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Retail and profitability: how to optimize the bottom line?

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Retail and profitability: how to optimize the bottom line?

The customer acquisition cost (CAC) has become one of the biggest challenges in retail. With increasing competition, market saturation, and changes in advertising platform algorithms, acquiring new customers has become more expensive, requiring more effective strategies to optimize long-term return on investment (ROI).

The rise of digital commerce intensified this competition for attention and advertising space. Today, retailers compete not only with large players in traditional retail but also with marketplaces like Amazon and Mercado Livre, which impose high fees for sales on their platforms and invest heavily in marketing. In addition, the cost of digital tools, essential for conversion and personalization, also impacts companies' budgets, making the situation even more challenging.

What is the result of such a complex equation as this? The final profit margin — the so-calledbottom line —has been increasingly pressured in retail as managers seek to balance investments in growth with operational efficiency. Logos and brands face high operational costs, increased competition, and constantly evolving consumers, which makes maintaining viable operations difficult.

However, it is possible to achieve more profitable margins with strategies that increase conversion and reduce customer acquisition costs. One of the most effective ways to achieve this is through the smart combination of paid media and organic strategies such as SEO and content marketing. But at this point, attention is needed: the way these approaches are used makes all the difference in the results. Paid media, when poorly targeted, can become an expensive and unsustainable investment.

I like to bring an analogy from the worldfitness: Relying solely on paid ads is like an athlete using steroids without a proper training and nutrition routine. The growth can be rapid, but not sustainable, and the cost in the end is quite high. In retail, this translates to excessive investments in Google Ads and social media sponsorships, without efficient control, resulting in a high CAC and compromising profitability, both in the short and long term.

On the other hand, organic marketing is a long-term strategy aimed at solid, efficient, and sustainable growth. Investing in SEO, relevant content, and organic ranking allows attracting qualified clients without the high costs of paid media, reducing CAC and generating a continuous flow of leads, resulting in more efficient conversion – like that person who decides to change their lifestyle and adopts a consistent exercise routine and a healthy diet.

In short, when we talk about a highly competitive market like retail, an investment model focused on efficiency and sustainability is the key to steady and profitable growth. For this, managers must be aware that personalized communication, data usage, and automation to optimize the customer journey, as well as retention strategies such as loyalty programs, are essential to reduce waste in advertising campaigns and maximize thebottom linein a balanced way. The pursuit of profitability can be challenging, but with the right methods, it is possible to achieve and expand it.

Is your brand aligned with what the consumer wants?

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Is your brand aligned with what the consumer wants?

In recent years, accelerated digitalization, driven by technological advances and social changes, has changed the way people relate to brands and products. Logo, our behavior as consumers has undergone an unprecedented transformation. Easy access to information combined with the instant possibility of online shopping and the multiplicity of channels have made the consumption process much more dynamic and demanding. In this new scenario, simply offering a quality product or service is no longer enough, making the experience, along with the purchase journey, the true competitive differentiator.

The growth of e-commerce and the adoption of subscription services are reflections of this new reality. The expectation and demand from the public regarding convenience and speed have never been higher. A good proof of this is the fact that today's consumer no longer differentiates between digital and physical. He wants an integrated, seamless, and personalized experience across any channel. According to Salesforce data, 75% of customers expect consistency in the purchase journey, regardless of the contact point. This means, for example, that brands need to go beyond sales and seek to build smarter and more strategic connections, whatever the way.

That's why omnichannel has ceased to be a trend and has become an urgency. Companies that fail to provide a cohesive and seamless journey across physical stores, websites, apps, and social media lose ground to more prepared competitors. Furthermore, automation and immediate responsiveness become essential to ensure swift and frictionless interactions, also increasing customer loyalty. The proof of this is that 73% of consumers consider the experience a decisive factor in continuing to buy from a brand, according to Forbes.

The experience economy has also transformed retail, with people increasingly seeking memorable interactions aligned with their values. A PwC survey reveals that 86% of consumers are willing to pay more in exchange for a superior shopping experience. Competitive differentiation today often relies more on personalization and efficient service itself than on comparing product quality.

Customization is another critical point. Brands that understand their customers' preferences and offer tailored interactions can increase their revenues by 6% to 10%, according to BCG studies. Thanks to the increasingly evident advancement of artificial intelligence, the lack of data can no longer serve as an excuse. The difference lies in the smart use of this information, as well as in the ability to translate it into effective strategies capable of impacting the right audience, at the right moment, with the correct narrative.

A more recent topic, but no less important, is the social, environmental, and governance impact of brands – better known as ESG. Brands that do not convey such values in their speech and actions are being overlooked by those who do their homework and present it in an attractive way. Remember that it’s not enough to just focus on positioning or catchy phrases; in this case, practice matters much more for a brand to be genuinely seen as socially and environmentally responsible.

It is evident that commerce is undergoing significant changes, with the emphasis on the customer experience becoming increasingly important. Brands that invest in innovations such as multichannel offering and communication, as well as ESG initiatives, begin to build stronger long-term relationships with customers. It is so much so that it can be said that retail today is at a crossroads where: either it reinvents itself or its market share must decrease.

Five steps to increase the profitability of an e-commerce

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Five steps to increase the profitability of an e-commerce

With the rapid growth of e-commerce, making an online store more profitable requires strategies that go beyond simply increasing sales. Process optimization, efficient inventory management, and strategic pricing are key factors to ensure healthier margins and sustainable growth. Check out five essential steps to improve your e-commerce profitability.

  1. Strategic product management with the ABC Curve

The ABC Curve is an essential methodology for classifying products based on the revenue they generate for the business. She divides the items into three categories

  • Category A:products responsible for the majority of revenue, which require special attention in terms of inventory and marketing.
  • Category B:intermediate items, with growth potential and that can be leveraged with specific strategies.
  • Category C:products with a lower financial impact, but which help to diversify the mix of offers.

By focusing efforts on category A and B products, e-commerce improves inventory management and invests more efficiently, ensuring a significant increase in profitability.

  1. Smart assortment to maximize revenue

Having a well-planned portfolio avoids waste on low-turnover products and ensures that the most sought-after items are always available. Some fundamental actions include

  • Sales data analysis:understand the performance of each item to optimize purchasing decisions.
  • Focus on profit margin:balance high-demand, fast-moving products with higher-margin items.
  • Strategic promotions:campaigns that drive traffic and direct customers to more profitable products.

Maintaining a product mix aligned with consumer trends and the needs of the target audience makes all the difference in ensuring sustainable growth.

  1. Shipping optimization to reduce cart abandonment

Cost and delivery time are critical factors in the purchasing decision. An efficient shipping strategy can help reduce cart abandonment and improve the customer experience. Some effective approaches include

  • Partnerships with multiple carriers:expands options and optimizes shipping costs.
  • Strategic Free Shipping:offered for purchases above a certain amount, encouraging a higher average ticket.
  • Logistics automation:platforms that calculate the best shipping options automatically.

Finding the balance between cost and benefit is essential to increase conversions without compromising profit margins.

  1. Smart pricing with the elasticity curve

Pricing strategy directly impacts the profitability of an e-commerce. The price elasticity curve helps to understand how small variations in the value of a product influence its demand. Products with high elasticity require strategic adjustments to ensure competitiveness, while items with low elasticity can have higher margins without significantly affecting sales.

Combining this analysis with an efficient checkout ensures a smooth shopping experience and improves financial results.

  1. Increase in average ticket with order bump

One of the most effective strategies for increasing profitability is the use of “order bump”which consists of offering complementary products at checkout without interrupting the customer's experience. Low-cost, high-value items have greater acceptance, making this approach a simple and efficient way to increase revenue.

Among the benefits oforder bump, the following stand out:

  • Increase in average ticket:encouraging the customer to add extra items to the order.
  • Ease of purchase:One-click inclusion, frictionless purchase journey.
  • Improved consumer experience:personalized suggestions make the process more relevant and attractive.

Maintaining recurring customers is essential for a sustainable e-commerce. Strategies such as loyalty programs, personalized offers, and cashback help strengthen the relationship with the consumer and increase the volume of purchases over time. The implementation of these five strategies can make all the difference in your e-commerce performance. To enhance these results, having aoptimized checkoutis essential.

Global IT outsourcing market expected to grow 6.7% by 2025

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Global IT outsourcing market expected to grow 6.7% by 2025

Outsourcing IT professionals has become an essential strategy for companies seeking efficiency, innovation, and competitiveness. It is what the data from arecent Gartner study, which expects a 6.7% growth in the global market in 2025, reaching an estimated value of US$ 470 billion. In addition, the research shows that IT spending is expected to reach $5.74 trillion this year, representing a 9.3% increase compared to 2024.

Furthermore,a report from the Statista platformIt indicated that 70% of global companies plan to increase their investments in outsourcing technological services. This is because adopting IT outsourcing allows for optimizing internal processes, reducing operational costs, accessing specialists, and leveraging advanced technologies without the need for significant investments in infrastructure and training.

Even with the increasing investment in the area, another survey by the Brazilian Association of Information Technology and Communication Companies (Brasscom) indicates that there is a significant gap between the supply and demand for these professionals. To give an idea, the data shows thatBrazil trains around 53 thousand IT professionals per year, while the annual demand is around 159 thousand vacancies.

Sylvestre Grebe, CEO yesImpulse, People Tech, which has been focused on increasing the capacity and productivity of medium and large companies for 14 years, explains that “outsourcing is no longer just an option, it is a survival strategy. Companies that adopt this model gain access to cutting-edge specialists, modern infrastructure and methodologies that really work. The big difference is not just in technology: it is in focusing on what matters and leaving the rest to those who know how to do it. Why waste time trying to reinvent the wheel when you can count on those who already know how to do it?”, he comments.

In a market with a significant shortage of qualified professionals, the key difference in approach lies in using artificial intelligence and a robust data methodology. This allows companies to identify and recruit better talent that aligns with the company's needs, ensuring not only technical quality but also cultural adaptation and innovation capacity, which are essential for success in the digital environment.

Furthermore, hybrid solutions, which combine internal and outsourced talents, are increasingly being adopted by companies seeking greater flexibility and process optimization. Since 2020, about 50% of companies have adopted hybrid policies and invested in supporting technologies for this modality.according to ISG research. Among them, 76% reported benefits such as increased productivity, reduced costs and greater employee and customer satisfaction with flexible work models.

“Outsourcing can enable complete solutions and catalyze growth. With the unbridled race for talent in the area, many companies have already experienced the challenge of finding professionals with the right qualifications in the necessary timeframe. It is the combination of the right experience and innovation that makes outsourcing so essential today,” says Mergulhão.

In this way, outsourcing not only fills the gap but becomes essential for companies to focus on their core competencies while relying on skilled professionals and cutting-edge infrastructure to ensure innovation, efficiency, and competitiveness in the global market.

“In the frenetic pace at which the business world moves, companies are beginning to realize that outsourcing not only guarantees competitiveness, but also opens up space for innovation, simplifies decisions and connects the right pieces to get ahead,” he concludes.

Blockchain is not just a trend

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Blockchain is not just a trend

With the advancement of digital transformation impacting all sectors of the economy, blockchain is establishing itself as an indispensable tool for companies seeking competitiveness and security. This system, which allows the creation of immutable and decentralized transaction records, offers robust protection against fraud and cyberattacks.

Technology operates through a network of participants who validate and record each transaction in linked blocks. This decentralized approach not only minimizes the risk of information manipulation but also increases trust among the involved parties, which is vital in a world where credibility is a valuable asset.

According to Ariel Scaliter, CTO ofAgrotoken, the infrastructure also promotes greater operational efficiency. Bureaucratic processes, such as audits and contract verification, are simplified, saving time and resources. In a scenario where agility is a fundamental attribute, blockchain ensures the optimization of operations and cost reduction.

“In addition, organizations that adopt the solution are also at the forefront of innovation, creating an image of modernity and reliability in the market. By integrating this technology into their processes, organizations can improve their customers’ experience and ensure greater regulatory compliance and protection against data breaches.”

This is because compliance with regulations and data breach protection are critical aspects in the business environment. The blockchain offers a robust solution for these needs. The inherent transparency and security help companies meet legal requirements and protect sensitive information, reducing risks and strengthening stakeholder trust.

Attention to this powerful market, Eduardo Novillo Astrada and Ariel Scaliter launched in July of this year Justoken, a global blockchain infrastructure company. Justoken offers solutions to transform real and digital assets across various sectors, promoting a more agile, transparent, and secure economy.

Present in Brazil and Argentina, the brand differentiates itself by bringing together a group of companies that offer innovative solutions based on real-world assets (RWA – Real-World Assets), standing out as a strategic platform for the Global Market. Among the main initiatives are: Agrotoken, Landtoken, Pectoken, Enertoken, and SAYKY.

“The time to act is now. With benefits ranging from security to operational efficiency, blockchain is not just a trend; it is a strategy that companies cannot ignore. Adopting this technology prepares corporations for the future and positions them as leaders in their sectors,” concludes Scaliter.

Consumer Month: how integration between online and offline drives sales, according to an expert

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Consumer Month: how integration between online and offline drives sales, according to an expert

Retailers betting on integrationomnichannelThey provide smoother experiences and reduce barriers to purchasing decisions.Bruno Almeida, CEO yesUS Media, the leading media solutions hub in Latin America, highlights: "Digital drives visits to physical stores, while offline data refines online strategies." In US Media, we observe this convergence among clients ofInternational Media Buying, who invest so much inOOH e DOOHhow much inDigitalThis synergy enhances results and strengthens customer loyalty.

Large chains, such as Amazon, Magalu and Mercado Livre, are already investing heavily in this integration, operating omnichannel ecosystems that connect physical stores, e-commerce, apps and social networks, applying strategies that are driving this movement, such as:

  • Retail Media and Data Intelligence: customization of offers and monetization of sales channels;
  • Hybrid purchasing models: options such as “click and collect” and “ship-from-store” that increase convenience;
  • Live Shopping and Social Commerce: interactive experiences that transform social networks into direct conversion channels.

“The future of advertising lies in the full integration of channels, combining AI, personalization and immersive experiences to cover different moments of the consumer journey and proof of this is that companies that structure an efficient omnichannel strategy achieve greater media efficiency and increase the lifetime value of customers, according to the executive”, adds CEO.

Transport company implements program to improve safety and reduce risks in operations

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Transport company implements program to improve safety and reduce risks in operations

According to a survey conducted by the Brazilian Traffic Medicine Association in MG (Abramet) and released by the National Transport Confederation (CNT), in the first half of 2024, Brazil recorded 29,435 traffic accidents involving 85,549 people. In the same period, 8,993 collisions involving trucks were recorded, which is approximately one accident every half hour. The main causes of these occurrences include the driver's lack of reaction due to sleep or delayed and inefficient responses.

To prevent your drivers from being included in the statistics, West Cargo, a company with nearly 30 years of experience in freight road transportation, launched the Zero Accident Program (PAZ), implementing telemetry systems and Artificial Intelligence (AI) cameras that identify external risk signals such as pedestrian alerts, distance to the vehicle ahead, lane deviation, collision risk, and signs of fatigue, which notify the operator by issuing sound alerts inside the truck cabin.

As Fabiano Perazzoli, the operations director of the transportation company, explains, the idea of implementing AI equipment in trucks arose from the need to increase safety, improve operational efficiency, and enhance real-time fleet monitoring. Now we can analyze driving behaviors, detect risky situations, and generateinsightsthat contribute to accident prevention, ensuring greater road safety. Our entire fleet is already equipped with cameras, and by protocol, new vehicles can only operate after all items are installed.

The transportation and logistics market, according to the operations director, is becoming increasingly connected and integrated every day. New challenges accompany this evolution and require socially responsible action from carriers, shippers, and logistics operators. For him, video monitoring technology is the right point of integration between operational competence and increased safety for society and the driver.

“Our main goal is to raise safety and efficiency standards, using technology as an ally for faster and more assertive decisions. This is a trend that should be adopted by the entire sector, not only to improve company operations, but also to improve road safety and preserve the health of employees and society,” concludes Perazzoli.

During Consumer Month, premium beverage e-commerce has extra protection from GoPack

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During Consumer Month, premium beverage e-commerce has extra protection from GoPack

Studies indicate that 72% of beer lovers and 76% of those who consume spirits consider it worthwhile to invest in high-quality beverages, reinforcing the demand for premium products. Special retail dates such as Consumer Month offer the perfect opportunity to take advantage of discounts on wines, craft spirits and special beers.

During this period, retailers and online platforms offer significant discounts on products such as wines, craft spirits and specialty beers, reflecting the growth of the premium beverage market in Brazil and encouraging conscious and quality consumption.

To ensure that these higher quality products reach consumers in perfect condition, retailers and distributors specializing in high-end beverages have been investing increasingly in special packaging.

Choosing the right packaging is essential

A GoPack, Termotécnica's brand, awarded at the ABRE Brazilian Packaging Award, is the ideal solution for premium beverage e-commerce. With two versions, GoPack Max and GoPack Slim, it guarantees protection and efficiency in transportation.

  • GoPack Max: Developed for wines and sparkling wines, it accommodates larger bottles and provides a high level of protection, reducing logistical waste by up to 5%.
  • GoPack Slim: Compact and ideal for beers, spirits and olive oils, it optimizes load space by around 40%, ensuring safety and efficiency.

Both versions feature a universal modular design and are made of EPS, allowing the safe transport of 1 to 6 bottles and even other products, such as glasses and cups. Additionally, GoPack is certified by SENAI/SC in accordance with ISTA standards, with approval from major carriers such as GolLog, Azul Cargo Express, and Jadlog.

The customer experience starts with the packaging

Part of the experience of a customer who purchases a premium beverage is the perception of value in the preparation for shipping until the receipt of the product.. GoPack ensures that the consumer receives their drink intact, reinforcing the perception of quality and care in delivery.

Holistic Cybersecurity: The Path to Protecting Companies in an Uncertain Scenario

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Holistic Cybersecurity: The Path to Protecting Companies in an Uncertain Scenario

Cybersecurity has become an increasingly strategic area for Brazilian organizations.Today, the country ranks second in the global cyberattack ranking, according to theThreat Outlook for Latin America 2024This scenario, combined with the increasing digitalization and the dissemination of new technologies such as Artificial Intelligence (AI) and cloud computing, has driven ever greater investments in the field. In 2025, companies are expected to allocate $212 billion to cybersecurity, a 15.1% increase compared to the $183.9 billion forecast for 2024, according to Gartner data.

With the increase in investments, the implementation of security measures must be carried out properly, adopting the concept of holistic cybersecurity. This implies an integrated and systemic approach to information security, which goes beyond technical aspects, also encompassing organizational, legal, market, human, social, cultural, and psychological dimensions, in addition to considering the organization's development stage. To facilitate the implementation process in companies, NAVA Technology for Business, a company specialized in technological services and solutions, shares key points for managers to effectively apply this concept.

  1. Application of multidisciplinarity:Many organizations still face cultural barriers that hinder collaboration between areas such as IT, legal, compliance, and software development. The lack of integration between sectors, which often operate in a compartmentalized manner, makes the implementation of cybersecurity even more complex. Senior leadership needs to promote an organizational transformation that aligns the sectors, enabling an integrated view and strengthening safety as a whole.

“In short, when thinking about holistic cybersecurity, we must consider a systemic and multidisciplinary vision, which generates learning in resilience, exercise of adaptability, interconnection of threats and constant evaluation of processes”, says Edison Fontes, Chief Information Security Officer at NAVA.

  1. Pay attention to new technological paradigms:The use of AI and cloud computing increases organizational efficiency, but also expands the attack surface when criminals employ AI to create more sophisticated threats. In this scenario, concepts like Zero Trust become allies, as they establish that no entity, internal or external, should be automatically trusted, which is necessary in an environment of dispersed information accessible by multiple devices. Furthermore, theShadow IA, which is the use of artificial intelligence without organizational control, represents a risk that must be mitigated within a holistic security strategy.
  2. Implementation in other areas of technology:An example of the application of holistic cybersecurity is DevSecOps, which goes beyond being a practice of automation and integration. DevSecOps, as a cultural change, improves efficiency and quality in software development, enabling fast, secure, and scalable deliveries. It promotes greater security through test automation and compliance, resulting in reliable products. The development manager should, therefore, consider holistic agility and security, ensuring product reliability by integrating a multidisciplinary approach aligned with corporate objectives.

"Holistic cybersecurity should be adopted by organizations seeking more comprehensive and sustainable protection," comments Fontes. "The increase in cybercrimes puts companies in an increasingly vulnerable environment, making it necessary to improve security practices to ensure data preservation and the trust of other market players. It is in this context that holistic cybersecurity becomes a key ally in protection," adds Fabiano Oliveira, Chief Technology Officer of NAVA.

How digital transformation and the data-driven economy are changing the interaction and personalization of consumer experiences

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How digital transformation and the data-driven economy are changing the interaction and personalization of consumer experiences

Customer experience has undergone a radical transformation in the past decade, and with the advancement of digital transformation, companies have been forced to rethink how they engage and personalize interactions with their audience. Today, the modern consumer expects quick and personalized responses, specifically tailored to their desires or consumption needs. But, despite the significant investment in the area, the results often fall short of expectations, with increasingly demanding and even dissatisfied customers with the experience offered, since there is a huge fragmentation of contact channels and communication formats, most of the time still poorly integrated from the user's perspective.

In a scenario where we are constantly bombarded with messages on WhatsApp, interactions on social media platforms like Instagram and TikTok, as well as emails, websites, and in-store service, the customer experience has become a complex and multifaceted challenge.According to a Statista report (2025), the estimated global value of the social commerce market in 2024 was $700 million, approximately 17% of the world's total e-commerce, driven mainly by the adoption of social networks such as Instagram, Facebook, TikTok, and Pinterest. In Brazil, specifically, the scenario is equally encouraging: a PwC survey indicates that about 78% of Brazilian consumers have already purchased a product or service after seeing it on social media.

The hybrid and fast-paced environment requires companies to be present and active across multiple channels (including social platforms), offering a seamless and continuous experience. Omnichannel — the ability to provide an integrated experience across multiple touchpoints — has become a minimum requirement to meet the demands of today's consumer. However, it only became feasible thanks to digital transformation and the integration of customer data usage. In the past, interactions were limited to physical stores and telephone support; today, apps, chats, and social media are essential in a consumer's journey with less and less time (and patience).

The exponential increase in contact channels presents a challenge: how to integrate these points so that the customer feels recognized and valued, regardless of the means through which they contact the brand. Companies need to invest in systems and platforms that promote a unified and cohesive experience, reducing the risk that the customer has to repeat information or perceives themselves as "just another" in the digital crowd.

For example: we are on the verge of TikTok Shop's arrival in Brazil, a new social commerce format that promises to bring a revolution to online shopping for users in segments such as fashion, style, health, and personal care. Recently, it was Temu that arrived in Brazil, significantly transforming the overall e-commerce landscape. How to integrate your brand, in the fast-paced rhythm of daily technological innovations, with the mentioned consumer needs, in favor of a frictionless experience?

Personalization through the use of data

In this journey, personalization is an essential pillar for the evolution of the customer experience. With the massive volume of data generated from each digital interaction, companies can better understand their customers' behavior, preferences, and needs. CRM (Customer Relationship Management) platforms and large-scale data analysis technologies, supported by increasingly powerful and accurate AI, enable companies to build a 360-degree view of the consumer, anticipating their needs and personalizing offers more precisely.

However, data collection and use raise ethical and privacy issues. It is essential for companies to respect data privacy and be transparent about how this data is used. Customer trust can be easily broken if they perceive that their information is used invasively or without clear consent.

Furthermore, personalization should be balanced so that the customer feels valued but not "watched." For example, the use of Artificial Intelligence (AI) to suggest products can be helpful, but it needs to be done subtly so that the customer does not feel invaded. Furthermore, the use of bots and automation in customer service has been a great ally in digital transformation, allowing companies to handle large volumes of interactions quickly and efficiently. However, automation brings a paradox: while it makes service more accessible, it can dehumanize the experience. And here too, AI can be a catalyst for incredible experiences or a destroyer of reputations and value.

While bots can solve simple problems, they often fail in more complex cases, causing customer frustration. The ideal is for companies to use automation to handle routine issues, freeing human support for cases that require more attention and empathy. This not only increases efficiency but also improves customer satisfaction, as they feel heard and valued.

NPS and the challenges of measuring customer satisfaction

To assess customer satisfaction, many companies use the NPS (Net Promoter Score), a metric that indicates the likelihood of the customer recommending the brand. Although it is a valuable indicator, the NPS should not be used in isolation from other factors. Meanwhile, he can provide valuable insights to reveal opportunities for improving the customer experience. Studies show that, despite investments, many customers still feel dissatisfied with the relationship experiences provided by companies, highlighting the growing demand for more personalized experiences and more attentive service. In this context, the NPS, in addition to being a quantitative tool, also provides qualitative data that indicate the need for adjustments. It not only measures satisfaction but also reveals critical points where the service fails to meet the expectations of modern consumers.

Therefore, digital transformation should not only automate and personalize the customer experience but also humanize it, with the support of management tools and indicators. In a world where automation is predominant, human service is even more valuable, as the customer seeks empathy and efficiency, especially in more complex issues and problems.

In this way, companies that manage to combine data, automation, and human service in a cohesive ecosystem, providing a more human and personalized experience, will have an advantage. The key to success is balancing technology and humanization, showing the customer that they are more than a sequence of data — they are an individual with unique needs and desires. The future of customer experience will depend on how companies manage to humanize their digital interactions, turning each contact into an opportunity to strengthen the relationship and create value for the customer. The true innovation will be in the ability to make the customer feel unique and valued in every interaction.

And this, not surprisingly, is one of the most "hot" topics being discussed at SXSW 2025. Because that is where the next frontier of business differentiation resides.

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