Omnichannel in the civil construction sector | Technology and Innovation in Construction


O omnichannel is an integrated format of industry, retail, physical and digital stores, to improve the user experience by providing higher quality in the purchase cycle.

A survey carried out by the SEO Agency Hedgehog Digital, in partnership with Opinion Box, shows that 82% of Brazilians used Google to search for content and information and 70% to search for consumer products.

Integrated environments are being increasingly used, so customers can enjoy experiences in all service and sales channels.

Using digital channels, the customer can see photos and product information, make the purchase at any time or day, consult offers, payment methods, delivery and can also buy online and pick up in the physical store.

The consumer is at the center of omnichannel, bringing experiences and ease in the purchase journey, knowing their preferences and focusing on efficient service throughout the purchase and after-sales cycle.

The emergence of the pandemic made the sectors take advantage of technology in their favor, expanding or improving the way of selling. And the construction scenario was no different. A sector that has always been very conservative, with the majority focusing on sales in physical stores, had to adapt to this new reality. The growth of online shopping and the new technologies emerging has made the market to follow this change, which is very beneficial for everyone involved, from customers, industry and commerce.

A future thinking study articulated by the CBIC (Brazilian Chamber of the Construction Industry) in partnership with the SENAI (National Service for Industrial Learning) in 2018 demonstrated that processes, materials and technologies should be incorporated in order for transformation and innovation to occur in civil construction, called constructions 5.0, which would result:

  1. Macro-integrators – home store: supply of constructions in modularization and industrialization. The house store would have ready-made models, customized projects and developed from creation to delivery of the residence.
  2. Building Biometric Systems: construction processes with greater functionality, sustainable, flexible, low maintenance and waste reduction.
  3. “Zero Waste” – “Zero Maintenance”: constructions without waste and maintenance.

Espaço Smart is the largest company specializing in dry construction in Brazil, and today it is formed by:

It is these differentials that make Espaço Smart deliver quality solutions, services and materials to its customers, with excellent service. And what makes the company the largest dry construction company are: People, customers, information management and processes.

— Photo: Smart Space

Customers: According to NPS metrics, which measures the results and experiences of customers with the company, in May 878 customers responded to the satisfaction survey with a result of 65 points, a very significant number, since the average number for civil construction is in the home of 52 points. This result demonstrates all the care and work that the company has with its customers.

Information management: E-commerce users enjoy innovation and quality as a result of the integration of information and marketing systems. According to data from a survey with forms for customers interested in homes with the Steel Frame construction system, 2,138 people had land and had no project.

The difficulty in proceeding with the negotiations with these clients that did not have a project made the Project Readyfacilitating the process, as the customer could already acquire their ready-made or customized project.

Law Suit: Espaço Smart has, as a basis in all its processes, Smart Think, intelligently thinking about construction and defining pillars that standardize the way to behave, think and design. Through the show home, the customer can experience the phigital through virtual reality glasses, learn about the systems and materials, access the digital totems.

In addition to being able to visualize the numbers of the sustainometer, which are data from Espaço Smart counted since 2005, taking into account all the footage of constructions in Steel Framing, such as: water not wasted in construction, preserved trees and the amount of waste not generated by your customers.

The biggest challenge was to integrate industry, engineering, retail, digital and logistics, facilitating the customer’s purchase journey.

— Photo: Smart Space

Fernando also reports that: “with the aim of entering the 5.0 construction, Espaço Smart innovated once again, it is the first and only home store in Brazil.”

— Photo: Smart Space

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