Start Site Página 153

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

E-Commerce Update
-
0
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

E-Commerce Update
-
0
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

E-Commerce Update
-
0
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

E-Commerce Update
-
0
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

E-Commerce Update
-
0
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.

High interest rates remain an obstacle for SMEs seeking credit in the retail sector

E-Commerce Update
-
0
High interest rates remain an obstacle for SMEs seeking credit in the retail sector

Access to credit remains one of the biggest challenges for small and medium-sized enterprises (SMEs) in Brazil, especially given the high demand for working capital and investments in an increasingly competitive market.

Proof of this is that in 2024, the demand for business credit grew, and a lot, with emphasis on SMEs, which registered a 13.1% increase in requests compared to the previous year, according to the Serasa Experian Credit Demand Indicator.

Additionally, the opening of 1.46 million companies in the second four months of 2024, according to the federal government's Business Map Bulletin, and the closure of 830 thousand companies in the same period, 11.7% above 2023, also reflects the dynamism of the market, high competitiveness and the difficulty of maintaining sustainable operations without easy access to financial resources.

Among the main barriers they face are high interest rates, such as the national average of 42.49% for microenterprises in 2024, and the requirement for guarantees, which make it difficult to access financing from traditional banks. From then on, a series of other additional problems arise, such as high default rates, bureaucratic difficulties, and limitations in traditional credit analysis.

It was precisely this scenario that motivated the emergence of innovative solutions in the financial market: companies that use technology to offer more accessible and effective models, making credit more inclusive for small and medium-sized businesses.

An example is M3 Lending from Minas, which offers credit with interest rates 22% lower than those practiced by conventional banks, in addition to providing a digital and streamlined experience. "Our mission is to facilitate access to credit for established companies, allowing them to invest in new projects or seize advantageous market opportunities," explains Gabriel César, CEO of the fintech.

The platform operates efficiently: interested companies input their data and documents online, and M3 conducts a detailed credit analysis. If approved, the offer is presented to investors, who have up to seven days to decide on the contribution. The available amounts range from R$ 50,000 to R$ 500,000, with interest rates starting at 1.4% per month and repayment terms of up to 24 months.

César highlights that many entrepreneurs give up their businesses due to the unfavorable conditions offered by traditional institutions. "High interest rates and requirements such as collateral commitments compromise the viability of small businesses and put entrepreneurs' personal assets at risk," warns.

In addition to competitive rates, the fintech aims to balance the risk and return relationship, offering an average return of 2.8% per month to investors. "This model creates a positive cycle: investors receive above-average returns, while companies gain access to more affordable credit to grow and strengthen their operations," explains the CEO.

It is an incentive for economic growth. With easier access to credit, SMEs can invest in projects that expand their businesses and generate direct economic impact. "Our goal is precisely to promote the development of these companies, which are fundamental to the growth of the Brazilian economy," says César. "After all, they are responsible for more than 52% of formal jobs in the private sector," he concludes.

Want to start a strategic career in the data field? Check out the tips from DNC School

E-Commerce Update
-
0
Want to start a strategic career in the data field? Check out the tips from DNC School

A DNC School, the leading edtech responsible for transforming careers through practical education, sees a great opportunity for those wishing to enter or migrate to the technology and data analysis sector. The field continues to expand in 2025, driven by the increasing need for companies to use analytical intelligence to guide strategies, automate processes, and personalize services. To give an idea, the global market for analysis and artificial intelligence is expected to exceed US$ 500 billion by the end of the year, according to International Data Corporation (IDC).

In Brazil, accelerated digitalization and the growth of e-commerce have increased the demand for professionals capable of interpreting large volumes of information and generating strategic insights. Businesses in the financial, healthcare, and retail sectors are directing investments toward these solutions, aiming to improve customer experience, anticipate trends, and optimize operations. As a reflection of this movement, the demand for data scientists and machine learning engineers has skyrocketed, with salaries for senior positions exceeding R$ 20,000.

According to a recent survey by the edtech itself, this trend was confirmed with a ranking of the most sought-after training programs to help professionals reposition themselves in the market. The list shows the courses with the highest number of enrollments in the institution, based on the 23 available topics. Business Intelligence (BI) Analyst was the most sought-after course (34.5%), followed by Data Scientist (32%) and Data Analyst (26%).

"The top positions on the list reinforce that 'data' are the main professional bets for those looking to change their field in 2025," says Lucas Rana, CEO and founder of Escola DNC. "Technological advancement creates the need for companies to have skilled professionals to interpret and organize the vast amount of information in the digital universe, driving strategic decisions and revolutionizing industries," he/she/they completes.

For Bárbara Araújo, Engineering Manager at Escola DNC, companies seek more than just technical knowledge: strategic vision and communication skills are also required. "Transforming analyses into concrete actions is a competitive advantage. Companies value professionals who, in addition to interpreting indicators, can present results clearly and impactfully," he/she/they highlights.

The specialist explains the essential skills to enter the field."To stand out in the market, professionals in the field must develop both technical skills and behavioral abilities. In the technical area, the most valued knowledge includes SQL and data modeling, programming languages such as Python and R, BI tools (Power BI and Tableau), and fundamentals of applied statistics," he comments.

In terms of behavior, Bárbara says that analytical thinking is essential for questioning and interpreting information strategically. Similarly, effective communication is important to turn them into insights that underpin business decisions. "Data professionals should turn numbers into narratives that guide business management. The clearer this communication is, the greater the impact of the analysis," says the manager.

Common mistakes made by beginners

Beginner professionals often make mistakes that can hinder career advancement. One of the most common mistakes, according to Bárbara, is focusing exclusively on the use of tools without understanding the fundamental concepts, such as structuring metrics and statistics. Another critical failure is underestimating the importance of communication, as the ability to extract clear and actionable insights is as valuable as technical knowledge.

Failing to build a practical portfolio can also reduce the chances of standing out in the market. "Companies value projects applied to reality. Creating assessments with public data and publishing them on GitHub or social networks is an effective strategy to stand out," advises the specialist from Escola DNC.

How to stay up to date in the industry

With the rapid evolution of AI technologies and data exploration, staying updated is essential. Participating in specialized communities, following influential professionals on LinkedIn, and solving challenges on platforms like Kaggle and DataHackers are ways to continuously develop new skills. Finally, uncovering emerging technologies such as MLOps and cloud computing broadens career opportunities.

For those looking to enter the field, continuous learning and practice are the main allies. "The data sector is expanding and needs professionals who know how to learn, adapt, and solve real problems," concludes Bárbara Araújo.

Company specializing in smartphone accessories expands portfolio and projects revenue of R$3 million

E-Commerce Update
-
0
Company specializing in smartphone accessories expands portfolio and projects revenue of R$3 million

The digital device market is significant in Brazilian territory. According to a survey conducted in 2024 by the Center for Applied Information Technology (FGVcia), Brazil has 480 million digital devices in use, a number that corresponds to 2.2 digital devices per inhabitant. This number includes computers, notebooks, tablets, and smartphones. In this context, the need for high-quality protection increases. Focusing on this niche, Blance, a company specialized in cell phone accessories, announces its strategic expansion through the launch of a premium line of films and accessories for vehicles and digital devices.The expectation is that the expansion will boost the company's revenue to over R$ 3 million this year.

“Buying a computer or a cell phone is not a simple or small investment, and preserving the value invested in these goods is a need that never goes away, it only grows. Therefore, with the new line that is entering our portfolio, we want to cover this need and provide high-quality products to protect not only digital devices, but also vehicles, such as cars and motorcycles”, he states.Felipe Couto, CEO of Blance.

Founded in 2022, the company quickly gained a prominent position in the smartphone accessories market, standing out for its application of innovative strategies and intensive use of artificial intelligence in its operations. According to data from the Artificial Intelligence (AI) Implementation Strategy Report developed by F5 in 2024, 75% of organizations worldwide are incorporating artificial intelligence into their processes. Following the global trend, Blance has demonstrated that it is possible to achieve significant results through the combination of technology and operational efficiency, operating with a lean and highly specialized team.

“The new product line will be developed with the same standards of excellence that have made Blance recognized in the cell phone accessories segment in the past, always focusing on safety, performance and style. We are positioned in a market that is constantly evolving, we are committed to keeping up with the trends and needs of our customers and we will maintain the high level of our products. In 2024, we achieved R$2 million in revenue, and this year, with the expansion of our portfolio, we intend to increase this value by at least 50%”, adds Couto.

Chief Happiness Officer: Are Brazilian companies ready for this role?

E-Commerce Update
-
0
Chief Happiness Officer: Are Brazilian companies ready for this role?

In recent years, employee well-being has become a strategic priority for companies around the world. In some markets, this movement gave rise to a new executive position: theChief Happiness Officer (CHO), responsible for promoting a healthier, more productive, and satisfying work environment. Does this trend make sense for Brazil?

The concept of CHO (Chief Happiness Officer) emerged in large corporations abroad, especially in technology companies and startups, which realized that happiness at work directly impacts talent retention, engagement, and consequently, results. The professional works on implementing quality of life policies, mental and emotional well-being initiatives, organizational culture, and even benefits that enhance employee satisfaction.

According to theABRH-SPthe growing appreciation of corporate well-being in Brazil indicates that this trend may gain strength here. "Brazilian companies are increasingly aware of the importance of the work environment for productivity and talent attraction. However, the creation of a specific position for this role is still a topic of debate," says Eliane Aere, President of ABRH-SP.

In Brazil, many companies are already investing in strategies for employee well-being, but the role of Chief Happiness Officer is not yet widely adopted. Mostly, the initiatives are linked to areas such as HR, organizational culture, and corporate health, with programs aimed at work-life balance, more flexible working hours, mental health benefits, and relaxation spaces.

For the president, the challenge lies in adapting this concept to the Brazilian reality. "Each company needs to assess its culture and needs before creating a role like the CHO. In many cases, it may make more sense to strengthen the HR department with professionals focused on employee well-being," adds Aere.

Regardless of the terminology, the trend to prioritize corporate well-being is a reality. With increasing market competitiveness and the new generation of professionals demanding more work-life balance, companies that invest in organizational happiness can have a significant advantage.

Companies and agencies invest in behavioral analysis for more assertive campaigns

E-Commerce Update
-
0
Companies and agencies invest in behavioral analysis for more assertive campaigns

Understanding consumer behavior has become a strategic priority for large companies like iFood, which are increasingly investing in hiring specialized analysts to monitor trends, identify potential crises, and explore new opportunities, according to Ana Gabriela Lopes, the company's marketing director. Brands that are able to capture and interpret the signals emitted by consumers on social media have an advantage in creating advertising campaigns that truly connect with the audience, as they have the power to anticipate strategies and understand consumer behavior.

Camilo Moraes, strategy and business director at Sobe* Comunicação e Negócios, an advertising agency in the southern region of the country, comments on the challenge of balancing data and creativity within agencies:“Today, having a good creative idea is not enough. It is essential to understand consumer behavior in depth and constantly. Brands need to be aware of what people are saying and doing in order to create campaigns that truly make sense and deliver results on all fronts. The challenge is to transform raw data into effective strategies that generate engagement and relevance. That is why it is important to have employees who are specialized in this strategic vision.”

For the founder of Grupo Croma, Edmar Bulla, this change of mentality within companies is important:“The advertising market is undergoing a period of transformation, in which data plays a central role in the creation of campaigns. Companies that are able to combine behavioral analysis and creativity will have a significant competitive advantage.”

By investing in hiring professionals capable of interpreting data and translating behaviors into advertising strategies, brands ensure more accurate campaigns that are connected to audience expectations. The movement reinforces the importance of market intelligence and constant adaptation to social and digital changes. Agencies have the mission to understand the business as well as the client.

1...152153154...518Página 153 de 518

LATEST ARTICLES

POPULAR TOPICS

POPULAR CATEGORIES

ABOUT US

E-Commerce Update is a leading company in the Brazilian market, specialized in producing and disseminating high-quality content about the e-commerce sector.

Contact contato@ecommerceupdate.com.br

© E-Commerce Update 2024 - All rights reserved.

[elfsight_cookie_consent id="1"]