{"id":29892,"date":"2026-07-21T00:00:00","date_gmt":"2026-07-21T00:00:00","guid":{"rendered":"https:\/\/angelboss.com.br\/2026\/07\/21\/329971-no-delivery-o-cliente-fiel-pode-gastar-67-a-mais\/"},"modified":"2026-07-21T00:00:00","modified_gmt":"2026-07-21T00:00:00","slug":"329971-no-delivery-o-cliente-fiel-pode-gastar-67-a-mais","status":"publish","type":"post","link":"http:\/\/angelboss.com.br\/en\/2026\/07\/21\/329971-no-delivery-o-cliente-fiel-pode-gastar-67-a-mais\/","title":{"rendered":"No Delivery, o cliente fiel pode gastar 67% a mais"},"content":{"rendered":"

A Consumer, empresa de tecnologia voltada ao setor de alimenta\u00e7\u00e3o fora do lar (food service), ampliou o acesso de pequenas e m\u00e9dias empresas (PMEs) a ferramentas de marketing e fideliza\u00e7\u00e3o que, at\u00e9 recentemente, eram utilizadas majoritariamente pelas grandes redes de franquias. A proposta re\u00fane, em um mesmo ambiente, recursos como programas de fidelidade, cashback, cupons de desconto, promo\u00e7\u00f5es personalizadas e card\u00e1pios digitais com produtos em destaque, com o objetivo de dar mais autonomia aos estabelecimentos no relacionamento com o consumidor.<\/p>\n

A iniciativa ocorre em um momento no qual bares e restaurantes buscam reduzir a depend\u00eancia dos marketplaces de delivery. Levantamento da Associa\u00e7\u00e3o Brasileira de Bares e Restaurantes (Abrasel)<\/a> aponta que os marketplaces respondem por 54% do faturamento com entregas no pa\u00eds, seguidos pelo WhatsApp (26%), pelo site ou aplicativo pr\u00f3prio do estabelecimento (12%) e pelos pedidos por telefone (8%).<\/p>\n

Como as comiss\u00f5es cobradas pelas plataformas incidem sobre cada pedido, o canal direto tende a preservar a margem e a devolver ao restaurante o controle sobre os dados do cliente, insumo que permite entender o comportamento de compra e planejar a\u00e7\u00f5es de reativa\u00e7\u00e3o.<\/p>\n

O fortalecimento desse relacionamento direto tem respaldo econ\u00f4mico. Segundo pesquisas da Harvard Business School<\/a> citadas pela Abrasel, um aumento de 5% na taxa de reten\u00e7\u00e3o de clientes pode elevar a lucratividade entre 25% e 95%, enquanto um estudo da consultoria Bain & Company indica que consumidores fi\u00e9is tendem a gastar 67% a mais do que os novos.<\/p>\n

Nesse contexto, mecanismos de recorr\u00eancia como fidelidade e cashback funcionam como alternativa ao custo crescente de aquisi\u00e7\u00e3o de consumidores, transformando compras casuais em h\u00e1bito de consumo.<\/p>\n

Para Let\u00edcia Gama, analista de marketing digital da Consumer, a democratiza\u00e7\u00e3o dessas ferramentas permite que neg\u00f3cios menores concorram em condi\u00e7\u00f5es mais equilibradas com as grandes redes. "Percebemos que gerenciar o operacional (cozinha e caixa) era apenas metade do desafio; a outra metade era atrair e reter o cliente de forma rent\u00e1vel", afirma.<\/p>\n

Sobre a rela\u00e7\u00e3o com as plataformas de terceiros, a analista sintetiza o principal risco: "Nos marketplaces, o cliente pertence \u00e0 plataforma, n\u00e3o ao restaurante".<\/p>\n

Personaliza\u00e7\u00e3o como diferencial<\/strong><\/p>\n

De acordo com Gama, a personaliza\u00e7\u00e3o das a\u00e7\u00f5es de marketing \u00e9 um dos fatores que mais influenciam a experi\u00eancia e a fideliza\u00e7\u00e3o no food service. Em vez de disparar a mesma oferta para toda a base, a plataforma permite direcionar promo\u00e7\u00f5es a partir do hist\u00f3rico e das prefer\u00eancias de cada consumidor, como sugerir um prato favorito ou conceder um benef\u00edcio no m\u00eas de anivers\u00e1rio.<\/p>\n

"A personaliza\u00e7\u00e3o transforma a comunica\u00e7\u00e3o em conveni\u00eancia", diz. Para a analista, quando a oferta faz sentido para o cliente, ela "deixa de ser propaganda e passa a ser um atendimento consultivo e afetuoso. Isso gera conex\u00e3o emocional, que \u00e9 o n\u00edvel mais alto da fideliza\u00e7\u00e3o".<\/p>\n

A executiva tamb\u00e9m aponta tend\u00eancias que devem ganhar espa\u00e7o no setor nos pr\u00f3ximos anos. Entre elas est\u00e3o a hiperpersonaliza\u00e7\u00e3o preditiva, capaz de sugerir pedidos com base no comportamento do consumidor; a gamifica\u00e7\u00e3o dos programas de fidelidade, que refor\u00e7a o senso de recompensa; e o omnichannel, com a unifica\u00e7\u00e3o da experi\u00eancia entre o sal\u00e3o e o delivery, de modo que os pontos acumulados valham independentemente do canal de consumo.<\/p>\n

Segundo a Consumer, a ado\u00e7\u00e3o dessas estrat\u00e9gias acompanha a digitaliza\u00e7\u00e3o das opera\u00e7\u00f5es de bares e restaurantes, que passaram a integrar recursos de gest\u00e3o e de relacionamento ao ponto de venda (PDV)<\/a>.<\/p>\n

Com a oferta desses recursos em um \u00fanico ambiente, a Consumer busca posicionar-se como alternativa para PMEs que pretendem construir uma base de clientes recorrente sem depender exclusivamente de canais de terceiros. A empresa avalia que a combina\u00e7\u00e3o entre dados, automa\u00e7\u00e3o e personaliza\u00e7\u00e3o deve seguir como principal vetor de competitividade no food service nos pr\u00f3ximos anos.<\/p>\n

Para mais informa\u00e7\u00f5es, basta acessar: https:\/\/consumer.com.br\/<\/a><\/p>\n

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

Plataforma da Consumer re\u00fane programas de fidelidade, cashback, cupons, promo\u00e7\u00f5es personalizadas e card\u00e1pios digitais em um s\u00f3 ambiente, dando a pequenos e m\u00e9dios restaurantes mais autonomia para reter clientes e reduzir a depend\u00eancia dos marketplaces de delivery, segundo Let\u00edcia Gama, analista de marketing digital da empresa<\/p>","protected":false},"author":3,"featured_media":29893,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"0","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","page_builder":"","footnotes":""},"categories":[315],"tags":[342,345,343,324,323],"class_list":["post-29892","post","type-post","status-publish","format-standard","has-post-thumbnail","category-noticias-corporativas-dino","tag-empreendedorismo","tag-gastronomia","tag-marketing","tag-negocios","tag-tecnologia"],"yoast_head":"\nNo Delivery, o cliente fiel pode gastar 67% a mais - 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