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English to Portuguese: Digital retail: analyzing the effect on retailers In this report, we explore how the internet and mobile technology are reshaping consumer behavior Social media is more than an information source— it is a key selling tool. The internet is the third-m General field: Bus/Financial Detailed field: Journalism
Source text - English In this report, we explore how the internet and mobile technology are reshaping consumer behavior
Social media is more than an information source— it is a key selling tool.
The internet is the third-most-shopped channel each week, after supermarkets and mass merchandisers, according to WSL Strategic Retail’s How America Shops® MegaTrends 2012 report.
Internet shopping has had a significant impact on many categories in bricks-and-mortar stores. Shoppers prefer internet ordering and re-ordering of bulkier items, to be delivered to their doorstep, often at better prices.
Information and the rise of social retailing
Price-savvy consumers are using the internet to research products before they buy. Price comparison websites and consumer forums are frequently browsed during shoppers’ “path to purchase.”
Social networking has affected the way shoppers come to brands and products. Shopper reviews are generally considered more trustworthy than retail sales associates.
Social media is more than an information source— it is a key selling tool. Retailers and brands have realized its importance in shopping decisions and are reallocating resources to support social media efforts.
Online research drives the buy
The highest conversion rates, those in which online research drives the buy, are in categories such as baby products, books, pet products, clothing and groceries.
Cars have the lowest conversion rate at 35%, suggesting shoppers look for information online, but few actually buy.
For most categories, the narrow range around most of the conversion rates suggest that when people go online to research, they intend to buy.
Mobile muscles in
With the growing accessibility of smartphones and faster technology, people have access to internet shopping at their fingertips.
Retailers realize that mobile technology has transformed the in-store experience. iPads are available in several stores for shoppers to:
• View catwalk shows
• Browse product specifications
• Enter their information for customer relationship management purposes and marketing lists
Mobile shopping has enabled retailers to find new places to sell beyond stores, such as virtual stores in subway stations and airports. Shoppers can view images of products, scan a QR code to add items to their baskets and buy through their phone. The product is delivered to their home, with no need to go to a physical store.
Digital technology has extended the retailer’s reach by eliminating the need for shoppers to enter a bricks-and-mortar environment, or to be at a computer.
Translation - Portuguese Varejo digital: as consequências para o varejo
Este relatório analisa como a internet e a tecnologia móvel estão transformando o comportamento do consumidor.
As medias sociais são muito mais que fontes de informação – são ferramentas essenciais de vendas.
A internet é o terceiro maior canal de compras semanais, depois de supermercados e hipermercados, de acordo com o relatório da WSL Varejo Estratégico ‘Como os Americanos Compram® Mega Tendencias 2012’.
As compras online impactaram muitas categorias de lojas convencionais. Os consumidores preferem pedir artigos de grande porte pela internet, que são entregues em suas casas, frequentemente a preços mais baixos.
A informação e o aumento do varejo social
Consumidores mais espertos estão usando a internet para pesquisar produtos antes de comprar. Sites de comparação de preços e fóruns de consumidores são frequentemente visitados durante suas compras.
As redes sociais tem afetado a forma como os consumidores chegam às marcas e produtos. Comentários e críticas de clientes são geralmente considerados mais confiáveis que os dos vendedores.
As medias sociais são mais que fontes de informação – são ferramentas essenciais de vendas. Lojas e marcas perceberam a importância das medias sociais na decisão de compras e estão realocando recursos para este novo canal.
Pesquisas online direcionam as compras
As maiores taxas de conversão, aquelas em que a pesquisa online direciona a compra, estão divididas em categorias como produtos para bebês, livros, produtos para animais, roupas e alimentos.
A compra de automóveis tem as menores taxas de conversão, 35%, indicando que os consumidores procuram informações online mas na verdade, poucos realmente concluem a compra.
Para a maior parte das categorias, a pequena variação das taxas de conversão sugere que quando as pessoas usam a internet para pesquisar, elas têm a intenção de comprar.
Força móvel
Com a crescente acessibilidade a smartphones e tecnologia mais rápida, as pessoas tem nas mão o acesso às compras virtuais.
Os lojistas perceberam que as tecnologias móveis transformaram a experiência nas lojas. iPads ficam disponíveis aos clientes para:
• Ver desfiles
• Procurar detalhes do produto
• Disponibilizar suas informações para gestão do relacionamento com o consumidor e listas de marketing
As compras online permitiram que os lojistas descobrissem novos lugares para vender além das lojas físicas, como lojas virtuais em estações de metro e aeroportos. Os clientes podem ver as imagens dos produtos, escanerizar um código QR e adicionar itens às suas cesta e comprar pelo telefone. O produto é entregue em casa, sem a necessidade de ir a loja física.
A tecnologia digital ampliou o alcance do varejo pois eliminou a necessidade de os clientes entrarem no ambiente de loja convencional ou de estarem sentados em frente ao computador.
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Years of experience: 12. Registered at ProZ.com: Feb 2015.
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Before I became a freelance translator, I used to work as a teacher of English as a second language. I spent almost 14 years striving to achieve the best results in the classroom, to perfect my language, communication and interpersonal skills until I decided it was time for a change. I relied on this background to pursue a new career: I started out with a course for interpreters where I took my first translating lessons. As I had very good results, I was able to make the transition quite fast. So, now I can dedicate myself to what I enjoy the most - translating. I have been in the business since 2012 and started my own individual company in 2014 to better cater for my clients and their needs. I am constantly studying and doing research so that I can master the specificities of each project I work on.
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