{"id":67801,"date":"2015-10-21T00:00:00","date_gmt":"2015-10-21T02:00:00","guid":{"rendered":"http:\/\/site.audaces.com\/crm-na-industria-da-moda-o-que-e-e-como-se-aplica\/"},"modified":"2025-02-24T14:08:14","modified_gmt":"2025-02-24T17:08:14","slug":"crm-na-industria-da-moda-o-que-e-e-como-se-aplica","status":"publish","type":"post","link":"https:\/\/audaces.com\/pt-br\/blog\/crm-na-industria-da-moda-o-que-e-e-como-se-aplica","title":{"rendered":"CRM na ind\u00fastria da moda: o que \u00e9 e como se aplica"},"content":{"rendered":"

Por Eduardo Vilas B\u00f4as<\/strong>
\nProfessor de Moda do Senac SP<\/strong><\/p>\n

O CRM na ind\u00fastria da moda<\/strong> \u00e9 um dos principais artif\u00edcios de grandes marcas. A ideia central do Customer Relationship Management <\/em>(CRM), em portugu\u00eas traduzido como Gest\u00e3o de Relacionamento com o Cliente, \u00e9 permitir com que as empresas n\u00e3o apenas vendam os produtos certos para seus consumidores, mas possam conhecer o interesse global desse consumidor na medida que se estreita o relacionamento cliente-empresa.<\/p>\n

\"\"<\/p>\n

Trata-se, ent\u00e3o, de uma filosofia, uma estrat\u00e9gia e um processo que est\u00e1 ligado diretamente com tr\u00eas elementos: estrat\u00e9gias de gest\u00e3o de clientes, estrutura da organiza\u00e7\u00e3o e sistemas de informa\u00e7\u00e3o que definem a infraestrutura.<\/strong> Uma vez que em mercados altamente competitivos conquistar novos clientes \u00e9 mais complexo e dispendiosamente caro do que manter os atuais, o objetivo do CRM na ind\u00fastria da moda<\/strong> \u00e9 estabelecer um relacionamento de longo prazo, que gere credibilidade e fidelidade no consumidor.<\/p>\n

Para isso, no entanto, as empresas precisam de softwares<\/em> que armazenem e relacionem dados dos clientes e suas compras. No varejo de moda, por exemplo, essa necessidade n\u00e3o \u00e9 diferente. Um software<\/em> de CRM <\/strong>deve ser capaz de coletar informa\u00e7\u00f5es sobre as vendas e descobrir quais produtos s\u00e3o mais populares e, com esses dados em m\u00e3os, os designers<\/em> s\u00e3o capazes de produzir novos itens rapidamente com base nas \u00faltimas tend\u00eancias e estilos, tamanhos e cores adquiridas pelos seus consumidores.<\/p>\n

Essa assertividade na oferta de produtos aumenta a fidelidade da carteira de clientes e a percep\u00e7\u00e3o de valor da marca, isto \u00e9, a CRM na ind\u00fastria da moda<\/strong> n\u00e3o \u00e9 uma simples ferramenta comercial, mas traz dados que alimentam as estrat\u00e9gias de marketing<\/em> e comunica\u00e7\u00e3o.<\/p>\n

Boulding et al<\/em> (2005) apontam que \u201cuma eficaz implementa\u00e7\u00e3o de CRM requer coordena\u00e7\u00e3o de canais, tecnologias, clientes e funcion\u00e1rios\u201d (BOULDING et al, 2005, p. 1161, tradu\u00e7\u00e3o nossa), ou seja, a CRM na ind\u00fastria da moda<\/strong> tamb\u00e9m sinaliza no sentido da otimiza\u00e7\u00e3o dos canais de vendas e na defini\u00e7\u00e3o das melhores m\u00eddias que devem compor um plano de comunica\u00e7\u00e3o.<\/p>\n

Payne e Frow (2005) tamb\u00e9m discutem o processo de escolha de canais a partir da CRM e os definem em 6 grandes grupos: 1) for\u00e7a de vendas; 2) ponto de venda; 3) telefonia; 4) marketing<\/em> direto; e (6) e-commerce<\/em>. Mas refor\u00e7am que independentemente dos canais escolhidos pela marca, a experi\u00eancia de compras vivida pelo consumidor deve ser a mesma em todos eles<\/strong>.<\/p>\n

\u201cPortanto, a integra\u00e7\u00e3o multicanal \u00e9 um processo cr\u00edtico em CRM porque representa o ponto de co-cria\u00e7\u00e3o de valor para o cliente\u201d (PAYNE; FROW, 2005, p. 173, tradu\u00e7\u00e3o nossa). Mas, a capacidade da empresa para executar a integra\u00e7\u00e3o multicanal est\u00e1 fortemente dependente da capacidade da organiza\u00e7\u00e3o para coletar e distribuir informa\u00e7\u00f5es de clientes de todos os n\u00edveis e integr\u00e1-las com outras informa\u00e7\u00f5es relevantes do mercado.<\/p>\n

\"\"<\/p>\n

Os cart\u00f5es private label<\/em> das redes de moda, por exemplo, s\u00e3o \u00f3timos exemplos de ferramentas de CRM na ind\u00fastria da moda<\/strong>, pois \u00e9 poss\u00edvel monitorar todos os gastos, periodicidade de consumo e os canais utilizados pelo cliente, bem como seu uso em lojas concorrentes.<\/p>\n

Refer\u00eancias bibliogr\u00e1ficas:<\/strong>
\nPAYNE, A.; FROW, P. Strategic Framework for Customer Relationship Management. Journal of Marketing<\/strong>, vol. 69, no. 4 (October 2005), pp. 167-176 (AE)
\nBOULDING, W., STAELIN, R.; EHRET, M.; JOHNSTON, W. J. A Customer Relationship Management Roadmap: What Is Known, Potential Pitfalls, and Where to Go. Journal of Marketing<\/strong>, Vol. 69, No. 4 (October 2005), pp. 155-166. (AE)<\/p>\n

Leia mais:<\/strong>
\nGest\u00e3o de marca na moda \u2013 Parte 1<\/a>
\nEu posso ser um empreendedor?<\/a>
\nForma\u00e7\u00e3o de pre\u00e7o de venda, markup e margem bruta<\/a><\/p>\n

\"\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Entenda como a CRM na ind\u00fastria da moda gera relacionamento de longo prazo, credibilidade e fidelidade no consumidor<\/p>\n","protected":false},"author":54,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-67801","post","type-post","status-publish","format-standard","hentry","category-fashion-production"],"yoast_head":"\nCRM na ind\u00fastria da moda: o que \u00e9 e como se aplica - Audaces<\/title>\n<meta name=\"description\" content=\"CRM na ind\u00fastria da moda: o que \u00e9 e como se aplica -\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/audaces.com\/pt-br\/blog\/crm-na-industria-da-moda-o-que-e-e-como-se-aplica\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CRM na ind\u00fastria da moda: o que \u00e9 e como se aplica - 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