The digital environment has established itself as a shopping channel in Brazil, and now companies need to innovate with strategy using data, artificial intelligence (AI), and personalization to generate relevant experiences and achieve consumer loyalty. A new survey by Neogrid, an ecosystem of technology and data intelligence that develops solutions for consumer chain management, shows that 75% of Brazilians access store apps at least once a month to research or purchase products. Among them, 33% use these resources weekly, 23% monthly, and 19% daily. Only 4% say they occasionally turn to technology.
The study “Data on Consumption and Loyalty in Brazil,” developed by Neogrid in partnership with Opinion Box, a reference in technology for market research and customer experience, reveals that 35% of respondents use third-party apps and sites for grocery purchases occasionally, while 27% use them weekly and 8% resort to these platforms every day. In contrast, 9% have never used these digital channels for this type of purchase.
Fast delivery is the factor that most attracts the public to e-commerce (65%), according to the research. Following that, other attributes such as product personalization (14%), immersive experiences (8%), and AI (6%) catch attention at the moment of choosing the digital channel. When opting for new technological alternatives in retail, 35% of respondents seek ease of purchase, 33% time savings, 18% a differentiated consumption path, and 13% value access to detailed information.
The insights indicate that the modern consumer, accustomed to using apps for almost all daily tasks, demands a level of autonomy and speed. The challenge now is no longer about knowing what to do, but rather how to do it – requiring a strategic vision regarding the use of data. For retailers, the study results suggest the need to provide an efficient and personalized journey, investing in solutions that enhance loyalty.
Majority perceives positive movement in physical retail towards innovation
When it comes to physical stores, 66% of respondents believe that establishments are adapting to new technologies satisfactorily. The majority (61%) have already used human-less services in supermarkets, such as self-checkout or automated cashiers, where customers purchase without interacting with employees, and approve of this experience. Another 23% have not tried yet but show interest. Meanwhile, 11% have tried and disliked it, while 5% say they have not used it and do not intend to adopt this type of service.
When it comes to the adoption of more advanced resources like mobile scanning, augmented reality, and AI, 47% have not yet tried these solutions but are considering testing them; 39% have already used and found them positive; 6% have never used them and have no intention to do so.
As for the willingness to pay more for an innovative shopping experience, 37% of respondents declare themselves neutral, 24% are willing, and 18% are very willing to invest in products or services that provide a more innovative journey. The variety of brands and products is the main attraction factor for a physical store (50%), followed by fast delivery (31%), mobile payment (6%), and product customization, immersions, and AI – all with 3% of responses.
Looking to the future, while most expect significant changes in physical commerce, 49% expect more technology and innovation in these places, 21% desire greater offer customization, 18% want ease of exchange or return of products, and 10% aim to have more payment options available.
This outlook highlights the potential of brands investing in innovation to add value and attract people willing to pay more for it. However, investment alone does not justify an additional cost and underscores the importance of balancing exclusivity and accessibility by offering real value without alienating price-sensitive customers.
Profile of the respondents
The study was conducted online, on the Opinion Box Respondent Panel, with more than 2,000 people from all over Brazil over 16 years old and from all social classes who are responsible or partially responsible for household purchases.
