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Logistics and aesthetic marketing: a distant partnership

Fabio Linhares
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Logistics and aesthetic marketing: a distant partnership

The relationship between logistics and marketing is not the first thing that comes to mind considering the aesthetic market. Still, it is deeper than many imagine. While marketing attracts attention and generates demand, it is efficient logistics that ensures that it is served impeccably, and in a sector such as beauty, where excellence is the key to success, logistics goes from a mere cost to a strategic investment.

The aesthetic industry invests extensive resources in advertising to boost its products in a highly competitive market. Campaigns, event presence, digital influencers and several other strategies are implemented to attract the attention of consumers and professionals.However, all this effort can be wasted if there is no specialized logistics to support these actions.

Imagine a company that launched a revolutionary facial injectable, with a robust marketing campaign that generated a high demand among dermatologists and their patients. Without reliable logistics, products can arrive late, in inadequate conditions or even not be delivered, compromising the effectiveness of treatment.

Understanding that logistics goes beyond the simple transportation of products is the point.It involves ensuring that items arrive in perfect condition, on time and according to the specific regulatory requirements of the health sector.Working with a strictly controlled chain, real-time tracking and a highly trained team to handle sensitive products are fundamental aspects of this process.

For dermatologists, confidence in the delivery of products is essential. They need high quality inputs available when their patients schedule procedures, with no margin for delays or failures. Only efficient logistics is able to meet these requirements and allow professionals to focus on what they do best: provide satisfactory aesthetic results.

It takes going beyond mere service delivery, but focusing on helping industry companies maximize return on their marketing investments. Logistics strengthens the brand, increases customer satisfaction, and ultimately drives business growth.

The connection between logistics and aesthetic marketing is undeniable.It ensures that every marketing investment is amply rewarded. Excellence in product delivery not only enhances clinical outcomes, but can also be a contributor to building a reputation in the market.

Global E-commerce Should Reach US$ 11.4 Trillion in 2029, Driven by Alternative Payment Methods, Study Reveals

E-Commerce Update
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Global E-commerce Should Reach US$ 11.4 Trillion in 2029, Driven by Alternative Payment Methods, Study Reveals

Global e-commerce is on track to reach a transacted volume of US$ 11.4 trillion in 2029, marking a growth of 63% compared to the expectation of US$ 7 trillion by the end of 2024. This data was revealed in a study released today by Juniper Research, which attributes this significant development to alternative payment methods (APMs), such as digital wallets, direct payments to merchants (P2M) and the ubuy now, pay later’ (BNPL, or electronic crediary).

The report highlights that the supply of APMs has grown substantially in emerging markets, surpassing credit card payments in these countries.The analysis suggests that electronic payment methods, which do not involve cards, are changing buying habits, especially among unbanked customers in emerging markets.

“As payment providers (PSPs) offer more APMs, the proper availability of payment options in the end consumer cart will be crucial to improving sales conversion rates”, the study states.Research suggests that PSPs can increase customer satisfaction by tailoring purchase conversions to meet the geographic and demographic needs of consumers through partnerships with local payment companies.

Transactions in E-commerce

Based on 54.7 thousand data points from 60 countries, Juniper Research predicts that in five years, 70% of the 360 billion transactions carried out in e-commerce will be via APMs. At the same time, the company believes that e-commerce companies will invest in logistics improvements to make delivery more viable and attractive to consumers, adding even more value to the sector.

With Mobile Time information

Companies Intensify Efforts to Prevent Cyber Attacks on Year-end Purchases

E-Commerce Update
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Companies Intensify Efforts to Prevent Cyber Attacks on Year-end Purchases

With the approach of high demand dates such as Christmas and Black Friday, e-commerce in Brazil is preparing for a significant increase in cyber attacks.To ensure the security and stability of its platforms, many companies are already taking preventive measures to avoid problems during the shopping period.

These efforts include reviewing security breaches, fixing slowdowns, and errors that can result in attacks and fraud, affecting both user experience and brand reputation.A PwC study shows 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).

Recent cases, such as the Facebook data leak and the Latam/Multiplus system failures, highlight the importance of robust preparation.According to a report by the Consortium for Information & Software Quality (CISQ) of 2020, the number of system failures increases by about 15% per year.In addition, Security Magazine revealed that software failures caused a loss of 2.4 trillion dollars in the United States in 2022, with a growth of 1.52 trillion dollars in the technical“divide”, referring to the rework of software deficiencies.

Application Security

The protection of e-commerce software is carried out through application security, a market that is expected to grow globally, reaching US$ 25 billion in 2029, according to Mordor Intelligence. This work involves a comprehensive and detailed view of the vulnerabilities of a system and the implementation of early defense mechanisms.

“In a comparative way, it works like this: when you park your car, you 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, explains Luiz Henrique Custodio, TechLead at Conviso.

Custos suggests that companies constantly review their platforms to identify and fix potential security breaches, creating a culture of security.In addition, for large events, it is crucial that companies invest in robust infrastructure and perform load testing to ensure their systems can handle access spikes.

Consumers Should Stay Attentive

Wagner Elias emphasizes that precaution is critical for both businesses and consumers. 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 salesperson”, advises Elias.

It also highlights 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 always checking if the website URL starts with 'HTTPS’ and features a padlock icon in the address bar. “Fake websites usually do not have 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”, concludes Elias.

Big Business Executives Discuss Future of Marketing at AdTech & Branding 2024

E-Commerce Update
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Big Business Executives Discuss Future of Marketing at AdTech & Branding 2024

With less than a week to go before one of the most anticipated events in digital advertising in Brazil, AdTech & Branding 2024, organized by IAB Brazil, promises to bring together big names in the sector on September 3 and 4 at Teatro Santander in Sao Paulo.

Executives from renowned companies such as Bradesco, Electrolux, Google, Heineken, Magalu, Mercado Livre, Renault, Samsung Ads, Seara, Spotify, Tinder and Unilever are confirmed to participate in the event. In addition, influencers such as Ana Hickmann, Camila Coutinho and Lucas Selfie, and global figures such as David Cohen, CEO of IAB US, Fiorenza Plinio, global head of Cannes Lions, and Neil Redding, futurist and writer, will also be present as speakers.

AdTech & Branding 2024 will be a unique opportunity to exchange experiences with globally recognized professionals and explore the technologies that are transforming digital advertising. This year's main theme reinforces the institutional campaign launched in June “IAB is the home of digital advertising. It comes more to” and will address topics such as the training of the digital advertising professional, ads in the era of streaming, digital advertising and privacy, in addition to the challenges and opportunities brought by artificial intelligence.

“This event has been consolidated over the years. Distributing the contents for two days, in addition to bringing a larger audience and better accommodate the market as a whole, shows the variety of topics that form the agenda of what we understand as digital advertising. There is no communication without technology. Embracing this point of view brings to the table an immense range of possibilities in emerging topics such as DOOH, CTV, Retail Media, AI and Creator Economy”, says Cristiane Camargo, CEO of IAB Brazil.

Registration for the event can be made on the official website.IAB members are entitled to exclusive discounts when contacting events@iabbrasil.org.br.

Within the programming of AdTech & Branding 2024, IAB Brazil will bring to the country, for the first time, the Global CMO Growth Council, one of the most important marketing events in the world, created six years ago by Cannes Lions and ANA, the association of advertisers from the United States. About 40 professionals were invited to this meeting, which will be led by Fiorenza Plinio, global head of Cannes Lions, and Nick Primola, executive vice president of ANA.

The main sponsors of AdTech & Branding 2024 include:

  • Master quota: Globo, Google, Jellyfish, MercadoAds, PlutoTV, RecordTV, Samsung Ads and UOL
  • Gold: Adsmovil, Digital Banking, JCDecaux, Leonardi and Webedia
  • Bronze: Uber Advertising
  • Support: Bloomberg Linea, Doity, Eventials, Kantar Ibope Media and Offerwise

For more information and registration, visit: www.adtechbranding2024.com

Tecnofit Announces Pedro Cruz as New CEO and Antonio Maganhotte Junior as Chairman of the Board

E-Commerce Update
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Tecnofit Announces Pedro Cruz as New CEO and Antonio Maganhotte Junior as Chairman of the Board

Tecnofit, a management platform for the fitness and wellness segment in Brazil, announced the promotion of Pedro Cruz to the position of CEO. The Portuguese executive, who had held the position of COO since 2022, takes over the company, while Antonio Maganhotte Junior becomes the chairman of the board.

Pedro Cruz, graduated in Business Administration from the Technical University of Lisbon, has 15 years of experience in the areas of Technology and Digital Market. Before joining Tecnofit, Cruz had notable stints at Google and Deloitte, as well as being a co-founder of Navegg, a company specialized in online audience data in Latin America.

The change in Tecnofit leadership, which had been planned in-house for a few months, marks a new phase for the company. Antonio Maganhotte Junior, who held the position of CEO, now assumes the presidency of the board, where he will continue to contribute his vast experience and strategic vision.

5 tips from books about sales to wake up the salesperson in you

E-Commerce Update
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5 tips from books about sales to wake up the salesperson in you

Who believes that sales is a unique skill of sellers is losing one of the most valuable skills in the current market. Today, selling is a skill that everyone, regardless of position or area, need to master to stand out.

In Brazil, the sales force is composed of approximately 3.5 million salespeople, according to data from ABEVD ' Brazilian Association of Direct Sales Companies.If you think that selling does not require training and training, the reality is different: 69% of Brazilian salespeople say that selling is more challenging than ever, according to a SalesForce survey in 2023.

But the good news is that selling is a skill that can be developed.To help you master this art, we have selected 5 Books by national authors that will transform your way of thinking and acting in sales: 

The speaker offers a practical guide to mastering the sales process and achieving exceptional results.With his extensive experience, Concer teaches how to structure an effective sales process, recruit and train high-performance teams, and turn opportunities into consistent successes.

Flavia Mardegan, bestselling author, challenges the belief that selling is a natural gift. Throughout 200 pages, the author demonstrates that, with proper preparation and training, anyone can become a successful seller and win customers. The book is a true guide for sellers, managers and entrepreneurs, since it delivers the methodology created, tested and approved by the author and her thousands of mentees.In addition to valuable concepts, the book offers activities at the end of each chapter, which allows readers a contact with the practice of the learned content.

In this practical guide, Rodrigo Noll, one of the leading experts in referral marketing in Brazil, reveals how to transform the power of recommendation into a solid and effective growth strategy through the VPI Method (Sales By Indication). The book goes beyond teaching how to attract more prepared customers; it shows how to boost your sales by building an referral program that fits your business perfectly. With tested tips and techniques, you will learn to retain customers and turn each sale into an opportunity to expand your consumer base naturally and without large investments.

  • Living American retail: a journey into the heart of consumerism & more Roberto James

Roberto James, a master in psychology and expert in human behavior, offers reflections for sellers who want to understand what makes American retail a global model of success.Based on a 100-day journey through the U. S., the author explores how local culture influences buying habits, highlighting the importance of practicality and technology, especially Artificial Intelligence, in customer service. Sellers seeking to improve their strategies will learn how to customize the shopping experience and meet the demands for convenience, factors that can transform their approaches and results.

In the book, Pedro Camargo argues that to capture attention and emotionally engage his customers, it is essential to apply biological precepts to identify the ideal moments of sale. Through biology, it is possible to discover patterns of motivation and economic behavior without the need for direct questions to consumers. Understanding and decoding the daily attitudes of customers is crucial to highlight your product in the market. Camargo recommends going beyond the explicit expressions of customers and paying attention to subtle signs to make more accurate and effective strategic decisions.

Selling is challenging, but the good news is that with investment in learning, anyone can become a successful salesperson.The five books selected offer valuable insights and practical strategies to enhance your sales skills, from building effective processes to applying referral marketing techniques and understanding biological patterns that influence consumer behavior.Investing in these resources can transform your approach and drive your results, preparing you to meet challenges and seize opportunities in the world of sales.

Negotiation of taxes with the government: know how to proceed in cases of failures in the system of public agencies

E-Commerce Update
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Negotiation of taxes with the government: know how to proceed in cases of failures in the system of public agencies

One of the duties of the Brazilian citizen is the collection of taxes due within the time limit stipulated by law. However, in adverse moments such as, for example, what the world went through with the Covid-19 Pandemic in 2020, things can get out of control and the economy directly suffers the consequences.

In situations of extreme crisis like this, so that the collection of taxes is not compromised, the Government usually adopts a series of measures that help taxpayers to honor their payments, also keeping their collection flow in order.

However, public agencies do not always offer the necessary efficiency for negotiations to be carried out as expected. An importer that operates in the trade of children's products in SC, saw her debts be entered in Active Debt and resorted to the programs to which she was entitled. “In the pandemic period, I ended up contracting a series of debts with the Sao Paulo Department of Finance. So I tried to join the Paulista Agreement program that promised, among other benefits, the reduction of the fine and interest that existed on the amounts in open”, reports the owner.

Data from the National Committee of Secretaries of Finance (Comsefaz) indicate that, only in the second quarter of 2020, the beginning of the pandemic, the collection of ICMS (Tax on the Circulation of Goods and Services) in Brazilian states suffered an average deficit of 18% compared to the previous year, which resulted in the creation of programs such as the “Aordo Paulista”, for example.

The company, which was within the deadline of the Paulista Agreement, formalized the payment conditions and a new issue of ticket was requested. The system, in addition to not making this new issue, prevented the company from making a new application for installment, including within the accession period, contrary to the requirements set out in the Notice. All this, triggering feelings of impotence and frustration. After numerous attempts, all duly filed, the taxpayer decided to seek professional help and managed to be legally included in the Parcelamento Program 0 Paulista Agreement.

According to Dr. Victor Volpe Nogueira de Lima, tax lawyer, partner of Nogueira Lima Law, many citizens do not resort to justice in cases like this, for fear of the bureaucracy involved, but also for the false impression that the effort will be in vain: “In these cases it is possible to file a Security Mandate that guarantees the liquid and certain right, which was violated by the Public Authority”, he explains.

The lawyer advises that, in cases like this, all the attendances are documented, either through numbers of protocols or through prints and emails exchanged with the body involved. And that, faced with the exhaustion of the possibilities for a solution, the person seeks a specialized lawyer, who will come with the necessary resources so that the citizen is not harmed.

In the case presented, once the good faith of the entrepreneur was verified, the net right and certain of it being reinserted in the Paulista Agreement Program was recognized, with the right to reissue the slips and recognizing the violation of the right to effect the adhesion to that request formulated previously.

PL Connection opens accreditation for press and influencers

E-Commerce Update
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PL Connection opens accreditation for press and influencers

On Thursday (22nd), the PL Connection, the main event entirely dedicated to private label hotel From Latin America, [organization name/company] announces the opening of accreditation for journalists, media outlets, and content producers related to the own-brand and retail market. Registration can be completed by September 5th at the exclusive links for [organization/company name]. Influencer or Press.

Hosted by Francal and Amicci, the meeting that is expected to receive 3 million visitors Will bring together the industry's leading experts from September 17th to 19th at Expo Center Norte, in São Paulo, to explore new opportunities and discuss market challenges. private label hotelCarrefour, Grupo Pão de Açúcar, Cobasi, Petz, Lopes Supermercados, Droga Raia, Sam's Club, Tenda Atacado, and other prominent brands will be present at the fair.

This edition will feature 100 exhibitors For the presentation of its products and services, encompassing areas of food, beverages, personal hygiene, beauty, pet care, and other sectors that comprise the ecosystem. Exhibiting brands include Confort Pet, Eco Fresh, EntreRios, Fritop, Grupo PDHB, Hikari, Ideal Cosméticos, Instituto Mauá de Tecnologia, Maricota, Nuf Farmacêutica, Rocha Alimentos, Viveo, and others (see the complete list below).

Lectures and attractions

The program includes lectures, panel discussions, and networking, providing a comprehensive experience with numerous business opportunities. Approximately 40 speakers will share their experiences and the key trends shaping the private label market, including Gabriela Morais, entrepreneur and creator of her own brand, "GAAB Wellness"; Ana Laura Tambasco, Executive Director of Private Brands for Carrefour and Sam's Club; and Ana Maria Diniz, co-founder of PolvoLab.

This edition, in addition to the Arena PL Connection, which will host talks and panels with industry experts, also features new additions like the 2024 Excellence in Private Label Award, a celebration recognizing retailers, manufacturers, and service companies that played a crucial role in developing exclusive products during 2023 and the first half of 2024. Another new element is the Trends and Innovation Hub, a space dedicated to exhibiting the award's finalists and products recommended by exhibitors, which may be innovative or new releases.

To complete the credentialing process, you need to access the links to Influencer or Press.

Awarding Excellence in Private Label Judges

  • Alexandra Jakob, consultant, advisor to Conscious Capitalism Brazil
  • Caio Camargo, co-founder and host of VarejoCast
  • Celso Renato, Vice President of Commercial and Trade, MegaMidia Group
  • Eduardo Terra, Managing Partner of BTR Varese
  • Fernanda Dalben, Director of Marketing and Trade Marketing at Dalben Supermercados
  • Marcos Livato, consultant, founder of Axis Business Consulting
  • Marcos Luppe, professor at EACH/USP and FEA/USP
  • Mascos Escudeiro, advisor and professor at FGV's Retail Excellence Center
  • Mauricio Morgado, Head of the Retail Excellence Center at FGV
  • Olegário Araújo – Co-founder and Consultant at Inteligência 360
  • Ricardo Pastore, advisor and professor at the ESPM Retail Nucleus
  • Rodrigo Mariano, director of the Associação Paulista de Supermercados (APAS)
  • Sandra Tanaka, President of the Retail Women's Institute
  • Sandro Benelli, advisor to the Naval Group
  • Sergio Noia, Advisor, CEO & Founder of AION
  • Silvio Laban, advisor and professor at Insper
  • Virginia Vamonde, CEO of GS1 Brazil

Speakers and panelists

  • Gabriela Morais, entrepreneur and creator of her own brand, "GAAB Wellness"
  • Ana Maria Diniz, co-founder of PolvoLab
  • Ana Laura Tambasco, Executive Director of Private Brands for Carrefour and Sam's Club
  • Domenico Tremaroli Filho, Retail Vertical Director at Nielsen
  • Renato Camargo, vice president of customer experience at Farmácias Pague Menos
  • Rubens Batista, CEO of Martins Atacadista
  • Adriana Luiz Di Sessa, brand manager for Pague Menos pharmacies
  • Hugo Bethlem, corporate and NGO advisor
  • Sandro Benelli, advisor
  • Marcelo Maia, advisor
  • Pedro Camargo, professor of consumer neuroscience at FGV
  • Kiko Binato, CEO of Supermercados Avenida
  • Vera Bermudo, advisor and finance executive
  • Mauro Saccomani, Executive Superintendent Director of Grupo Construbrasil
  • Claudio Conz, president of the Brazilian Marketing Foundation (FBM)
  • Jorge Herzog, advisor
  • Nicolau D'Ellia, LATAM Purchasing Manager
  • Marcelo Bicudo, CEO of Design Bridge

Exhibitors

Check the list on the website: https://plconnection.com.br/lista-de-expositores/

PL Connection 2024

Day: September 17-19, 2024

Schedule: From 10:00 to 20:00 on the first two days, and from 10:00 to 18:00 on the third day.

Location: Expo Center Norte (Blue Pavilion) – Rua José Bernardo Pinto, 333 – Vila Guilherme, São Paulo (SP). The event is occurring concurrently with the Latam Retail Show.

More information at: https://plconnection.com.br/

Millennials and Generation X lead buyers in real estate auctions, according to Zuk

E-Commerce Update
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Millennials and Generation X lead buyers in real estate auctions, according to Zuk

Zuk, a reference in real estate auction in Brazil, released a semi-annual survey on the profile of Brazilians adherents of this segment.The survey reveals that most customers, 67.8%, belong to generations Y (Millennials) and X, with ages ranging between 30 and 50 years; with 35% people from 41 to 50 years and 32.8% in the age group from 30 to 40 years. The youngest, generation Z, represent 9.4% from the public. 

Men are still the majority in the market: 78% versus 22% of women. Other interesting information includes the profession of the interviewees, who declare that they are mostly businessmen, lawyers, traders and engineers. The origin of those who buy is concentrated mainly in Sao Paulo, Rio de Janeiro, Minas Gerais, Goias, Parana, Santa Catarina and Bahia, but there are buyers in all states. 

The survey also reveals that 92.6% of clients are Physical Persons, while only 7.4% are Legal Persons.In addition, 54% of those interested in acquiring real estate are married or in a stable union. These figures corroborate data released in 2023 by Brain Strategic Intelligence, which showed that 37% of the population plans to buy a property in the next two years. 

Strong presence on social networks 

Reference in the field for 40 years, the Zuk Portal is already consolidated in the area of judicial and extrajudicial auction, with real estate as the flagship. The company has national recognition and affordable prices, helping thousands of people to realize the desire of their own home or the dream business, offering around a thousand real estate opportunities every month.  

In addition to its online portal, which offers a wide variety of properties in different regions of Brazil, the company also stands out on social networks. With active profiles on Instagram, TikTok and other networks, to expand and maintain a closer contact with this audience.  

Inventory optimization with the use of AI: challenges and advantages

Lucas Rocha
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Inventory optimization with the use of AI: challenges and advantages

A recent global survey by IBM showed that 41% of Brazilian companies use some form of artificial intelligence in their daily lives. When we talk about inventory, it is used to establish the ideal amount of goods, controlling what and when to store and unlocking cash flow. After all, meeting what the market asks and keeping only the essentials in warehouses is a complex task, especially considering the variables of each business.

Challenges faced 

Modern consumers demand fast deliveries and customized products, requiring large retailers to have hundreds of SKUs in a highly volatile market. An organized warehouse requires the identification and classification of the most important items (ABC analysis), as well as understanding how to position the quantities and parameters of each item along the links of the product supply chainin this context, if the demand forecast is wrong or if the analytical tools are inadequate, the process becomes even more difficult. Many companies still use simple spreadsheets and can not handle large volume of data or algorithms needed for optimization, facing challenges such as seasonality, obsolescence, logistics and production.

AI as an ally & Benefits

1. Stock optimization

Among the main advantages of using AI is the optimization of inventory in order to improve the organization of warehouses and operate with lower inventory levels, freeing up space and reducing operational expenses related to storage and product management. Thus, internal processes become more agile and less prone to errors, which translates into savings in time and resources.

2. More accurate forecasts

AI provides accurate forecasts, with structured data often in real time, as it analyzes large volumes of sales information and trends, as well as discussions on social networks. This reduces the risk of excess or lack of goods, improves the replenishment process and enables rapid adaptability to market changes, thereby increasing customer satisfaction and ensuring that items are available when and where they are needed. In addition, an effective inventory organization provides detailed and up-to-date data, improving decision making. In this way, companies can make strategic adjustments at the right time, making their operations more efficient and better meeting the demands of their audience.

3. Unexpected demand and seasonality

Responding quickly and accurately to issues such as shortages and unexpected demand also becomes easier with the help of AI. It generates information that considers seasonality and favors the adjustment of inventory to meet sales peaks, which are driven by business dates at specific times of the year. This allows companies to prepare in advance, ensuring that products are available when customers need them most.

In summary, by using AI for inventory optimization, companies obtain a relevant competitive advantage.This favors them to operate with leaner warehouses, predict demand before large business dates, reduce costs, improve customer satisfaction and increase profitability.In today's dynamic business environment, adopting innovative solutions is indispensable to stand out against the competition.

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