Have you ever had that déjà vu in the retail context? That feeling of “I’ve seen this before…”? Well, the repetition of formulas or strategies to attract consumers has become increasingly common, which can end up having a rebound effect: driving consumers away. Brazilian retail is constantly transforming, driven by technological and behavioral changes that demand new approaches. Marked by continuous growth, the sector recorded a 4.7% increase in 2024, one of the highest rates since 2012. But to keep evolving, we need to look beyond the obvious. It’s not just about adopting new technologies but integrating them intelligently and strategically, creating real value for the consumer and the business.
For example, one of the biggest challenges is hyper-personalization. It has been a topic in several retail forums and debates. But here I need to take a provocative stance and raise the question: aren’t we overdoing it a bit? In my opinion, it’s time to hit the brakes and take it slow. With so much specific consumer information, brands can take on a role practically like stalkers of customers, in a somewhat “creepy” way, knowing every step, every preference, and listening to every conversation to offer the product minutes later in an online ad, disregarding consumer privacy.
We do want to offer a unique experience but without seeming invasive. In my view, the key is balancing data collection and analysis with transparency and respect for people’s privacy. AI-based virtual assistants, like Personal Shoppers, could be the answer, as they offer personalized recommendations based on what the consumer wants to know, answering questions and guiding them through a unique shopping journey, learning from interactions while respecting boundaries—without seeming intrusive.
While I caution against the aggressive use of people’s data, I also say: those not using data for retail management, I regret to inform you, are behind. Analyzing sales history or predicting behaviors is the bare minimum, which should already be retail basics. Now, retail data is the name of the game! Imagine programming actions with surgical precision, based on concrete data, knowing when and how to impact the target audience. This isn’t just marketing—it’s science! This data intelligence gives industries the chance to evaluate campaign effectiveness and direct retail marketing investments more precisely, while retailers can boost sales and explore new revenue streams.
Looking ahead, in my view, creativity will be essential, especially in the use of Artificial Intelligence. The feeling of “vuja de” (the antithesis of déjà vu), will be the new north! In a scenario saturated with similar information and experiences, enchantment and novelty become competitive differentiators. The “Era of Imagination,” as pointed out by global retail and consumer consultancy WGSN, will require brands to explore the creative potential of AI to generate unique and memorable experiences. The creation of art and content with AI assistance will become increasingly common, but it’s crucial that this innovation is accompanied by ethical reflection on its impacts and implications.
Another point of attention for the sector that cannot be ignored is the silver economy —the sixty-somethings! We’ve talked so much about GenZ lately, but according to IBGE, the population aged 60 or older will represent over a third of Brazilians by 2070. It may seem far off, but today this segment already moves R$2 trillion in Brazil. In other words, it’s a huge opportunity for retail to adapt or even create products, services, and experiences to meet the needs and desires of this audience—who have purchasing power—creating business opportunities and inclusion.
And finally, the physical store reinvents itself to become an “amusement park,” the very essence of retailtainment, a strategy combining entertainment with retail. Far from obsolete, the physical space becomes a stage for immersive, multisensory, and entertaining experiences. The integration between the physical and digital worlds, creating a complete omnichannel experience, will be key to building brand preference and fostering community engagement, strengthening customer relationships. The physical store of the future will be a space for interaction, discovery, and enchantment, complementing and enriching the consumer’s journey in the online environment.
In summary: the future of retail is innovation, but always with a focus on the customer. The combination of technology, creativity, and purpose is essential and the differentiator for brands that want to stand out. It’s not just about selling but about creating stories, fostering relationships, and generating positive impact. This is the transformation and challenge we have on our radar, so Brazilian retail can gain even more prominence.
