{"id":126139,"date":"2026-03-24T12:33:04","date_gmt":"2026-03-24T15:33:04","guid":{"rendered":"https:\/\/monitoramento.spmj.com.br\/noticias\/?p=126139"},"modified":"2026-03-24T12:33:04","modified_gmt":"2026-03-24T15:33:04","slug":"da-crise-a-reinvencao-como-a-americanas-redesenha-a-experiencia-de-compra-no-brasil","status":"publish","type":"post","link":"https:\/\/monitoramento.spmj.com.br\/noticias\/2026\/03\/24\/da-crise-a-reinvencao-como-a-americanas-redesenha-a-experiencia-de-compra-no-brasil\/","title":{"rendered":"Da crise \u00e0 reinven\u00e7\u00e3o: como a &#8216;Americanas&#8217; redesenha a experi\u00eancia de compra no Brasil"},"content":{"rendered":"<header>\n<div class=\"article-border-b-hairline article-border-neutral-low-400 article-border-solid article-pb-xxxs article-mb-xxxs lg:article-mb-xxs\">\n<h2 class=\"base-font-primary jarvics:base-text-neutral-high-400 xovem:base-text-dark-high-400 base-text-xxs base-font-bold base-leading-md sm:base-text-md sm:base-font-medium sm:base-leading-lg base-text-neutral-low-500\">Luiz Tavares, VP de opera\u00e7\u00f5es da &#8216;Americanas&#8217;, revela estrat\u00e9gias de transforma\u00e7\u00e3o e adapta\u00e7\u00e3o ao novo comportamento do consumidor<\/h2>\n<\/div>\n<div class=\"article-flex article-flex-col lg:article-flex-row lg:article-justify-between lg:article-items-start article-mb-xxxs lg:article-mb-xs\">\n<div class=\"article-flex article-items-center article-mb-xxxs lg:article-mb-0\">\n<div>\n<p class=\"article-text-xxxs article-text-neutral-low-500 xovem:article-text-dark-high-400\"><a class=\"article-editorial-text article-font-semibold article-uppercase xovem:article-text-dark-high-400\" title=\"R7 Entrevista RJ\" href=\"https:\/\/noticias.r7.com\/rio-de-janeiro\/r7-entrevista-rj\">R7 Entrevista RJ<\/a><span class=\"article-editorial-text article-ml-quark article-mr-quark xovem:article-text-dark-high-400\">|<\/span>Do R7<\/p>\n<p class=\"article-uppercase article-text-little article-text-age-rating-18anos-500 xovem:article-text-dark-high-400\">24\/03\/2026 &#8211; 09h38 (Atualizado em 24\/03\/2026 &#8211; 09h38<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/header>\n<div class=\"wrapper-video loaded \" data-arc=\"true\">\n<div id=\"vjs_video_3\" class=\"video-js vjs-fill vjs_video_3-dimensions vjs-controls-enabled vjs-workinghover vjs-v8 vjs-r7-skin vjs-errors vjs-hls-quality-selector vjs-sprite-thumbnails vjs-logo vjs-share vjs-videojs-share vjs-layout-large vjs-has-started vjs-playing vjs-user-inactive\" lang=\"pt-br\" title=\"Da crise \u00e0 reinven\u00e7\u00e3o: como a 'Americanas' redesenha a experi\u00eancia de compra no Brasil\" role=\"region\" data-short=\"false\" data-arc-id=\"43b4cda0-c38f-4f07-ad4c-5aac424e8808\" data-arc-video=\"\" data-player-url=\"https:\/\/noticias.r7.com\/player\/43b4cda0-c38f-4f07-ad4c-5aac424e8808\/\" data-related-videos=\"[{&quot;title&quot;:&quot;Diabetes infantil: especialista explica como identificar os sinais e conviver com a doen\u00e7a&quot;,&quot;thumb&quot;:&quot;https:\/\/d22yf0mxeu0gma.cloudfront.net\/03-18-2026\/t_b19eda890832416db7cf917381c44fab_name_r7_fala_comgio_ercia_moreira.jpg&quot;,&quot;url&quot;:&quot;https:\/\/noticias.r7.com\/rio-de-janeiro\/r7-fala-comigo\/video\/diabetes-infantil-especialista-explica-como-identificar-os-sinais-e-conviver-com-a-doenca-19032026\/&quot;,&quot;embedUrl&quot;:&quot;https:\/\/noticias.r7.com\/player\/65ab654c-f0db-4f73-b4c0-2b4f0edc1b90\/&quot;},{&quot;title&quot;:&quot;Adultiza\u00e7\u00e3o: entenda o que \u00e9 e os impactos no desenvolvimento das crian\u00e7as&quot;,&quot;thumb&quot;:&quot;https:\/\/d22yf0mxeu0gma.cloudfront.net\/03-11-2026\/t_92904d6ee02d47fa801556d126e6facd_name_adultiza_ao_psicologa.jpg&quot;,&quot;url&quot;:&quot;https:\/\/noticias.r7.com\/rio-de-janeiro\/r7-fala-comigo\/video\/adultizacao-entenda-o-que-e-e-os-impactos-no-desenvolvimento-das-criancas-12032026\/&quot;,&quot;embedUrl&quot;:&quot;https:\/\/noticias.r7.com\/player\/b3f4d69c-d513-4997-9b1e-2add03893c69\/&quot;},{&quot;title&quot;:&quot;Temporais no Brasil: porta-voz do Corpo de Bombeiros do RJ orienta como a popula\u00e7\u00e3o pode se proteger&quot;,&quot;thumb&quot;:&quot;https:\/\/d22yf0mxeu0gma.cloudfront.net\/02-25-2026\/t_030b9196f2b74e658cb92da7842184b7_name_fabio_contreiras.jpg&quot;,&quot;url&quot;:&quot;https:\/\/noticias.r7.com\/rio-de-janeiro\/r7-fala-comigo\/video\/temporais-no-brasil-porta-voz-do-corpo-de-bombeiros-do-rj-orienta-como-a-populacao-pode-se-proteger-26022026\/&quot;,&quot;embedUrl&quot;:&quot;https:\/\/noticias.r7.com\/player\/df635e1e-2e72-4af8-815d-11fc03f7058d\/&quot;}]\" 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'Americanas' redesenha a experi\u00eancia de compra no Brasil&quot;,&quot;sectionName&quot;:&quot;R7 Entrevista RJ&quot;,&quot;mainSection&quot;:&quot;R7 Entrevista RJ&quot;,&quot;subSection&quot;:&quot;Todos os V\u00eddeos&quot;,&quot;thirdSection&quot;:&quot;Tudo do R7&quot;,&quot;views&quot;:&quot;&quot;,&quot;disableAdv&quot;:&quot;false&quot;,&quot;createdDate&quot;:&quot;2026-03-23T23:16:04Z&quot;,&quot;mainSectionUrl&quot;:&quot;https:\/\/noticias.r7.com\/rio-de-janeiro\/r7-entrevista-rj\/video\/da-crise-a-reinvencao-como-a-americanas-redesenha-a-experiencia-de-compra-no-brasil-24032026\/&quot;,&quot;sectionPath&quot;:&quot;https:\/\/noticias.r7.com\/rio-de-janeiro\/r7-entrevista-rj&quot;,&quot;ageRating&quot;:&quot;&quot;,&quot;ageRatingDescription&quot;:&quot;&quot;,&quot;duration&quot;:1286218,&quot;playerUrl&quot;:&quot;https:\/\/noticias.r7.com\/player\/43b4cda0-c38f-4f07-ad4c-5aac424e8808\/&quot;}\" data-sprite-url=\"\" aria-label=\"Video Player\" data-ns_st_ct=\"vc12\" data-ns_st_ci=\"43b4cda0-c38f-4f07-ad4c-5aac424e8808\" data-ns_st_cl=\"1286000\" data-ns_st_st=\"R7 Entrevista RJ\" data-ns_st_pu=\"RecordTV\" data-ns_st_pr=\"r7-entrevista-rj\" data-ns_st_ep=\"Da crise \u00e0 reinven\u00e7\u00e3o: como a 'Americanas' redesenha a experi\u00eancia de compra no Brasil\" data-ns_st_ge=\"R7 Entrevista RJ,Todos os V\u00eddeos\" data-ns_st_ce=\"1\" data-ns_st_ty=\"video\" data-c3=\"R7\" data-c4=\"*null\" data-c6=\"*null\"><button class=\"vjs-control vjs-button vjs-menu-button vjs-share-control vjs-icon-share\" title=\"Compartilhar\" type=\"button\"><\/button><\/p>\n<div class=\"vjs-logo-content vjs-logo-hide\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/sc.r7.com\/videojs\/logo-r7.svg\" width=\"30\" height=\"26\" \/><\/div>\n<div><\/div>\n<\/div>\n<\/div>\n<div>\n<p>A &#8216;Americanas&#8217; est\u00e1 se adaptando \u00e0s mudan\u00e7as do varejo com novas estrat\u00e9gias centradas no cliente. Luiz Tavares, executivo com experi\u00eancia em empresas como Ambev e Rappi, explica os desafios enfrentados pela companhia, destacando o projeto de revitaliza\u00e7\u00e3o no varejo brasileiro.<\/p>\n<p>Segundo Tavares, o comportamento do consumidor mudou devido \u00e0 digitaliza\u00e7\u00e3o e \u00e0 renda restrita. Isso levou a uma diversifica\u00e7\u00e3o nos canais de compra e a uma busca por experi\u00eancias sensoriais nas lojas f\u00edsicas.<\/p>\n<p>O foco da Americanas \u00e9 melhorar a experi\u00eancia do cliente integrando lojas f\u00edsicas e servi\u00e7os digitais. Para a P\u00e1scoa, um evento importante para as vendas, 5 mil associados foram contratados para atender a demanda.<\/p>\n<p>Tavares planeja expandir a presen\u00e7a f\u00edsica da empresa e criar parcerias inovadoras, como as lojas Store-in-Store com produtos Wepink. Com estas iniciativas, a Americanas espera se manter competitiva e acess\u00edvel ao consumidor brasileiro.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>A &#8216;Americanas&#8217; est\u00e1 se adaptando \u00e0s mudan\u00e7as do varejo com novas estrat\u00e9gias centradas no cliente. Luiz Tavares, executivo com experi\u00eancia em empresas como Ambev e Rappi, explica os desafios enfrentados pela companhia, destacando o projeto de revitaliza\u00e7\u00e3o no varejo brasileiro.<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[72,56],"tags":[],"class_list":["post-126139","post","type-post","status-publish","format-standard","hentry","category-americanas","category-l-founders"],"acf":[],"_links":{"self":[{"href":"https:\/\/monitoramento.spmj.com.br\/noticias\/wp-json\/wp\/v2\/posts\/126139","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/monitoramento.spmj.com.br\/noticias\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/monitoramento.spmj.com.br\/noticias\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/monitoramento.spmj.com.br\/noticias\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/monitoramento.spmj.com.br\/noticias\/wp-json\/wp\/v2\/comments?post=126139"}],"version-history":[{"count":1,"href":"https:\/\/monitoramento.spmj.com.br\/noticias\/wp-json\/wp\/v2\/posts\/126139\/revisions"}],"predecessor-version":[{"id":126140,"href":"https:\/\/monitoramento.spmj.com.br\/noticias\/wp-json\/wp\/v2\/posts\/126139\/revisions\/126140"}],"wp:attachment":[{"href":"https:\/\/monitoramento.spmj.com.br\/noticias\/wp-json\/wp\/v2\/media?parent=126139"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monitoramento.spmj.com.br\/noticias\/wp-json\/wp\/v2\/categories?post=126139"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monitoramento.spmj.com.br\/noticias\/wp-json\/wp\/v2\/tags?post=126139"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}