The challenges of technological transformation in retail

Technological transformation in retail has been a central theme in recent business discussions. Innovations are playing a key role in the evolution of the retail sector, shaping the way companies operate and how consumers interact with products and services. According to the 6th edition of the study “Digital Transformation in Brazilian Retail”, carried out by the Brazilian Retail and Consumer Society (SBVC) in partnership with OasisLab and support from Cielo, 48% of companies plan to increase their investments in this area. This constantly evolving scenario brings with it a number of opportunities and challenges that directly impact the dynamics of retail, which has the modern wave of the

Among the pillars of this revolution is process automation, artificial intelligence and data analysis, with the efficient integration between physical and digital channels as an essential part, as customers expect a consistent experience, regardless of the means used for purchase. Implementing this convergence represents a significant challenge for retailers, requiring investments in technology and process restructuring, but with significant results for the evolution of the business.

Cybersecurity also stands out as a critical concern. With the increase in online transactions and the massive collection of customer data, protecting sensitive information from digital threats is imperative. This requires substantial investments in security technologies and the training of specialized teams.

We still have to deal with expectations regarding the shopping experience, which is always evolving. The implementation of technologies such as augmented reality, artificial intelligence and chatbots has become essential to provide differentiated interactions. However, these innovations require considerable investments, being necessary to keep up with changes in customer preferences to make assertive investments.

The incorporation of new technologies also implies the need for requalification and training of employees. Resistance to change and adaptation to new tools are obstacles that retailers need to overcome to ensure successful implementation.

Faced with these challenges, it is critical that companies take a strategic and flexible approach, investing intelligently in technologies that enhance operational efficiency and enhance customer satisfaction. Those who embrace digital transformation with a strategic vision will be better prepared to thrive in a dynamic and highly competitive market.

*Leonardo Castelo, CEO of Ecosystem 300 Franchising