{"id":1044157,"date":"2025-10-13T17:37:08","date_gmt":"2025-10-13T15:37:08","guid":{"rendered":"https:\/\/babelgroup.com\/?post_type=babel-trends&#038;p=1044157"},"modified":"2025-10-13T17:37:09","modified_gmt":"2025-10-13T15:37:09","slug":"novas-tecnologias-no-retalho-segundo-a-ikea","status":"publish","type":"babel-trends","link":"https:\/\/babelgroup.com\/pt-pt\/media\/tendencias\/novas-tecnologias-no-retalho-segundo-a-ikea\/","title":{"rendered":"Novas tecnologias no retalho segundo a IKEA"},"content":{"rendered":"<div class=\"vgblk-rw-wrapper limit-wrapper\">\n<p>19\/11\/2024<\/p>\n\n\n\n<p>Entrevista com <strong>Carlos Cocheteux<\/strong>, Sales Manager da<strong> IKEA Espanha<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"IKEA y las nuevas tecnolog\u00edas en el sector retail | Tech for Good\" width=\"1280\" height=\"720\" src=\"https:\/\/www.youtube.com\/embed\/UavQxAui0I4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>A ind\u00fastria do retalho sempre se adaptou muito rapidamente \u00e0s mudan\u00e7as tecnol\u00f3gicas.<br>A hiperpersonaliza\u00e7\u00e3o, possibilitada por ferramentas como a IA, faz toda a diferen\u00e7a quando se trata de ser a primeira escolha dos consumidores.<br>A f\u00f3rmula tecnologia + inova\u00e7\u00e3o, combinada com a capacidade de ouvir e compreender as necessidades dos clientes, confere a empresas como a IKEA um valor \u00fanico.<br>A previs\u00e3o de dados, por exemplo, permite antecipar eventos e saber o que os clientes ir\u00e3o querer no futuro.<br>Um aspeto fundamental \u00e9 a forma como empresas como esta est\u00e3o a adotar estrat\u00e9gias cada vez mais sustent\u00e1veis.<br>Gra\u00e7as \u00e0s novas tecnologias, \u00e9 poss\u00edvel evitar devolu\u00e7\u00f5es e at\u00e9 reduzir embalagens, diminuindo significativamente a pegada ecol\u00f3gica.<br>Al\u00e9m disso, est\u00e3o a adaptar-se ao novo sistema que come\u00e7a a ganhar for\u00e7a no setor: o mercado circular \u2014 a troca de produtos em segunda m\u00e3o entre utilizadores e empresas, dando-lhes mais ciclos de vida.<br>Tudo isto apresenta diversos desafios para a ind\u00fastria do retalho, que ter\u00e1 de os enfrentar com capacidades tecnol\u00f3gicas cada vez maiores.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\"><strong><strong><strong><strong>Os protagonistas<\/strong><\/strong><\/strong><\/strong><\/h2>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 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 size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"212\" height=\"264\" src=\"https:\/\/babelgroup.com\/wp-content\/uploads\/2025\/10\/CARLOS-IKEA-BIO-1.webp\" alt=\"\" class=\"wp-image-1044167\" style=\"width:215px;height:auto\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><\/p>\n\n\n\n<p><strong><strong>Carlos Cocheteux<\/strong><\/strong><\/p>\n\n\n\n<p>Sales Manager IKEA Espanha<\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/carloscocheteux\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 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 size-full is-resized\"><img decoding=\"async\" width=\"212\" height=\"264\" src=\"https:\/\/babelgroup.com\/wp-content\/uploads\/2025\/10\/JUAN-BIO.webp\" alt=\"\" class=\"wp-image-1044171\" style=\"width:212px;height:auto\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><\/p>\n\n\n\n<p><strong>Juan Antonio F.<\/strong><\/p>\n\n\n\n<p>Head of Industries Babel<a href=\"https:\/\/www.linkedin.com\/in\/nuria-fuentes-s%C3%A1nchez\/\" target=\"_blank\" rel=\"noreferrer noopener\"><\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/juanantoniofernandezcastillo\/\" target=\"_blank\" rel=\"noopener\">Linkedin<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><!-- .vgblk-rw-wrapper -->","protected":false},"excerpt":{"rendered":"<h4 style=\"color: #f39433\">Carlos Cocheteux<\/h4>\n<p>Sales Manager <b><font color=\"#f39433\">IKEA Espanha<\/font>.<\/b><\/p>\n<p><\/br><\/p>\n<p style=\"font-size: 12px;color: #333\">19\/11\/2024<\/p>\n","protected":false},"featured_media":1044163,"parent":0,"menu_order":1,"template":"","class_list":["post-1044157","babel-trends","type-babel-trends","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/babelgroup.com\/pt-pt\/wp-json\/wp\/v2\/babel-trends\/1044157","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/babelgroup.com\/pt-pt\/wp-json\/wp\/v2\/babel-trends"}],"about":[{"href":"https:\/\/babelgroup.com\/pt-pt\/wp-json\/wp\/v2\/types\/babel-trends"}],"version-history":[{"count":4,"href":"https:\/\/babelgroup.com\/pt-pt\/wp-json\/wp\/v2\/babel-trends\/1044157\/revisions"}],"predecessor-version":[{"id":1044328,"href":"https:\/\/babelgroup.com\/pt-pt\/wp-json\/wp\/v2\/babel-trends\/1044157\/revisions\/1044328"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/babelgroup.com\/pt-pt\/wp-json\/wp\/v2\/media\/1044163"}],"wp:attachment":[{"href":"https:\/\/babelgroup.com\/pt-pt\/wp-json\/wp\/v2\/media?parent=1044157"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}