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Technology, well-being and eco-friendly products: trends and strategies for the electronics market in 2025

Richard Kenj
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0
Technology, well-being and eco-friendly products: trends and strategies for the electronics market in 2025

The electronics market is undergoing rapid transformation, driven by technological advances and changes in consumer behavior. According to a survey conducted by PwC in partnership with the Locomotiva Institute, the electronics sector has grown significantly over the past 10 years. In 2024, 45% of respondents said they consumed more electronics during this period, showing not only a greater demand for devices but also a change in user expectations.

Therefore, I see that one of the most promising strategies for 2025 is to create electronic products that meet the real daily needs of users, such as devices that help improve the consumer's well-being. Devices such as smartwatches, fitness bands, smart rings, and even noise-canceling headphones are gaining ground in the market. This trend shows greater concern for mental and physical health, intensified by the challenges of a always-connected life.

Investing in technology for well-being is bringing solutions that balance productivity and quality of life. Applications that monitor sleep, assist with meditation, or track stress levels have become attractive at a time when people are seeking to balance work and self-care.

Besides focusing on well-being, sustainability is another important point. Although it is a challenge, electronics brands can contribute to this scenario by prioritizing product durability and encouraging conscious consumption. Investing in quality materials, offering longer warranties, and promoting consumer education on how to extend the lifespan of devices are practical and effective measures.

These initiatives attract a more environmentally demanding audience and help brands comply with preservation rules that are becoming more stringent in several countries. This is an important moment for the sector, which needs to balance profit with responsibility in ESG.

Another strong trend is personalization and the connection between electronic devices. Consumers prefer solutions that work well together. Technologies that use artificial intelligence to create personalized experiences, such as virtual assistants and connected devices, are becoming major differentiators.

Although the growth of the area is clear, companies must keep up not only with technological innovations but also with consumer expectations and market rules. The secret to standing out will be balancing innovation, sustainability, and well-being.

Therefore, investing in strategies that combine modern technology, environmental responsibility and consumer focus is the way for companies to remain relevant in such a dynamic niche full of opportunities.

Local influencers drive small business growth

E-Commerce Update
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0
Local influencers drive small business growth

Entrepreneurs of all sizes and professionals in the field should pay attention to marketing trends for 2025. After all, there is a projection of significant changes and innovations that will impact strategic planning. From now on, good news for small businesses is the possibility of working with local influencers to seek growth.

The specialists Aline Kalinoski and Paula Kodama, co-founders of Nowa Creative Marketing, an agency based in Curitiba with clients in Brazil and abroad, identify the expansion and consolidation of two movements initiated in 2024. One of them: the new role that influencers are taking on. Another, the definitive incorporation of artificial intelligence.

Regarding the role of influencers, analysts observe cases where these professionals are becoming partners in companies. In other words, more than partners or sponsored content, influencers "use their selling power on social media as a 'barter currency' for a corporate society," say Aline and Paula.

They illustrate with two examples. They are Juju Nomerrose's (Júlia Nomerrose Ferreira), who partnered with Hoama (chocolates), and Bruno Perini's, now associated with Grupo Primo (a holding company of digital influencer brands). "These are two successful experiences that are seen as trends for 2025," emphasize the partners of Nowa Creative Marketing.

According to the specialists, it is an indication of the expansion of influencer marketing in the country. This growth also represents an opportunity for small businesses, as these smaller brands can work with local or niche influencers. "Because the importance of an influencer is not just in the number of followers they have, but in the engagement of those followers," they point out.

The automation of marketing actions, leveraging artificial intelligence, is another trend for 2025. "Automation itself is not new, but the prominence of AI is indeed likely to become indispensable," project the specialists. This will enable the creation of even more targeted and, at the same time, more efficient campaigns.

These campaigns should increasingly prioritize content as well. "Nothing superficial campaigns. What matters is not the quantity and speed of them, but the quality. Consumers are more attentive and demanding, and to get involved and engaged, they require consistent, detailed, and well-founded content," say Aline and Paula.

Thus, UX enters the scene – and will not leave it – a technical term that means "user experience." The partners of Nowa Creative Marketing explain: "The UX provided by a web environment will be decisive for ranking in Google search results. Fast loading, intuitive navigation, and, above all, consistent, quality, relevant content are key factors."

CUSTOMERS GENERATING CONTENT

Encouraging customers themselves to create content about your brand is one of the tips that experts give to brands. It is an authentic and powerful strategy that increases visibility and builds trust, and has become a trend.

Another trend is what they call "infotainment and storytelling, a union of information with entertainment." Aline and Paula affirm that it will be indispensable. "Using engaging narratives will allow you to educate and engage the audience more effectively, making each content a valuable experience to sell and connect better," they advise.

Finally, they recommend making it easier to purchase directly on social media platforms, such as Instagram Shopping. "This makes the process faster and more practical, and it is a trend that is here to stay. Platforms are creating and improving functionalities in this regard, which requires the brand to create content that truly promotes the realization of sales," note Aline and Paula.

Payface at NRF 2025: AI, Organizational Transformation and Integrated Journeys Drive the Future of Retail

E-Commerce Update
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0
Payface at NRF 2025: AI, Organizational Transformation and Integrated Journeys Drive the Future of Retail

The NRF 2025 solidified its role as the world's largest retail event, bringing together over 40,000 participants and a thousand exhibitors in New York to discuss innovation, technological transformation, and emerging trends in the sector. The fair brought an intense schedule, with immersive experiences and lectures by leaders shaping the future of retail.

Payface was present at the event, joining the BTR-Varese delegation. Represented by its COO, Felipe Barroso, the company immersed itself in the vibrant New York retail scene, visiting iconic and modern shop windows in the city and having an immersive experience with the Apple Vision Pro at the Apple flagship. "Understanding the context of one of the world's retail capitals was essential to align the trends presented at NRF with our vision of innovation," commented Barroso.

Artificial Intelligence: The Big Highlight

Artificial intelligence (AI) was the main focus of the event, permeating discussions on how it is transforming the connection between brands and consumers, personalizing experiences, and optimizing operations. Leaders like Deb Hall from Starbucks and Todd Garner from Sam’s Club highlighted rapid experimentation and large-scale adoption as essential strategies to maximize AI potential.

Among the practical solutions presented by exhibitors at the fair, AI agents for design, marketing, pricing, and logistics stood out. These tools enable the agile creation of collections and campaigns, dynamic pricing by location, and personalized routing of shipments and returns, providing more accurate decisions, faster results, and more personalized consumer experiences.

Michelle Evans, from Euromonitor, highlighted that although technology makes shopping journeys more complex, it also raises consumers' expectations for integrated and seamless experiences. Furthermore, it highlighted the growing prominence of private label, which has shifted from being merely a cost-reduction alternative to becoming a strategy to reinforce brand identity.

Payface: Tecnologia para Jornadas de Compra Mais Ágeis e Personalizadas

In this context, Payface's technology stands out. "Our facial biometrics, based on AI, offers secure, fast, and personalized shopping journeys. For the private label segment, for example, we integrate biometric identification and payment with retailers' POS systems and proprietary payment methods, ensuring a seamless experience both online and offline," explained Felipe Barroso.

Other notable innovations at the event included 360º video booths, which use body mapping for style and size recommendations, and sensor-based stickers for use on shelves, which allow for better management of out-of-stocks and stock levels.

The Future of Retail

The NRF 2025 confirmed that the future of retail will be shaped by a combination of technology and transformation in the way companies organize and execute their processes. In a dynamic, fragmented, and competitive market, adopting technology as the core of operations and strategic decisions has ceased to be a competitive advantage and has become essential for the survival and evolution of companies. In this context, Payface's facial biometric identification, authentication, and payment solutions will play a decisive role, driving the leading companies of the new retail era.

The challenge for brands amid the trivialization of purpose

Mark Cardoso
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0
The challenge for brands amid the trivialization of purpose

The rise and capillarity of the concept of purpose injobCorporate was meteoric. What was once a process of searching for a unique and authentic identity for brands has become a strategic imperative capable of guiding decisions, connecting with the audience, and building strong and lasting brands. However, the popularity of the term "purpose" brought with it a side effect: its trivialization.

On a corner of Faria Lima, on a sidewalk in Vila Olímpia, at a café in Berrini or Paulista, today, it is possible to hear the word "purpose" resonating as the corporate world's current mantra, whether in context or out of context. And not only: in a church in the countryside, in usstoriesof an influencer or in the commercial rooms of acoach, purpose seems to be the “latest narrative cry” for composing sermons, lifestyle displays and mentoring for entrepreneurs.

But let’s get back to the corporate world, which is what interests us here…

In his book “The Brand Beyond Purpose“, Renato Figueiredo warns us about the dangers of fixating on a single strategic point, such as purpose, leaving aside so many other fundamental elements of brand construction and development (branding). As the author states, brands deviate from generating results when they fixate on a single point.

This desperate search to find a purpose in everything, often disconnected from reality and the company's values, has led to a scenario where the discourse about purpose outweighs the actions. Authenticity, which was once a fundamental pillar, gives way to an empty and standardized discourse, in which all companies seem to say the same thing: theCtrl-C, Ctrl+V about trademark narratives. Maybe this caused Unilever's Global CEO, Hein Schumacher, to make that polarizing statement in which he said, "We should stop forcing purpose into brands. For some, it simply won't be relevant. And that's okay."

The Purpose is dead. Live the Purpose!
Figueiredo proposes a more holistic approach, based on three pillars: REI – Reputation, Style, and Idea. According to him, "only from a less pretentious stance can brands achieve more significant results for business, for people, and for the world we all depend on." The delirium of some brands regarding their "brand purpose"starts to sound ridiculous."

It is important not to underestimate the consumer, understanding that they know that, despite all the background, what we really want is to sell more. More importantly, it is to know – and to reflect this notion in the narrative (brand storyline) – that a brand will not save the world, but it can transform some realities; it won't solve someone's life, but it can update behaviors; it won't convince immediately, but it may provoke new points of view; won't…

For brands, we know: the loss of authenticity can result in a decrease in credibility, difficulty in connecting with the audience, and consequently, lower engagement and customer loyalty. For them, even, saturation of discourse about purpose can generate distrust and skepticism, making them even more critical of market brands.

One way to escape this trap is to also look at theReputationof the brand, which is something built over a journey. On this evening, consistency (!) in communication actions and, of course, in delivering quality products and services is key; it is the audience's experience with the brand and its products that shapes perception, the raw material of reputation.

Another important pillar is caretaking with regard toStyle, which is the visual and communicational expression of the brand, what differentiates it from its competitors and makes it memorable (brand recall). For this, excellence in execution in visual identity, language, message tone, and experience is essential.

All this without forgetting theIdea, who is the youngest daughter of the Brand Purpose: it is through the idea that the brand's reason for being is expressed, communicated, and brought to life. She can be the embodiment of a value, a promise, or an aspiration. As we know: it is often because of the idea that the consumer chooses one brand over another.

As an illustration, imagine a sustainable clothing brand... its purpose could be "reducing the environmental impact of the fashion industry." The brand's idea, in turn, can be "conscious and timeless fashion that values quality and durability." The idea goes beyond the purpose, defining the brand's visual identity, the language used, the materials employed, and the final experience of the customer who will interact with all of this.

The true strength of a brand is not in blindly following the narrative trends of the moment, but in knowing when it is necessary to challenge thestatus quoPurpose, when authentic, is powerful, but it is only a true differentiator when combined with concern for reputation, stylistic excellence, and a clear, tangible idea with hints of possible genius.

If Generation Z is the generation of apathy – with GenY being the generation of anxiety – and is beginning to enter consumer society with more pragmatic views and lifestyles, the market then needs brands that are less tied tobuzzwordsand more to the practice of generating real value for its consumers and for the world.

Influencers becoming brand partners and AI as protagonists are among the marketing trends for 2025

E-Commerce Update
-
0
Influencers becoming brand partners and AI as protagonists are among the marketing trends for 2025

Entrepreneurs of all sizes and professionals in the field should pay attention to marketing trends for 2025. After all, there is a projection of significant changes and innovations that will impact strategic planning. From now on, good news for small businesses is the possibility of working with local influencers to seek growth.

The specialists Aline Kalinoski and Paula Kodama, co-founders of Nowa Creative Marketing, an agency based in Curitiba with clients in Brazil and abroad, identify the expansion and consolidation of two movements initiated in 2024. One of them: the new role that influencers are taking on. Another, the definitive incorporation of artificial intelligence.

Regarding the role of influencers, analysts observe cases where these professionals are becoming partners in companies. In other words, more than partners or sponsored content, influencers "use their selling power on social media as a 'barter currency' for a corporate society," say Aline and Paula.

They illustrate with two examples. They are Juju Nomerrose's (Júlia Nomerrose Ferreira), who partnered with Hoama (chocolates), and Bruno Perini's, now associated with Grupo Primo (a holding company of digital influencer brands). "These are two successful experiences that are seen as trends for 2025," emphasize the partners of Nowa Creative Marketing.

According to the specialists, it is an indication of the expansion of influencer marketing in the country. This growth also represents an opportunity for small businesses, as these smaller brands can work with local or niche influencers. "Because the importance of an influencer is not just in the number of followers they have, but in the engagement of those followers," they point out.

The automation of marketing actions, leveraging artificial intelligence, is another trend for 2025. "Automation itself is not new, but the prominence of AI is indeed likely to become indispensable," project the specialists. This will enable the creation of even more targeted and, at the same time, more efficient campaigns.

These campaigns should increasingly prioritize content as well. "Nothing superficial campaigns. What matters is not the quantity and speed of them, but the quality. Consumers are more attentive and demanding, and to get involved and engaged, they require consistent, detailed, and well-founded content," say Aline and Paula.

Thus, UX enters the scene – and will not leave it – a technical term that means "user experience." The partners of Nowa Creative Marketing explain: "The UX provided by a web environment will be decisive for ranking in Google search results. Fast loading, intuitive navigation, and, above all, consistent, quality, relevant content are key factors."

CUSTOMERS GENERATING CONTENT

Encouraging customers themselves to create content about your brand is one of the tips that experts give to brands. It is an authentic and powerful strategy that increases visibility and builds trust, and has become a trend.

Another trend is what they call "infotainment and storytelling, a union of information with entertainment." Aline and Paula affirm that it will be indispensable. "Using engaging narratives will allow you to educate and engage the audience more effectively, making each content a valuable experience to sell and connect better," they advise.

Finally, they recommend making it easier to purchase directly on social media platforms, such as Instagram Shopping. "This makes the process faster and more practical, and it is a trend that is here to stay. Platforms are creating and improving functionalities in this regard, which requires the brand to create content that truly promotes the realization of sales," note Aline and Paula.

Brazil gained a new company every 5 seconds in October, reveals Serasa Experian

E-Commerce Update
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0
Brazil gained a new company every 5 seconds in October, reveals Serasa Experian

In October 2024, 394,710 new CNPJs were registered in the country, which is equivalent, on average, to one new company every 5 seconds, as pointed out bySerasa Experian Business Birth Indicator, the first and largest datatech in Brazil. This number represents a 16.5% increase compared to the same period in 2023. Check below the data from the last 12 months in the chart below:

"The dynamic business environment and supportive entrepreneurship policies have encouraged the opening of new companies. The acceleration of digital transformation also allows many entrepreneurs to start their activities with less initial capital and face reduced entry barriers. However, to maintain the financial health of businesses, it is essential to have access to adequate resources, assertive guidance, and solid infrastructure to sustain long-term growth and avoid insolvency risks," analyzes Serasa Experian economist Camila Abdelmalack.

Out of the total companies opened in October, 290,000 were in the "Services" sector.Next, 75,737 in "Commerce," 23,929 in "Industry," and 4,963 in the "Others" category. See the comparison in the table below

Regarding the legal nature, "Individual Microentrepreneurs" (MEIs) accounted for the largest share of created companies, totaling 282,204. Limited Liability Companies opened 89,158 units, in second place. Next, 13,257 "Individual Companies" and 10,091 new ventures classified as "Others" were opened.

Southeast region opened more than 200 thousand companies

According to the survey, in October, the Southeast created 204,791 enterprises, followed by the South (76,991). The Northeast registered 59,905 new companies, while the Midwest and North had 34,835 and 18,188, respectively. In the state cut, São Paulo stood out among the Federative Units (FUs), with the creation of 123,782 CNPJs, leading the list. Check the complete survey by Federal Units (UFs) below

To check more information and the historical series of the indicator,Click here.

Taking out credit responsibly helps companies survive

The reasons that lead companies to take out credit are numerous: to actually start the business, have working capital, cash flow, or simply to make an investment or improvement. To ensure this process is safe and does not turn into a problem due to payment incapacity, Serasa Experian offers products and services that assist entrepreneurs in the process: CNPJ monitoring services, debt renegotiation tools, and a blog with rich and informative content.Click here to learn more!

Methodology

For the survey of Company Births, the monthly number of new companies registered in the commercial boards of all Federative Units of Brazil was considered, as well as the monthly calculation of CNPJs consulted for the first time in the Serasa Experian database.

How to recruit outside of major centers?

Thiago Gaudencio
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0
How to recruit outside of major centers?

Many believe that great professional opportunities are concentrated in large metropolises. However, this is not 100% true. Excellent jobs and careers can be achieved in smaller cities, but few are open to these possibilities – which leads to greater difficulty in attracting qualified labor and, consequently, expanding their economic potential in these regions. Those who decide, at least, to explore these possibilities will surely be able to achieve not only a good job but also a better quality of life.

The heating of the specialized labor market is creating a understandable sense of insecurity among companies. According to data released in the Robert Half Confidence Index (ICRH), 3% of companies fear losing their most qualified professionals to competitors – something that becomes even greater given the numerous opportunities offered in the capitals.

Even in the face of this concern, today we cannot link these metropolises as exclusive places for career prosperity and quality of life. After all, while we can find a number of job openings, the competition to fill them is equally high. Meanwhile, if they searched for placements in smaller cities, the same benefits could be obtained.

The diversity of work models highlighted during social isolation was one of the factors that most contributed to this expansion. With technological advances, we currently have a series of tools that enable remote operations while maintaining the quality of deliverables. In this way, local companies can hire talents who do not necessarily live in the city, allowing them to work remotely and visit the headquarters in person on sporadic occasions, according to the corporate culture and their needs.

Insisting on having a fully in-person model in these smaller cities is not a strategic decision to attract and retain talent from other regions. This is because those who would be willing to move are mostly the ones who are in a more stable phase of their lives, prioritizing a routine that provides them with a higher quality of life.

Those who are not currently in this situation will hardly be able to adjust to the logistics of moving, as they would need to see career advantages to accept this new reality. Realistically, nowadays, there are fewer people open to this, which requires these companies to have greater flexibility in their operations in order to hire qualified talent without geographical barriers.

There is still strong cultural resistance to leaving the major cities, due to fears of losing visibility in the market, not being called for interviews, and missing out on opportunities that could boost their careers. This is a mindset that, although it hinders attraction and retention in smaller cities, can be changed through greater emphasis by these companies on the benefits they will have by joining their teams.

Beyond the robust technologies we currently have, which enable these operations remotely, valuing the hybrid model is a highly advantageous solution, as it can attract a greater number of qualified professionals without them needing to be physically present at all times. These gatherings, in this way, can be organized for purposes of relaxation, more strategic meetings, and relevant events for planning or training, as an example.

By following these tips, companies located outside of major centers will have a powerful competitive advantage in attracting talent that will raise the level of the business in its segment, without geographical barriers that prevent the arrival of qualified labor.

AWS re:Invent Recap: A Deep Dive into Tech Innovations Unveiled in Las Vegas

E-Commerce Update
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0
AWS re:Invent Recap: A Deep Dive into Tech Innovations Unveiled in Las Vegas

Amazon Web Services (AWS) invites you to participate in the AWS re:Invent Recap, a free and exclusive webinar for the Brazilian audience, which will take place on Thursday, January 30, 2025, from 9:00 AM to 10:30 AM (Brasilia time). This is an unmissable opportunity to stay informed about the main news and launches presented during re:Invent, AWS's largest global event held in Las Vegas.

The AWS re:Invent Recap is your passport to discover the latest innovations in cloud and technology, without having to leave the comfort of your home or office. During the webinar, AWS specialists will share insights on the most relevant updates and how they can positively impact businesses and people's lives.

One of the highlights of the event will be the presentation of the latest developments in Artificial Intelligence (AI), a field that is shaping the future of technology and transforming various sectors. Participants will have the chance to closely follow the main updates in this field, understanding how AWS is leading this revolution and offering innovative solutions to the challenges of the modern world.

In addition to AI, the AWS re:Invent Recap will cover a wide range of topics, including cloud computing, storage, databases, security, machine learning, and much more. It will be a unique opportunity to update yourself on industry trends and best practices, as well as to learn about success stories of companies using AWS cloud to boost their business.

The event is aimed at IT professionals, developers, cloud architects, business leaders, and all those who wish to stay at the forefront of technology. Don't miss the chance to connect with AWS experts and other industry professionals, expanding your network and exchanging valuable experiences.

The spots for the AWS re:Invent Recap are limited, so don't waste time! Register now and secure your spot at this unmissable virtual event. Just access the registration link and fill out the form with your information. Don't miss this opportunity to update yourself on the technological innovations shaping the future.

Join the AWS community and be part of this journey towards digital transformation. The AWS re:Invent Recap is your passport to the future of technology. Sign up now and get ready to take off towards the clouds of innovation!

Data: Quinta-feira, 30 de janeiro de 2025
Time: 9:00 am – 10:30 am (Brasília time)
Registration: click here to register

Don't miss this chance to stay ahead of the technological curve. Secure your spot now at the AWS re:Invent Recap!

Four Retail Trends Showcased at NRF 2025

E-Commerce Update
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0
Four Retail Trends Showcased at NRF 2025

Great events bring us important trends and reflections. This time, NRF 2025, held at the Javits Convention Center in New York, showed that even with all the strength of digital, physical stores remain the heart of local retail, integrated with the most advanced technologies to meet the sector's demands. During the event, the discussions focused on topics such as technology, personalization, social commerce, and the reinvention of physical stores, transforming them into unique and unforgettable experiences for consumers.

Considered the largest and most influential trade show in the industry, NRF, organized by the National Retail Federation, brings together market giants, visionary startups, and technology experts every year to discuss the future of commerce. For César Baleco, CEO of IRRAH Group, a Paraná-based group present at the event and serving 70 countries with digital solutions for fashion and retail, participating in the event was an opportunity to bring innovations that truly make a difference in people's daily lives.

“Unique experiences, community connection and online integration are the keys to transforming retail. Our commitment is to continue innovating to surprise and facilitate the customer journey,” he says.

Among the main trends presented, César points out four highlights that caught attention during the event and how they work in practice:

Customer-centric technology:Artificial intelligence (AI) is transforming retail, enabling scalable personalization and experiences that reduce consumer effort. The secret, according to experts, is to dream big, start small, and act quickly.

In practice, the application of AI in retail involves collecting customer data to create personalized experiences in real time, such as product recommendations and automated interactions through chatbots. It also allows optimizing the purchasing process, making it more efficient and intuitive, and helping in the creation of personalized marketing campaigns.

The key is to start with simple solutions, conduct quick tests, and continuously improve based on the feedback received, ensuring ongoing personalization that better meets the customer's needs and creates a frictionless experience. This means offering the customer a simple, smooth, and obstacle-free process throughout the entire interaction journey with the brand, whether in the physical store, online, or through other channels.

“The idea is to minimize or eliminate any barriers that could cause dissatisfaction, delays or difficulties for the consumer through an intuitive website or application, quick navigation, reducing queues at ATMs, for example, or even implementing efficient chatbots or virtual assistants”, comments César Baleco.

Stores as connection hubs:Transforming physical stores into connection hubs means creating immersive and interactive spaces that go beyond simply purchasing products, offering experiences that establish emotional connections between customers and the brand, strengthening loyalty. Examples like IKEA and LEGO perfectly illustrate this approach, by creating environments full of storytelling and design that delight consumers.

Social commerce on the rise:Social commerce brings the convenience of shopping directly on social networks, using influencers to create an authentic and engaging experience, as well as leveraging features like live shopping to boost sales. It transforms the way consumers discover and purchase products, creating new opportunities for engagement and loyalty.

Sustainability to stay:It means offering products that are durable and ethical, as well as adopting responsible business practices. By aligning with values of environmental preservation and social justice, brands are able to foster loyalty among conscious consumers who seek to make a difference through their purchasing choices.

For the IRRAH director, NRF 2025 made it clear that the retail of the future needs to balance technological innovation with strong human connection, reinforcing the vision of always putting the customer first. "We are attentive to market changes, but above all, we seek solutions that truly positively impact the lives of our consumers," said Baleco. He concludes: "With these trends that were widely discussed and highlighted during the NRF, the Group remains aligned with the changes shaping retail, investing in technology and purpose to continue surprising and delighting its customers."

The main KPIs and metrics to maximize the potential of chatbots in companies

Celso Amaral
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0
The main KPIs and metrics to maximize the potential of chatbots in companies

The implementation of chatbots is increasingly present in companies seeking to automate processes and improve the customer experience. However, to ensure the successful adoption of this technology, it is essential to measure its performance. For this, there are a series of metrics and key performance indicators (KPIs) that can be used.

One of the most relevant metrics is theresolution rate, which assesses the chatbot's ability to resolve user requests without the need for escalation to a human agent. A high resolution rate indicates that the chatbot is effective in answering questions and solving problems. It is also important to consider the user retention rate, which measures the number of users who continue using the chatbot after the first interaction. A high retention rate demonstrates that the chatbot provides value to the user and promotes engagement.

Another essential metric is thecustomer satisfaction, evaluated through the Customer Satisfaction Score (CSAT). Asking at the end of an interaction if the user was satisfied is an effective way to collect that data. Speed of service is also a critical factor, measured by the average response time, which reflects the chatbot's efficiency in addressing demands quickly.

A task completion rateIt is a metric that assesses whether users are able to achieve their goals, such as scheduling a service or making a purchase, while the escalation rate reflects the number of interactions that needed to be transferred to a human agent due to the chatbot's inability to resolve them. User engagement can also be analyzed by observing the number of interactions carried out over a certain period, indicating the level of interest and interactivity generated by the chatbot.

Already thecost per serviceIt is a metric that helps assess the financial impact of implementing a chatbot. This metric calculates the average cost per service provided by the chatbot compared to human service, allowing an understanding of the benefits in terms of operational cost reduction.

Measuring the success of a chatbot involves a combination of quantitative and qualitative metrics. The choice of the most relevant KPIs will depend on the implementation objectives, such as improving customer satisfaction, reducing costs, or increasing efficiency. By regularly monitoring these metrics, companies can identify areas for improvement and ensure that the chatbot is achieving the expected results.

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