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Black Friday moves logistics and opens hundreds of temporary work opportunities in the Metropolitan Region of São Paulo

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Black Friday moves logistics and opens hundreds of temporary work opportunities in the Metropolitan Region of São Paulo

Gi Group Holding, an Italian multinational in the human resources sector, has 850 open positions in the cities of Cajamar, Santana de Parnaíba, and Guarulhos, in the São Paulo Metropolitan Region, for the position of logistics assistant in two major companies in the sector. For all positions, a high school diploma is required; however, the candidate does not need to have experience in the logistics sector. In addition to the 850 vacancies already open, the company plans to open another 500 by the end of November, totaling 1,350 temporary job opportunities by the end of the year.

For the available positions in Guarulhos and Santana de Parnaíba, both the fixed salary and the bonuses and benefits are competitive with the market. The hires will initially be temporary, for the Black Friday and Christmas periods, but there is a possibility of permanent employment. In addition to having completed elementary education, it is essential to have availability of schedule, as there are opportunities for all shifts (morning, afternoon, evening, and overnight).

The vacancies in Cajamar are for the day shift (from 6:00 am to 6:00 pm) and the night shift (from 6:00 pm to 5:00 am) on a 3×2 work schedule. In addition to a fixed salary of R$ 1,953.00, the company also offers a attendance bonus of R$ 120.00, provided there are no unjustified absences, along with other benefits such as shuttle service, on-site cafeteria, and one transportation voucher to the shuttle stop if needed.

Check the duties for the positions

Cargo: Assistente de Logística

Number of vacancies: 350

Localidade: Santana de Parnaíba/SP, Guarulhos/SP

Job Requirements: Completed elementary education

Schedule: vacancies for all shifts

Contrato: temporário, com possibilidade de efetivação

Salary and Benefits: market-competitive

Atividades: retirar pacotes dos carros e organizar nas gaiolas, conferência de documentação e veículos, abastecimento de sistema com informações, executar atividades do segmento logístico/operacionais logísticas (não é necessário ter experiência no setor logístico)

Registration link:https://br.mygibpo.com/members/jobs/seek/viewoffer/13221

Cargo: Assistente de logística

Number of vacancies: 500

Localidade: Cajamar/SP

Job requirements: completed elementary education

Schedule: work schedule: 3×2 from 06:00 to 18:00 and from 18:00 to 05:00

Salary: R$ 1,953.00 + Chartered + On-site Canteen + 1 transportation voucher (if necessary) + monthly attendance bonus of R$ 120.00 if there are no unjustified absences)

Registration link:https://br.mygigroup.com/members/jobs/seek/viewoffer/13357

It is important to note that all vacancies are subject to daily changes and may be filled or withdrawn at any time, without prior notice.

Black Friday: how CRM can help with customer service during periods of high demand

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Black Friday: how CRM can help with customer service during periods of high demand

Black Friday has established itself as a significant movement for the economy in Brazil. This year, 39% of Brazilians want to take advantage of the offers and 50% start researching one month or more in advance, according to the "Consumption Panorama – Black Friday 2024" survey. In this scenario, advance planning is essential and should include strategies and tools for effective customer service.

During this period, in addition to offers, consumers seek quick answers and service that solves problems without complications. "Customer service directly impacts consumer satisfaction. For this, tools like chatbots and CRM (Customer Relationship Management) systems are essential to manage the volume of interactions and personalize service," explains Rudnei Rocha, Operations Director of SIS Innov & Tech, a company specializing in technological intelligence in innovation and digital transformation.

The CRM provides a complete view of the customer's history and enables the offering of promotions and communications aligned with each individual's interests. During periods of high demand, this means that each contact can be more targeted, efficient, and consequently more satisfying, increasing the chances of generating more sales and customer loyalty.

Rocha explains that technology scales capacity and demand proportionally, often with the support of Artificial Intelligence (AI). This helps maintain the quality of interactions with customers, even when requests reach their peak.

To keep this process aligned with business needs, understanding consumption habits is vital to adjust strategies in real time with analytical tools that map consumer preferences and anticipate trends. "With consumers seeking offers that reflect their specific needs, from sustainability to flexible payment options like BNPL, Buy Now/Pay Later, personalization is high and should be on the customer service departments' radar," comments Rocha.

“This is because the objective is for technology to improve the customer experience without being perceived as a barrier, so personalization aligned with intuitive interfaces and databases are essential for this”, he adds.

Another essential point is that companies have trained teams not only to operate the CRM system but also to use the available information strategically to provide faster and more personalized service. "Companies that invest in continuous training are able to meet high demand more efficiently and maintain high levels of customer satisfaction," concludes Rocha.

60% of Brazilians have two or more jobs

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60% of Brazilians have two or more jobs

The research conducted by Hostinger, a company specialized in website hosting and supporting entrepreneurs, indicates that 60% of Brazilians have two or more jobs. The reasons for seeking extra income are diverse: 31% for financial security; 26% to supplement income; 25% to fulfill a personal dream; and 6% aim to pay off debts. The data was collected between August 15 and September 20, in the main capitals of the country. The survey excluded sex or gender identity, focusing only on the respondents' professional goals.

The working time varies according to the objective. Those who wish to supplement their monthly income dedicate 6 to 10 hours per week to a secondary job. Those who seek to fulfill a personal dream work between 3 and 5 hours weekly. On the other hand, those seeking financial security dedicate more than 15 hours a week.

Among the interviewees, 43% have a complete undergraduate degree, 27% are postgraduates, and 22% have only completed high school. Among those with postgraduate degrees, 19% are already dedicated exclusively to their own venture. Among graduates, 19% work as software developers, while 38% identify as small entrepreneurs.

Respondents who wish to supplement their monthly income work as freelancers or self-employed (15%). Those who wish to work towards future goals focus on selling products or services online (12%). Fulfilling a dream or personal project also motivates Brazilian professionals to focus on selling products online.

Online sales bring more confidence to Brazilians looking for extra income

According to the research, online product sales are the main opportunity for those looking to supplement their monthly income and pay off debts in Brazil. "The outlook is promising and focus is needed to increase sales. That's why it's important to seek website platforms that offer good performance but don't strain the entrepreneur's budget. It is possible to turn a side income job into a profitable and constantly evolving business," he emphasizes. Rafael Hertel, Marketing Director at Hostinger.

According to the survey, most respondents focus their efforts on creating websites and online stores to sell their own produced products or imported products. However, 20% of respondents indicate that balancing the website with their main job is a challenge, while 12% do not have the investment to boost their online results.

Additionally, 23% of respondents have difficulty promoting their business and finding new clients. As an attempt to grow the business, 65% of respondents plan to invest in their own website using digital marketing tools for promotion, such as social media and Google Ads.

“Digital marketing is a great opportunity to increase sales and earn

visibility However, short, medium, and long-term planning is necessary for the results to appear. It is very possible to turn a secondary business into a promising company, but caution is also necessary to avoid mistakes," says Carolina Peres, CEO of Search One Digital.

Scenario – Brazil currently has 4 million registered companies. The scenario changed with the Covid-19 pandemic, which directed professionals to undertake or start working independently. About 3 million of the registrations in the CNPJ were of the microentrepreneur individual (MEI) type, which accounts for 80% of the registered companies.

According to the Serasa Experian study, Brazil currently has 19,373,257 registered companies. About 99% of this amount comes from Micro and Small Enterprises (MSEs), which account for 27% of the Gross Domestic Product (GDP) and provide 62% of the employment opportunities in the country.

Latin American startups raised US$274 million in September, says Distrito

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Latin American startups raised US$274 million in September, says Distrito

Latin American startups raised US$ 274 million in 42 investment rounds during the past month, according to the District Venture Capital report, a platform specialized in AI implementation projects for corporations in Latin America. Brazilian companies stood out by raising 66% of all the revenue collected in the region.  

After a very strong first semester, September was marked by a slight slowdown of 17.8% in the volume of funds compared to the same month in 2023, when startups in the region raised US$ 333 million. The number of rounds dropped from 65 in September 2023 to 42 last month. As fintechs, with US$ 167.2 million, were the ones that raised the most funds. Retailtechs and Foodtechs come right behind, with $53.1 million each.  

Brazilian companies Cayena, a marketplace for wholesale food supplies, and Rock, which works with CRM solutions, were the startups that raised the largest funding rounds, each with US$ 55 million. Cayena received the resources in a Series B led by Bicycle Capital. Rock has obtained the resources from the Hindiana fund. With the investment, he bought Bnex.  

"The late-stage market is beginning to show signs of recovery. It's a slow but gradual movement," comments Gustavo Gierun, co-founder and CEO of Distrito. Another highlight of the month was the recovery of the Brazilian market, which had been losing ground to Colombia and Mexico.

The Brazilian market recorded a volume of US$ 183.3 million in September, a decrease of 17.8% compared to US$ 223 million in the same period of 2023, according to the Distrito report. The number of rounds decreased from 42 in September of last year to 28 last month.  

In September, the number of mergers and acquisitions of startups in Latin America remained stable compared to the same month in 2023: there were 11 operations, a volume that was below this year's monthly average of 16 M&As.

Cybersecurity: Three tips for protecting mobile devices

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Cybersecurity: Three tips for protecting mobile devices

Smartphones and tablets are part of the routine of most people and have become essential for the daily activities of many professionals. As these devices became more popular, cyberattacks also increased. According to a survey conducted by Kaspersky, in 2023 there was a 50% increase in the volume of invasions of mobile devices compared to the previous year. Worldwide, 33.8 million attacks were recorded in 2023, compared to 22 million incidents in 2022.

“Just like computers, since they are connected to the internet, mobile devices are also exposed and susceptible to hacking. Therefore, we recommend that users exercise the same caution on their cell phones as they do on their computers when accessing unknown pages or links, avoiding the installation of viruses and other threats that could lead to data leaks,” highlights Fábio Fukushima, cybersecurity specialist and director of L8 Security.

He explains that there are many ways criminals use to invade devices. Among the most common are those that use malware, including viruses, Trojans, spyware, and ransomware. In general, these software can be installed through downloads from untrustworthy applications or malicious links.

Another well-known attack is phishing, which usually begins with an email or message containing a malicious link or attachment from a fake website impersonating a known page. "In these cases, the goal is to deceive the user into providing sensitive information, such as passwords and bank details, which can be used in other cybercrimes," warns Fukushima. "And there are also exploits of vulnerabilities, in which hackers exploit vulnerabilities in the operating system or applications to gain unauthorized access to the device," he adds.

One of the main recommendations to avoid this type of action is to install only essential applications that are available on official stores such as Google Play or Apple App Store. The specialist gives three tips to increase the protection of mobile devices.

  1. Keep the software up to date: make sure that your smartphone's operating system and all applications are always updated. Updates often include security patches that protect against known vulnerabilities.  
  2. Use two-factor authentication: enable two-factor authentication on all accounts and apps that offer this option (banking apps, email accounts, social networks, and messaging apps). This adds an extra layer of protection, requiring a second factor (such as a code sent to your phone or the use of a code generator) in addition to the password.
  3. Install a reliable antivirus: use a reputable antivirus software to protect your device against malware and other threats. Many antivirus programs also offer additional features, such as protection against phishing, app verification, and Wi-Fi network security.

“Another widely used gateway is connecting to public Wi-Fi networks. This can expose the device to man-in-the-middle attacks, where hackers intercept data transmitted between the device and the network, thus stealing important information from users. Therefore, the recommendation is to avoid connecting to untrusted networks,” highlights Fukushima.

Data Spaces: the future of the data economy in Brazil gains momentum with support from the government and private sector

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Data Spaces: the future of the data economy in Brazil gains momentum with support from the government and private sector

The Brazilian Internet of Things Association (ABINC) and the International Data Spaces Association (IDSA) highlighted during a panel at Futurecom 2024 the importance of Data Spaces as pillars for the advancement of the new data economy in Brazil. The panel, moderated by Flávio Maeda, vice-president of ABINC, brought together prominent experts, including Sonia Jimenez, director of IDSA; Isabela Gaya, Innovation Manager at the Brazilian Agency for Industrial Development (ABDI); Marcos Pinto, director of the Department of Competitiveness and Innovation at the Ministry of Development, Industry, Trade and Services (MDIC); and Rodrigo Pastl Pontes, Director of Innovation at the National Confederation of Industry (CNI), who provided different perspectives on the challenges and opportunities of Data Spaces for the data economy in Brazil.

During the event, Sonia Jimenez emphasized that many companies still face barriers to maximizing the value generated by the data they collect, mainly due to a lack of trust in sharing information. "Companies generate a lot of data, but are not achieving the expected return. IDSA emerges as a solution to promote trust among the parties involved in secure data sharing, helping to overcome technological barriers and generating tangible benefits for businesses," said Sonia.

She also highlighted that the landscape is changing, and organizations are beginning to recognize the clear benefits of an integrated data economy. Sonia explained that the IDSA is observing a growing awareness of the value of Data Spaces, especially in promoting technological innovations and system interoperability. According to her, this not only increases efficiency but also helps reduce costs and foster new digital business models.

Another highlight of the panel was ABDI's groundbreaking research "Agro Data Space Agro 4.0 Program," presented by Isabela Gaya, which explored the potential of Data Spaces in agribusiness, a crucial sector for the Brazilian economy. The study indicated that adopting Data Spaces could lead to a 30% increase in operational efficiency in various areas of agriculture and reduce costs by up to 20%. Furthermore, the use of advanced technological solutions, such as the Internet of Things (IoT) and artificial intelligence, would enable the collection and analysis of large volumes of data, allowing for more informed and agile decisions in the field.

The research also highlighted the positive impact on sustainability. For example, producers could reduce herbicide use by up to 70% and significantly decrease the use of other inputs through monitoring and automation technologies, resulting in more sustainable and efficient production. The study also revealed that more than 1 million rural properties could directly benefit from this digital transformation, which reinforces the strategic role of Data Spaces in strengthening the competitiveness of the Brazilian agribusiness sector.

Isabela Gaya, from ABDI, commented during the event on the impact of digitalization in the agricultural sector: "The adoption of innovative technologies integrated into Data Spaces can transform Brazilian agribusiness, improving productive efficiency and promoting more sustainable resource management." She emphasized that the sector is ready to embrace these innovations, especially with the support of public policies and targeted investments.

Marcos Pinto, director of the Department of Competitiveness and Innovation at MDIC, brought the government's perspective on the importance of accelerating the development of Data Spaces in Brazil. He highlighted that the country has a massive data production, both from people and companies, but only 25% of large corporations are effectively using data analytics. "The government wants to stimulate the development of these Data Spaces to accelerate the data economy in Brazil. We are creating a specific program for this and studying sectors where this technology can be successfully applied, as we have seen in other countries," explained Marcos.

He also mentioned that the government is in the process of coordination, talking with various sectors to identify areas where Data Spaces can be implemented. "Our message is one of collaborative building, and we hope to launch concrete measures to support this development by the end of the year. We have been studying initiatives from other countries, especially the European Union, and we do not want to wait five years to take advantage of this wave of innovation. The advantage is to create market opportunities and develop competitive products," said Marcos. According to him, the government should promote a takeover of subsidies for a legal regulatory framework soon.

The MDIC director emphasized that Brazil is committed to supporting the productive sector in the transition to a more digital and efficient economy. "To achieve productivity gains, we will need digital companies that can develop these solutions. The government wants to work alongside the productive sector to ensure this happens," he concluded.

ABINC, in partnership with IDSA, has been working to bring the concept of Data Spaces to Brazil, aiming to boost the country's digital competitiveness. These initiatives are part of a broader digital transformation effort aimed at integrating sectors such as agriculture, health, and mobility, as well as fostering the creation of new business opportunities.

Flavio Maeda, vice-president of ABINC, emphasized that this partnership with IDSA involves bringing knowledge to the market about the potential of Data Spaces in Brazil, especially for agribusiness and industry. Maeda also explained that ABINC is working together with IDSA, ABDI, CNI, and MDIC to implement the Open Industry project in 2025, similar to what was done with Open Finance. "We want to bring the same benefits of Open Finance to other industrial sectors. This project also aligns with the concept of Data Spaces," explained Maeda.

Rodrigo Pastl Pontes, from CNI, also commented on the importance of a robust and interoperable infrastructure so that industrial companies can share data safely and reliably, driving innovation and efficiency in various sectors.

With the advances discussed at Futurecom 2024, it is clear that the data economy will play a central role in Brazil's future, and the concept of Data Spaces will be fundamental to consolidating this path, as Sonia Jimenez concluded: “The evolution of Data Spaces will allow Brazilian companies to reach a new level of innovation, with security, transparency and, above all, trust in data sharing”.

Conta Simples launches free campaign to help boost sales on Black Friday

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Conta Simples launches free campaign to help boost sales on Black Friday

It's already Black Friday at Conta Simples! The corporate expense management platform has just launched a campaign, the “Prepara Black Friday”to help companies boost their revenue on one of the most anticipated dates for commerce. To give an idea, data from the study "Shopping Behavior and Trends for Black Friday 2024" indicate that 68% of the 1,500 respondents said they made purchases on the 2023 date. 54% of them still said they bought during the Black Friday month or week, not just on the actual day. That's why it's important to prepare even more.

“Black Friday, with its huge sales potential and fierce competition, requires companies to be ready to stand out and attract their audience at such a relevant sales moment. With that in mind, Conta Simples decided to create an educational campaign for new and current customers,” explains Rodrigo Tognini, CEO ofSimple Account.

The campaign, which is aimed at customers and non-customers, also includes 66 days of free access to get to know and test the platform. AdSimples- a solution that allows selecting validated audiences, pausing low-performance campaigns, and scaling the best ones with a single click. It is ideal for companies looking to sell more with a more robust and effective advertising strategy.

The subscribers will also have two exclusive and free classes with João Pedro Motta, a growth hacking specialist recognized by Forbes Under 30. He will share strategies for companies to compete with the big players and scale their sales during Black Friday. The classes, which take place on the 22nd and 23rd, have the themes: "How to enter Black Friday with the right strategy" and "Powerful campaigns and tools for Black Friday."

Participants can receive up to R$ 25,000 in cashback, an amount related to the investments made with the campaigns using the Simple Account cards. That is, the more companies use the Simple Account cards during Black Friday promotions, the more money they will get back. In addition to serving as a contingency for campaigns, the extra balance can be used as desired, without bureaucracy.

"This is the perfect opportunity to prepare the business and make this Black Friday the best of all. We want to help boost sales during this time of year with tips that can be applied to all holidays," concludes Tognini.  

To learn more about the Conta Simples campaign and sign up, simply access thislink.

After all, will AI replace humans in customer service?

Rafael Brych
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After all, will AI replace humans in customer service?

It is no longer news that increasingly more customer service solutions (Customer Experience, or CX, in English) are integrated with Artificial Intelligence. But this does not necessarily mean that we will no longer have human assistance in the call center soon. On the contrary: the closer the CX area gets to AI, the more human customer service will be the main driver of quality for the customer.

The idea that AI will replace human service probably comes from the fact that CX was one of the first industries to incorporate technology into its work routine – and it is easy to understand that this movement did not happen with the aim of replacing human service with AI.

The implementation of AI in CX happened because this is one of the areas that involve the most repetitive tasks and can be easily automated. Furthermore, the large volume of interactions allows small improvements provided by AI to become a significant differentiator. In a call center, simple automations can save precious minutes, allowing agents to focus on what really matters: listening to the customer, instead of wasting time filling out screens in the system, for example.

Regarding consumer behavior, the pandemic accelerated the integration of AI – remote agents and a huge volume of interactions, driven by the drastic change in habits at the time, caused contact centers worldwide to experience a 48% increase in interaction volume, according to Google data, including phone, chat, email, social media, and SMS. The outcome was to incorporate more technology – not only in customer service but also in several other areas. Furthermore, the use of AI in customer service resulted in a 30% reduction in costs, which is extremely relevant in such a competitive market.

And today, AI has an invaluable value for CX that goes beyond customer service: the technology enables the massive processing of data, to discover insights for the business that until just a few years ago would not have been so easily visible.

Data is key

Beyond the automation issue, there is another factor in a call center that creates fertile ground for the use of Artificial Intelligence: the data. Imagine that, in addition to your interaction history and purchase information, a call center may have various other data, such as your place of residence, identification numbers, your age, gender, among other more common aspects.

It is also not uncommon for call center companies to use systems that capture the customer's sentiment over the phone or through the tone of written messages. Technology, in reality, has existed for years – and the problem has always been how to cross this information in a way that allows for insights that make a difference to the business.

And one of the great advances of AI in CX has been predictive analysis based on data collection, which allows proactive support by anticipating future consumer needs.

By examining historical data, behavior patterns, and customer feedback, AI can predict future demands, enabling companies to provide proactive service. It is technology that anticipates problems and offers solutions even before the customer expresses a need.

This database management, carried out by AI during the service, provides a smoother customer journey and generates data that will guide marketing strategies.And here, once again, we are talking about a communication that will be created by people, for people.

AI vs. Human Service

If the integration of AI into the call center is a path of no return, there is also a consensus in the market that the technology will continue to be used, but without eliminating human interaction.

A survey by consulting firm Gartner, conducted at the end of 2023 with 5,700 people, shows that 64% of consumers prefer human service and 53% would switch to a competitor if they knew about the use of AI in customer service. Of the interviewees, 60% cited difficulty being attended by a human as the main reason for rejecting AI, followed by unemployment (46%), incorrect responses (42%), data security (34%), and discrimination in treatment among different consumers (25%).

Despite the advancement of AI, certain human skills are still considered irreplaceable, such as empathy and communication. The best companies in the world are using AI for repetitive tasks and leaving more complex and emotional interactions to humans, resulting in satisfied customers and fulfilled employees when this process is done correctly.

The great competitive advantage lies in collaborative responsibility, that is, in the balance between AI efficiency and human contact. Humanized interactions continue to be essential for building trusting relationships with clients, an aspect that AI still cannot imitate.

In summary, AI adds speed, efficiency, and the ability to bring to light information that enhances customer service strategies, but is still far from fully replacing humans in this journey. No matter how much the machine has learned to imitate humans, it lacks an essential component: awareness of its own actions and the ability to make decisions not only based on data but also on emotions.

Unicamp-based startup offers free online advanced LinkedIn course

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Unicamp-based startup offers free online advanced LinkedIn course

A FM2S Education and Consulting, a startup based in the Science and Technology Park of the State University of Campinas (Unicamp), has just launched the course “Advanced LinkedIn: Personal Brand Building and Professional Networking“, a 100% online and free training course, developed for professionals looking to improve their skills in the largest professional network in the world.

Lasting 10 hours, the initiative was developed by the FM2S team, made up of professionals from the best institutions in the country – such as Unicamp, Universidade de São Paulo (USP) and Universidade Estadual Paulista (Unesp), Fundação Getúlio Vargas (FGV), Escola Superior de Propaganda e Marketing (ESPM) –, based on decades of experience in the market and the best practices in the sector.

Content coversstrategies for profile optimization, personal brand managementandtechniques for building a solid and strategic network of contacts. The objective is to enable participants touse LinkedIn tools effectively, increasing your visibility and attracting professional opportunities.

“Our purpose with this course is to offer practical and accessible knowledge to anyone who wants to stand out in the job market. LinkedIn is a fundamental tool for those seeking new employment or professional advancement, and our goal is to prepare these professionals so that they can use the platform strategically, increasing their chances of success,” highlights Virgilio Marques dos Santos, founding partner of FM2S.

The initiative is aimed at a wide audience: from university students and recent graduates, to professionals in career transition and people looking to strengthen their presence and personal brand in the market.

The training is divided into practical modules on creating and optimizing profiles, engagement, security and privacy, in addition to covering trends and new features on the platform.

The instructor is Gabriela Gazola, an executive with extensive experience in non-profit organizations and the corporate sector, specializing in strategic partnerships and ESG initiatives (Environmental, Social, and Governance) and CSR (Corporate Social Responsibility). She worked in organizations such as Dndi.World Wide Fund for Nature(WWF), Unicef, Make-A-Wish and SOS Children's Villages.

As Places are limited and registrations can be made until October 31st, inhttps://fm2s.com.br/cursos/linkedin-avancadoAccess is valid for one year after registration, with one month of support and an included certificate. Classes can be attended at one's own pace, according to each person's availability.

Other free courses

In addition to this new feature, the startup based at Unicamp offers 12 more free courses with certificates, covering topics such as Lean Six Sigma, entrepreneurship, continuous improvement, quality management, people, projects and leadership, among others.

Registrations can be made by anyone interested, at the addresshttps://www.fm2s.com.br/ cursos/gratuitos, where the complete list of training courses is also available.

Cell phone versus display case? How mobile evolution impacts consumer behavior and retail

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Cell phone versus display case? How mobile evolution impacts consumer behavior and retail

The retail landscape is being reshaped as consumption practices become more mobile. The use of devices is not limited to online shopping but also significantly influences experiences within physical stores. According to a survey conducted by Salesforce, which examined the behavior of over 300 million consumers in 37 nations, 72% of them use their mobile devices during in-store shopping.

The study also indicates that smartphones and tablets have emerged as the most disruptive innovation in the retail sector since the advent of e-commerce in the 1990s. This shows that devices not only influence e-commerce but also play a key role in the in-store shopping experience.

For Andrei Dias, head of sales atNexas, retail tech specialist in solutions for retail, the practices known as "showrooming" and "webrooming" have become common in the sector. Showrooming involves the act of checking prices, reading product reviews, and even making purchases online while customers walk through the aisles of the physical store.

On the other hand, the so-called "webrooming" or "pre-purchase research" refers to the behavior of researching information and reviews about items before actually going to the stores and purchasing them. These trends are putting increasing pressure on retailers, requiring them to provide exceptional in-store experiences and maintain their competitiveness against online offerings.

“These two examples are categorical; perhaps few people know them by name, but everyone has certainly done them. Before the digital age, researching prices and asking friends for their impressions fulfilled this role. But now, you can do this from anywhere, even in the checkout line,” says the expert.

However, such flows also open doors to opportunities for innovation. Smart retailers are using mobile technologies to enhance the customer experience, offering apps that facilitate store navigation, provide personalized offers, and even enable mobile payments. These innovations not only improve customer satisfaction but also collect valuable data that can be used to further enhance sales and marketing strategies.

“The key to success in the retail of the future will be the ability to embrace mobility and adapt to the constant change in consumer preferences and behaviors. There is a lot of free land to explore and use in favor of commerce”, concludes the executive.

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