Customer Day: 7 tips to redefine the Brazilian consumer experience

In customer's day, celebrated on September 15, Brazil is going through a moment of transformation in consumer relations. according to the research ‘Pressures’, carried out by MindMiners, 94% of Brazilians claim that the prices of products and services have risen in recent months. Among the items that weigh most in the perception of the rise are food: 87% of the interviewees noticed an increase in the sector, consolidating it as the main “villain” of perceived inflation.

Faced with this scenario, we have gathered 7 tips from fundamental experts for companies that want to stand out in the customer experience. 

1. Know your consumer's behavior

For Thiago Muniz, sales specialist, professor at the Getulio Vargas Foundation (FGV) and CEO of Predictable Revenue, it is not enough for the brand to be remembered; it is essential that the consumer feels part of something bigger. “When the client identifies with the proposal and realizes that it is part of that community, the emotional connection is much stronger. He ceases to be just a buyer and becomes a natural ambassador for the brand”, he reinforces. In this sense, the pillar of belonging creates lasting bonds and genuine engagement, essential for a trend not to be exhausted in the short term. 

2. Create integrated ecosystems

according to the 5th edition of the prep “Digital Transformation in Brazilian Retail”, 64% of companies intend to invest more in digital transformation, and in 52% of them the investment exceeds 0.61% of gross revenue.

“ Brazilian retail is experiencing an unprecedented transformation. It is no longer a question of choosing between digital or physical, but of creating integrated ecosystems that place the client at the center of each decision”, evaluates Kenneth Corrêa, an MBA professor at Fundação Getúlio Vargas (FGV), an artificial intelligence lecturer, data specialist and author of the book “Cognitive Organizations: Leveraging the Power of Generative AI and Intelligent Agents”. 

3. Use the Internet and social networks as an allies 

according to the Ministry of Communications, 6.1 million people have started using the internet in the last two years, leading to 89.11tp3 t The proportion of Brazilians aged 10 years or older. This technological revolution takes place precisely at the moment when the consumer seeks to optimize resources and prioritize value experiences.  

In addition, the research Da Rakuten Advertising points out that consumers' 61% (in Brazil and globally) made purchases motivated by recommendations from influencers in the last six months. In Brazil, 83% has already purchased products above R$ 100 indicated by influencers, and 38% even spent more than R$ 500. 

“These numbers reflect not only the massive presence of Brazilians on the internet, but also the significant opportunity they represent for brands and companies to reach and engage their target audience in an effective and targeted way. They reinforce the importance of developing highly personalized digital marketing strategies, in addition to the strategic use of data and innovations for companies.” highlights Kenneth Corrêa. 

4. Bet on data-based customization 

according to the prep “Predictions 2025: Genai The Growth Driver Will Put B2B Executives to the Test”, by Forrester, 40% of the organizations will integrate AI assistants as valuable members of the teams, assisting in data analysis and behavior prediction.

“We live in an era of abundance of data, but a shortage of actionable intelligence. Each consumer interaction leaves digital traces, and the great challenge for companies is to transform this volume of information into strategies that generate real customer value and boost the results. When well structured, data analysis allows identifying behavior patterns, anticipating needs and offering customized solutions in real time, says technology expert Rodrigo Cruz, vice president of growth strategy at Keyrus.”

5. Focus on experience, not just technology

Thiago Muniz highlights that “innovation does not just mean adopting new technologies, but understanding how they improve the customer experience. Personalization and relationship are not just strategies to retain consumers; they are the foundation for long-lasting and meaningful connections.”

Loyalty comes from the sense of belonging that a brand generates, not just discount coupons or smart chatbots. 

6. Use data to sell better, not just more

Brazilian e-commerce has become a true laboratory for innovation in the customer experience. Digital solutions have been applied not only to reduce costs and expand access, but also to deliver more value with less waste, creating a virtuous cycle of convenience and loyalty.

“ E-commerce has consolidated itself as the main showcase of innovation for companies, but also as a thermometer of the reality of the Brazilian consumer. The challenge today is not just to sell more, but to sell better, ensuring efficiency, transparency and customization. Brands that know how to use data in a smart way and offer simple, accessible and safe experiences will continue to conquer a space of lasting trust in the lives of consumers”, highlights the specialist in direct sales and auctions Thiago da Mata, CEO of Kwara.    

7. Make payment with PIX and other digital solutions easier

PIX has consolidated itself as a protagonist in the digital consumption journey. according to research carried out by MindMiners, 73% of Brazilians consider it the most used form of payment. Next comes the debit card (60%), credit card (53%), cash (42%) and digital wallet (11%). 

“This protagonism of PIX reflects a change in important behavior, especially among younger people and micro-entrepreneurs. The simplicity of the tool has been decisive for boosting small businesses, expanding access to the banking system and encouraging the digitalization of the economy”, highlights The specialist in innovation and entrepreneurship and business director of LINA Open X, Murilo Rabusky.  

In addition to the direct impact on retail, new technology companies have developed solutions that expand the potential of the payment medium in different sectors.

“ New financial technologies are more than just a means of payment, configuring themselves as an infrastructure that opens the way to innovation. When combined with technologies such as AI and data analysis, they allow you to create fully customized shopping experiences, from checkout to loyalty programs. This gives Brazil a huge competitive advantage, showing how regulation and technology can go hand in hand to generate financial inclusion and accelerate business,” notes the Gustavo Siuves, a specialist in financial technology and cro of Infratech Azify.

The promising future of the brand-client relationship

an report At PwC points out that consumers 72% consider the service experience a decisive factor in the purchase, while companies with a focus on the customer can record profits up to 60% higher than the competitors, according to McKinsey.

“We are seeing a fundamental change in the way brands relate to their customers. Personalization is no longer a differential to becoming a basic expectation”, highlights Thiago Muniz.

For Thiago Muniz, from the predictable revenue, “the future of Brazilian retail is extremely promising. We have a young population, connected and open to innovations, an advanced digital financial system and a regulatory environment that stimulates healthy competition. Companies that know how to combine this digital infrastructure with a genuine obsession with customer experience will be setting the foundation for decades of sustainable growth.”