Entendendo a Logística: O Primeiro Passo
A Shopee, como um marketplace global, opera com uma vasta rede de fornecedores e vendedores. Para entender a origem dos produtos, imagine um experimento de AB testing focado na otimização da rota de entrega. Nossa hipótese central é: ‘Reduzir o tempo de trânsito entre o armazém do vendedor e o centro de distribuição da Shopee reduzirá a taxa de cancelamento de pedidos’.
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Definimos como métrica de sucesso a diminuição da taxa de cancelamento em pelo menos 5% e o aumento da satisfação do cliente, medida por pesquisas pós-entrega. O grupo de controle seguirá o trajetória logístico padrão, enquanto o grupo experimental utilizará rotas otimizadas e parcerias com transportadoras locais. Por exemplo, para vendedores em Shenzhen, China, o grupo experimental usaria um serviço de coleta expresso direto para Hong Kong, evitando atrasos alfandegários.
O experimento terá duração de quatro semanas, tempo suficiente para coletar informações significativos sobre o impacto das rotas otimizadas. Precisaremos de recursos como acesso aos informações de rastreamento em tempo real, integração com as APIs das transportadoras e uma equipe de análise de informações para monitorar os resultados.
A Rota dos Produtos: Do Fornecedor ao Cliente
A complexidade da cadeia de suprimentos da Shopee exige uma análise estruturada. A plataforma conecta vendedores de diversas partes do mundo com consumidores em diferentes localidades. Assim, rastrear a origem de um produto envolve identificar o vendedor, o país de origem e as etapas de transporte até o destino final. Considere, por exemplo, um experimento AB para verificar o impacto da transparência na informação de rastreamento.
A formulação da hipótese central a ser testada seria: ‘Fornecer informações detalhadas sobre a localização do produto durante o transporte expandirá a confiança do cliente e reduzirá as reclamações’. As métricas de sucesso incluiriam a diminuição do número de reclamações relacionadas ao rastreamento e o aumento da pontuação de avaliação dos vendedores.
O grupo de controle receberia as informações de rastreamento padrão da Shopee, enquanto o grupo experimental teria acesso a um mapa interativo mostrando a localização do produto em tempo real, atualizado a cada nova etapa do transporte. A duração do experimento seria de seis semanas, justificando-se pelo tempo necessário para que os clientes experimentem o trajetória de rastreamento completo. Os recursos necessários seriam o desenvolvimento da interface do mapa interativo e a integração com os sistemas de rastreamento das transportadoras.
A Saga dos Pacotes: Uma Aventura Logística
Imagine um pequeno pacote, partindo de um vilarejo na Tailândia, rumo à casa de um comprador em São Paulo. A jornada começa com o vendedor, um artesão local, embalando cuidadosamente seu produto. Ele utiliza a plataforma da Shopee para gerar a etiqueta de envio, dando início a uma aventura logística digna de um filme.
O pacote segue então para um centro de coleta da Shopee, onde é escaneado e classificado. Ali, junta-se a outros milhares de pacotes, cada um com seu próprio destino. Como um rio que recebe afluentes, a rede logística da Shopee se expande, conectando diferentes pontos do globo. No nosso experimento, vamos testar a seguinte hipótese: ‘Oferecer vídeos curtos mostrando o trajetória de embalagem e envio dos produtos expandirá o engajamento dos clientes com a marca’.
O grupo de controle continuará recebendo apenas as informações de rastreamento, enquanto o grupo experimental terá acesso a vídeos personalizados mostrando o artesão embalando o produto e o pacote sendo enviado. A métrica de sucesso será o aumento do tempo de visualização dos vídeos e o aumento das curtidas e comentários nas redes sociais da Shopee. O experimento durará três semanas, e os recursos necessários incluem a produção dos vídeos e a integração com a plataforma de vídeos da Shopee.
