Marketdata, VML Group’s consultancy specialized in strategic data management and leader in the Customer Experience (CX) segment in Brazil, presents the Marketdata CX Report 2025, an in-depth study to evaluate the interaction or relationship experience between Brazilian consumers and brands. The research, conducted in November 2024 with 200 participants recruited by MindMiners, explores consumer preferences and expectations, as well as opportunities for improvement in consumption experiences.
The study reveals that WhatsApp dominates as the preferred communication channel among consumers, with 55% adoption; followed by apps and websites, which account for 39%. This reinforces the need for a more effective omnichannel strategy. Despite the preference, however, the chatbot experience still needs to evolve: 60% of respondents use this tool, but 69% report neutral or negative experiences, and 25% say they are dissatisfied. Therefore, the study points to the need for improvements in artificial intelligence technologies to provide more natural and personalized interactions.
In the online shopping scenario, the main factors influencing consumer decisions are price, cited by 77% of respondents; delivery time, mentioned by 58%; and product variety, pointed out by 40%. Logistics, especially in the Northeast region, requires attention to improve the customer experience.
The study also indicates that physical stores continue to play a strategic role in the purchasing journey, with 45% of consumers valuing the sensory experience and 40% highlighting the immediate need for the product. Optimizing the payment process, such as reducing queues, can further enhance this experience.
Another relevant finding concerns the importance of transparency in data usage and privacy for building consumer trust, as consumers are open to exchanging personal data for personalized offers. This topic is mentioned by 36% of participants; followed by loyalty programs, also cited by 36%; and ease of shopping, pointed out by 34% of respondents. The security of using this information is crucial to ensure customer trust and advance this more individualized relationship.
Consumer loyalty is directly linked to product or service quality, mentioned by 45% of respondents, and service quality, highlighted by 24%. Additionally, mass and unwanted communications can lead to brand abandonment, reinforcing the importance of more personalized and customer-centric strategies.
Given these insights, the report highlights the need to humanize the digital experience through a balance between automated solutions and accessible human service. Optimizing online sales should consider regional and demographic factors to improve pricing, logistics, and campaign segmentation. Data collection and usage must be transparent and purpose-driven, ensuring consumers understand the benefits of information exchange. Physical stores should invest in technologies like Augmented Reality (AR) and Virtual Reality (VR), as well as modernizing payment processes, to transform the in-store experience and boost customer engagement.
Customer loyalty should be a competitive differentiator. Personalized loyalty programs, proactive service, and monitoring metrics like Customer Lifetime Value (CLTV) are essential for long-term success. The Marketdata CX Report 2025 reinforces the importance of consumer-centric strategies to deliver smoother, more personalized, and secure experiences. Companies that understand and meet these demands will be better positioned to retain customers and grow sustainably in the Brazilian market.
“The study reinforces the need for Brazilian brands to quickly adapt to consumer expectations. Additionally, it points out that the digital experience needs to evolve, especially in the use of chatbots, to ensure smoother and more satisfactory interactions. Companies that can balance technology and humanized service with personalized and responsible data handling will have a significant competitive advantage in building lasting relationships with their customers,” comments Marcelo Sousa, COO of Marketdata.
