End of deja vu in retail: technology, creativity and purpose mark a more active and protagonist performance

Have you had that deja vu in the context of retail? That sensation of “I've seen it before...”?Say, the repetition of formulas or strategies to attract the consumer has become increasingly common, which may end up having rebound effect: to drive away the consumer.Brazilian retail is constantly changing, driven by technological and behavioral changes that require new approaches.Marked by continuous growth, the sector has registered a high of 4.7% in 2024, being one of the largest indexes recorded since 2012.But to keep developing, we need to look beyond the obvious.It is not just about adopting new-value, but also about integrating-value, it is about the business, but also about creating new-value, it is about the strategic way of the business, and creating-to-to-to-to-enterprise, it.

For example, one of the biggest challenges is the hyperpersonalization. It has been the subject of several forums and debates in the retail sector. But here I need to take a provocative stance and bring the question: are we not exaggerating a little? In my opinion, it is time to step a little on the brake and take it easy. With so much consumer-specific information, brands can take on a role practically of stalkers of customers, in a way sort of “creepy” who knows every step, every taste and listens to every conversation to offer the product minutes later in an online ad, leaving aside consumer privacy.

We want to offer a unique experience, but without seeming invasive. In my view, the key is to balance data collection and analysis with transparency and respect for people's privacy. Virtual assistants based on artificial intelligence, such as Personal Shoppers, can be a path to the answer, since they offer personalized recommendations according to what the consumer himself wants to know, answering questions and guiding him in a unique buying journey, learning from interactions and respecting their limits without seeming invasive.

While I say to be careful with the aggressive use of people's data, I also say: who is not using data for retail management, I regret to inform, is late. Analyzing sales history or predicting behaviors is the minimum, which should already be the basics in everyday retail. Now, I retail data it's the name of the game! Imagine scheduling actions with surgical precision, based on hard data, knowing when and how to impact the target audience. This is not just marketing, it's science! This data intelligence gives industries the chance to evaluate the effectiveness of their campaigns and target their retail marketing investments more accurately, while retailers are able to expand their sales and tap into new sources of revenue.

Looking ahead, to me creativity it will be essential, especially in the use of Artificial Intelligence “vuja de” (anti-deja vu), will be the new north! In a scenario saturated with similar information and experiences, enchantment and novelty become a competitive differential. The “era of IMAGination”, as pointed out by global retail and consumer consultancy WGSN, will require brands to explore the creative potential of AIs to generate unique and memorable experiences. The creation of arts and content with the aid of artificial intelligence will become increasingly common, but it is essential that this innovation is accompanied by an ethical reflection on its impacts and implications.

Another point of attention for the sector that cannot be ignored is the silver economy ! We talked so much in recent times of GenZ, but according to IBGE, the population aged 60 years or more will represent more than a third of Brazilians in 2070. It may seem far, but today this portion of the population already moves R$2 trillion in Brazil. That is, it is an immense opportunity for retail to adapt or even create products, services and experiences to meet the needs and desires of this public -, which has purchasing power, creating business opportunities and inclusion.

And finally, a physical store reinvents itself to become an “parque of amusements”, the very essence of retailtainment, a strategy that combines entertainment with retail. Far from being obsolete, physical space becomes a stage for immersive, multi-sensory and entertainment-generating experiences. The integration between the physical and digital worlds, creating a complete omnichannel experience, will be fundamental to build brand preference and foster community engagement, strengthening the relationship with the customer. The physical store of the future will be a space for interaction, discovery and enchantment, complementing and enriching the consumer journey in the online environment

In short: the future of retail is to innovate, but always with a focus on the customer. The combination of technology, creativity and purpose are essential and the differentials of brands that want to stand out. It is not just about selling, but about creating stories, fostering relationships and generating positive impact. This is the transformation and the challenge we have on the radar, so that Brazilian retail gains even more prominence.