Digital transformation is no longer the privilege of large corporations and has become part of the daily routine of small and medium-sized entrepreneurs. Driven by data analysis and the strategic use of artificial intelligence, this shift has enabled more precise decision-making, reduced waste, and increased profitability. According to the study “Unlocking AI's Potential in Brazil,” commissioned by Amazon Web Services (AWS) from Strand Partners, approximately 9 million Brazilian companies, equivalent to 40% of the total, effectively use the technology, and 95% reported increased revenue after implementation.
These figures reinforce that information analysis is no longer a differentiator and has become a strategic pillar. When used effectively, it allows entrepreneurs to understand customer behavior, anticipate demands, optimize product mix, and adjust prices with greater accuracy. This means operating with more efficiency, focus, and agility in an increasingly competitive market. In retail, where profit margins are narrow and every penny counts, turning data into practical decisions has become a matter of survival.
In an autonomous minimarket, for example, we can use data intelligence to understand consumption patterns across different regions and residential profiles. This allows us to adjust the product portfolio in real time, reducing stockouts and increasing inventory turnover. In many cases, this process also helps us create targeted promotions that boost the average transaction value and strengthen customer loyalty.
This personalization, once restricted to e-commerce, is now part of the daily operations of physical stores. AI enables tailored shopping experiences, with product suggestions based on previous purchases, campaigns adapted to customer profiles, and more assertive communications. This not only increases engagement but also creates deeper connections with consumers.
Another powerful aspect is the use of predictive analysis, which makes it possible to anticipate trends, forecast seasonal demands, and respond swiftly to industry changes. In this way, retailers not only keep up with the market but stay ahead of it. In a sector where timing and agility often determine the success or failure of an operation, this competitive advantage is crucial.
However, technology alone does not work miracles. It is essential that an analytical culture is present at all levels of the business. This involves training teams, developing data reading and interpretation skills, and ensuring that collected information is converted into practical actions. Many small entrepreneurs still believe this field is beyond their reach, but today there are accessible tools adapted to companies of all sizes.
Retail has changed and will continue to change. In an increasingly dynamic and demanding landscape, those who make decisions based on guesswork risk disappearing. Data is the new currency of competitiveness. Those who learn to use it intelligently will transform insights into real profit and be better prepared to face present challenges and explore future opportunities.
*Douglas Pena, CRO and Co-founder of Minha Quitandinha
