According to IBGE (Brazilian Institute of Geography and Statistics), the IPCA (National Broad 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 increased (R$30 billion per month, according to the Central Bank), and price sensitivity grows, 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, retail faces tremendous pressure to maintain a loyal consumer base, even amid growing physical and online competition and economic difficulties. Brands need to establish a new type of relationship with shoppers, as they seek more 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 amid contemporary challenges, especially in Brazil.
Data monetization
To reach increasingly demanding consumers 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 powerful ally for companies, as it can transform this information into profitable strategies.
CRM (Customer Relationship Management) is a prime example of this. This tool allows companies to collect, organize, and analyze data on consumption habits and purchase histories of both current and potential customers. This enables more personalized experiences for each shopper, ensuring they receive offers and communications aligned with their needs.
Loyalty programs are excellent examples of initiatives derived from CRM use. 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 drive 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 depends on integrating these two spheres.
In this sense, we can see many retailers understanding this dynamic by investing in retail media strategies and commercial partnerships. This allows them to create advertising spaces on online platforms, enabling brands to invest in ads directly targeted at qualified consumers.
We can also consider extended shelves, which emerge as an intelligent solution for retailers to expand their offerings without investing in more physical space or inventory. In this model, customers access a digital catalog in-store or via online channels, purchasing products not physically available at the location 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 loyalty strategiesBeyond increased revenue itself, implementing customer retention strategies brings other benefits that can make a significant difference in tough economic times. Cost reduction is a key advantage, as maintaining an existing customer base is cheaper 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, reinforcing it as a trusted shopping destination even in challenging times.
One advantage leads to another. Tracking market and consumer changes through innovation isn’t just about survival—it’s about keeping the business relevant by leveraging its own potential.
