Brazil: Copa E Olimpíadas: Como Garantir Boas Vendas No Varejo

Last Updated: 3 April 2013
Article by Carlos Pires

Artigo ressalta a necessidade de estratégias por parte do Varejo para aproveitar momento dos megaeventos esportivos.

Carlos Pires*

Temos lido e ouvido falar muito sobre as oportunidades de negócios que serão geradas com a realização, no Brasil, dos dois maiores eventos esportivos mundiais: a Copa do Mundo de Futebol de 2014 e as Olimpíadas de 2016. As cifrasenvolvidas são astronômicas, tanto em investimentos básicos em infraestrutura, como em desembolsos diretos para viabilizar a realização dos jogos. Também é expressivo o número de visitantes esperados, sejam eles estrangeiros, ou os próprios brasileiros que gostam de esportes.

Em momentos como estes, as oportunidades costumam ser democráticas, atingindo vários segmentos, o que inclui desde o ramo de infraestrutura, dedicado a viabilizar as grandes obras necessárias aos torneios, até o setor de educação, que será exigido para formar profissionais dedicados às mais variadas atividades durante os eventos. Isso sem nos esquecer do segmento de turismo, que é o que, provavelmente, será o mais movimentado em cada um dos períodos.

No entanto, algumas áreas de negócios podem até vir a sofrer desaquecimento, apesar dos megaeventos. Temos o exemplo do setor de varejo britânico que, em agosto do ano passado, mês das Olimpíadas de Londres, registrou queda de 0,4% em vendas na comparação com o resultado do mesmo mês de 2011, de acordo com a pesquisa Monitor de Vendas de Varejo, realizada no Reino Unido pela KPMG, em parceria com o British Retail Consortium (Consórcio Britânico de Varejo). O resultado foi pressionado especialmente pela baixa nos negócios com produtos não alimentícios.

Segundo o levantamento, foi possível perceber um leve impulso nas vendas de bebidas e de alimentos característicos de eventos festivos, mas o resultado médio estimulado pelos Jogos Olímpicos foi mínimo, especialmente em Londres, cidade-sede da competição. Tais informações devem ser especialmente consideradas pelos gestores de empresas de varejono Brasil, já que se trata de um fenômeno que precisa ser analisado com muita atenção para que possa ser evitado por aqui.

É natural que a atenção dos turistas e fãs dos esportes seja dedicada especialmente às atividades ligadas aos megaeventos. No caso de uma Olimpíada, esse efeito acaba sendo ainda mais perceptível, já que o número de atividades e atrações é enorme em razão da variedade de modalidades esportivas envolvidas. Provavelmente, as pessoas acabam dispondo de menos tempo para aproveitar atividades características do turismo, como as compras.

Para a Copa do Mundo, torneio no qual o número de jogos é limitado e a atenção do torcedor é geralmente direcionada a algumas poucas partidas, possivelmente os visitantes terão mais tempo para outros passeios. É certo, porém, que sem planejamento, as empresas do setor de varejo podem acabar enfrentando o que suas similares britânicas vivenciaram ao longo do mês das Olimpíadas.

Por isso, preparar estratégias que atraiam o interesse dos fãs de esportes para as compras será uma medida essencial para aproveitar de fato as oportunidades criadas pelos megaeventos. Investir em estratégias de marketing será, portanto, um diferencial que tem potencial de impulsionar os resultados naqueles períodos festivos. Também é necessário planejamento apurado e afinado na gestão de estoques e na capacidade de atendimento diante das perspectivas de vendas projetadas.

Ao final, as organizações que melhor estiverem preparadas, adotando estratégias diferenciadas e eficientes para reforçar suas vendas, possivelmente desfrutarão de um cenário diferente daquele enfrentado pelas empresas britânicas dedicadas ao varejo ao longo dos Jogos Olímpicos de 2012.

*Carlos Pires é sócio-líder de Mercados de Consumo da KPMG no Brasil.

The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.

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