Brazil is moving towards a new population configuration: according to Ipea, by 2030, there will be 21 million more elderly and 8 million fewer young people. This population aging, combined with the increase in smaller households and the growth of the pet market, is creating new demands for retail.
According to Fernando Gibotti, CEO of CRM & Consumer Science at Rock Encantech, adapting to the new reality requires innovative strategies and a focus on intelligent data usage. ‘Companies that want to lead this new era of consumption need to understand the new societal landscape and prepare the right plans,’ says Gibotti.
Additionally, a study by the National Confederation of Commerce of Goods, Services, and Tourism points out that more than half of Brazilian families are in debt, and the growth of online betting is affecting budgets. Gibotti states that this scenario presents a more selective consumer, and with digital competition and delivery platforms, it has put pressure on physical retail.
‘The customer has changed their relationship with retail, seeking convenience, fair prices, and personalized experiences. The demographic transition also requires retail to be prepared to serve different generations with segmented offers, new store formats, and a portfolio tailored to the audience,’ notes Gibotti.
To ensure competitiveness, retail must adopt innovative strategies that maximize customer experience and drive new revenue models. Some of the key trends include data monetization, reinventing store formats, and adopting extended shelves.
Data monetization: retail as an intelligent ecosystem
Retail generates a vast amount of information daily about buying behavior, preferences, and consumption patterns. Data monetization turns this valuable asset into new revenue opportunities.
Two approaches have stood out:
- Personalization and engagement: using artificial intelligence allows for customer segmentation and highly targeted campaigns, increasing conversion and loyalty.
- Retail Media and commercial partnerships: retailers can create advertising spaces on their digital platforms, enabling brands to invest in ads directly to qualified consumers.
Rock Encantech, for example, already delivers 3.5 billion personalized communications per year, helping retailers optimize their loyalty and sales strategies.
New store formats: efficiency and experience at the heart of the strategy
With changes in consumer behavior, the traditional format of large physical stores needs to be reassessed. Trends indicate a greater appreciation for smaller, hyper-local stores adapted to the neighborhood profile and with a more assertive product mix.
Additionally, the in-store experience becomes essential. Physical retail must go beyond simple product displays, creating interactive spaces and events that increase customer engagement and loyalty.
Extended shelf: expanding offerings without increasing costs
The extended shelf emerges as a smart solution for retail to expand its offerings without investing in additional physical space or inventory.
How it works is simple:
- The customer accesses a digital catalog in-store or via online channels.
- They can purchase products not physically available at the location but delivered directly by distribution centers or manufacturers.
- Retail becomes a strategic intermediary, adding value to the consumer experience without traditional operational costs.
This model maximizes sales, leveraging customer traffic and brand credibility as competitive advantages.
He concludes that the ability to transform information into strategies, combined with a focus on personalization and innovation, will define market leaders. ‘Those who can unite technology and humanization will have a competitive advantage,’ concludes Gibotti.
About ROCK
Rock Encantech is the first retail enchantech in Brazil, dedicated to redefining Customer Knowledge standards by integrating technology and humanity. Composed of Bnex, LL Loyalty, and Propz, the ecosystem offers a range of solutions, including market intelligence, CRM with personalized recommendations, promotional campaigns, development and management of loyalty programs, marketplaces for loyalty programs, travel platforms (self-service and concierge), and Retail Media.
Currently, Rock Encantech serves segments such as supermarkets, pharmacies, construction materials, pet shops, fashion, cosmetics, shopping centers, and the luxury market, with over 130 million registered users in partner programs, identifying more than R$ 310 billion in GMV and 1.3 billion transactions per year.
