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SHEIN launches campaign with Larissa Manoela

SHEIN, a global fashion, beauty andlifestyle, The 11.11 and Black Friday campaign launches. To be the star of these two important retail promotional dates, the brand chose the artist Larissa Manoela as the protagonist. The advertising film will be broadcast on open TV, on TV Globo, SBT, and Record channels, and on the social media of SHEIN and the influencer, with the offers initially focused ondouble date(double date, in free translation) 11.11.

The commercial with Larissa Manoela showcases the promotions and diversity in the product portfolio offered by SHEIN. According to Raquel Arruda, SHEIN's Marketing Director in Brazil, the advertising film reinforces that SHEIN is for everyone. "The campaign's protagonist is a multifaceted professional. Larissa Manoela is an actress, singer, model, influencer, presenter, and businesswoman. These are all roles that require many styles for different occasions and moments. Just like SHEIN, a space for all styles and with everything the audience needs on a single platform. Our brand aligns very well with this heterogeneous personality," she concludes.   

In addition to the campaign, the audience will be able to watch a live session by SHEIN with the special participation of Larissa Manoela. The live broadcast takes place on November 10th, starting at 8 PM, to kick off the brand's 11.11 promotion.

Promotions on over 400,000 items 

SHEIN will have over 400,000 items with special discounts both on 11.11 and Black Friday. Among the 11.11 promotions are: discounts of up to 85% from October 21 to November 4, 90% between November 5 and 10, and rebookings of up to 95% from November 11 to 13.  

For Black Friday, consumers can expect discounts of up to 90% from November 13 to 25 and discounts of 95% from November 26 to 30.  

Service: 

11.11 campaign images:Link 

Video 11.11:Link 

Images from the Black Friday campaign:Link 

Inner AI becomes the first Brazilian company to make available OpenAI's new, more powerful chat

Inner AIBrazilian AI startup that offers an all-in-one content creation platform takes a step forward in the national market and is the first Brazilian company to make OpenAI's o1-mini available in Brazil. The tool stands out for presenting reasoning in a more humanized way and being more powerful than its competitors in the market.

Compared to GPT-4, OpenAI o1 delivers better results in almost all topics that can be explored on the platform. According to a survey conducted by the developer, the new tool shows improvements in several requirements, achieving higher scores in various aspects, as shown in the image.

“This model explains each step of your thought process, helping the user understand the answers and make better decisions. This tool also stands out for bringing great advances in the accuracy of the answers, reducing the risk of “hallucinations” compared to its predecessor, GPT-4o”, highlights Eduardo Mitelman, Co-founder of Inner AI.

Founded in 2023, Inner AI offers a solution that brings together the best Artificial Intelligence models in one place, facilitating the creation of content in different formats, such as text creation, image generation, translation, dubbing and subtitling, as well as a Chat based on advanced language models, which allows, in addition to the use of OpenAI o1, interaction with GPT-4o, Claude 3.5, Gemini and Llama 3.1.

"Inner AI was developed to support different teams, such as analysts, consultants, marketing, advertising, HR professionals, academics, and researchers. With o1-mini, these collaborators can rely on the most powerful tools to improve their performance by combining this and other tools available on the platform," highlights Mitelman.

Black Friday: How AI makes a difference in the online shopping experience

This year, Black Friday is scheduled for November 29th, and as a result, retailers and consumers are eagerly awaiting the advantages and promotions of the period, which in recent years has become one of the most anticipated dates on the retail calendar, comparable to Christmas. The main difference related to purchasing behavior is that during Black Friday, purchases are often made immediately and without consultation, as customers directly seek the lowest price; in other words, the sale goes to whoever has the best offer.

To handle this large volume of demand and scale its service capacity, the retailer would require significant costs, as well as training. On the other hand, with conversational artificial intelligence, a quality service standard is promoted regardless of the customer and time. AI after Black Friday, for example, is a major point when mentioning the importance of this service.

Impulsiveness at the time of purchase also leads to a lot of cart abandonments with products. This is where abandoned cart recovery campaigns come in, promoting a new contact so that the consumer can retrieve what they left behind. Furthermore, considering the end-to-end experience of this customer, the support for exchanges, questions, or returns through AI helps to keep the consumer satisfied.

Artificial intelligence does not replace people, but enables the company to allocate its employees in more strategic locations. The focus is that the standard of all service brought by AI fidelizes the customer, who knows that regardless of the contact moment, whether proactive or receptive, it will be of quality. Furthermore, technology ensures accessible service, as it can accommodate different languages, formats, and communication styles.

According to the Neotrust and ClearSale survey, the revenue from Black Friday 2023 in Brazilian e-commerce was R$ 5.23 billion, representing a 14.6% decrease compared to the previous year. With the decrease in online sales rates, many retailers are seeking new methods to stand out in a competitive market and cater to an audience that needs new products, in addition to digital convenience. The study of "Artificial Intelligence in Retail" by Central do Varejo, conducted in 2023, shows that 47% of retailers are already using AI, while 53% have not yet implemented this technology.

“On Black Friday, businesses tend to reach an entire month’s revenue in one day. For e-commerce, there is a greater volume of consumers on websites. Therefore, the use of AI must focus on adding quality throughout the customer journey, from research to after-sales, creating a standard of service, regardless of the time or language style, helping the customer with questions that are part of their entire shopping experience,” says Viviane Campos, Global Head of Business at Connectly.ai.

However, AI is already a reality in the retail sector, but many need to adapt to keep up with innovations. "The retailer who understands the power of AI and the meaning of standardized service will foster loyalty compared to those who do not use it. Additionally, AI benefits businesses of all sizes, as it involves low financial costs in the long term," complements Viviane.

Brazilian e-commerce accounts for 9% of total retail in the country

The Brazilian edition ofOnline Retail Report 2024, developed globally by FTI Consulting on trends in e-commerce, highlights that Brazilian e-commerce has great potential for expansion.

Although the online sales peak occurred during the 2020 pandemic, with a 30% increase, the sector has continued to grow at a faster rate than offline retail since 2019. However, the increase in household debt, which reached 48% of annual income, impacted the growth of online and physical retail in recent years.

Despite these challenges, the e-commerce market in Brazil remains promising, currently accounting for 9% of total retail sales. This number, although significant, is still below more mature markets such as the United States, China, and European countries, as well as neighboring Latin American countries like Mexico (14%) and Chile (11%). This demonstrates the considerable room for expansion as more consumers prefer online shopping.

One of the main factors driving this growth is the use of smartphones as the preferred means of online shopping in Brazil. In 2023, 55% of online purchases were made through smartphones, consolidating this device as an essential tool for e-commerce.

Companies like Magazine Luiza, which expanded its distribution network to 22 centers and 206 cross-docking units, demonstrate how major players are investing in logistics to meet this growing demand. Furthermore, Mercado Livre, which operates with 97% of its sellers being outsourced, achieved the largest market share (14.2%).

Sectors such as fashion and beauty have seen significant growth, following the popularity of home appliances and technology.

Regionally, the Southeast leads in the number of online buyers, favored by more advanced infrastructure and greater technological familiarity. However, regions such as North and Northeast have shown great growth potential. The development of public infrastructure and the improvement of economic conditions in these regions can accelerate the adoption of e-commerce, creating new opportunities for local businesses and major players to expand their operations.

Brazilian e-commerce also benefits from a young and increasingly connected population. The lower-income class, which accounts for about 13% of online consumers, still has a limited share, but this trend is expected to change as their purchasing power increases and more tech-savvy generations become more influential consumers. Currently, 34% of online consumers are in the 35 to 44 age group, suggesting a promising future for the industry.

Another factor that strengthens e-commerce in Brazil is the increasing use of digital payment solutions. Pix, created by the Central Bank, is already the second most used payment method in e-commerce, behind only credit and debit cards. In addition to increasing financial inclusion, allowing more consumers to participate in digital commerce, Pix has proven to be an attractive alternative for those without access to credit. According to the Locomotiva Institute, 81% of Brazilians have a bank account.

It is worth noting that the e-commerce market in Brazil is still quite fragmented compared to markets like the United States, which opens up opportunities for mergers and acquisitions that could consolidate the sector in the coming years. Companies like Mercado Livre and Magazine Luiza have been investing in strategic partnerships to stand out. An example is the partnership between Mercado Livre and Disney, which offers Mercado Livre Premium subscribers access to the Disney Plus streaming service.

The growth of e-commerce could also be driven by the use of new technologies, such as artificial intelligence and logistics automation, optimizing processes and improving the shopping experience. Leading companies are already implementing automation to optimize deliveries and personalize the shopping experience, consolidating e-commerce as an increasingly efficient alternative to traditional retail.

With a young, connected population and ongoing improvements in logistics and payments infrastructure, Brazil is well positioned for a future of e-commerce growth, with opportunities for expansion across multiple regions and sectors.

How networking can transform your business

The universe of beauty and aesthetics is constantly evolving, and one of the most impactful factors of this transformation is networking. A Excellence Beauty, under the leadership of Kátia Alves and Carol Judice, stands out in this scene by promoting sociocultural immersions and awards that not only recognize excellence but also create a fertile environment for innovation and business development.

These immersions provide a unique opportunity for industry professionals to connect, learn, and stay updated on the trends shaping consumer preferences. By participating in events that bring together specialists and renowned brands, entrepreneurs have the chance to expand their network and understand the constantly changing needs of the market.

Kátia Alves, CEO of Excellence Beauty, emphasizes the importance of these connections: “In a scenario of growing demand for diversity and inclusion, our awards encourage professionals to develop products for different needs of varied aesthetics. The immersions allow valuable connections with experts and representatives of global brands, expanding networking opportunities.”

In addition to fostering the exchange of experiences, awards play an essential role in validating the work carried out by professionals. Excellence Beauty not only recognizes the quality and innovation of services but also reinforces each business's position in the competitive beauty and aesthetics market. According to Carol Judice, also a partner of the company, "the impeccable organization of our awards is a differentiator that combines innovation with excellence, creating recognition that directly impacts the business."

The visibility generated during these events is a valuable asset. Entrepreneurs participating in the immersions have the chance to stand out, promoting their brands and expanding their business opportunities.

Therefore, networking in the beauty and aesthetics sector, supported by immersion events and awards, is more than a sales strategy: it is a catalyst for innovation and success. By connecting with other professionals and specialists, entrepreneurs have the opportunity to create products that truly meet market needs while solidifying their brands in a competitive and dynamic environment.

Excellence Beauty is a recognition and awards company for beauty professionals and entrepreneurs, and in September, it held one of its most prestigious awards ceremonies in London. The night was a celebration for 20 professionals carefully selected by ambassadors, who are beauty market experts.

The award was also attended by big names from the business world and the media, such as Miguel Vieira, CEO of Prom Group, and Sandro Vitta, a journalist who heads London News and Wise Magazine.

It is important to consider the possibilities that events like Excellence Beauty can bring. And for this year, two more major awards will take place: an exclusive immersion in Dubai from October 22 to 30, and a gala award ceremony in Rio de Janeiro on November 4.

Brands' websites and social networks are the main sources for researching Black Friday deals

The Black Friday 2024 Purchase Intention Survey, conducted by Tray, Vindi, Bling, and Melhor Envio, brands of LWSA, shows that investment in branding and marketing is important for companies to achieve good sales performance.For 65% of consumers, online ads, followed by social media (59%) and digital influencers (19%), influence their desire to purchase.

The survey shows that for 57% of respondents, the company's websites and social media are the main way to get information about discounts.Profiles focused on promotions and discounts on social media (24%), promotional emails (37%), price comparison websites (25%), WhatsApp channels and/or groups focused on discounts (20%), digital influencers (18%), and store/brand newsletters on WhatsApp (17%) are other means of promotion research used by consumers.

“In this pre-Black Friday period, knowing consumer habits and where the sources they trust to make purchasing decisions are is a big differentiator for retailers. And the big news that draws attention this year compared to last year is the consolidation of offer channels on messaging apps, such as WhatsApp and Telegram. This shows that in a short time this option has become the preferred choice of Brazilians, even surpassing other well-established options, such as influencers, for example,” he said.Marcelo Navarini, director of Bling.

Most consumers (75%) said they plan to shop for Black Friday on marketplaces, followed by the brands' own websites. The main reasons cited for the intention to purchase on marketplaces were free shipping (59%), better prices (55%), and the possibility of buying different items in the same store (38%).

For 60%, shipping is a deciding factor in purchasing

With Black Friday already present on the Brazilian retail calendar for years, LWSA's research indicates a maturing in consumer behavior. Almost 60% of respondents state that the shipping cost is a very important and decisive factor for online purchases. Almost 40% of respondents would not be willing to pay a higher shipping fee to receive their product more quickly.

Among the points listed in the survey about what would make a consumer give up buying even when faced with a good offer on Black Friday, the following were cited as the main criteria:

  • Shipping rates (57%)
  • Prices higher than in periods without supply (50%)
  • Not trusting the store (45%)
  • Low rating on reputation sites (43%)
  • Bad reviews on social media (42%)
  • The discount/offer is not attractive enough for Black Friday (40%)

“With the consolidation of Black Friday in Brazil, consumers have started to analyze the offers for the period more carefully, seeking to compare prices, learn about the company’s reputation on sales websites, among other factors before deciding to buy. This highlights the importance of retailers clearly highlighting the differences and benefits they offer, ensuring effective communication of the advantages associated with the purchase to their customers. In addition, the date demonstrates the need for retailers to cultivate good relationships with their customers and good reviews throughout the year so that their offers are enhanced by the respect earned by their brand.”analysisThiago Mazeto, director of Tray.

Other research highlights

Increase in purchase intent:96% of consumers plan to shop online on Black Friday 2024. Of them, 87% made purchases in the same period in 2023.

Bills:

  • 54% expect to spend more than R$1,000.00 on Black Friday 2024 purchases.
  • 58% consider the possibility of installments as a decisive factor in the purchase.
  • 44% plan financially for Black Friday

Payment Methods

  • 75% of consumers prefer to pay with credit card.
  • 81% plan to use their credit card for online purchases and 75% for purchases in physical stores.

“On Black Friday, consumers prefer to pay in installments on credit cards due to the possibility of spreading out payments without compromising their budget, in addition to maximizing benefits such as miles and cashback. The trust in credit cards and the growing popularity of PIX, which offers convenience and instant gratification, are factors that highlight consumers who seek flexibility and financial control. For retailers, these options increase the average ticket, eliminate purchase objections and guarantee immediate liquidity, which is especially useful during periods of high demand,” he says.Monisi Costa, Payments Director at Vindi.

Most Wanted Product Categories

  • 51% plan to buy electronics
  • 46% intend to buy clothes
  • 45% want to buy household appliances

Factors that influence the desire to purchase

  • 65% cited internet ads
  • 59% social networks
  • 19% digital influencers

Purchase Abandonment Factors

  • 57% gave up on purchasing due to shipping fees.
  • 50% would not buy if prices were higher than in periods without supply

“During Black Friday 2024, offering free shipping on specific products or for purchases over a certain amount creates an irresistible incentive for consumers to complete their purchases, increasing the value of the cart. Highlighting the speed of delivery as a competitive advantage, promoting short delivery times and meeting them consistently, is important because it will make that customer create a positive impression and be more likely to buy from the same store again,” he says.Vanessa Bianculli, marketing manager at Melhor Envio.

For the study, Opinion Box interviewed 3,087 consumers aged over 16 from all over Brazil and all social classes, between September 12 and 23, 2024. The margin of error of the survey is 1.7 percentage points.

3 CRM functions that help to resize goals and optimize strategies in companies

In a volatile market, where adaptation is synonymous with survival, adjusting goals and realigning strategies become essential practices for the growth and efficiency of any business. The ability to make agile and accurate decisions is crucial in this context, and CRM emerges as a strategic ally, going beyond mere customer relationship management. With powerful insights and comprehensive resources, the tool helps companies review objectives and rethink approaches efficiently, driving the growth of a market that, according to Grand View Research, is expected to reach $157.6 billion by 2030, a significant increase from $52.4 billion in 2021, representing a compound annual growth rate (CAGR) of 13.3% and consolidating the importance of the tool in an increasingly competitive and data-driven landscape.

In this heated market scenario, Ploomes, the largest CRM company in Latin America, recognizes the importance of this tool for business success, highlighting 3 of its functions that demonstrate how the platform becomes a strategic ally in resizing goals and optimizing strategies:

1. Real-time sales performance analysis

One of the greatest benefits of CRM is its ability to provide a clear and instant view of sales performance. Real-time reports on the behavior of the leads and clients portfolio allow managers to quickly identify campaigns or strategies that are not achieving the expected results. With this information, it is possible to adjust conversion goals, redirect efforts toward more qualified leads, and thus ensure that the sales team focuses on opportunities with the greatest potential for return.

A clear example would be that, upon realizing that a digital marketing campaign is not attracting the desired potential customers, the sales team can use the CRM to analyze the profile of the leads generated, adjust the communication approach or reevaluate the audience segmentation, adapting their goals in a more realistic and strategic way.

2. Sales forecast based on historical data

Another powerful tool is the ability to project sales forecasts based on historical data and customer behavior trends, as analyzing interaction history makes it possible to adjust financial targets according to the expected market behavior. If a certain sales target seems out of reach, technology helps identify this discrepancy in advance, allowing managers to review their expectations and implement new tactics, such as diversifying the product portfolio or intensifying follow-up actions.

If technology shows that, in previous cycles, a drop in sales occurs in a given period, the team can review its goals, prepare promotions or even reevaluate sales team training to overcome this negative trend.

3. Lead and customer relationship management

One of the pillars of sales success is building a solid relationship with leads and clients. In this sense, the tool acts as a true guide, offering a holistic view of each stage of the buying journey. With centralized and organized information, managers can view each contact's interaction history, identifying patterns, preferences, and individual needs.

From the detailed analysis of the sales cycle, it is possible to identify bottlenecks and optimization opportunities. For example, according to a report by Aberdeen Group, companies that use CRM have a lead conversion rate 300% higher than those that do not use it. With precise mapping of each stage, from the first interaction to closing the deal, managers can identify ineffective approaches, delays in the decision-making process, and other obstacles that hinder conversion.

In this way, it is clear that CRM is no longer just a customer management platform but has become a true business intelligence center. By using data to guide decision-making, the tool enables companies to quickly resize their goals, adjusting their financial and operational plans to ensure more effective and sustainable results, whether related to sales, marketing or customer service.

In marketing, Data Driven Culture means competitive advantage

Among the business expressions that have become more popular in recent years, 'Data Driven Culture' has proven to be a significant differentiator for businesses. According to the studyData Trends 2024According to Opinion Box, 59% of professionals in Brazilian companies state that their organizations already operate with data at some level.

Being Data Driven is essential in Marketing, not only to understand customer demands but to reach another level. ToMarcell RosaGeneral Manager and Vice President of Sales in Latin America at Clevertap, "becoming Data Driven is not just about extracting data from customers, but using it to create personalized sales strategies, as well as relationship strategies," explains the expert.

In this regard, a TOTVS study indicates that 98% of Brazilian companies already collect data from their customers' journey. However, 27% of them do not believe that this practice is essential for marketing. For Marcell Rosa, this resistance can negatively influence a business: "We conducted a survey to calculate the impact of personalization in e-commerce applications, which can only be done through a detailed data analysis. With this survey, we found that personalized strategies resulted in 7 times more purchases compared to generic strategies," he points out.

A projection of theMckinseyIt points out that by 2025, the Data-Driven culture is expected to become a predominant reality in business, enabling Artificial Intelligence to provide real-time insights for decision-making. "Thanks to advances in data analysis and artificial intelligence, online retailers can better understand individual consumer preferences and offer highly relevant recommendations. It's not just about suggesting products, but about building relationships by understanding each customer's unique needs and desires," he explains.Marcell RosaGeneral Manager and Vice President of Sales in Latin America at Clevertap.

About CleverTap

CleverTapIt is a comprehensive customer engagement platform that helps brands personalize and optimize all consumer touchpoints to improve engagement, retention, and user lifetime value. The platform enables companies to orchestrate experiences for individuals throughout their life cycles and design personalized journeys that last a lifetime. It offers analyses that cover all aspects of the lifecycle, allowing companies to evaluate and optimize each experience in real time. Your unique AI capability is insightful, empathetic, and prescriptive, enabling smarter and faster decisions. The all-in-one platform unifies the experiences of all touchpoints, paving the way for a new era of customer engagement.

CleverTap is trusted by 2,000 customers and is headquartered in Mountain View, California, with presence in San Francisco, New York, São Paulo, Bogotá, London, Amsterdam, Sofia, Dubai, Mumbai, Bangalore, Singapore and Jakarta.

Douglas Andrade teaches how to triple your Black Friday sales via WhatsApp

Black Friday is one of the most anticipated dates for entrepreneurs and sellers, but with fierce competition, it is essential to have effective strategies to stand out and convert more sales. Douglas Andrade, the leading expert in sales via WhatsApp and responsible for over R$ 507 million in revenue, reveals how to use this powerful tool to triple sales this season.

“If you are looking for extraordinary results, it is time to learn from those who master the art of selling through WhatsApp”, he highlights.

With over 120 million active users in Brazil, WhatsApp has become one of the most effective platforms for direct communication with customers. According to Douglas Andrade, the main advantage of WhatsApp is the proximity it allows with the audience, creating a relationship of trust and increasing the chances of conversion.

"The client feels they are being served exclusively, and that makes all the difference in closing the sale, especially during a period like Black Friday," points out Douglas. I list four strategies.

Strategy 1: Intelligent Contact Segmentation

The foundation for a successful Black Friday campaign on WhatsApp starts with segmentation. Douglas advises that entrepreneurs organize their contact lists into groups or tags, according to each customer's profile and purchasing behavior. "Sending generic promotions is pointless. Understanding what each segment of your contact base is looking for is the key to offering the right product at the right time," he explains.

Practical Tip:

Create broadcast lists for VIP clients or those who have purchased before. Offer exclusive deals to this audience and make them feel privileged.

Strategy 2: Flash Deals and Scarcity

The feeling of urgency is a very powerful psychological trigger in sales, especially on Black Friday. Douglas Andrade teaches how to create flash sales on WhatsApp, where the promotion is valid for a limited time or until stock runs out. "When you send a message saying that the customer has only a few hours to secure a special discount, the sense of urgency triggers immediate action," says Douglas.

Practical Tip:

Use automatic messages and schedule reminders for clients about the end of promotions. This increases the sense of scarcity and encourages quick decision-making.

Strategy 3: Fast, Personalized Service

On Black Friday, response time is crucial. Customers who do not receive immediate attention tend to seek out competing offers. Douglas recommends that entrepreneurs invest in message automations for peak times, but without losing the human touch in customer service. "You can use automated responses for frequently asked questions and, at the same time, ensure that more complex interactions are handled by a prepared salesperson. This balance maximizes efficiency and maintains a personalized experience," he explains.

Practical Tip:

Create an automatic message flow that offers useful information, such as payment methods, delivery time, and a direct link to complete the purchase. This speeds up the customer's decision-making process.

Strategy 4: Social Proof Triggers

Another effective tactic shared by Douglas is the use of social proof, such as testimonials from satisfied customers or real-time sales counters. "When a customer sees others buying and taking advantage of offers, they tend to trust your company more and feel motivated to act so as not to miss the opportunity," he emphasizes.

Practical Tip:

Send short testimonials from satisfied customers directly in WhatsApp messages, or even screenshots of recent purchases, to reinforce the credibility of the offer.

Results that Speak Louder

According to the expert, success on Black Friday depends not only on good discounts but also on the strategy you use to reach the right customer at the right time. With segmentation techniques, quick service, flash offers, and social proof, Douglas Andrade proves that WhatsApp is the ultimate tool for those looking to boost their sales and achieve impressive results. For entrepreneurs and salespeople who want to stay ahead of the competition, applying these strategies could be the missing step to turn Black Friday into a million-dollar success.

“In 2023, I helped companies triple their sales during Black Friday using these same strategies. WhatsApp can be your greatest ally if you know how to use it,” concludes Douglas Andrade.

4 in ten bettors are seriously concerned about identity fraud on betting sites, says Serasa Experian

A study by Serasa Experian, the first and largest datatech in Brazil, reveals a great concern among Brazilian bettors about protecting their identities on sports betting sites, the “bets”.

According to the survey, 43% of participants are very concerned (ratings 9 and 10) about fraud, especially scams involving misuse of identity and the leakage of financial and registration data. This justifies the cautious behavior of 85% of respondents, who state that they always or frequently choose platforms they consider secure.

The survey, conducted with over 2,000 participants, also showed that 13% of bettors claim to have been scammed on platforms, and this number jumps to 31% among those who bet daily. Among those who have been victims, 65% experienced associated financial losses – most of them (81%) lost up to R$ 1,000. When asked about the most common types of scams, the most cited were: personal data leaks (28%); account invasions (21%); and financial data leaks (20%). Although 88% of respondents stated that they have never been victims of scams, 39%They say they know someone who went. Check the graph below for more details about the types of scams

“Brazil is one of the countries that bets the most in the world and one of the markets most susceptible to fraudsters, which justifies the great concern of bettors with their security on these platforms. In this scenario, Serasa Experian’s mission to provide robust authentication and fraud prevention solutions also contributes to increasing the protection of individuals and companies, especially in light of the new betting regulations, which require this to be done in a fast and structured manner”, says Caio Rocha, Director of Authentication and Fraud Prevention at Serasa Experian.

In the bettor's opinion, technology is key to identity protection

For 95% of bettors, the use of identity validation technologies is essential to protect users. Facial biometrics have already been used by 68% of participants, and 80% consider it important for betting sites to adopt this technology to enhance security. Document verification is also seen as an effective measure, with 77% of respondents highlighting its relevance for protection against scams.

Despite these security initiatives, users expect platforms to adopt more robust measures. Almost half of the sample (49%) still do not fully trust that betting companies implement fraud prevention measures, highlighting the need for technological investment and awareness on the subject in the sector. See in the graph below more data about user perception

The complete study with all the data on the bettor's view regarding thesecurity of “bets” operations” can be accessed free of charge on the Serasa Experian website.

To support the efforts of the Brazilian government, which since December of last year has been taking measures to regulate the operation of "bets" in the country, Serasa Experian – which supports any initiative aimed at increasing security and integrity in transactions between companies and consumers – operates in this context as a strategic provider of anti-fraud technologies. The goal is to help these companies comply with the new regulations while also contributing to the safety of bettors.

Methodology 

The quantitative research "Sports Betting," conducted by Serasa Experian, was carried out with 2,008 respondents, all of whom placed sports bets on websites or apps in the last 12 months. With a margin of error of 2.2% and a 95% confidence interval, the survey was conducted via online panel between August 9 and 22, 2024. The sample was balanced between female and male genders, with ages of 18 to 27 years (15%), 28 to 43 years (49%), 44 to 59 years (29%), and 60+ (7%).

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