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AIM Conversion Increases E-commerce Revenues in R$ 1 Billion Annually with Data Analysis and Behavior Mapping

E-Commerce Update
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AIM Conversion Increases E-commerce Revenues in R$ 1 Billion Annually with Data Analysis and Behavior Mapping

AIM Conversion Experts, a company specializing in conversion optimization for online commerce platforms, announced that its advanced strategies can generate an increase of R$ 1 billion in the annual revenue of its customers. The company, which serves major players such as Magazine Luiza, UOL and Netshoes, uses a combination of data, design and technology to turn experimentation into profit.

Founded by Eduardo Marconi and Francesco Weiss, in partnership with technology investor Ronaldo Heilberg, AIM Conversion already projects a turnover of R$ 4 million for 2024, with expectations of tripling this value in 2025. The company, which has been operating for six months under the name AIM Conversion Experts, is the result of the merger of two industry references with more than a decade of experience.

AIM Conversion stands out for its unique method of experimentation application, which is based on the analysis of what is not working in e-commerce platforms and the mapping of consumer behavior. “Our differential is to act as a business nucleus, interpreting data and choosing those that we consider ideal for the measurement of what we can correct and adapt so that the platform optimizes its sales”, explains Eduardo Marconi, partner at AIM.

Marconi, who started his career as a web designer in the UK, emphasizes that the company works with a lean but highly specialized team. “We don't need many employees, but rather those who do what almost no one does & can scale it.”

Francesco Weiss, co-founder of AIM, highlights the combination of art and science in the company's approach. “ super experts who take the technology and data and give them a good outline with a hint of art and science, seasoning with strategy that only exists because there was a very faithful measurement of what would make sense to apply, take, adapt or invest in the” interface, says Weiss.

AIM uses a library of more than 3 thousand experiments conducted in various brands, such as XP Investimentos, RD, Johnson & Johnson and Soma Group, to identify patterns and optimize the user experience. “We produce and simulate several different experiences and identify which has the highest engagement, conversion and result.

Weiss explains that the “experimentation” is an evolution of CRO (Conversion Rate Optimization, or Conversion Rate Optimization), encompassing behavior research, product experimentation and customization programs, content and design.“It is a maze of possibilities, but we can find a pattern in the chaos, which gives us ammunition to create viable PATHs”, he says.

For Weiss, the art of personalizing the customer experience is crucial.“Artificial intelligence algorithms help the chance to be effective, but talk to the consumer, and understand the right way to present this in the best way that converts into sales, there is another story. It is not instinct, not achism, but art in the sense of being a highly customized work, a tailor capable of providing huge billing numbers.”

With its innovative approach and focus on conversion optimization, AIM Conversion Experts is poised to continue revolutionizing the e-commerce industry by helping businesses maximize their revenues and improve the consumer experience.

BrandMonitor reduces cost per click of Riachuelo in 81% and doubles the quality of visits index on the brand page

E-Commerce Update
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BrandMonitor reduces cost per click of Riachuelo in 81% and doubles the quality of visits index on the brand page

THE BrandMonitor, a company specialized in combating unfair competition in the online environment, played a crucial role in the digital marketing journey of Riachuelo, one of the leading companies in the fashion sector in Brazil. With brand protection measures, the company achieved a reduction of 81% in Cost per Click (CPC), that is, the average amount paid for a click on sponsored ad, in addition to raising the click-through rate 132% (CTR) on the brand's website, which represents the relationship between the number of clicks and the number of views of an ad.

Media.Monks, an end-to-end solutions company in marketing, creativity and technology, and Riachuelo were creating a partnership focused on acquiring new customers through the brand application and already had campaigns designed with ROAS conversion and growth in mind. The challenge of BrandMonitor was to add brand protection expertise in this strategy, eliminating the misuse of the Riachuelo name and reducing costs with brand variations. 

From this challenge, BrandMonitor came on the scene as a robust and innovative solution for brand protection.Through its advanced monitoring and analysis platform, the startup provided the company with constant and detailed reports on the use of the brand. 

“Communication between the BrandMonitor team and the Media.Monks team was essential for the result we observed. Our monitoring sent reports periodically to the media team and together we performed the analysis of the data obtained. While the media team optimized campaigns aiming at the best performance, our team mediated agreements to eliminate the aggressors of Riachuelo”, highlights Diego Daminelli, CEO and Founder of BrandMonitor.

The results achieved were remarkable. In addition to the significant reduction in cost per click (CPC) of the increase in click-through rate (CTR) of Riachuelo, indicating a greater effectiveness and engagement of the campaigns promoted, in just five months of collaboration, there was a tangible growth in return on investment (ROAS), highlighting the positive impact of the actions implemented. These results reinforce the effectiveness of the measures adopted by BrandMonitor and its contribution to the success of the Riachuelo marketing strategy.

“Receiving BrandMonitor reports daily is essential to visualize the use of our terms, something we could not see otherwise. Our campaigns were already showing results with Media.Moonks Brazil and BrandMonitor came to be the technology that boosted our performance. In addition to being a solution that guarantees the reduction in our costs, we are also managing to reach our customers without deviations and protect the purchase journey and our brand. We are very pleased and anxious about the next results”, declares Marcia Bruno de Lima, Head of E-commerce Riachuelo.

The results achieved demonstrate the power of brand protection in the digital landscape and highlight the importance of strategic partnerships in maximizing the performance and effectiveness of marketing campaigns.“This successful case illustrates how a proactive and focused approach to brand protection can not only protect brand integrity, but also drive long-term business success”, concludes Diego Daminelli, CEO and Founder of BrandMonitor.

What to do when the high season arrives earlier than expected

Robert Reiter
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What to do when the high season arrives earlier than expected

In the classic 1996 film, “A Toy Hero”, Arnold Schwarzenegger plays a father desperate to find, on Christmas Eve, a toy that is sold out. It is possible to identify with the regret of those who left to shop at the last minute, but it is unlikely that a retail logistics professional has the same problem.To ensure inventory, it is necessary to start meticulous planning in advance of up to twelve months.

Usually, retailers start buying the items of Black Friday and Christmas in September, when also increases the flow of transport. Most of the goods are shipped by sea between august and october, and the other, more urgent or unexpectedly popular products, is embarked in the air mode from mid-September.

This year, however, everything indicates that the high season of sea freight is occurring two months earlier than usual. There is already an anticipation of sea shipments for several reasons: greater storage capacity at the tips, an unexpected and brief drop in the value of freight and the attempt to avoid possible disruptions in transport due to labor negotiations in East Coast ports and the risk of increased Chinese tariffs after the November elections. Another factor that contributes to this is the continuous problems of capacity on ships, caused by threats to carriers transiting the Red Sea and congestion in ports in Asia.

In addition to these global challenges, Brazil also faces particular issues that affect logistics, especially during the high season. One of the main factors is chronic congestion in the main ports of the country, such as Santos and Paranagua. This congestion can lead to delays in the movement of goods, which can generate an increase in the waiting time of ships. With the high season arriving earlier, these problems worsen, as the increase in the volume of shipments further increases the pressure on port infrastructure. To mitigate these challenges, it is crucial that Brazilian retailers plan ahead and consider the possibility of redirecting their cargo to less overloaded ports or even invest in options of intermodal transportation.

The air transport market is also starting to get overwhelmed with e-commerce volumes leaving the Asia-Pacific region, which complicates planning for those who are late to replenish their stocks for the holidays.

What to do to help the retailer who missed this move of anticipation of high season shipments? In the past, it would be more difficult to serve these customers. But since the pandemic, the supply chain industry has adapted to deal with disruptions in commercial flows. It is likely that logistics providers implement contingency plans and make use of creative solutions to bring the goods to the place where they will be purchased. Examples of this include redirecting cargo through different ports and mixing modes of transport (such as maritime and air & air & avoid high risk areas or bottlenecks.

Another advantage is that technology has advanced and more logistics providers can offer visibility into the flow of cargo and events, allowing for real-time reactions. The combination of AI and data analysis is revolutionizing the calculation of ship arrival time, considering a wider range of variables, from weather conditions to vehicle performance, to provide more accurate forecasts that support planning. This particularly favors those retailers that make their own data available to their suppliers. Working with partners that offer an end-to-end logistics solution and that have advanced technology can allow adaptations to replenish inventories more easily.

Ultimately, the retailer may have to allocate budget for premium freight. For the most in-demand products and high-value goods, the risk of out-of-stock must be minimized by using transport options that offer more capacity and fast transit times. Intermodal services, for example, can offer significant reductions in the path and, in some cases, already have guaranteed space reserved with air and sea carriers. The LCL (cargo smaller than the container), although more expensive than full containers, often has priority with sea carriers.

Perhaps the most reassuring news of all is that although the peak season has arrived earlier in 2024, the supply chain is better positioned than ever to deal with the unexpected.There is still opportunity to act and ensure that products are available to customers. In this scenario, the key to success will be the ability to quickly adapt and explore new solutions. Whoever manages to maintain a flexible and strategic approach, making the most of the technology and available resources, will be better prepared to overcome difficulties and meet demand. By meeting these challenges with creativity and resilience, they will not only meet customer expectations, but also strengthen their position in the market for the future.

Challenges and opportunities with AI for small and medium entrepreneurs in e-commerce

E-Commerce Update
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Challenges and opportunities with AI for small and medium entrepreneurs in e-commerce

The use of Artificial Intelligence (AI) in online retail has transformed the way companies interact with consumers and manage their operations. This technological advance currently contributes to entrepreneurs to optimize business management and enhance the dissemination of their products and services.

According to a survey conducted by the American consultancy MarketsandMarkets, the Artificial Intelligence market is estimated to grow until 1900% worldwide by 2026. This growth is driven by the increase in demand in sectors such as health, industrial automation and especially in retail.

“Generative and predictive Artificial Intelligence can help retailers in many cases: from the creation of their store, with tips on how to perform better in search engines, through registrations and configurations, to the maintenance and strategic design of their business, providing insights for action on seasonal and strategic market dates,” details Ricardo Leite, Director of UOL Host.

For many entrepreneurs, Artificial Intelligence may seem like an unknown field and full of challenges, but it is necessary to talk about its applications. Which is why Ricardo Leite separated some tips on how the use of AI and its functionalities can help small and medium entrepreneurs to create a successful business in the digital environment.

Product descriptions:

A successful e-commerce has detailed descriptions of the products, in order to assist the consumer at the time of purchase. Artificial Intelligence can play an important role in creating complete and attractive descriptions, helping customers find exactly what they are looking for and, consequently, boosting the results of the online store. ChatGPT, in addition to assisting with descriptions, provides comprehensive details and content improvements for your online store and VirtUOL Store already offers this solution natively to all customers.

SEO strategies:

With the increase in Customer Acquisition Cost (CAC) in e-commerce, which represents the sum of investments in marketing and sales divided by the number of customers won in a period, it is important to value organic ranking in search engines. For this, it is essential to have an optimized SEO according to good practices VirtUOL Store, UOL Host, offers a functionality that generates customized descriptions according to the store identity, optimizing the shopping experience. Today, it is the only e-commerce platform that helps in product registration and store SEO natively, without additional costs.

Category optimization:

Categorization makes it easy for customers to quickly find the items they want, reducing the bounce rate (bounce rate) of the site. This metric represents the percentage of visitors who access a page and leave without interacting with the content or clicking on other pages. ChatGPT can help create a custom category tree for the store.

Sales strategies on seasonal dates:

To achieve success on these occasions, a clear and effective strategy is fundamental and artificial intelligence (AI) can assist in creating accurate strategies, offering insights into promotions and ideal content for social networks, for example

Email marketing:

Email marketing is one of the most effective strategies to increase conversions in online stores, so using AI in content creation and message strategy design can help improve metrics for shots and promotional campaigns.

The economic impact of fractional load optimization

E-Commerce Update
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The economic impact of fractional load optimization

In the last five years, the road transport sector in Brazil has undergone significant changes, driven by the need for optimization and efficiency in the face of economic and logistical challenges. The optimization of fractional loads has consolidated as a crucial strategy, allowing companies to reduce operating costs and increase their competitiveness in an increasingly challenging market.

According to data from the National Association of Cargo Transport and Logistics (NTC&Logistics), road freight transport in Brazil moves approximately 65% of all cargo transported in the country. In the last five years, the sector has registered an average growth of 3.34% per year, driven by the increase in demand for freight transport, especially with the growth of e-commerce. In 2023, the logistics sector in Brazil has handled more than R$ 95.8 billion, consolidating itself as an essential pillar for the national economy.

This growth has also brought challenges, such as increased operating costs due to inflation and fuel price volatility.In response, companies of all sizes have sought solutions to optimize their operations, and fractional cargo consulting has stood out as one of the most effective approaches to achieve these goals.

Cost Reduction: A Significant Impact

Studies indicate that the adoption of optimization practices in fractional loads can result in savings of up to 15% in the logistics costs of companies operating in road transport. These data are supported by analyzes of the National Confederation of Transport (CNT), which indicate that companies that consolidate their loads and optimize their routes can reduce fuel consumption by 20%, in addition to minimizing vehicle wear.

A practical example is that of a company CosmeticOne, which, by implementing the consultancy of Transvias, managed to reduce its operating costs by 12% by consolidating its weekly shipments to several points of sale in a single optimized loading. This resulted not only in reducing the number of trips needed, but also in improving the efficiency of deliveries, allowing the company to offer better deadlines and strengthen its competitiveness in the market.

In addition to direct savings, fractional load optimization also contributes significantly to increased competitiveness of companies.Data indicate that companies that adopt these practices may see an increase of up to 81TP3Have their profit margins, a result of reduced operating expenses and improved logistics efficiency.

Celio Martins, Transvias new business manager, comments: “A fractional cargo consulting not only reduces costs, but transforms the way companies operate.We see a significant change in the competitiveness of our customers, who are now able to offer better delivery times and more attractive prices, which has generated a direct impact on their revenues.”

Success Cases: Strategies that Drive Results

Another example is the TechInnovations a company in the technology sector that, by adopting the strategies of Transvias, managed to reduce its annual logistics costs by 18%. By implementing a real-time monitoring system, the company was able to adjust its routes dynamically, avoiding congestion and optimizing the use of fuels TechInnovations it not only reduced its costs, but also decreased its carbon emissions by 15%, aligning itself with sustainability practices.

Prospects for Growth and Sustainability

With the growing demand for efficiency and sustainability, the trend is that more and more companies will adopt the optimization of fractional loads as a central strategy. It is estimated that by 2025, the fractional loads market in Brazil will grow at an annual compound rate of approximately 4.30%, driven by the need to reduce costs and increase operational efficiency in the logistics sector. This growth reflects not only the search for greater efficiency in operations, but also the adaptation of companies to a scenario where sustainability and reduction of carbon emissions become increasingly important.

This trend is strengthened by significant investments in logistics infrastructure, such as highway privatization and increased port capacities, which are projected to receive around BRL 205 billion (approximately USD 36.3 billion) per year by 2025.

This data demonstrates that fractional load optimization is not only an economically viable practice, but also an essential strategy for companies looking to remain competitive in a rapidly evolving market.

“Fractional load optimization has become a key piece for companies that want to grow sustainably,” concludes Celio Martins.“Na Transvias, we are committed to helping our customers navigate these changes and position themselves as leaders in their industries

10 Aspects of paid media linked to new internet consumption habits

E-Commerce Update
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10 Aspects of paid media linked to new internet consumption habits

A Nielsen survey shows that 70% of consumers trust third-party online recommendations. The number reinforces that the impact of paid media on the consumption habits of internet users is far from small, and can leverage entire businesses.

“Advertising campaigns transform consumer behavior and affect the competitiveness of brands in the market, so it is a scenario that deserves maximum attention”, says Bruno Almeida, CEO of US Media, leading media solutions hub in Latin America.

To clarify the benefits of investing in this strategy, the executive listed 10 fundamental aspects of paid media linked to new consumer habits.Check:

  • Short and long term impact

When brands balance frequency and relevance of campaigns, the benefits of paid media are immediately perceived and can extend for years.“A Short-term users receive advertising messages that speak to their interests, which influences their buying decisions.Then, in the long run, this can cause them to choose that brand as their favorite, creating an” engagement cycle, says Almeida.

  • Access to new products and services

Paid media campaigns also bring new buying options, causing consumers to try new products and services.“The more conservative, who rely on organic recommendations or past experiences, often end up having no contact with hot market launches, especially in dynamic sectors such as fashion and technology”, explains the CEO. 

  • Customer loyalty

Investing in paid media is an excellent strategy to create a lasting bond with consumers, especially when aligned with exclusive benefit programs.As the US Media leader characterizes,“nada is a well-planned campaign to highlight brand values and the real benefits that a loyal customer can get”.

  • Applicable in various sectors

E-commerce, technology and financial markets are just some of the many sectors that have benefited from increased investment in paid media.“We are talking about areas that rely on a strong digital presence to reach and engage their consumers, so they use this strategy to target their messages and ensure more”, says Almeida.

  • Competitiveness for SMEs

“Small and Medium Enterprises (SMEs) can compete with big brands”, warns the CEO. Through niche strategies and high personalization, advertising campaigns can cause a smaller brand to grow on social networks and conquer the target audience showing its potential for innovation.

  • Omnichannel approach

Today, betting on a strategy that integrates multiple communication channels balances paid media with organic content, being essential to maintain engagement and avoid fatigue.“Relevance and segmentation are the keywords for any campaign that adds value to the consumer experience”, guarantees the US Media expert.

  • Balance and authenticity

The balance between paid media and authentic content is crucial. According to Almeida, companies should use campaigns to drive traffic to genuine productions, such as customer testimonials and success stories.“Partnerships with good influencers are also effective in amplifying the message in a true”, he adds.

  • Creativity & innovation

There is no point in investing in paid media if the brand follows what everyone else is doing. As the executive advises: “An innovative campaign always starts with a good team thinking outside the box, so focusing on strategic planning is a step that can not be left aside by the company. Create thinking about each platform on which the campaign will run, and not replicating the same creativity for all, also increases its effectiveness.”

”

  • Emerging trends and new technologies

Some trends and technological tools are already impacting consumer habits, so they are completely relevant to paid media strategies. The main ones are: real-time personalization through artificial intelligence, advertising on short video platforms, the increase in programmatic advertising and advertising based on social and environmental values.

  •   Diversification of approaches

To adapt their paid media strategies to new consumer habits, companies also need to diversify their approaches.“We live in an increasingly fragmented digital environment, so always offering the same thing and in the same format to the public is definitely not a good idea these days”, concludes Almeida.

Magalu Group competes with 12 brands for the Reclame Aqui 2024 award

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Magalu Group competes with 12 brands for the Reclame Aqui 2024 award

Magalu competes with 12 brands for the Reclame Aqui 2024 award. The consumer voting phase has already begun and is the last of the award process. Only companies classified on the Complame Aqui site with reputation levels participate in this phase Good, Great or RA 1000 (maximum level of service granted by the site). The Reclame Here Award is today one of the main seals of quality of service of companies operating in Brazil.

This year, 12 Magalu group brands are finalists of the award: aiqfome, Magalu Consortium, Cosmetics Season, Virtual Bookcase, KaBuM!, KaBuM! Smart, Luizacred, Magalu & E-commerce, Magalu Physical Store, Magalu & Marketplace, Netshoes and Zattini. Magalu Group participates in the Reclame Award Here since its inception in 2011. In 2020, the company was recognized first in five categories: Retail Network and Consortium 0, Consortium also has the best Retail Business, Consortium 1 of the best Customer

To vote for Magalu group companies, please visit the links below:

Food & Delivery: aiqfome https://www.reclameaqui.com.br/premio/votacao/alimentos-e-bebidas/106/

Informatics & E-commerce & Major Operations: KaBuM!

https://www.reclameaqui.com.br/premio/votacao/aparelhos-eletricos/2526

Credit Cards & Co-Branded, White Label and Private Label & Major Operations: Major Operations Luizacred

https://www.reclameaqui.com.br/premio/votacao/bancos-e-cartoes/2589

Consortia & Large Operations: Magalu Consortium

https://www.reclameaqui.com.br/premio/votacao/bancos-e-cartoes/2504

Beauty, Aesthetics and Cosmetics & Multimarcas E-commerce & Large Operations: Cosmetics Epoch

https://www.reclameaqui.com.br/premio/votacao/beleza-e-estetica/2587

E-commerce & Mega Scale: Magalu

https://www.reclameaqui.com.br/premio/votacao/ecommerce/167

E-commerce & Nichado & OPS: Great Operations KaBuM! Smart

https://www.reclameaqui.com.br/premio/votacao/ecommerce/2476

Books &-commerce & Big Operations: Virtual Shelf

https://www.reclameaqui.com.br/premio/votacao/ecommerce/2530

Marketplace & Major Operations: Magalu

https://www.reclameaqui.com.br/premio/votacao/ecommerce/259

Sports Articles & E-commerce & Big Operations: Netshoes

https://www.reclameaqui.com.br/premio/votacao/moda/2473

Fashion and confectionery & E-commerce & Multibrands & Large Operations: Zattini

https://www.reclameaqui.com.br/premio/votacao/moda/2590

Retail Network & Large Operations: Magalu & Physical Store

https://www.reclameaqui.com.br/premio/votacao/varejo/2550

Efforts to prevent cyberattacks during Black Friday and Christmas shopping start now

E-Commerce Update
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Efforts to prevent cyberattacks during Black Friday and Christmas shopping start now

The growth of e-commerce during high demand dates, such as Christmas and Black Friday, also leads to an increase in the number of cyber attacks in Brazil.To ensure the stability and security of their e-commerce platforms, many companies are starting preparations to prevent their customers from facing problems during purchases.

This consists of reviewing security breaches, slowness and errors, which can generate attacks and fraud and affect both user experience and brand reputation.PwC study reveals that more than half of consumers (55%) would avoid buying from a company after a negative experience, and 8% would give up after a single unfavorable incident. 

“Investing in the quality and security of digital systems not only avoids financial and image losses, but also ensures a positive experience for users, strengthening brand trust and promoting success in high traffic” events, says Wagner Elias, CEO of Conviso, a company specializing in application security (AppSec).

According to the expert, recent cases such as the leak of Facebook data and the failures in the Latam/Multiplus system show the importance of a robust preparation at a time like this, given the increase in the number of attacks on the security of companies around the world. According to a report by the Consortium for Information & Software Quality (CISQ), from 2020, the number of failures in systems increases by about 15% per year. In addition, the Security Magazine revealed that software failures caused a loss of 2.4 trillion dollars in the United States in 2022 and a growth of 1.5 trillion dollars in technical lives.

Application Security

The work of protecting e-commerce software is carried out by what is called application security, a market that is expected to grow, all over the planet, reaching US$ 25 billion in 2029 (Mordor Intelligence).

It consists of having a comprehensive and detailed view of the vulnerabilities of a system and implementing defense mechanisms in advance. “In a comparative way, it works like this: when you are going to park your car, consider if the place is safe and if there are measures to be taken to protect the vehicle. Likewise, problems are anticipated and strategies are created to avoid” risks, compares Luiz Henrique Custodio, TechLead at Conviso.

For Custos, the ideal would be for companies to constantly review their platforms to identify and correct possible security breaches, creating a culture of security.

In addition, for large events, it is important for companies to invest in robust infrastructure and perform load testing to ensure their systems can handle access spikes.

Consumers Should Stay Attentive

Wagner Elias, CEO of Conviso, emphasizes that precaution is critical for both businesses and consumers. However, for consumers, this involves following safe practices when browsing and transacting online.“Always opt for secure payment methods, such as Google Pay, Apple Pay or credit cards, which offer legal protection in case of problems with the seller.”

He also underscores the importance of keeping smartphone and PC software up to date, as criminals often exploit security loopholes in outdated systems. “Avoid downloading apps and software from suspicious sources, and if you need to download a link, carefully check the information and ratings of the app. Elias” warns: “Watch offers that seem too good to be true; they can hide fraudulent intentions.”

Fraudulent websites often mimic known stores to steal personal and financial information. Elias suggests other tips: “Always check if the website URL starts with 2HTTPS’ and features a padlock icon in the address bar. Fake websites often lack these features. Also, be aware of grammatical and typing errors, and make sure the website provides clear contact information such as email, phone, and physical address”.

Other common fraud strategies include phishing scams, where criminals try to obtain personal information through fake messages, and fake apps, which often contain malware. “To avoid these problems, download apps only from official stores such as the App Store and Play Store. Also be aware of pop-ups that offer fake antivirus downloads, as they can be used to steal sensitive data from”.

Research Reveals Exponential Growth of RCS in Retail and Other Sectors

E-Commerce Update
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Research Reveals Exponential Growth of RCS in Retail and Other Sectors

A recent survey conducted by Infobip, which specializes in cloud communication solutions, points to a significant growth in the use of RCS (Rich Communication Services) in the retail sector and other industries. The “Messaging Trends 2024” report reveals a global increase of 358% in RCS usage over the past year, with an impressive 16-fold growth in Brazil.

Caio Borges, country manager at Infobip, points out that the recent integration of RCS on iOS devices, in addition to the already compatible Android devices, should further boost its adoption.“O RCS allows companies to enrich their messages with multimedia resources, making them more attractive to” consumers, explains Borges.

The study, based on more than 470 billion mobile interactions, indicates that 67% of users prefer text messages to voice calls for communication with companies. Borges points out that RCS offers greater security due to the verification of messages, as well as providing more visual and interactive content.

In addition to retail, sectors such as advertising, marketing, health and banking should significantly benefit from RCS technology.In the health sector, for example, the tool can be used for appointment reminders, satisfaction surveys and prevention campaigns.In the financial sector, RCS promises greater security in communications, reducing fraud and phishing risks.

A parallel survey by Digital Third Coast reveals that 47% of consumers are willing to spend more in the coming months if they receive personalized experiences, and 80% believe that new technologies can improve the online shopping experience.

Borges concludes that companies that adopt RCS for seasonal campaigns such as Children's Day, Black Friday and Christmas will be able to double their rates of return with customers.With its ability to offer richer, more personalized and secure communications, RCS is positioning itself as an essential tool for companies looking to improve their engagement with consumers.

Usability of artificial intelligence as a differentiation strategy in retail

Antonio Sa
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Usability of artificial intelligence as a differentiation strategy in retail

The change in the consumer relationship in society, since the pandemic, has caused a restructuring in the retail market. Since 2022, delivery services and e-commerce leverage the sector while imposing challenges related to logistics and the physical presence of the consumer in establishments.

A survey by Mintel shows a sharp drop of 41% in the presence of customers in hypermarkets in 2022, since they prefer to make daily purchases in smaller supermarkets and small local stores. The price is no longer the factor that most determines the moment of purchase for this portion of consumers. But to attract and retain this audience, hypermarkets bet on the development of their own brands and the use of technologies such as artificial intelligence.

In addition to representing cost reduction and the possibility of increasing revenue, the line private label hotel and the use of artificial intelligence tools allows the creation of increasingly personalized and targeted products. The usability of this technology in the retail market is endless.

For example, you can analyze trends and conduct user-base research by integrating this data into the final design of private label items.And more: information management in data-generative learning systems allows you to segment and understand multiple audiences at the same time.

In addition, the generative capacity of AI knowledge serves as a tool for creating layouts and packaging designs.In this context, the efficiency of the technology can be summarized in more assertiveness and differentiation in the launch of private label products and in the improvement of tests.

AI integration can permeate virtually the entire article development chain private label hotelit is able to manage the selection and classification of suppliers in a custom data validation process, with requirements such as quality, price and tax benefits.

Finally, it also contributes to continuous improvement.In analyzing the consumer experience, the hyperpersonalization carried out by AI validates the entire process of developing a new solution in the market, also created with a disruptive and indispensable technology to maintain the continuous growth of the segment in the coming years.

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