*By Jose Neto, Public & Signature & Brands Vertical Sales Manager at Genetec
Known as “smart retail,” this movement of adopting new technologies has been consolidating in the most diverse stores around the world, including in Brazil, to offer consumers more convenience, security, and agility. In an increasingly dynamic and competitive market, the integration of smart sensors, real-time data analytics, and artificial intelligence (AI) is revolutionizing the shopping experience and enhancing companies' operational efficiency.
However, based on my experience, it is not enough to incorporate emerging technologies just to “join the trend”; a true change in mindset must be promoted. Retail chains must view their operations in an integrated manner, connecting data, processes, and consumer behavior. The goal is to transform information into strategy to improve the customer experience, optimizing processes, reducing losses, and strengthening security at all levels, especially during high-traffic periods such as Black Friday.
The challenge of technological integration
With Black Friday approaching (or already starting in many retail sectors), the pressure on operations increases. It is one of the busiest periods of the year, requiring redoubled attention to security, logistical efficiency, and the consumer experience. In my view, technology is an essential ally during all these hectic days.
Solutions based on AI and data analytics help retailers predict customer flows, adjust staff schedules, identify operational bottlenecks, and prevent incidents before they occur. All of this is supported by platforms that integrate cameras, sensors, and management systems in real time.
The numbers reinforce this trend. According to Gartner, 91% of IT leaders in retail plan to prioritize the implementation of AI by 2026. Bare International points out that 50% of consumers intend to do most of their shopping online this Black Friday, while 32% will adopt the hybrid model (physical store + digital). And, according to data from Reuters, the Pix system recorded more than double the transactions in the last edition of the event, evidencing the advancement of consumption digitization in the country.
At Genetec, we experience this transformation every day. For over two decades, we have combined security and data intelligence to help companies make better decisions.
A good example is Havan, which uses our solutions to monitor and manage its stores centrally. As a result, the chain has strengthened security and gained operational efficiency, offering a more fluid experience for both customers and employees.
The future of retail is connected
The numbers and success cases point to a clear direction: success in modern retail depends on the ability to integrate worlds. Security and operations, data and decision, physical and digital.
Companies that know how to extract intelligence from their information and act proactively will gain a significant competitive advantage. In an increasingly dynamic scenario, evolving with security, efficiency, and a forward-looking vision is not just a goal—it is the path to remaining relevant.
