Brazil is heading 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 homes and the growth of the pet market, is creating new demands for retail.
According to Fernando Gibotti, CEO of CRM & Consumer Science Encantech Rock, adapting to the new reality requires innovative strategies and a focus on the intelligent use of data. “Companies that want to lead this new era of consumption need to understand the new scenario of society and prepare the correct” plans, says Gibotti.
In addition, a study by the National Confederation of Trade in 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. According to Gibotti, this scenario presents a more selective consumer and, with digital competition and delivery platforms, has put pressure on physical retail.
The customer has changed its relationship with retail, seeking practicality, fair prices and personalized experiences.The demographic transition also requires that retail is prepared to serve different generations with segmented offers, new store formats and a portfolio adjusted to the public”, notes Gibotti.
To ensure competitiveness, retailers need to adopt innovative strategies that maximize customer experience and drive new revenue models. Some of the key trends include data monetization, reinventing store format, and adopting the extended gondola.
Data monetization: retail as a smart ecosystem
Retail generates a huge amount of information on buying behavior, preferences and consumption patterns on a daily basis.Monetization of data transforms this valuable asset into new revenue opportunities.
Two approaches have been highlighted:
- Personalization and engagement: the use of artificial intelligence allows you to segment customers and create highly targeted campaigns, increasing conversion and loyalty.
- Retail Media and business partnerships: retailers can create advertising spaces on their digital platforms, allowing brands to invest in ads directly for qualified consumers.
Rock Encantech, for example, already delivers 3.5 billion personalized communications a 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 reevaluated. Trends indicate a greater appreciation of smaller and hyperlocal stores, adapted to the neighborhood profile and with a more assertive product mix.
In addition, point-of-sale experience becomes essential. Physical retail needs to go beyond simply exposing products, creating interactive spaces and events that increase customer engagement and loyalty.
Extended gondola: expanding supply without increasing costs
The extended gondola emerges as a smart solution for retail to expand its offer without having to invest in more physical space or inventory.
The process is simple:
- The customer accesses a digital catalog within the store itself or via online channels.
- It can purchase products that are not physically available at the facility but will be delivered directly by distribution centers or industry.
- Retail becomes a strategic intermediary, adding value to the consumer experience without traditional operating costs.
This model maximizes sales by using customer flow and brand credibility as competitive differentiators.
He concludes that the ability to transform information into strategies, combined with a focus on personalization and innovation, will define market leaders.“Who knows how to unite technology and humanization will have a competitive advantage”, concludes Gibotti.
