The market is increasingly dynamic, and meeting customer expectations by constantly introducing novelties is more than a strategy—it is a condition for business success.
This is affirmed by entrepreneurship and scalable business expert Raphael Mattos: “Those who are attentive and seek innovations to attract consumers will always stay ahead, since in an increasingly connected and fast-paced world, people have become accustomed to constant novelty and demand that this renewal also applies to products and experiences,” he says.
Indeed, the influence of technology is a point worth highlighting because it creates the feeling that novelty is synonymous with movement, and this should be a constant in our daily lives. Moreover, novelties generate positive emotions, such as excitement and enthusiasm, which help explain why customers are always seeking them.
According to Mattos, there are other reasons that motivate customers to constantly seek novelties. “Curiosity and the desire to experiment, along with the feeling of being unique and even social pressure to stay updated with trends, are other relevant points.”.
The impact of novelties is visible across all sectors, from retail to high-tech services. “The modern customer seeks uniqueness; that is what fuels enthusiasm and the desire to purchase,” emphasizes the expert, who is also the author of the bestseller “Sell, Profit, Scale,” published by Editora Gente.
Still according to Raphael, the potential for brands and companies to offer something extra, something unique, is what ensures the loyalty of today’s consumers—a trend that reflects a demand for creativity and the inclusion of contemporary values such as sustainability, practicality, and innovation.
“It is important to mention that the pursuit of novelty sometimes clashes with a lack of common sense. Every now and then, we see tasteless advertising campaigns and even established companies deviating from their path by trying to innovate with products that make no sense to a customer already accustomed to a certain segment or product type. Being attentive and offering novelties is very important, but it must be done with discernment,” he assures.
For Mattos, being attentive to changes and incorporating them into the business means not only standing out but surviving in a saturated market. “Renewing products, personalizing offers, and creating experiences are not just ways to attract attention but essential steps to retain an audience that increasingly seeks to purchase with connection and real value,” he concludes.
