{"id":8867,"date":"2026-04-16T09:00:56","date_gmt":"2026-04-16T08:00:56","guid":{"rendered":"https:\/\/bluemarketing.com\/?p=8867"},"modified":"2026-04-10T18:47:24","modified_gmt":"2026-04-10T17:47:24","slug":"mercafe-retargeting-ecommerce","status":"publish","type":"post","link":"https:\/\/bluemarketing.com\/pt-br\/mercafe-retargeting-ecommerce\/","title":{"rendered":"Como o retargeting ajudou a Mercaf\u00e9 a transformar interesse em recorr\u00eancia"},"content":{"rendered":"<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">O caf\u00e9 est\u00e1 em 98% dos lares brasileiros. O ambiente digital ficou ainda mais relevante para marcas que querem capturar demanda com precis\u00e3o.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">No case do Mercaf\u00e9, loja oficial do Grupo 3cora\u00e7\u00f5es, o principal avan\u00e7o veio do retargeting, que ajudou a recuperar interesse, aumentar convers\u00e3o e estimular recompra.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">O resultado foi uma opera\u00e7\u00e3o com mais escala e impacto real em pedidos e receita, com leitura estrat\u00e9gica mais madura sobre crescimento.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">O mercado de caf\u00e9 no Brasil continua s\u00f3lido, presente na rotina e profundamente conectado ao consumo recorrente. Em 2025, o pa\u00eds consumiu 21,409 milh\u00f5es de sacas, manteve o caf\u00e9 presente em 98% dos lares e seguiu como o segundo maior consumidor do mundo. Ao mesmo tempo, o comportamento de compra ficou mais criterioso, o que aumenta o valor de estrat\u00e9gias capazes de reconectar interesse com conveni\u00eancia e confian\u00e7a.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Esse cen\u00e1rio ajuda a explicar por que o <\/span><b>retargeting no e-commerce de caf\u00e9<\/b><span style=\"font-weight: 400;\"> ganhou tanto peso. Quando a categoria j\u00e1 faz parte do dia a dia, o desafio raramente est\u00e1 em apresentar o produto pela primeira vez. O ponto central passa a ser acompanhar a jornada, reduzir a perda entre visita e compra e manter a marca presente at\u00e9 o momento em que a decis\u00e3o amadurece.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" data-attachment-id=\"8858\" data-permalink=\"https:\/\/bluemarketing.com\/pt-br\/mercafe-retargeting-ecommerce\/design-sem-nome-3-2\/\" data-orig-file=\"https:\/\/i0.wp.com\/bluemarketing.com\/wp-content\/uploads\/2026\/04\/Design-sem-nome.png?fit=800%2C600&amp;ssl=1\" data-orig-size=\"800,600\" data-comments-opened=\"0\" data-image-title=\"Design sem nome\" data-image-description=\"&lt;p&gt;Imagem de um caf\u00e9 especial da linha Rituais, dispon\u00edvel na Mercaf\u00e9, destacando a proposta premium do e-commerce e sua conex\u00e3o com consumidores que valorizam qualidade, curadoria e experi\u00eancia de compra.&lt;\/p&gt;\n\" data-image-caption=\"&lt;p&gt;Produto da linha de caf\u00e9s especiais dispon\u00edvel na Mercaf\u00e9, com foco em qualidade, origem e experi\u00eancia.&lt;\/p&gt;\n\" data-large-file=\"https:\/\/i0.wp.com\/bluemarketing.com\/wp-content\/uploads\/2026\/04\/Design-sem-nome.png?fit=800%2C600&amp;ssl=1\" class=\"size-medium wp-image-8858\" src=\"https:\/\/i0.wp.com\/bluemarketing.com\/wp-content\/uploads\/2026\/04\/Design-sem-nome.png?resize=300%2C225&#038;ssl=1\" alt=\"Embalagem do caf\u00e9 Rituais Florada Premiada, da Mercaf\u00e9, segurada em destaque\" width=\"300\" height=\"225\" srcset=\"https:\/\/i0.wp.com\/bluemarketing.com\/wp-content\/uploads\/2026\/04\/Design-sem-nome.png?resize=300%2C225&amp;ssl=1 300w, https:\/\/i0.wp.com\/bluemarketing.com\/wp-content\/uploads\/2026\/04\/Design-sem-nome.png?resize=768%2C576&amp;ssl=1 768w, https:\/\/i0.wp.com\/bluemarketing.com\/wp-content\/uploads\/2026\/04\/Design-sem-nome.png?w=800&amp;ssl=1 800w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<h2><b>Por que o retargeting faz sentido no mercado de caf\u00e9<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">O caf\u00e9 tem uma caracter\u00edstica valiosa para o digital: ele combina descoberta, h\u00e1bito e recompra. A pr\u00f3pria ABIC mostra que os produtos certificados no estilo especial cresceram mais de 300%, embora ainda representem um nicho pequeno dentro do volume total do varejo. Isso indica um mercado que continua abrindo espa\u00e7o para valor agregado, experi\u00eancia e curadoria.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ao mesmo tempo, o e-commerce de alimentos e bebidas segue avan\u00e7ando no Brasil. Em 2024, o setor cresceu 18,4%, e dados citados pela E-commerce Brasil com base na NielsenIQ indicam que 60% dos brasileiros j\u00e1 compram alimentos online. Para marcas de caf\u00e9, isso torna o ambiente digital ainda mais estrat\u00e9gico, especialmente quando existe interesse inicial, mas a convers\u00e3o n\u00e3o acontece na primeira visita.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Na pr\u00e1tica, esse \u00e9 o terreno ideal para o retargeting. Ele permite reencontrar consumidores que j\u00e1 demonstraram inten\u00e7\u00e3o, com mensagens mais aderentes ao momento de compra e \u00e0 l\u00f3gica natural de reposi\u00e7\u00e3o de uma categoria recorrente.<\/span><\/p>\n<h2><b>O desafio do Mercaf\u00e9 antes da estrat\u00e9gia<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Antes da estrutura\u00e7\u00e3o do retargeting, o<\/span><a href=\"https:\/\/www.mercafe.com.br\/?srsltid=AfmBOoph9_plieLa2_z91yjwy47ru5q2HTXf0OnEoLlxLC89rfcgNkjK\"> <span style=\"font-weight: 400;\">Mercaf\u00e9<\/span><\/a><span style=\"font-weight: 400;\"> convivia com um desafio comum a muitos e-commerces, mas especialmente sens\u00edvel no caf\u00e9 especial: havia interesse, navega\u00e7\u00e3o e considera\u00e7\u00e3o, por\u00e9m parte relevante dessa inten\u00e7\u00e3o se perdia entre a visita e a compra.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Segundo <\/span><b>Igor Carvalho<\/b><span style=\"font-weight: 400;\">, especialista de m\u00eddia e performance do Mercaf\u00e9, loja oficial do Grupo 3cora\u00e7\u00f5es, a jornada do consumidor costuma come\u00e7ar pela explora\u00e7\u00e3o. Muitos usu\u00e1rios chegam ao site interessados em descobrir novos caf\u00e9s, entender diferen\u00e7as de origem, torra e m\u00e9todos de preparo, al\u00e9m de avaliar qual experi\u00eancia de consumo faz mais sentido para o seu perfil.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00c0 medida que o consumidor avan\u00e7a nessa jornada, outros fatores passam a ganhar peso na decis\u00e3o: clareza das informa\u00e7\u00f5es sobre o produto, credibilidade da marca, experi\u00eancia de navega\u00e7\u00e3o, conveni\u00eancia no processo de compra e confian\u00e7a na entrega.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sem uma estrat\u00e9gia consistente de reengajamento, parte dessas intera\u00e7\u00f5es acabava se transformando apenas em visitas pontuais ou compras isoladas, com menor evolu\u00e7\u00e3o para recorr\u00eancia. O desafio, portanto, n\u00e3o era apenas converter melhor no primeiro contato, mas manter o Mercaf\u00e9 presente ao longo de uma jornada que naturalmente se constr\u00f3i em etapas at\u00e9 a decis\u00e3o de compra.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"wp-image-8861 aligncenter\" src=\"https:\/\/i0.wp.com\/bluemarketing.com\/wp-content\/uploads\/2026\/04\/Design-sem-nome-1.png?resize=405%2C189&#038;ssl=1\" alt=\"P\u00e1gina inicial da Mercaf\u00e9 com banner promocional da m\u00e1quina TRES e produtos da marca\" width=\"405\" height=\"189\" srcset=\"https:\/\/i0.wp.com\/bluemarketing.com\/wp-content\/uploads\/2026\/04\/Design-sem-nome-1.png?resize=300%2C140&amp;ssl=1 300w, https:\/\/i0.wp.com\/bluemarketing.com\/wp-content\/uploads\/2026\/04\/Design-sem-nome-1.png?resize=1024%2C476&amp;ssl=1 1024w, https:\/\/i0.wp.com\/bluemarketing.com\/wp-content\/uploads\/2026\/04\/Design-sem-nome-1.png?resize=768%2C357&amp;ssl=1 768w, https:\/\/i0.wp.com\/bluemarketing.com\/wp-content\/uploads\/2026\/04\/Design-sem-nome-1.png?w=1365&amp;ssl=1 1365w\" sizes=\"(max-width: 405px) 100vw, 405px\" \/><\/p>\n<h2><b>Como o retargeting passou a atuar na jornada<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Com a revis\u00e3o da opera\u00e7\u00e3o, o<\/span><a href=\"https:\/\/bluemarketing.com\/pt-br\/o-que-fazemos\/retargeting\/\"> <span style=\"font-weight: 400;\">retargeting<\/span><\/a><span style=\"font-weight: 400;\"> ganhou um papel mais estruturado dentro da estrat\u00e9gia. A l\u00f3gica deixou de ser apenas reimpactar usu\u00e1rios e passou a trabalhar o momento certo da jornada, reconectando a marca com pessoas que j\u00e1 haviam demonstrado interesse real nos produtos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Na percep\u00e7\u00e3o do Mercaf\u00e9, loja oficial do Grupo 3cora\u00e7\u00f5es, os an\u00fancios personalizados passaram a funcionar como um ponto de reconex\u00e3o com consumidores que j\u00e1 conheciam a plataforma, aumentando a taxa de convers\u00e3o e recuperando oportunidades que antes se perdiam ao longo do funil. Esse movimento tamb\u00e9m ajudou a elevar o LTV, j\u00e1 que refor\u00e7ou o relacionamento com clientes que voltam a comprar com frequ\u00eancia.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Esse \u00e9 um ponto especialmente importante no caf\u00e9. Como se trata de um produto de reposi\u00e7\u00e3o natural, o retargeting funciona muito bem quando entra como lembrete conveniente e contextualizado, sem interromper a experi\u00eancia. Ele acompanha o ritmo da categoria e contribui para tornar a jornada mais fluida.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O branding come\u00e7ou a entrar mais recentemente como apoio a essa constru\u00e7\u00e3o. Seu papel foi ampliar a presen\u00e7a digital e alimentar o topo da jornada. Ainda assim, neste case, o protagonismo segue com o retargeting. Foi ele quem sustentou, de forma mais direta, a reconex\u00e3o com a inten\u00e7\u00e3o j\u00e1 existente. E tamb\u00e9m ajudou a transformar esse interesse em compra e recompra.<\/span><\/p>\n<h2><b>Resultados da campanha e o que eles mostram<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Os n\u00fameros ajudam a mostrar a for\u00e7a dessa evolu\u00e7\u00e3o. No comparativo entre os per\u00edodos analisados, a opera\u00e7\u00e3o registrou:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>+1029,62% em impress\u00f5es<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>+804,69% em cliques<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>+1204,62% em receita<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>+1203,51% em pedidos<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>+1964,30% em investimento<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">O ROI teve varia\u00e7\u00e3o de <\/span><b>-36,79%<\/b><span style=\"font-weight: 400;\">, mas esse ponto precisa ser lido com contexto. A redu\u00e7\u00e3o foi resultado de uma decis\u00e3o estrat\u00e9gica conjunta. O objetivo era ampliar o poder de compra de m\u00eddia e permitir uma opera\u00e7\u00e3o mais escal\u00e1vel. Como resultado, a campanha ganhou volume. A receita cresceu. Os pedidos tamb\u00e9m avan\u00e7aram, de forma mais alinhada ao potencial da conta.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O que torna esse resultado especialmente positivo \u00e9 a combina\u00e7\u00e3o entre comportamento de categoria e execu\u00e7\u00e3o. Em um mercado recorrente, a compra tende a ser mais intencional. O digital tamb\u00e9m j\u00e1 ocupa um espa\u00e7o mais consolidado nessa jornada. Por isso, esse avan\u00e7o em receita e pedidos revela algo importante. A estrat\u00e9gia passou a capturar melhor a demanda que j\u00e1 existia.<\/span><\/p>\n<h2><b>O que esse case ensina para marcas de consumo recorrente<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">O<\/span><a href=\"https:\/\/bluemarketing.com\/pt-br\/estudos-de-caso\/\"> <span style=\"font-weight: 400;\">estudo de caso<\/span><\/a><span style=\"font-weight: 400;\"> do Mercaf\u00e9 mostra que, no <\/span><b>mercado de caf\u00e9 no Brasil<\/b><span style=\"font-weight: 400;\">, o retargeting pode ter um papel muito mais estrat\u00e9gico do que simplesmente recuperar carrinhos. Quando bem estruturado, ele ajuda a transformar descoberta em convers\u00e3o, compra em recorr\u00eancia e tr\u00e1fego em crescimento mais consistente.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tamb\u00e9m fica claro que categorias recorrentes pedem leitura de jornada, e n\u00e3o apenas press\u00e3o por resultado imediato. O consumidor pesquisa, compara, amadurece a decis\u00e3o e volta quando encontra confian\u00e7a, conveni\u00eancia e um bom motivo para agir. \u00c9 justamente a\u00ed que o retargeting ganha valor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para marcas que operam em e-commerce de caf\u00e9, o aprendizado \u00e9 claro. Quando h\u00e1 interesse real e visitantes qualificados, a oportunidade muda de n\u00edvel. O foco passa a ser manter presen\u00e7a ao longo da jornada. Depois, reencontrar esse consumidor com mais intelig\u00eancia.<\/span><\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"size-medium wp-image-8863 aligncenter\" src=\"https:\/\/i0.wp.com\/bluemarketing.com\/wp-content\/uploads\/2026\/04\/Design-sem-nome-2.png?resize=300%2C225&#038;ssl=1\" alt=\"Equipe reunida no escrit\u00f3rio da Mercaf\u00e9, em frente a uma prateleira com produtos de caf\u00e9\" width=\"300\" height=\"225\" srcset=\"https:\/\/i0.wp.com\/bluemarketing.com\/wp-content\/uploads\/2026\/04\/Design-sem-nome-2.png?resize=300%2C225&amp;ssl=1 300w, https:\/\/i0.wp.com\/bluemarketing.com\/wp-content\/uploads\/2026\/04\/Design-sem-nome-2.png?resize=768%2C576&amp;ssl=1 768w, https:\/\/i0.wp.com\/bluemarketing.com\/wp-content\/uploads\/2026\/04\/Design-sem-nome-2.png?w=800&amp;ssl=1 800w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Quer entender como aplicar uma l\u00f3gica parecida em uma categoria de consumo recorrente? Falar de retargeting com mais precis\u00e3o pode ser o passo que separa visita de crescimento real.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>O caf\u00e9 est\u00e1 em 98% dos lares brasileiros. O ambiente digital ficou ainda mais relevante para marcas que querem capturar demanda com precis\u00e3o. No case do Mercaf\u00e9, loja oficial do Grupo 3cora\u00e7\u00f5es, o principal avan\u00e7o veio do retargeting, que ajudou a recuperar interesse, aumentar convers\u00e3o e estimular recompra. O resultado foi uma opera\u00e7\u00e3o com mais [&hellip;]<\/p>\n","protected":false},"author":265752819,"featured_media":8877,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1450],"tags":[1980,1979,1985,1984,1802,1692,1981,1992,1941,1983,1982,1686],"class_list":["post-8867","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retargeting","tag-cafe-especial","tag-e-commerce-de-cafe","tag-estrategia-de-retargeting","tag-jornada-do-consumidor","tag-marketing-digital","tag-midia-programatica-2","tag-mercado-de-cafe","tag-mercafe","tag-performance-digital","tag-receita-no-e-commerce","tag-recorrencia-de-compra","tag-retargeting"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mercaf\u00e9: como o retargeting impulsionou pedidos e receita<\/title>\n<meta name=\"description\" content=\"No case da Mercaf\u00e9, o retargeting ajudou a recuperar inten\u00e7\u00e3o de compra e ampliar resultados no e-commerce.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bluemarketing.com\/pt-br\/mercafe-retargeting-ecommerce\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mercaf\u00e9: como o retargeting impulsionou pedidos e receita\" \/>\n<meta property=\"og:description\" content=\"No case da Mercaf\u00e9, o retargeting ajudou a recuperar inten\u00e7\u00e3o de compra e ampliar resultados no e-commerce.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/bluemarketing.com\/pt-br\/mercafe-retargeting-ecommerce\/\" \/>\n<meta property=\"og:site_name\" content=\"Blue Marketing\" \/>\n<meta property=\"article:published_time\" content=\"2026-04-16T08:00:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/bluemarketing.com\/wp-content\/uploads\/2026\/04\/Mercafe.png?fit=800%2C600&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Giovanna Sardenberg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Giovanna Sardenberg\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutos\" \/>\n<script type=\"application\/ld+json\" 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