Smart Black Friday: technology and data serving the best shopping experience

*By Jose Neto, Public & Signature & Brands Vertical Sales Manager at Genetec

Known as “smart retail,” this movement of adopting new technologies has been gaining traction across various stores worldwide, including in Brazil, to offer consumers greater 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 simply incorporate emerging technologies just to “join the trend”; a true shift in mindset must be promoted. Retail chains should 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, optimize processes, reduce losses, and strengthen security at all levels—especially during high-traffic periods such as Black Friday. 

The challenge of technological integration 

With Black Friday approaching (or already underway in many retail sectors), operational pressure increases. This is one of the busiest periods of the year, requiring heightened attention to security, logistical efficiency, and the consumer experience. In my view, technology is an essential ally throughout 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 retail IT leaders plan to prioritize AI implementation by 2026. Bare International indicates that 50% of consumers intend to do most of their shopping online this Black Friday, while 32% will adopt the hybrid model (physical + digital stores). And, according to Reuters data, the Pix system recorded more than double the number of transactions in the last edition of the event, highlighting 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 centrally monitor and manage its stores. As a result, the chain has strengthened security and gained operational efficiency, offering a smoother 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-making, physical and digital. 

Companies that can extract intelligence from their information and act proactively will gain a significant competitive advantage. In an increasingly dynamic landscape, evolving with security, efficiency, and a forward-looking vision is not just a goal—it is the path to remaining relevant.