Fabiano libaneo
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A Euroshop é a maior feira mundial que reúne a indústria do varejo internacional na cidade
de Düsseldorf, na Alemanha.
Mais de 100 mil visitantes, de 93 países, navegando por cerca de 1.800 expositores, vindos de 50 países,
em um espaço de aproximadamente 200.000 m² de exposição.
Cabeça borbulha de idéias e zilhões de referências.
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Realizada de 3 em 3 anos, ela dita tendências inovadoras, tecnológicas, sistemas de informação, estratégias
no ponto de venda e um bombardeio de design, soluções e “traquitanas” criadas
e implantadas pelo mundo todo.
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Embarcamos eu e a Ruth, da Casa Criativa e aproveitamos um monte!
No blog da casacriativa.com.br/blog você vai encontrar muita coisa da Euroshop
e sempre estamos postando mais.
Lá de Düsseldorf a gente postava diariamente um resumo das aventuras desse mega evento.
Vale a pena acessar.
www.casacriativa.com.br/blog
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PDV = Ponto de Venda
É lá que tudo realmente e finalmente acontece.No PDV é decidida a compra, o impulso do consumidor, o resultado do esforço
em branding e de mil estratégias em divulgação de um produto:
lá é onde tudo é colocado à prova.
O giro da grana, na prática, é onde se “passa o cartão”.Todas as ferramentas de comunicação
do cliente/agência utilizados, são mensurados e constatados na atitude da compra,
no retorno do “caixa”.
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E o que Euroshop tem a ver com isso tudo?Quase TUDO.
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De uma maneira leve e descontraída, achei que a melhor maneira de mostrar
a Euroshop é observando tudo, como fizemos lá.
Meio que organizados, meio que na sequência, aqui estão alguns insights, momentos, referências,
idéias e visuais desse mega evento mundial.
Vou passando e vamos comentando.
O legal mesmo é captar oportunidades.
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Logo na nossa chegada, leitura de dados e impressão de credenciais instantâneas, catracas inteligentes
e um visual tecnológico em tramas de leds que já faz, logo no saguão de entrada, a gente se surpreender.
E surpresa é mesmo a palavra para descrever o que se sente a cada passo nos pavilhões desse mega evento.
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Andar pelos estandes da feira é viajar entre conceitos, formas, design e soluções criativas.
Aqui vai um pouco dessa nossa andançaentre os pavilhões de exposição.
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Setor de iluminação
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Pausinha pra uma cerveja alemã?
A arquitetura e a cultura de Dusseldorf tb inspiram muito!
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Pegamos o caminho para os pavilhões de Segurança no PDV e Sistemas de Pagamento.
Sem dúvida, a tecnologia de automação na hora do pagamento, deixa certo que a tendência no uso e integração dos celulares na compra
é uma realidade mundial.
O avanço dos sistemas de acesso sem fio, qualidade e rapidez nas conexões, aliado a tecnologia de segurança,
garante cada vez mais ao consumidor agilidade e facilidade quando o assunto é “passar o cartão”.
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Setor de manequins(um show à parte)
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Mais alguns olhares
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Surpreendeu e encantou saber que tudo o que foi criado, exposto e tornado acessível para o mundo,
pelos expositores da Euroshop, levou em conta a questão ambiental.
Comparando com a feira de 3 anos atrás, dá pra perceber uma conscientização que evoluiu.
Exemplo: no Pavilhão de Refrigeração, a cor verde dominava
e a palavra ECO parecia sempre tão forte e evidente quanto a marca do produto ou fabricante.
Outro ponto importante: as soluções para reciclagem de matérias-primas, um show em tecnologia
e consciência ambiental.
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Foi fácil perceber, cada vez mais, que o mundo não abre, mas arregala os olhos para os problemas
do nosso ecossistema. E nós, consumidores, fabricantes, comunicadores, cidadãos do mundo,
devemos sim buscar e exigir soluções ecologicamente corretas.
Não vai demorar muito pra gente sentir vergonha de consumir um produto que não integre
essas soluções ao seu processo.
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“Quem foi que disse que não dá?”
Estar na EuroShop é perder a noção de tempo e esquecer que fomos a trabalho.
A feira impressiona sob qualquer ponto de vista. Desde a solução criada para expor algo, até o que
está exposto. Tudo tem uma dose impressionante de detalhes, cuidado e - o melhor - envolvendo um conceito.
Mesmo quando o produto exposto não nos interessava, a solução era um banho de inovação,
criatividade e inteligência.
As soluções e estratégias no PDV parecem não ter limites. Tudo é viável. Tudo dá pra fazer.
Lá parece que tudo é possível!
E nós vamos voltar!
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www.casacriativa.com.br/blog www.fabianolibaneo.com.br