Have you ever experienced that déjà vu in the retail context? That feeling of "I've seen this before..."? That's right, the repetition of formulas or strategies to attract consumers has become increasingly common, which can end up having a boomerang effect: driving the consumer away. Brazilian retail is in constant transformation, driven by technological and behavioral changes that require new approaches. Marked by continuous growth, the sector recorded a 4.7% increase in 2024, one of the highest rates recorded since 2012. But, to continue developing, we need to look beyond the obvious. It's not just about adopting new technologies, but about integrating them intelligently and strategically, creating real value for the consumer and the business.
For example, one of the biggest challenges is thehyperpersonalizationIt has been the subject of various forums and debates in the retail sector. But here I need to take a provocative stance and raise the question: aren't we exaggerating a bit? In my opinion, it's time to step on the brakes a bit and take it easy. With so much specific consumer information, brands can assume an almost role ofstalkersof clients, in a somewhat "creepy" way of knowing all the steps, all the preferences, and listening to all conversations to offer the product minutes later in an online ad, disregarding the consumer's privacy.
We do 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. AI-based virtual assistants, such asPersonal Shoppers, they can be a path to 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 and respecting their limits – without seeming invasive.
At the same time I tell you to be careful with the aggressive use of people's data, I also say: those who are not using data for retail management, I regret to inform you, are behind. Analyzing sales history or predicting behaviors is the minimum, which should already be basic in the daily life of retail. Now,retail dataIt's 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 is not just marketing, it's science! This data intelligence offers industries the chance to assess the effectiveness of their campaigns and target their marketing investments in retail more accurately, while retailers can increase their sales and explore new revenue streams.
Looking ahead, for me,creativityIt will be essential, especially in the use of Artificial Intelligence. The feeling of"vuja de"(antithesis of déjà vu), will be the new guiding principle! In a saturated environment of similar information and experiences, enchantment and novelty become a competitive advantage. The "Era of Imagination," as pointed out by the 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 art and content with the help 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 thesilver economy- the group of the sixty-somethings! We have been talking so much about Gen Z lately, but according to IBGE, the population aged 60 or older will represent more than one-third of Brazilians in 2070. It may seem far, but today this segment of the population already moves R$2 trillion in Brazil. In other words, it is 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, thephysical storerecreates itself to become an "amusement park," the very essence ofretailtainment, a strategy that combines entertainment with retail. Far from being obsolete, the physical space becomes a stage for immersive, multisensory experiences and entertainment. The integration between the physical and digital worlds, creating a complete omnichannel experience, will be essential to build brand preference and foster community engagement, strengthening the relationship with the customer. The physical store of the future will be a space of interaction, discovery, and enchantment, complementing and enriching the consumer's journey in the online environment.
In summary: the future of retail is to innovate, 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 the challenge we have on the radar, so that Brazilian retail can gain even more prominence.
