The digital environment has established itself as a shopping channel in Brazil, and now companies need to innovate with strategies using data, artificial intelligence (AI), and personalization to create relevant experiences and gain customer loyalty. A new survey by Neogrid, a technology and data intelligence ecosystem that develops solutions for supply chain management, shows that 75% of Brazilians access store apps at least once a month to research or purchase products. Among them, 33% use these resources weekly, 23% monthly, and 19% daily. Only 4% say they use technology occasionally.
The study "Data on Consumption and Loyalty in Brazil," conducted by Neogrid in partnership with Opinion Box, a leader in technology for market research and customer experience, reveals that 35% of respondents occasionally use third-party apps and websites for grocery shopping, while 27% do so weekly and 8% rely on these platforms daily. In contrast, 9% never used these digital channels for this type of purchase.
Fast delivery is the factor that most attracts the public to e-commerce (65%), according to the survey. Next, other attributes such as product customization (14%), immersive experiences (8%), and AI (6%) draw attention at the moment of choosing the digital channel. When choosing new technological alternatives in retail, 35% of respondents seek ease of purchase, 33% prioritize time savings, 18% look for a differentiated consumption experience, and 13% value access to detailed information.
Youinsights they point out that the modern consumer, accustomed to using apps for almost all daily tasks, demands a level of autonomy and speed. The challenge now is no longer about knowing what to do, but how to do it – which requires a strategic vision regarding data usage. For retail, the study results indicate the need to offer an efficient and personalized trajectory, investing in solutions that enhance customer loyalty.
Most perceive a positive movement in physical retail towards innovation
When it comes to physical stores, 66% of respondents believe that the establishments are adapting to new technologies satisfactorily. Most (61%) have already used automated services in supermarkets, such as self-checkout or automated cashiers, where customers shop without interaction with staff – and they approved of this experience. Another 23% have not tested yet, but show interest. 11% have already tried it and did not like it, while 5% state they have not used it and do not intend to adopt this type of service.
Regarding the adoption of more advanced features, such as mobile scanning, augmented reality, and AI, 47% have not yet tried these solutions but are considering testing them; 39% have already used them and found them positive; 6% have never used them and have no intention of doing so.
Regarding the willingness to pay more for an innovative shopping experience, 37% of respondents are neutral, 24% are willing, and 18% are very willing to invest in products or services that offer a more innovative journey.The variety of brands and products is the main factor attracting customers to a physical store (50%), followed by fast delivery (31%), mobile payment (6%), and product personalization, immersions, and AI – all with 3% of the responses.
For the future, although most are seeing significant changes in physical retail, 49% expect more technology and innovation in these locations, 21% desire greater personalization of the offerings, 18% want easier exchange or return processes, and 10% aim to have more payment options available.
This outlook highlights the potential of brands that invest in innovation to add value and attract people willing to pay more for it. However, the investment alone does not justify an additional cost and highlights the importance of balancing exclusivity and accessibility by offering real value without alienating more price-sensitive customers.
Profile of interviewees
The study was conducted online, on the Opinion Box Respondent Panel, with over 2,000 people from all over Brazil aged 16 and above, from all social classes, who are responsible or partially responsible for household purchases.
