Starting a business in Brazil today is not so complex, especially given the many opportunities that the online universe offers. But making it grow and prosper becomes a challenge for many. The retail market offers many opportunities for success in the digital environment, provided there is effective planning in its management regarding the scalability of its products. Otherwise, not even this vast universe that digital offers will be able to sustain a good business idea.
Having a successful and leading brand in the segment requires many careful steps and smart strategies that boost its competitiveness. After all, even though in our country, data from the Business Map show an enormous ease in starting a business – taking an average of one day and five hours – the corporate mortality rate is also high. IBGE data indicates that 48% of businesses close within three years, mainly due to a lack of efficient management.
Beyond bureaucratic issues, efficient management is reflected through a series of practices aimed at the organizational structure as a whole. Something that, given the high competitiveness of online retail, becomes even more important to stand out.
With that in mind, check out five strategies that can help retailers successfully scale their products in the online environment:
#1 Brand Building:Time is a fundamental ally in building a strong brand in your segment. Because it is through a continuous process of exposure, interaction with the public, and smart actions that a company gains relevance and recognition – something that requires patience and consistency. The rush for immediate results will be the number one enemy of entrepreneurs, who need to respect this time so that consumers associate the brand name with their values, products, and experiences.
#2 Product distribution:The online facilities cause many businesses to experience an immediate "boom" in growth. However, the lack of structuring in the distribution of its products prevents this momentum from being sustained in the long term, creating a bottleneck in operations. It is necessary to pay attention to the logistics of your products in order to achieve this scalability; otherwise, in addition to creating negative experiences, a poor reputation can sink the business before it even has a chance to reverse such damage.
#3 Community and influencers:Once the brand establishes its purpose and communication, a sense of community encompassing its target audience will naturally be created. This natural group of people who identify with the business will include the famous influencers in the field – who need to be won over and regarded as allies to corporate prosperity. After all, they will be authorities in the segment, having a name, knowledge, and experience in the field, capable of boosting the scalability of their products online for their loyal followers.
#4 Offline: Many retailers still prefer brick-and-mortar stores to conduct their business. Although in-person has its benefits, there is no way to completely escape the advancement of market digitalization. Even those who achieve significant results in their establishments should at least reconcile them with one social network or online platform, providing an additional option for their consumers to learn about their products and even conduct part of their journey there. This union will certainly optimize the sales process of brick-and-mortar retail.
#5 Marketing: It is still very common to see brands growing, generating revenue, and not investing in marketing strategies that support this movement, associating them with an additional cost rather than something valuable for their sustainability. Marketing can be a driver for the scalability of online products, positioning them competitively to stimulate purchase and customer retention. But, those who make this investment will also need to dedicate time and effort to it in order to achieve their goal.
Selling online retail is challenging. Just one click to find other businesses offering the same products and services as yours. So, how to stand out amidst so much competition? The answer is also complex, since there is no single manual applicable to the entire company, but rather a guide of best practices that should be analyzed and invested in according to each one's conditions and objectives.
The digital environment offers countless opportunities to scale products and make a brand a reference in its sector. According to the Digital Report 2024, Brazilians spend an average of 9 hours and 13 minutes connected to the internet per day. However, it is not enough to just create a website or a social network to direct your consumers.
With the strategies above, the chances of achieving such results will certainly be greater, as long as entrepreneurs dedicate time, effort and resources to putting them into practice, offering close and available service to their customers.
