According to IBGE (Brazilian Institute of Geography and Statistics), the IPCA (Broad National Consumer Price Index) has accumulated a 5.48% increase over 12 months. Year-to-date through April, the increase is 2.48%. With high inflation, consumers’ purchasing power decreases, spending on digital games has risen (R$ 30 billion per month, according to the Central Bank), and price sensitivity increases, forcing companies to rethink customer retention strategies. Consumers are increasingly changing their behavior to adapt to rising costs of various products and services.
In this scenario, retailers face significant pressure to maintain a loyal customer base, even amidst growing physical and online competition and economic challenges. Brands need to establish a new type of relationship with shoppers, as they now prioritize convenience, fair prices, and personalized experiences in the current context.
Innovation is necessary to build long-term relationships with customers. Exploring the technological landscape is the only way to ensure competitiveness in the face of contemporary challenges, especially in Brazil.
Data monetization
To reach an increasingly demanding consumer with a wide range of options, it’s essential to understand their preferences and interests. This is where consumer science, supported by technology and data intelligence, becomes a strong ally for businesses, as it has the potential to transform this information into profitable strategies.
CRM (short for ‘Customer Relationship Management’) is a great example of this. This tool allows companies to collect, organize, and analyze data on consumption habits and purchase history, both for current and potential customers. This enables the creation of more personalized experiences for each shopper, ensuring they receive offers and communications aligned with their needs.
Loyalty programs are good examples of initiatives derived from CRM usage. Retailers can implement them with a structure that targets consumers with lower purchasing power, who prioritize lower prices—as often happens during periods of peak inflation. Whether through discounts, rewards, or other benefits, it’s possible to keep these customers satisfied, which tends to promote loyalty.
Integrated physical and digitalThe transformation of brands’ physical environments has also become relevant, particularly regarding interaction with digital. A meaningful experience for modern customers fully involves the integration of these two spheres.
In this regard, we can see many retailers understanding this dynamic when they invest in retail media strategies and commercial partnerships. This allows them to create advertising spaces on online platforms, enabling brands to invest in ads directly targeting qualified consumers.
We can also consider extended shelving, which emerges as an intelligent solution for retailers to expand their offerings without needing to invest in more physical space or inventory. In this model, customers access a digital catalog within the store or via online channels, allowing them to purchase products not physically available in-store but delivered directly from distribution centers or manufacturers. Thus, sales are maximized by delivering the desired product to the consumer while traditional operational costs are reduced.
Other advantages of retention strategiesBeyond increased revenue itself, pursuing customer retention strategies brings other benefits that can make a significant difference during challenging economic periods. Cost reduction is one of the main advantages, as maintaining an existing customer base is less expensive than acquiring new ones.
Another benefit is that loyal customers tend to spontaneously promote the store due to positive experiences. This means the public’s perception of the company develops organically, showing that it remains a healthy retail environment even in challenging times.
One advantage leads to another. Keeping up with market and consumer changes through innovation isn’t just about survival—it’s about maintaining business relevance by leveraging its own potential.
