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Influenciadores: protagonistas da comunicação moderna 

Matheus Felipe
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Influenciadores: protagonistas da comunicação moderna 

O impacto dos influenciadores digitais no Brasil não pode mais ser ignorado. O Brasil, com milhões de usuários em redes como Instagram e TikTok, reflete claramente essa realidade. Segundo a plataforma influency.me, 66,7% das marcas devem ampliar seus investimentos em marketing de influência em 2024. 

Esses criadores de conteúdo emergiram como figuras centrais no marketing e na comunicação, transformando a forma como marcas e consumidores interagem.  

Atualmente, a influência digital vai além da publicidade convencional. Influenciadores são vistos como figuras autênticas e próximas, cujas recomendações são altamente valorizadas. Essa proximidade, muitas vezes inexistente com celebridades tradicionais, permite que os influenciadores moldem tendências, promovam produtos e mobilizem comunidades. Desde nano a mega-influenciadores, existem as diferenciações, como o tamanho do público e como isso afeta o engajamento. Nano e micro-influenciadores, apesar de terem menos seguidores, costumam gerar maior confiança e proximidade, tornando-se alternativas estratégicas para campanhas mais autênticas e eficazes. 

Além de impulsionar o mercado, os influenciadores desempenham um papel essencial na democratização da informação. Muitos abordam temas relevantes como saúde mental, sustentabilidade e diversidade, usando suas plataformas para promover a conscientização social. Durante a pandemia, influenciadores brasileiros mobilizaram seus seguidores para ações solidárias, reforçando seu papel como agentes de mudança. Dessa forma, eles ampliam vozes antes marginalizadas e criam diálogos importantes para a sociedade. 

Variadas estratégias podem ser aplicadas em campanhas personalizadas para diferentes tipos de influenciadores, considerando métricas de engajamento e alcance. Esse exercício demonstra o poder do marketing de influência em conectar marcas e públicos de forma genuína, oferecendo algo que o marketing tradicional não pode: autenticidade. 

Portanto, influenciadores são mais do que formadores de opinião; são protagonistas da comunicação moderna. Com sua capacidade de engajar e transformar, eles moldam o futuro do marketing e da sociedade, conectando pessoas e promovendo mudanças. 

Saiba mais sobre o assunto no podcast Midiatize, em que abordamos a evolução desse fenômeno, desde a “arqueologia do termo” até o papel dos influenciadores na economia digital e nas mudanças sociais.

Black Friday e IA: o que esperar do comércio este ano?

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Black Friday e IA: o que esperar do comércio este ano?

Segundo o estudo da Wake/ Opinion Box, sobre Intenção de Compra na Black Friday, feito com 1.076 consumidores brasileiros entre 24 e 30 de julho deste ano, 66% pretendem comprar na próxima Black Friday. E a maior data do comércio eletrônico deve ser moldada pela crescente adoção de tecnologias, especialmente de Inteligência Artificial (IA).

Segundo o estudo Inteligência Artificial no Varejo, da Central do Varejo, feito entre abril e junho deste ano com 307 varejistas brasileiros, 47% já utilizam IA, principalmente em marketing e vendas. Entre os benefícios percebidos, estão aumento de eficiência (84%), redução de custos (42%), melhorias na satisfação do cliente (39%) e aumento nas vendas (36%). A tecnologia ajuda a personalizar a experiência do consumidor e otimizar processos operacionais.

André Maia, co-fundador da startup Armazenaí, destaca que “a IA está revolucionando a forma como os consumidores interagem com as marcas. Com a capacidade de analisar grandes volumes de dados, a IA permite uma personalização sem precedentes, ajustando ofertas e recomendações em tempo real para atender às necessidades individuais dos clientes. Na Black Friday 2024, esperamos ver um aumento significativo nas vendas impulsionadas por essas tecnologias.”

A IA está permitindo que as empresas ofereçam experiências de compra altamente personalizadas, desde recomendações de produtos até ofertas exclusivas baseadas no comportamento de compra do consumidor. 

Logística como diferencial competitivo

“Os serviços logísticos têm se tornado, cada vez mais, um diferencial competitivo para as empresas. Elas não veem mais a Logística como centro de custos, passando a avaliá-la pelo nível de serviço e como um centro de receita. Isso ocorre porque, sendo bem feita, ela garante a satisfação e a recorrência da compra pelos consumidores. Eles preferem comprar de empresas das quais sabem que terão garantia da entrega, bom atendimento, velocidade e segurança”, diz Gustavo Barbosa, cofundador da Armazenaí.

Automação 

A automação de processos, como a gestão de estoque e logística, está tornando as operações mais ágeis e precisas, reduzindo erros e melhorando a eficiência operacional.

Phygital – junção do físico com o digital

A integração de experiências físicas e online está se tornando cada vez mais comum, proporcionando aos consumidores uma jornada de compra fluida e conveniente. 

Em resumo, a revolução está apenas começando, assim como o impacto no varejo e no e-commerce.

Corios anuncia divisão de AI e Analytics da Quality Digital como centro de excelência de serviços de modernização analítica

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Corios anuncia divisão de AI e Analytics da Quality Digital como centro de excelência de serviços de modernização analítica

THE Corios, global em transformação e migração de ambientes SAS legados para plataformas de dados e analíticas modernas, anunciou a Divisão de AI e Analytics da Quality Digital, empresa listada na BM&FBOVESPA e referência em soluções digitais inovadoras, como o Centro de Excelência para conversão acelerada e precisa de plataformas analíticas on-premises, como o SAS, para ambientes open source em cloud.

Robin Way, CEO da Corios, esteve no Brasil recentemente e destacou a importância desta nova fase da parceria com a Quality Digital para o mercado brasileiro. Segundo Way, a iniciativa permitirá que empresas migrem seus ambientes analíticos legados para plataformas open source em cloud, trazendo benefícios significativos para aqueles que utilizam a tecnologia SAS. “A oportunidade é realmente enorme, há mais de 80.000 clientes corporativos da SAS ao redor do mundo e, aqui no Brasil, o uso dessa plataforma ainda é muito grande. Então, a oportunidade de crescimento para esses clientes é exatamente o que a Corios viu nos EUA e Canadá, o que significa que não há limites sobre até onde podemos levar essa parceria”, comenta Robin.

Para Julio Britto Jr., CEO da Quality Digital, essa é uma oportunidade ímpar de trazer ao Brasil uma tecnologia disruptiva. “As empresas brasileiras entenderão que há um mercado enorme para esse tipo de tecnologia e significa muito contar com esta plataforma”, explicou Britto Jr. “Estamos muito orgulhosos de sermos escolhidos pela Corios para representá-los no país e sermos o centro de entrega de seus produtos para o mundo”, completou.

A parceria entre Corios e Quality Digital vai além do Brasil e América Latina, abrangendo também mercados como Estados Unidos, Canadá e Europa. Com a Corios focada no desenvolvimento de software e a Quality Digital atuando como parceira estratégica na implementação de soluções para os clientes, a colaboração promete solucionar uma ampla gama de desafios, oferecendo expertise tanto em tecnologia quanto em execução.

A visão de futuro da Quality Digital está alinhada com as tendências do mercado global. Projetos de inteligência artificial (IA) exigem uma abordagem moderna no tratamento de dados, como a criação de um Data Lake, que potencializa a exploração de dados de maneira mais eficaz. “A nossa visão é que essa divisão de AI & Analytics da Quality Digital venha a ser uma das principais divisões da companhia, não somente no quesito de utilizar a IA na sua amplitude e no campo de IA Generativa, mas também naquelas disciplinas que dão conta do preditivo, prescritivo e do descritivo. Combinando esses elementos junto com o generativo, temos dado respostas muito propícias ao retorno de investimento para as empresas”, ressaltou Cássio Pantaleoni, Head AI & Analytics da Quality Digital.

A Corios também se diferencia por seu profundo conhecimento em tecnologias emergentes e ferramentas de provedores de nuvem, como o Databricks. Essa expertise amplia as oportunidades da parceria, não se limitando às migrações de sistemas legados, mas explorando o potencial da inteligência artificial em tecnologias específicas. Assim, do ponto de vista estratégico e tecnológico, a parceria abre novas possibilidades para o mercado.

Outro ponto crucial dessa colaboração é a transição de plataformas de análise de dados antigas, que muitas empresas não desejam manter, para soluções mais modernas. O desafio está em encontrar profissionais qualificados para operar essas plataformas antigas, enquanto novos talentos preferem as tecnologias mais atuais. A parceria entre Corios e Quality Digital não só facilita essa migração, como também oferece aos profissionais experientes a chance de desenvolver novas habilidades, garantindo sua relevância no mercado de trabalho.

“Essa parceria foi um encontro muito feliz que tivemos com o Robin, porque complementamos nossa estratégia. Entendemos que essa tecnologia disruptiva que está surgindo e mudando a tecnologia antiga para uma nova, é uma grande oportunidade de consolidar nosso crescimento para os próximos anos neste mercado”, concluiu Britto Jr.

How to brand your startup

E-Commerce Update
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How to brand your startup

With thousands of new businesses emerging annually, the market becomes a real battleground for startups. Competition with large companies forces the creation of increasingly creative strategies, but it is precisely in this scenario that branding becomes essential. Eros Gomes, a brand specialist, highlights that branding goes beyond a simple logo; branding helps create connections between customers, shareholders and employees, defining how your company is perceived in the market.

Branding is a business management model that aims to make the public recognize and connect with your brand. This includes from the name, so, to the values and missions of your company, but goes much further. Branding is about connecting with all stakeholders in a strategic way. For startups, this construction is crucial: “Without a strong and unique brand identity, it is difficult to stand out and win the loyalty of consumers,”, comments Eros Gomes. Investing is more than a differential; it is a strategic pillar for the survival and growth of the business.

Initial Steps to Develop Your Startup Branding

1. Define Your Story and Mission: Before creating any visual material, it is critical to establish the narrative of your startup. Why does your company exist?What impact do you want to make? These responses help shape your brand mission, creating an emotional bond with the audience.

2. Choose a Memorable Name: Your company name should be easy to remember, unique and convey the brand values.“Avoid complicated or confusing names with competitors; simplicity and originality are your best allies,” recommends Eros.

3. Develop a Cohesive Visual Identity: Visual identity goes beyond a logo; it involves colors, typography and design that convey the essence of the brand. Eros emphasizes that consistent “cores and fonts at all touchpoints create a strong and recognizable image.”

Graphic design is one of the pillars of branding for startups.From logo to website design and marketing materials, every visual element should reflect brand identity.Many startups avoid hiring designers due to cost, but Eros suggests affordable solutions like unlimited graphic design services, which offer quality and consistency without compromising budget.

But in which direction should you go? Well, creating a brand is a dynamic process.Customer feedback, market analysis and trends should guide the continuous evolution of your identity.“Always be open to adjustments, whether in communication or visual identity, to ensure that your brand remains relevant,” advises Eros.

Branding is an intangible but powerful asset that goes beyond a product or service. Investing in a solid and authentic brand identity is the way for startups that want to stand out and build a lasting legacy in the competitive market.

Black Friday: payment methods should be a priority to ensure conversion

E-Commerce Update
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Black Friday: payment methods should be a priority to ensure conversion

Consolidated as a relevant date in Brazilian retail, Black Friday has shown significant growth in recent years. Marked for November 29, this year's edition already presents remarkable numbers in relation to buyers interested in acquiring products during the period.

A survey carried out by PiniOn it demonstrated that 39% of the survey participants are intent on shopping on date, while a study promoted by Opinion Box in partnership with Dito revealed that 55% of consumers plan to purchase products during Black Friday, thus highlighting the considerable potential of this occasion.

In addition, more and more brands have been preparing to offer promotions not only on that specific day, but expanding to cover the full week or even the entire month with initiatives such as “Black Week” and “Black November”.

“Several companies are already looking at the date with a focus on providing improvements in the shopping experience, comments Daniela Machado, Global Director of Marketing and Products C&M Software, Brazilian multinational that offers technologies for the financial market and the means of payment sector.

Black Friday not only represents a significant opportunity for consumers, but also a strategic moment for retail, which can generate mutual benefits between businesses and buyers.

Payments in e-commerce

One of the crucial factors for the success of e-commerce is the diversity and security of the means of payment available to consumers. The choice of method can directly influence the purchase decision and the user experience.

According to a survey conducted by Pagar.me in collaboration with E-commerce Brazil, 62% of merchants are adopting Pix as an attraction to present more competitive prices.And the expectation is that there will be an even more significant increase this year, solidifying Pix as a relevant strategy in promotional campaigns.

However, it is essential that e-commerce platforms ensure the security of customer data, mitigating risks such as fraud and information leaks.

“The user feels more comfortable to make their purchases when the site offers solutions that simplify their journey and increase security, especially with the reduction of screens and the elimination of the need to enter data outside the bank environment. By modernizing and adapting to technological developments, e-commerce not only stands out in the competition, but also boosts its billing by reducing the abandonment rate of” carts, comments Daniela.

Still according to the executive of C&M Software, retail faces intense price competition and must recognize the preference of the Brazilian consumer for Pix when making purchases. However, the solutions available in large marketplaces and sales sites usually have an extensive user journey, resulting in a preference for credit card.

“This choice can harm retailers due to the reduction of earnings, waiting for receipt and the risk of default. Therefore, it is essential that there is a prioritization of immediate reconciliation and agility in receipts, avoiding the division of profits with the flags of” cards, highlights the executive.

Payment methods are not only an operational component, but a determining factor in the customer experience and, consequently, in the vitality of the online business.

Improvements to the shopping experience

To improve the step by step of customers in relation to the completion of purchases, especially with regard to the type of payment used, companies have sought ways to provide a better experience to their consumers and one of them is the use of platforms and tools that assist in the final stage of product acquisition, making it safer for users and avoiding issues such as cart abandonment for e-commerce.

And it was with this in mind that C&M Software executives developed Crystal, an innovative institution that offers products that allow integration with Open Finance. Crystal is a Payment Transaction Initiator (ITP) that shortens the steps when paying for purchases made in e-commerce. The use of the tool allows the user to make the payment with fewer steps and without the need to enter data outside the banking environment, which provides greater comfort during the transaction.

“When a website offers solutions that simplify the customer journey and increase security, user satisfaction increases. In addition to demonstrating modernity and attention to technological developments, e-commerce stands out in the competition by reducing the rate of abandoned carts, resulting in a significant increase in billing and Crystal can be a great ally”, highlights Daniela.

Cart abandonment

Cart abandonment is another challenging issue faced by contemporary e-commerce.Recent data indicates that, on average, 70% of consumers who add products to the cart do not complete the purchase, resulting in significant losses for virtual merchants.And for this, Crystal can also be a great ally by ensuring a faster and safer checkout.

“Currently, being an extensive and complex process, besides being full of uncertainties in the security of the site, the bounce in the cart has risen to 82%, that is, the electronic retail has been losing a significant amount of” conversion, comments the executive of C&M Software.

The implementation of innovative solutions, such as Crystal, emerges as an effective response to the difficulties of e-commerce in preparing for Black Friday.The adoption of technologies that optimize the customer journey becomes an essential competitive differential, meeting the growing demand for efficiency and security and solidifying the position of companies in the e-commerce market.

84,5% of Brazilians prefer apps for shopping, while those of social networks and meetings follow as more used daily, reveals research

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84,5% of Brazilians prefer apps for shopping, while those of social networks and meetings follow as more used daily, reveals research

With the start of the holiday shopping season, the Consumer Expectations Report 2024, recently launched by Appdome, the one-stop shop for mobile application defense, points to a promising scenario for online commerce. According to the study, 84.5% of Brazilians use mobile applications to make their purchases, a number that exceeds the global average at 53%. However, this increase in app use has been accompanied by a growing concern about data security, especially considering that almost half of the population has already suffered or knows someone who has been the victim of cyber attacks, according to the investigation.

This year marked the third consecutive survey in which Brazilian consumers reported using mobile apps more than websites for shopping and other transactions. The growth gap between mobile apps and online sites has increased at a similar pace to the previous three years, making it unquestionable that mobile apps have replaced traditional websites as the most widely used part of daily consumer activities in Brazil.

In addition, Brazilians are using more mobile applications daily, with a greater growth in relation to the number of apps: 21.5% of Brazilians use 11 to 20 per day, and 13.9% use more than 20, numbers 24.1% and 73.3% higher than the global standard, respectively. The use of less than 5 applications per day has fallen significantly. The data indicate a growing trend in the number of mobile applications used daily by Brazilians, with consistent growth year after year, especially with a greater amount of apps. 51.31,3T time also passed global.1.

Tom Tovar, CEO and Co-founder of Appdome explains that the massive increase in mobile app usage in Brazil highlights the urgent need for brands to step up cybersecurity to protect their users.“Brazilian consumer behavior with such a high percentage of users using many apps daily raises the level of attack risk, as each new app installed can be a potential gateway to” threats.

Social networking and dating apps ranked first among the most used, with 56.9%. Banking, investment and digital wallet apps also topping the list, with 47.9% and 42.4% of Brazilians stating they use these apps more frequently. Food delivery apps and mobile games and betting also recorded significant gains, with 41.2% and 34.1% respectively.

Security and protection of sensitive data

When asked what their biggest fears were when using mobile apps, mobile hacking and fraud topped the list with 61.3% and 54.5%, respectively. Data breaches remained stable at 29.9%.In anticipation of having their data protected, 96.7% of Brazilian consumers said they seek information about app security and privacy before using them, a substantially higher number than that of global consumers.

One in two respondents report that they have already been victims of social engineering scams, and 48.9% have been targeted by a cyber attack, mobile malware or mobile fraud, exceeding the global average at 60.7% and 15% respectively.In view of this, 52.1% of consumers in Brazil said that mobile apps that collect, use and share personal data should maintain the highest levels of security and privacy protection, an increase of 7.1% compared to 2022.

Finally, 78,7% reaffirmed that they abandoned mobile applications that did not protect their data or its use, a number very close to those who said that they stopped using a mobile application that had suffered a violation.“se given reinforces the growing awareness of users about the importance of data protection and digital privacy, that is, the trust of users is directly linked to the ability of a company to protect sensitive information and a data breach can result in significant impacts for brands both in reputation and customer retention. In a scenario where cybersecurity is a priority, companies that do not properly invest in this area run the risk of losing their user base Tovar quickly.

Fernando Baldin recebe o prêmio de personalidade do ano da HDI Brasil

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Fernando Baldin recebe o prêmio de personalidade do ano da HDI Brasil

Recentemente, Fernando Baldin, Country Manager Latam da AutomationEdge, recebeu o prêmio de personalidade do ano da HDI Brasil, no Experience HDI 2024, evento realizado pela HDI Brasil, instituto responsável por reunir as boas práticas e a comunidade de gestão de serviços de TI, suporte e atendimento técnico no país, que aconteceu no Resort Club Med Lake Paradise & Metaverso, em Mogi das Cruzes, São Paulo.

O prêmio é um símbolo de dedicação, esforço e generosidade, sempre entregue para um profissional que se dedicou a comunidade e ao mercado de TI. Antes de ser anunciado no palco, Baldin foi exaltado além de um bom profissional que entende de gestão de serviços, por ser uma pessoa que compartilha os seus conhecimentos com outros profissionais do setor. Por conta disso, o troféu reconhece não apenas as capacidades técnicas, como também a capacidade de inspirar o próximo.

Ao subir no palco, Baldin agradeceu os colegas de profissão e a sua família. “Antes de tudo gostaria de agradecer todo o time da HDI por esse evento fantástico e também a toda minha família. Em 2013, foi a primeira vez que fiz uma apresentação da HDI, e hoje é um prazer receber este prêmio e ser reconhecido em uma área que me dedico todos os dias”, comentou o executivo.

O Experience HDI é o maior e mais imersivo evento de serviços de TI da América Latina. Esta foi a sua 16ª edição, que contou com conteúdos e palestras transmitidas tanto na plataforma online em metaverso quanto presencial para todo o público. Levando conteúdos, experiências e inovações para a comunidade de TI. No último ano, o evento reuniu mais de 1.500 profissionais e empresas de serviços de TI e Inovações, de todos os estados brasileiros. Mais de 60% foram lideranças e tomadores de decisões, o que potencializou geração de negócios e aprimoramento da gestão estratégica.

Generation Z is expected to represent 30% of the workforce by 2030, Adobe says

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Generation Z is expected to represent 30% of the workforce by 2030, Adobe says

According to the report Cultural Insights, from Adobe Stock, conducted by Adobe, Generation Z is expected to surpass Boomers in the workplace later this year and make up 30% of the workforce by 2030. This increase in the first generation of digital natives in the corporate world is leading companies to rethink their practices, adjusting them to the expectations of this generation regarding organizational culture, inclusion, benefits, career opportunities and mental health care.

Many companies are already reviewing their policies and cultures to retain these young people, especially as Generation Z 57% plans to change jobs within a year. These adaptations are transforming the professional landscape, impacting corporate routine and work models.

According to Paulinho Franqueira, Principal Solutions Consultant of Adobe in Brazil, the goal is not only to attract, but also to retain these talents.This second goal is challenging, since Gen Z is more likely to move professionally frequently, unlike previous generations.“Fortunately, efforts to renew corporate culture and offer greater flexibility in the workday have proven effective in retaining these talents”. 

Social Issues

Generation Z is the most diverse in the workplace and requires leaders who are honest, empathetic and fair. In the United States, 77% of young people of this generation believe that it is essential to work in companies committed to diversity, equity and inclusion. In addition, 58% require their employers to prioritize social and environmental responsibility, according to a survey by Talent LMS and Bamboo HR, while 68% value engagement with social causes.

The same study found that Gen Z's 76% defines a great work environment as one in which “people are caring, friendly and socially conscious”. 

Company Benefits

For Generation Z, flexibility and career path are more important than remuneration, a priority that contrasts with that of baby boomers, who put wages first. “Although there are overlaps between the preferences of different generations, the motivations behind these choices vary according to the stage of life. Generation Z may be considered an idealistic’, but does not face the same financial pressures as supporting children, for example”, notes Franqueira. 

Career Development and Mentoring

An Adobe survey in 2023 revealed that 83% of young people consider mentoring crucial to their development, but only 52% have a mentor, and 48% want more training in work-related technical skills. “As they enter the workforce, they know they need guidance, and any company offering a mentoring program will significantly increase the retention of” talent, says Franqueira. 

Life Balance and Mental Health

Generation Z values work-life balance, prioritizing quality time outside of work. YPulse trends survey“What’s Next For Work” revealed that 78% of young people in the United States feel exhausted due to work.Depletion and lack of work-life balance are the main reasons why Generation Z leaves their jobs, even overcoming the issue of inadequate wages.

Young people of this generation are also more likely to seek mental health support compared to other generations. About 82% of them in the US consider it important to have days dedicated to mental health, while half would like to receive training in this area.

With Generation Z taking up more and more space and gaining a voice in the labor market, companies that want to remain competitive need to adapt their cultures to meet the expectations of this new generation. Investing in flexibility, career development, mental health and social responsibility attracts and retains them, creating a more dynamic, inclusive and sustainable work environment. 

The changes initiated by this generation are already shaping the future of work, and organizations that align with these trends will be better positioned to thrive in the years ahead.

FCamara opens applications for its mentoring program open to the public

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FCamara opens applications for its mentoring program open to the public

FCamara, technology and innovation ecosystem, through the tech Orange Juice community, announces a new edition of Mentoranger, a free mentoring program open to all professionals interested in improving management capacity. In the last edition, held in June this year, 41 mentorships were offered, with the participation of 123 people and 5 mentors. In the previous version, in October 2022, the program held 39 mentors, serving 95 people, with the support of 9 mentors. This time, the company expects a group with more than 300 subscribers. 

Mentoranger, which takes place between October 21 and 25, will have the mentorship of FCamara executives Joel Backschat, CIO; Cleyton Costa, Quality Analyst and Renata Faxina, Tech Recruiter, as well as prominent names of other companies, such as Josi, Head of Culture of Rocketseat, Tereza Alux, Product & Service Designer in South America and Director of Ladies That UX, Vivian Lima, Quality Analyst at Camino Education and founder of the Cantinho community of QAs.

“The idea of Mentoranger is to provide professionals from all over the country's labor market the opportunity for rich exchanges with consolidated and respected experts in the market, adding insights and knowledge to enhance their” leadership capabilities, explains Backschat about the purpose of the project.

Mentoranger is open to all interested parties, without restrictive criteria for participation. Registrations can be made by the link https://tech.orangejuice.com.br/mentoranger  until October 24th, mentees will have the freedom to choose the professionals with whom they wish to conduct their mentoring sessions.The expectation of the public depends on the amount of mentoring available, with a history of more than 120 participants in previous editions.

The event will be fully online, with one-hour sessions, and can count on up to three mentees per session. In the week prior to the event, the company will provide a link to schedule mentoring for subscribers.

Financial protection: 3 reasons to offer insurance in your store

Tatian Martins
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Financial protection: 3 reasons to offer insurance in your store

The Brazilian economic scenario has faced critical challenges in recent years, with alarming levels of indebtedness and default among consumers. According to recent data from Serasa Experian, more than 72 million Brazilians are with some type of debt in arrears, which represents about seven in ten families. Projections of the National Confederation of Commerce of Goods, Services and Tourism (CNC) indicate that the level of indebtedness should grow in the coming months, reaching 79.9% in December 2024.

In this context, financial protection insurance emerges as a solution to protect buyers against unforeseen and economic difficulties caused by loss of income. In addition to expanding the supply to meet a growing demand, a financial protection service ia also called lender insurance (Lendor insurance) brings several benefits to retailers, including customer loyalty and opportunity to generate additional revenue.

Greater credibility

It is undeniable that consumers are increasingly demanding when choosing products and services. They seek not only quality, but also brands that really meet their needs and offer real value. By providing a comprehensive solution that ensures compliance with financial obligations even in the face of adverse situations, the store demonstrates commitment to the safety and well-being of its customers. This helps to attract new audiences, as well as strengthening the loyalty of those who already know the brand by taking care of what is important to them.

Market differential

In an increasingly saturated market, offering financial protection insurance can be an excellent competitive differentiator. Retailers who see beyond the obvious and identify the real needs of consumers have the chance to expand their portfolio with relevant solutions, especially in the current economic scenario.

These insurances guarantee the partial or total payment of the debts of the insured in situations such as loss of income due to involuntary unemployment, temporary physical incapacity, hospitalization by accident, accidental death, among others. In addition, they can provide benefits such as agility in service, which contributes to improve the customer experience and strengthen the position of the shopkeeper in the market.

Increased sales

Financial protection insurance can also generate a significant source of additional revenue for the retailer, reaching a diverse audience, both CLT and self-employed workers, professionals and public officials. By offering these products, it is possible to increase the average sales ticket or even turn initially visitors without purchase intention into consumers, strengthening the efficiency and success of the sales strategy.

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