Ever had that déjà vu feeling in retail? That sensation of ‘I’ve seen this before…’? Indeed, the repetition of formulas or strategies to attract consumers has become increasingly common, which can end up backfiring: pushing consumers away. Brazilian retail is in constant transformation, driven by technological and behavioral changes that demand new approaches. Marked by continuous growth, the sector saw a 4.7% increase in 2024, one of the highest rates recorded since 2012. But to continue evolving, we need to look beyond the obvious. It’s not just about adopting new technologies but integrating them intelligently and strategically, creating real value for both consumers and the business.
For example, one of the biggest challenges is hyper-personalization. It’s been a topic in many retail forums and debates. But here, I must take a provocative stance and raise the question: aren’t we going a bit overboard? In my opinion, it’s time to hit the brakes a little and take it slow. With so much specific consumer data, brands can practically act like stalkers of customers—in a somewhat ‘creepy’ way—who know every step, every preference, and even listen in on conversations to offer products minutes later in online ads, disregarding consumer privacy.
We do want to offer a unique experience, but without coming off as invasive. In my view, the key is balancing data collection and analysis with transparency and respect for people’s privacy. AI-based virtual assistants like Personal Shoppers could be part of the solution, as they provide personalized recommendations based on what the consumer actually wants to know, answering questions and guiding them through a unique shopping journey—learning from interactions while respecting their boundaries, without seeming intrusive.
While I caution against aggressively using people’s data, I also say: those who aren’t using data for retail management, I’m sorry to say, are behind. Analyzing sales history or predicting behaviors is the bare minimum—it should already be standard practice in retail. Now, retail data is the name of the game! Imagine programming actions with surgical precision, based on concrete data, knowing exactly when and how to impact the target audience. This isn’t just marketing—it’s science! Data intelligence gives industries the chance to assess campaign effectiveness and direct retail marketing investments more precisely, while retailers can boost sales and explore new revenue streams.
Looking ahead, I believe creativity will be essential, especially in the use of Artificial Intelligence. The feeling of “vuja de” (the opposite of déjà vu), will be the new guiding light! In a scenario saturated with similar information and experiences, enchantment and novelty become a competitive edge. The ‘Era of Imagination,’ as forecasted by global retail and consumer consultancy WGSN, will require brands to explore the creative potential of AI to deliver unique and memorable experiences. Creating art and content with AI assistance will become increasingly common, but it’s crucial that this innovation is paired with ethical reflection on its impacts and implications.
Another key consideration for the sector that can’t be ignored is the silver economy —the sixty-somethings! We’ve talked so much about GenZ lately, but according to IBGE, those aged 60+ will represent over a third of Brazilians by 2070. That might seem far off, but today this group already drives R$2 trillion in Brazil. In other words, it’s a huge opportunity for retail to adapt—or even create—products, services, and experiences tailored to the needs and desires of this audience, who have purchasing power, thereby creating business and inclusion opportunities.
Lastly, the physical store is reinventing itself to become an ‘amusement park,’ the very essence of retailtainment, a strategy that blends entertainment with retail. Far from being obsolete, physical spaces are becoming stages for immersive, multi-sensory, and entertaining experiences. The integration of physical and digital worlds, creating a seamless omnichannel experience, will be key to building brand preference and fostering community engagement, strengthening customer relationships. The store of the future will be a space for interaction, discovery, and delight, complementing and enriching the consumer’s online journey.
In short: the future of retail lies in innovation, but always with a focus on the customer. The combination of technology, creativity, and purpose is essential—and so are the differentiators for brands that want to stand out. It’s not just about selling; it’s about creating stories, nurturing relationships, and driving positive impact. This is the transformation and challenge on our radar to elevate Brazilian retail to even greater prominence.
