como cultura organizacional e na acelera\u00e7\u00e3o de transforma\u00e7\u00f5es dentro das empresas.<\/p>\n\n\n\n

Recentemente, Mariana reuniu um grupo de pessoas na sede da No One para compartilhar a sua vis\u00e3o da NRF 2025, trazendo insights que v\u00e3o al\u00e9m do \u00f3bvio sobre o evento.<\/p>\n\n\n\n

\"\"
Sede da No One<\/figcaption><\/figure>\n\n\n\n

Para ela, a inova\u00e7\u00e3o no evento est\u00e1 n\u00e3o nos talks mas sim na Expo, que re\u00fane mais de 3.000 expositores. Justamente por isso, \u00e9 necess\u00e1rio fazer uma curadoria pr\u00e9via, de forma a dedicar tempo explorando somente as solu\u00e7\u00f5es que de fato gerem valor para o cliente e, por consequ\u00eancia, impacto no neg\u00f3cio.<\/p>\n\n\n\n

Video Analytics bem como etiquetas digitais s\u00e3o exemplos de solu\u00e7\u00f5es inteligentes. No entanto, h\u00e1 uma enorme fragmenta\u00e7\u00e3o no campo das solu\u00e7\u00f5es: n\u00e3o existe uma resposta integrada que perpasse todas as \u00e1reas (e dores) das empresas. Isso gera um \u00f4nus para as organiza\u00e7\u00f5es, que precisam n\u00e3o s\u00f3 consolidar as solu\u00e7\u00f5es mas decidir com quem dividir seus valiosos bancos de dados.<\/p>\n\n\n\n

Na vis\u00e3o de Mariana, a NRF – e aqui falando especialmente das palestras – tem como grande diferencial a capacidade de dar visibilidade ao que est\u00e1 ganhando escala. <\/strong><\/p>\n\n\n\n

E se est\u00e1 ganhando escala, \u00e9 porque de fato \u201cvai acontecer”. <\/strong><\/p>\n\n\n\n

Os grandes varejistas, com suas enormes opera\u00e7\u00f5es, precisam de confirma\u00e7\u00e3o e n\u00e3o de mais incertezas.<\/strong><\/p>\n\n\n\n

Uma frase de Mariana \u00e9 um belo insight – e um grande alterta para varejistas e gestores de marca: <\/p>\n\n\n\n

“Ser consumidor est\u00e1 chato para c*&\u02c6(%$!”<\/p><\/blockquote>\n\n\n\n

Na guerra da convers\u00e3o, as marcas se perderam e perderam valor. Entre excesso de comunica\u00e7\u00e3o, copy agressivo, golpes e reviews fakes, o resultado \u00e9 ang\u00fastia e hesita\u00e7\u00e3o na hora do check-out.<\/p>\n\n\n\n

\u201cO varejo tirou toda a gra\u00e7a que havia antes em comprar.\u201d<\/p>

Corie Barry – CEO da Best Buy<\/p><\/blockquote>\n\n\n\n

Para a Domino’s, \u00e9 hora de trazer de volta os micro-momentos de divers\u00e3o.<\/p>\n\n\n\n

E qual \u00e9 a conclus\u00e3o disso?<\/p>\n\n\n\n

O atributo da confian\u00e7a nunca foi t\u00e3o importante.<\/strong><\/p>\n\n\n\n

Se antes a grande busca das empresas era por lideran\u00e7as de tecnologia agora a busca \u00e9 por lideran\u00e7as de comunidade: pessoas que tornem a empresa h\u00e1bil em construir v\u00ednculos aut\u00eanticos com os consumidores.<\/p>\n\n\n\n

E onde est\u00e1 o consumidor?<\/h2>\n\n\n\n

Um outro output da NRF \u00e9 resgatar as pessoas por tr\u00e1s dos dados, ou seja, analisar as informa\u00e7\u00f5es de forma contextualizada.<\/p>\n\n\n\n

Brand Fights Back<\/h2>\n\n\n\n

Por anos em segundo plano, a crise da confian\u00e7a fez emergir novamente a relev\u00e2ncia dos investimentos em branding, do resgate da proposta de valor, das a\u00e7\u00f5es baseadas em consist\u00eancia.<\/p>\n\n\n\n

Ambiguidade da AI<\/h2>\n\n\n\n

O evento n\u00e3o se focou em AI como era esperado. Ao contr\u00e1rio, em alguns pain\u00e9is o recado foi concentrar a intelig\u00eancia nos dados j\u00e1 dispon\u00edveis. Estrat\u00e9gia e centralidade no cliente precisam vir antes da tecnologia.<\/p>\n\n\n\n

Omni. Again?<\/h2>\n\n\n\n

A quest\u00e3o do omnichannel \u00e9 um assunto que permeia a NRF h\u00e1 anos. Parece que o b\u00e1sico ainda n\u00e3o tem sido feito. Por outro lado, e esse \u00e9 justamente o pr\u00f3ximo ponto, est\u00e1 havendo uma sobreposi\u00e7\u00e3o entre o que \u00e9 canal de m\u00eddia e o que \u00e9 canal de venda. <\/p>\n\n\n\n

Dessa forma, integra\u00e7\u00e3o \u00e9 a palavra-chave. E isso vai mudar o jogo.<\/p>\n\n\n\n

Tik Tok Way of Shopping is Coming<\/h2>\n\n\n\n

\u201cO formato do Tik Tok est\u00e1 mudando fundamentalmente como as pessoas consomem moda e beleza e como elas compram.\u201d<\/p>

“Tik Tok inventou algo incr\u00edvel e aut\u00eantico que faz o Instagram parecer muito velho. Se ele cair no US, algum outro canal vai come\u00e7ar imediatamente e ocupar este espa\u00e7o.\u201d<\/p>

Jennifer Hymann, CEO da Rent the Runway<\/p>

<\/p><\/blockquote>\n\n\n\n

Para saber mais sobre a No One e conhecer suas solu\u00e7\u00f5es, fale conosco. <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Mariana Gutheil, cofundadora da No One, compartilha insights estrat\u00e9gicos da NRF 2025, destacando inova\u00e7\u00e3o, desafios do varejo e a import\u00e2ncia da confian\u00e7a na rela\u00e7\u00e3o com o consumidor.<\/p>\n","protected":false},"author":7,"featured_media":2395,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[4],"tags":[],"class_list":["post-2392","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artigos"],"yoast_head":"\nUma vis\u00e3o n\u00e3o-\u00f3bvia da NRF 2025 - BIsTheNewA<\/title>\n<meta name=\"description\" content=\"Mariana Gutheil, cofundadora da No One, compartilha insights estrat\u00e9gicos da NRF 2025, destacando inova\u00e7\u00e3o, desafios do varejo e a import\u00e2ncia da confian\u00e7a na rela\u00e7\u00e3o com o consumidor.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.bpool.co\/bisthenewa\/uma-visao-nao-obvia-da-nrf-2025\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Uma vis\u00e3o n\u00e3o-\u00f3bvia da NRF 2025 - 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