{"id":77674,"date":"2026-05-27T15:16:11","date_gmt":"2026-05-27T13:16:11","guid":{"rendered":"https:\/\/online-software-ag.com\/?p=77674"},"modified":"2026-06-12T09:54:04","modified_gmt":"2026-06-12T07:54:04","slug":"suportes-de-retalho-no-equipamento-de-lojas","status":"publish","type":"post","link":"https:\/\/online-software-ag.com\/pt\/retail-media-im-ladenbau\/","title":{"rendered":"Os media de retalho na decora\u00e7\u00e3o de lojas: do mal-entendido \u00e0 oportunidade estrat\u00e9gica"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Enquanto as plataformas digitais demonstram h\u00e1 anos como a publicidade baseada em dados pode ser rent\u00e1vel para o com\u00e9rcio eletr\u00f3nico, os fornecedores e os clientes, o tema est\u00e1 agora a tornar-se uma \u00e1rea de crescimento relevante no retalho tradicional. \u00c9 precisamente nesta interface que o shopfitting tamb\u00e9m ir\u00e1 sofrer uma mudan\u00e7a duradoura.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Os media de retalho como um novo centro de lucro<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No \u00e2mbito da \u201eDigital Lunchbox\u201c da Associa\u00e7\u00e3o Alem\u00e3 de Montras, este desenvolvimento foi categorizado numa sess\u00e3o online compacta. A grava\u00e7\u00e3o oferece uma vis\u00e3o pr\u00e1tica de como a publicidade a retalho se est\u00e1 a transformar num centro de lucro.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os media de retalho est\u00e3o a tornar-se uma fonte de receitas lucrativa por direito pr\u00f3prio. Plataformas como a Amazon t\u00eam vindo a demonstrar o potencial econ\u00f3mico das receitas da publicidade h\u00e1 anos. Tamb\u00e9m no com\u00e9rcio a retalho tradicional, est\u00e3o a surgir cada vez mais estruturas que permitem vendas adicionais - muitas vezes com margens significativamente mais elevadas do que no com\u00e9rcio a retalho tradicional.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No entanto, este facto resulta frequentemente numa compreens\u00e3o abreviada do termo. Em muitos locais, os meios de comunica\u00e7\u00e3o de retalho s\u00e3o reduzidos \u00e0 sinaliza\u00e7\u00e3o digital. De facto, esta vis\u00e3o \u00e9 insuficiente. Os ecr\u00e3s s\u00e3o apenas uma parte de um ecossistema de comunica\u00e7\u00e3o muito mais vasto. O fator decisivo \u00e9 a intera\u00e7\u00e3o de todos os pontos de contacto na loja - desde o espa\u00e7o nas prateleiras e coloca\u00e7\u00f5es especiais at\u00e9 aos servi\u00e7os digitais ao longo de todo o percurso do cliente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Os meios de comunica\u00e7\u00e3o de retalho s\u00e3o mais do que simples sinal\u00e9tica digital<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Este facto altera tamb\u00e9m o papel do shopfitting. Os espa\u00e7os de venda j\u00e1 n\u00e3o s\u00e3o concebidos sem ter em conta o aspeto do marketing publicit\u00e1rio junto dos fornecedores ou de terceiros. A loja est\u00e1, assim, a evoluir para um espa\u00e7o de comunica\u00e7\u00e3o em rede, no qual se entrela\u00e7am elementos f\u00edsicos e digitais. As medidas individuais s\u00e3o insuficientes. S\u00f3 a integra\u00e7\u00e3o de diferentes formatos e sistemas cria um valor acrescentado sustent\u00e1vel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Os dados est\u00e3o a tornar-se um fator-chave de sucesso<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O principal motor desta evolu\u00e7\u00e3o \u00e9 a crescente disponibilidade de dados. O que h\u00e1 muito se estabeleceu no com\u00e9rcio eletr\u00f3nico est\u00e1 tamb\u00e9m a encontrar o seu caminho para o retalho tradicional: as intera\u00e7\u00f5es com os clientes est\u00e3o a tornar-se mais mensur\u00e1veis, os processos podem ser controlados com maior precis\u00e3o e as medidas de comunica\u00e7\u00e3o podem ser executadas de forma mais direcionada. Isto abre novas oportunidades - mas exige que o espa\u00e7o, o conte\u00fado e os sistemas tecnol\u00f3gicos sejam considerados em conjunto.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Os meios de comunica\u00e7\u00e3o de retalho bem sucedidos est\u00e3o integrados na experi\u00eancia de compra<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Apesar de toda a din\u00e2mica, tamb\u00e9m se aplica o seguinte: mais publicidade n\u00e3o conduz automaticamente a uma melhor abordagem do cliente. Uma loja desorganizada pode rapidamente ter o efeito contr\u00e1rio. Os meios de comunica\u00e7\u00e3o de retalho bem sucedidos integram-se na experi\u00eancia de compra em vez de a dominarem. Se este equil\u00edbrio for alcan\u00e7ado, os retalhistas, as marcas e os clientes beneficiam igualmente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os meios de comunica\u00e7\u00e3o de retalho s\u00e3o, portanto, menos uma tend\u00eancia a curto prazo do que uma mudan\u00e7a estrutural no retalho. Para o equipamento das lojas, isto significa uma mudan\u00e7a significativa: deixar de ser uma mera conce\u00e7\u00e3o do espa\u00e7o e passar a ser parte integrante da estrat\u00e9gia de comunica\u00e7\u00e3o, dados e receitas do retalho fixo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Grava\u00e7\u00e3o da \u201eLancheira Digital\u201c<\/strong>:&nbsp; <a href=\"http:\/\/youtube.com\/watch?v=GfeDA8pJ-p4&amp;t=260s&amp;utm_source=chatgpt.com\">Ver grava\u00e7\u00e3o no YouTube<\/a><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/online-software-ag.com\/wp-content\/uploads\/2026\/05\/Online-Software-AG_Retail-Media-Garden-DIY-1024x768.png\" alt=\"\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/online-software-ag.com\/wp-content\/uploads\/2026\/05\/Online-Software-AG-Food_Retail-Media_0008c-1-1024x768.png\" alt=\"\"\/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/online-software-ag.com\/wp-content\/uploads\/2026\/05\/tierwohl.tv_Frank-Thiedig-731x1024.jpg\" alt=\"\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p class=\"wp-block-paragraph\"><strong>Sobre o autor<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dr. Frank Thiedig<\/strong> \u00e9 um economista agr\u00edcola e um especialista reconhecido em meios de comunica\u00e7\u00e3o de retalho e marketing de retalho baseado em dados no sector do retalho alimentar. Em cargos de chefia na EDEKA Minden-Hannover, foi respons\u00e1vel pelo desenvolvimento estrat\u00e9gico do marketing, pela comunica\u00e7\u00e3o nos pontos de venda e pelo marketing baseado em dados. Mais recentemente, foi Diretor-Geral da Marketinggesellschaft Baden-W\u00fcrttemberg (MBW). A sua aten\u00e7\u00e3o centra-se na articula\u00e7\u00e3o entre os meios de comunica\u00e7\u00e3o de retalho, a gama de produtos e a qualidade como base para uma gest\u00e3o eficaz da marca no retalho.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.linkedin.com\/in\/frank-thiedig-514bb285\/\">Liga\u00e7\u00e3o para o Dr. Frank Thiedig no LinkedIn<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Mais informa\u00e7\u00f5es:<\/strong><br>Software AG online<br>Galileistrasse 1<br>69115 Heidelberg, Alemanha<br>info@online-software-ag.de<br>www.online-software-ag.de<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sandy Heinzmann<br>Diretor de Marketing<br>T. +49 06221 40508-682<br>M. +49 151 1500 9975<br>sandy.heinzmann@online-software-ag.de<\/p>","protected":false},"excerpt":{"rendered":"<p>W\u00e4hrend digitale Plattformen seit Jahren zeigen, wie profitabel datengetriebene Werbung f\u00fcr den E-Commerce, den Lieferanten und die Kunden sein kann, entwickelt sich das Thema nun auch im station\u00e4ren Handel zu [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":77675,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[58,66],"tags":[],"class_list":["post-77674","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-news-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Retail Media im Ladenbau: Vom Missverst\u00e4ndnis zur strategischen Chance - Online Software AG<\/title>\n<meta name=\"description\" content=\"Die Online Software AG hat ihren neuen Firmensitz in der Heidelberger Bahnstadt bezogen. 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