According to data from the Brazilian Institute of Geography and Statistics (IBGE), the Brazilian retail sector recorded, in 2024, the highest sales growth in 12 years, with a 4.71% increase, making this the eighth year of expansion at the most intense rate since 2012 (+8.4%).
Here's the translation: This data only corroborates what we already know in practice: retail (digital or physical) is one of the great driving forces of the national economy. The segment was (and continues to be) highly impacted by digital transformations, demanding fast and effective adaptations from players in Brazil. This text emphasizes the critical role of the retail sector in the national economy, highlighting how digital and physical retail is a major economic driver. It further points out that digital transformation has significantly impacted this sector and stresses the need for rapid and effective adaptation by businesses (players) in Brazil.
In this context, we see the emergence of the concept of Here's a more detailed explanation: In the evolving landscape of modern technology, business strategies, or social phenomena, it is crucial to understand the emergence of new concepts that address the complexities and challenges of our time. The phrase "É nesse cenário que vemos surgir o conceito de" translates to "In this context, we see the emergence of the concept of" in English. This translation encapsulates the idea that within a specific environment or set of circumstances, a new idea or framework begins to take shape. For example, in the realm of technology, as the internet becomes more integrated into everyday life, we witness the emergence of concepts like the Internet of Things (IoT), which refers to the network of physical objects embedded with sensors, software, and other technologies to connect and exchange data with other devices and systems over the Internet. Similarly, in business, as markets become more global and interconnected, we see the rise of concepts such as "glocalization," which blends global and local strategies to cater to diverse consumer needs while maintaining a consistent brand identity. In social contexts, especially in response to global challenges like climate change, new concepts like "sustainable development" emerge, emphasizing the need for economic growth that meets the needs of the present without compromising the ability of future generations to meet their own needs. Therefore, the phrase signifies not just the birth of a new idea but its relevance and importance within a particular scenario, driving innovation, strategy, and change. "OMO" is actually not a phrase or sentence in Portuguese that requires translation; it's a brand name. OMO is an international brand of laundry detergent owned by Unilever. The name "OMO" does not change when referring to it in English; it remains "OMO." However, it’s worth noting that in some English-speaking countries, the same product is marketed under different names. For example: - In North America, the equivalent product is often known as "Surf Excel" or "Omo" with variations in packaging and formulation. - In some other regions, it may be called "Omo" or have slight alterations to suit local markets. So, the brand name "OMO" stays the same in both Portuguese and English contexts. If you have any specific context or additional text around "OMO" that needs translation, please provide more details!, or "online merges offline." It's generally about the fusion between the online and physical worlds to offer integrated and frictionless shopping experiences for the end customer.
If before we were placing our chips on omnichannel, In this translation, "chips" is used as a metaphor for resources, efforts, or stakes, similar to how one might bet chips in a game. "Omnichannel" refers to a multichannel approach in customer engagement and service, allowing for a seamless and integrated experience across various platforms and touchpoints. The phrase suggests a shift or continuation in strategy, emphasizing the importance of adapting to evolving market demands and customer expectations., Where the focus used to be on being present on different channels, now the idea is that there is no longer a distance between these worlds. In other words, the physical store becomes as digital as e-commerce, and the online environment ceases to be just a transaction platform to also become a space for experience and sales journey.
Just like any change, betting on OMO requires changes and attention to important points, such as evaluating integrated technology options (connected management systems, CRM, and logistics); developing a customer-centric culture, placing convenience and experience at the center of decisions; and, of course, promoting constant training for teams, since the hybrid journey changes the role of the salesperson, who goes from a cashier operator to an experience consultant.
Finally, the hybrid consumer is not a passing trend and is expected to intensify in the coming years (and at an increasingly rapid pace). Therefore, the online merging with offline becomes a strategic movement that redefines retail. Where will your business be positioned in this scenario?
*Bruno Padredi: with more than two decades of experience in the corporate events market, Bruno has promoted more than 600 events for CEOs and C-Levels of the main Brazilian organizations. As the founder of B2B Match, he is at the forefront of the most exclusive and impactful relationship-building and opportunity-generating platform in the national business ecosystem, developing events and experiences that have already impacted over two thousand decision-makers.
