Brazil is heading towards a new population configuration: according to Ipea, by 2030, there will be 21 million more elderly people and 8 million fewer young people. This aging population, combined with the increase in smaller households and the growth of the pet market, is creating new demands for retail.
According to Fernando Gibotti, CEO of CRM & Consumer Science atRock EncantechAdapting to the new reality requires innovative strategies and a focus on intelligent data use. "Companies that want to lead this new era of consumption need to understand the new societal landscape and prepare the right plans," says Gibotti.
Furthermore, a study by the National Confederation of Commerce of Goods, Services, and Tourism indicates 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, it has been putting pressure on brick-and-mortar retail.
“Customers have changed their relationship with retail, seeking convenience, fair prices and personalized experiences. The demographic transition also requires retailers to be prepared to serve different generations with segmented offers, new store formats and a portfolio tailored to the public,” observes Gibotti.
To ensure competitiveness, retail must adopt innovative strategies that maximize the customer experience and drive new revenue models. Some of the main trends include data monetization, the reinvention of store formats, and the adoption of extended gondolas.
Data Monetization: Retail as a Smart Ecosystem
Retail generates a huge amount of information daily about purchasing behavior, preferences, and consumption patterns. Data monetization transforms this valuable asset into new revenue opportunities.
Two approaches have stood out:
- 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 Commercial Partnerships: Retailers can create advertising space on their digital platforms, allowing brands to invest in advertising directly to qualified consumers.
Rock Encantech, for example, already delivers 3.5 billion personalized communications per 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 for smaller, hyperlocal stores, tailored to the neighborhood's profile and with a more targeted product mix.
Furthermore, the in-store experience becomes essential. Brick-and-mortar retail needs to go beyond simple product displays, creating interactive spaces and events that increase customer engagement and loyalty.
Extended shelf: expanding supply without increasing costs
The extended gondola emerges as a smart solution for retailers to expand their offering without having to invest in more physical space or stock.
The operation is simple:
- The customer accesses a digital catalog within the store itself or via online channels.
- He can buy products that are not physically available at the unit, but that will be delivered directly by distribution centers or by the industry.
- Retail becomes a strategic intermediary, adding value to the consumer experience without traditional operational costs.
This model maximizes sales, using customer flow and brand credibility as competitive advantages.
He concludes that the ability to transform information into strategies, combined with a focus on personalization and innovation, will define the market leaders. "Whoever knows how to combine technology and humanization will have a competitive advantage," concludes Gibotti.
