{"id":24419,"date":"2025-07-11T15:52:24","date_gmt":"2025-07-11T13:52:24","guid":{"rendered":"https:\/\/corporate.autobiz.com\/sem-categoria\/autobizinsights-16\/"},"modified":"2025-07-18T13:44:29","modified_gmt":"2025-07-18T11:44:29","slug":"autobizinsights-16","status":"publish","type":"post","link":"https:\/\/corporate.autobiz.com\/pt-pt\/autobiz-insights-pt-pt\/autobizinsights-16\/","title":{"rendered":"autobizInsights #16"},"content":{"rendered":"\t\t
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In\u00edcio<\/a><\/span><\/span><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t

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autobizInsights #16<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Como o marketing multicanal pode melhorar a reten\u00e7\u00e3o de clientes do seu novo carro?<\/h1>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Num mercado europeu de autom\u00f3veis novos persistentemente em baixa, h\u00e1 uma volatilidade crescente nas vendas entre marcas. Este decl\u00ednio na lealdade \u00e9 particularmente not\u00e1vel entre os compradores privados, que s\u00e3o o segmento mais lucrativo. No entanto, v\u00e1rios OEMs implementaram estrat\u00e9gias de marketing eficazes para reter o maior n\u00famero poss\u00edvel de clientes. <\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Ap\u00f3s os primeiros cinco meses de 2025, o mercado de autom\u00f3veis novos na Europa (UE+EFTA+Reino Unido) manteve-se est\u00e1vel (+0,1% com 5,57 milh\u00f5es de unidades, fonte ACEA). Este n\u00edvel ainda \u00e9 muito baixo em compara\u00e7\u00e3o com o per\u00edodo pr\u00e9-COVID (entre 6,7 e 6,8 milh\u00f5es de unidades entre 2017 e 2019).<\/p>\n

Mais interessante ainda, durante este per\u00edodo, os 8 principais OEMs experimentaram mudan\u00e7as que variam de -10% a +6,6%<\/b>, indicando um n\u00edvel raro de volatilidade.<\/p>\n

Este \u00e9 um corol\u00e1rio da diminui\u00e7\u00e3o da lealdade \u00e0 marca, especialmente entre os clientes particulares. Representando agora menos de 4<\/b>0% das vendas no continente,<\/b> este tipo de clientela continua a ser, de longe, a fonte mais rent\u00e1vel entre as vendas das marcas e das suas redes.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Envolver os clientes cedo no funil de vendas <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Como pode garantir que ret\u00e9m o maior n\u00famero poss\u00edvel de propriet\u00e1rios da sua marca? A proximidade da rede de concession\u00e1rios com os seus clientes \u00e9 fundamental. Mas num mundo onde o contacto entre marcas e os seus retalhistas franchisados se est\u00e1 a tornar mais raro, o marketing omnicanal est\u00e1 agora a assumir o controlo.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Muitos fabricantes de equipamento original (OEMs) est\u00e3o atualmente a trabalhar nas suas ferramentas omnicanal para detetar sinais de renova\u00e7\u00e3o no funil de vendas o mais cedo poss\u00edvel. O estudo mais recente, realizado pela Google e Ipsos, define tr\u00eas fases numa jornada de renova\u00e7\u00e3o que dura pouco menos de tr\u00eas meses. A primeira \u00e9 quando o cliente decide que quer mudar de ve\u00edculo. At\u00e9 tomarem esta decis\u00e3o, \u00e9 quase imposs\u00edvel ter uma discuss\u00e3o de vendas com eles. Na segunda fase, eles avaliam o seu or\u00e7amento selecionando um novo ve\u00edculo que desejam comprar e calculando o valor atual do seu ve\u00edculo, que financiar\u00e1 a troca. Depois de elaborarem tanto o or\u00e7amento como a lista curta de ve\u00edculos, o cliente passa a procurar ativamente o seu novo ve\u00edculo. Nesta terceira e \u00faltima fase, o cliente est\u00e1 decidido e \u00e9 pouco prov\u00e1vel que mude de opini\u00e3o.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Reter clientes durante o c\u00e1lculo do or\u00e7amento <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Portanto, a fase de c\u00e1lculo do or\u00e7amento \u00e9 o melhor momento para identificar um projeto de mudan\u00e7a desde o in\u00edcio e interagir com o cliente, garantindo que ele permane\u00e7a fiel \u00e0 sua marca. Neste contexto, a cria\u00e7\u00e3o de um site de gera\u00e7\u00e3o de leads atrav\u00e9s de ofertas de retoma tem-se revelado eficaz para pelo menos metade das 8 principais marcas europeias com as quais trabalhamos.<\/p>\n

Um ponto de dados essencial no c\u00e1lculo do or\u00e7amento, o valor de retoma \u00e9 um dos \u00faltimos canais onde os clientes consentem massivamente em partilhar os seus dados pessoais (email, telefone), tornando esta fonte a primeira ou segunda em termos de n\u00famero de leads gerados por site.<\/p>\n

Os clientes n\u00e3o se deixam enganar: integrados numa plataforma de marca com a possibilidade de qualificar as suas necessidades de novos ve\u00edculos, est\u00e3o cientes de que ser\u00e3o contactados para uma nova transa\u00e7\u00e3o de ve\u00edculo. Al\u00e9m disso, se a rede desempenhar bem o seu papel, as taxas de convers\u00e3o de leads excedem 10% entre os nossos melhores clientes, sendo de longe a fonte de destaque entre os seus canais de aquisi\u00e7\u00e3o.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t\t\t\t\t\tNovo Carro l\u00edder<\/b>

obtido atrav\u00e9s de avalia\u00e7\u00f5es de carros usados\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Volume <\/b><\/p>\n

Fonte n.\u00ba 1<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Taxa de transforma\u00e7\u00e3o<\/b><\/p>\n

>10%<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Qual solu\u00e7\u00e3o para gerar leads?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Se deseja aumentar a taxa de reten\u00e7\u00e3o dos ve\u00edculo novos a particulares, \u00e9 vital que utilize um site de gera\u00e7\u00e3o de leads que ofere\u00e7a valores de retoma. E se esta ferramenta j\u00e1 existir na sua empresa, mas n\u00e3o for o seu principal gerador de leads ou o melhor em termos de convers\u00e3o, n\u00e3o se preocupe: pode melhorar nesta \u00e1rea e aumentar ainda mais a reten\u00e7\u00e3o de clientes!<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Como o marketing multicanal pode melhorar a reten\u00e7\u00e3o de clientes do seu novo carro? Num mercado europeu de autom\u00f3veis novos persistentemente em baixa, h\u00e1 uma volatilidade crescente nas vendas entre marcas. Este decl\u00ednio na lealdade \u00e9 particularmente not\u00e1vel entre os compradores privados, que s\u00e3o o segmento mais lucrativo. No entanto, v\u00e1rios OEMs implementaram estrat\u00e9gias de […]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[148],"tags":[],"class_list":["post-24419","post","type-post","status-publish","format-standard","hentry","category-autobiz-insights-pt-pt"],"yoast_head":"\nautobizInsights #16 - autobiz Corporate<\/title>\n<meta name=\"description\" content=\"Como o marketing multicanal pode melhorar a reten\u00e7\u00e3o de clientes do seu novo carro?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/corporate.autobiz.com\/pt-pt\/autobiz-insights-pt-pt\/autobizinsights-16\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"autobizInsights #16 - 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