Retail digitalization is no longer just a trend, and is already a reality that has redefined the sector. According to figures released in Digitail 2024, companies that embrace digital transformation are experiencing revenue growth up to 5 times higher than those that do not yet adopt these strategies. 

The impact of digital transformation is global. Data the World Economic Forum indicates that by 2025, digitization will contribute approximately US$100 trillion to the economy. 

As Joao Paulo Amadio, vice president of strategy and growth of the Coreted, a company specialized in customer loyalty, “em a market that increasingly delves into the personalization of the customer experience, based on behaviors, to retain it, digital transformation is essential for companies to remain competitive and adjust to changes in consumer behavior.It is important to note that these experiences go far beyond cashback. The general concept is that the business optimizes, through technology, its marketing investments, thus increasing the recurrence of purchases.”.

THE search E-Shopper Barometer revealed that in 2023, 68% of the Brazilian population made purchases on the internet, in proportion to 3.8 orders per month. More than half of the consumers interviewed 55% 55% believes that it can buy over the internet about 100% of the products they need. “To survive in this environment, which advances year by year and already represents for a significant portion of the population of the country the main means to acquire goods, products and services, companies must understand what their customer needs and offer solutions that meet these expectations”o, highlights John. 

Identify & beat the challenges of retail digitization

Even in a deeply connected society, with online experiences increasingly present in the routine of people, the deployment of technology in the daily retail has its challenges. 

The Radar survey of Digital Transformation in Retail 2024, conducted by BIP, pointed out that 83% of the surveyed retailers still need to improve strategies to put the consumer at the center of the business. Among those surveyed, 70% assumed that the company's digital channels are not intuitive and even complicated to use, while 83% signaled that they need to improve the use of customer journey data and feedback.

“Implementing digitalization in retail often requires a deep transformation in the culture of a company, and this is not always easy or fast.In addition, this entire process starts from the company's knowledge and understanding of its customer, which also involves technology, data, in-depth analysis”, explains Joao Paulo. 

Resistance to change and lack of knowledge about digital technologies are significant barriers for retail, which often deals with traditional methods.In addition, the lack of clarity in digital transformation strategy can also impact the flow, considering that data security and privacy are also growing concerns.

Coretava vice president of strategy and growth points out that, “to overcome the challenges, it is essential to stimulate and accept a culture of innovation. This helps reduce resistance to change and promote a mindset open to new ways of working, connected with the present and preparing the way for the future.Facing these barriers and adopting appropriate solutions allows companies to take advantage of the benefits of digital transformation, achieving greater efficiency, growth and profitability”. 

Data they indicate that 86% of customers are willing to pay more for a great experience, and that 57% of consumers will not recommend a company with a poorly designed website for mobile devices. And if a website is not mobile-friendly, exactly half of customers will stop visiting it, even if they like the business.

How to make technology an ally in business?

The change in consumer habits, especially those related to new technologies, is leading retailers to change the way they do business. 

“Technology is a great ally, which allows companies to go beyond the digital experience of consumers. Through it, it is possible to improve from the most basic processes, such as offering a responsive website and effective service, to introduce a gamified experience, which offers personalized benefits to customers of each brand, increasing the average ticket, retention, loyalty and business success in general”, highlights Joao Paulo. 

The expert points out that the modern consumer seeks an increasingly simple and hyper-personalized shopping experience, which needs to be guided by digitalization and data. “Customer loyalty in retail is the primary step to promote brand recognition, establish a lasting relationship between companies and consumers and encourage repurchase, creating a continuous cycle of engagement and loyalty that contributes to the sustainable growth of the business”.

Finally, while implementing digital transformation in retail can bring some challenges, this is an urgent change that will ensure long-term success.“Understanding customer needs, integrating new technologies and taking a step-by-step approach are essential steps to achieving a successful digital transformation”, concludes Joao Paulo Amadio.

Web Automation, a company that provides sales and technology solutions to more than 7,500 commercial establishments in Brazil, has registered a significant growth in the adoption of automated payments. According to data analyzed by the company, the value transacted through payments integrated with the Legal POS system grew from R$ 119 million in August 2022 to R$ 470 million in August 2024, representing an increase of 295% in a three-year interval. 

This advance reflects the consolidation of new payment technologies, especially in a scenario where operational efficiency, security and cost reduction are priorities for companies throughout Brazil.

The Legal POS, the company's flagship, optimizes processes in the food service, offering greater operational control to customers. With more than 20 thousand active points of sale in Brazil, the solution automates cash closing and inventory control, reducing manual errors and increasing the accuracy of operations.

“Automation in the payments industry is improving the customer experience and optimizing business management.Our focus is on delivering solutions that transform end-to-end operation with practicality, security and innovation,”, said Araquen Pagotto, CEO of Web Automation.

In this context, process automation stands out as a competitive differentiator, especially in an industry that deals with high transaction volumes and large customer flows. The Legal POS, which processes more than R$ 5 billion in transactions annually, illustrates the positive impact of automation in the sector. “Last month, we counted more than 11.5 million sales and transacted R$ 470 million, numbers that prove the acceleration of this sector and the efficiency of our” solutions, adds Araquen.

With automation and operational efficiency consolidated, the company also observes the trends that shape the future of payments. Among the forecasts, the growing adoption of approach payments and digital wallets, which offer more convenience and security for consumers, stands out. The integration of these technologies with Web Automation systems contributes to a simplified and convenient purchase journey.