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Latin American startups captured US$ 274 mi in September, points out Distrito

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Latin American startups captured US$ 274 mi in September, points out Distrito

Latin American startups raised US$ 274 million in 42 rounds of investments last month, according to the report by Venture Capital do Distrito, a platform specialized in AI implementation projects for corporations in Latin America.  

After a very strong first half, September was marked by a slight slowdown of 17.8% in the volume of resources compared to the same month in 2023, when startups in the region captured US$ 333 million. The number of rounds fell from 65 in September 2023 to 42 last month. Fintechs, with US$ 167.2 million, were the ones that collected the most resources. Retailtechs and foodtechs come just behind, with US$ 53.1 million each.  

Cayena, a Brazilian market for wholesale food inputs, and Rock, which works with CRM solutions, were the startups that raised the largest rounds, US$ 55 million each. Cayena received the funds in a Series B led by Bicycle Capital. Rock already obtained the resources of the Hindiana fund.  

“The late stage market is beginning to show signs of recovery.It is a slow but gradual movement.” comments Gustavo Gierun, co-founder and CEO of the District.“Another highlight of the month was the resumption of the Brazilian market, which had been losing space for Colombia and Mexico”. 

The Brazilian market registered a volume of US$ 183.3 million in September, a drop of 17.8% compared to the US$ 223 million of the same period of 2023, according to the report of the District. Already the number of rounds had a reduction of 42 in September last year to 28 in the last month.  

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

Cybersecurity: three tips to protect mobile devices

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Cybersecurity: three tips to protect mobile devices

Smartphones and tablets are part of the routine of most of the population and have become indispensable for the daily activities of many professionals. But as these devices have become more popular, cyber attacks have also grown. According to a survey by Kaspersky, in 2023 there was an increase of 50% in the volume of mobile device invasions, compared to the previous year. Worldwide there were 33.8 million attacks in 2023, while in 2022 there were 22 million occurrences. 

“As with computers, once they are connected to the internet, mobile devices are also exposed and susceptible to invasions. Therefore, the recommendation is that the user has on the phone the same caution that he has on the computer when accessing unknown pages or links, avoiding the installation of viruses and other threats that can generate a leak of data”, says Fabio Fukushima, cybersecurity expert and director of L8 Security.

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

Another well-known attack is phishing, which usually starts with an email or message that contains a malicious link or attachment from a fake website, impersonating a known page. “In these cases, the goal is to trick the user into providing sensitive information, such as passwords and banking data, for example, that can be used in other cybercrimes”, Fukushima warns. “E there are also exploits of vulnerabilities, in which hackers exploit vulnerabilities in the operating system or in applications to gain unauthorized access to the” device, he adds.

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

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

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

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

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

The Brazilian Internet of Things Association (ABINC) and the International Data Spaces Association (IDSA) highlighted during a panel at Futurecom 2024, the relevance of Data Spaces as pillars for the advancement of the new data economy in Brazil. The panel, moderated by Flavio Maeda, vice president of ABINC, brought together leading experts, including Sonia Jimenez, director of IDSA; Isabela Gaya, Innovation manager of the Brazilian Industrial Development Agency (ABDI); Marcos Pinto, director of the Competitiveness and Innovation Department of the Ministry of Development, Industry, Industry, Innovation and Services (MDIC)

During the event, Sonia Jimenez stressed that many companies still face barriers to maximize the value generated by the data they collect, mainly due to the lack of trust in sharing information.“ companies generate a lot of data, but are not getting the expected return. IDSA emerges as a solution to promote trust between the parties involved in the secure sharing of data, helping to overcome technological barriers and generating concrete benefits for the” business, Sonia said.

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

Another highlight of the panel was the unprecedented research of ABDI “Agro Data Space Agro 4.0” Program, presented by Isabela Gaya, which explored the potential of Data Spaces in agribusiness, a sector crucial to the Brazilian economy. The study indicated that the adoption of Data Spaces could generate an increase of 30% in operational efficiency in different areas of agriculture and reduce costs by 20%.In addition, the use of advanced technological solutions, such as the Internet of Things (IoT) and artificial intelligence, would enable the collection and analysis of large volumes of data, allowing more informed decisions and agile in the field.

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

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

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

He also mentioned that the government is in the articulation phase, talking to various sectors to identify areas in which Data Spaces can be implemented.“Our message is collaboratively built, and we hope to launch by the end of the year concrete measures to support this development.We have studied initiatives from other countries, especially the European Union, and we do not want to wait five years to take advantage of this wave of innovation.The advantage is to create market opportunities and develop competitive products”, Marcos. According to him, the government should promote a subsidy making for a regulatory legal framework soon.

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

ABINC, in partnership with IDSA, has been working to bring this concept of Data Spaces to Brazil, seeking to leverage the country's digital competitiveness. These initiatives are part of a larger effort of digital transformation, which aims to integrate sectors such as agriculture, health and mobility, as well as fostering the creation of new business opportunities.

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

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

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

Simple Account launches free campaign to help boost sales on Black Friday

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Simple Account launches free campaign to help boost sales on Black Friday

It's already Black Friday in Simple Account! The corporate expense management platform has just launched a campaign, the “Prepara Black Friday”, to help companies boost their sales on one of the most anticipated dates for the trade. To get an idea, data from the study “Purchase behavior and trends for Black Friday 2024” point out that 68% of the 1,500 respondents said they had made purchases as of the 2023 date. 54% of them still said they had purchased over the month or week of Black Friday, and not just on the date itself.

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

The campaign, which is aimed at customers and non-customers, also includes 66 days of free access to know and test the platform AdSimples ^^A solution that allows you to choose validated audiences, pause low-performance campaigns, and scale the best with a single click.It is ideal for companies looking to sell more with a more robust and effective ad strategy.

The subscribers will also have two exclusive and free classes with John Pedro Motta, expert in growth hacking and recognized by Forbes Under 30. He will share strategies so that companies can compete with the big players and scale their sales during Black Friday. The classes, which take place on the 22nd and 23rd, have as its theme: “How to enter Black Friday with the right strategy” and “ Campaigns and killer tools for Black Friday”.

Participants will be able to receive up to R$ 25 thousand in cashback, value related to the investments of the campaigns made with the Simple Account cards. That is, the more companies use the Simple Account cards in Black Friday actions, the more money they will receive back. In addition to serving as a contingency for campaigns, the extra balance can be used as they wish, without bureaucracy.

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

To learn more about the Simple Account campaign and sign up, simply go to this one link.

After all, will AI replace humans in customer service?

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

It is not new that more and more solutions focused on customer service (Customer Experience, or CX, in the acronym in English) are integrated with Artificial Intelligence. But this, necessarily, does not mean that soon we will no longer have human service in the call center. On the contrary: the more the CX area approaches AI, the more we will have human service as the main vector of quality for the customer.

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

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

Regarding consumer behavior, the pandemic accelerated the integration of AI 5 remote agents and a huge volume of calls, triggered by the drastic change in habits at the time, caused contact centers around the world to have an increase of 48% in the volume of interactions, according to Google data, including telephone, chat, email, social networks and SMS. The output was to add more technology (not only in customer service, as in several other areas. In addition, the use of AI in customer service provided a reduction in costs of 30%, which is extremely relevant in such a competitive market.

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

Data is the key

In addition to the issue of automation, there is another factor in a call center that makes there a fertile ground for the use of Artificial Intelligence: data. Imagine that, in addition to your history of interactions, information about purchases, a call center can have several other data, such as where you live, document numbers, your age, gender, among other more common aspects.

It is also not uncommon for call center companies to use systems that capture customer sentiment by phone, or by the tone of written messages. The technology, in reality, has existed for years 'OD and the problem has always been to cross these information so that it was possible to have insights that made a difference to the business.

And just one of the great advances of AI in CX has been predictive analytics based on data collection, which allows proactive support to anticipate future needs of consumers.

By examining historical data, behavior patterns and customer feedback, AI can predict their future demands, enabling companies to proactively serve.

This database management, made by AI during service, provides a more fluid customer journey, in addition to generating data that will guide marketing strategies. And here, again, we are talking about a communication that will be created by people, for people.

AI versus human care

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

A survey by Gartner, made at the end of 2023 with 5.7 thousand people, shows that 64% of consumers prefer human service and 53% would switch companies for a competitor if they knew about the use of AI in customer service. Of respondents, 60% declared the difficulty to be served by a human as the main reason for rejection of AI, followed by unemployment (46%), incorrect answers (42%), data security (34%) and discrimination of treatment between different consumers (251T3T).

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

The great competitive differential is in collaborative responsibility, that is, in the balance between the efficiency of AI and human contact. Humanized interactions remain fundamental to building trusting relationships with customers, an aspect that AI cannot yet imitate.

In short, AI adds speed, efficiency and the ability to bring information to the surface that adds to customer service strategies, but is far from fully replacing humans in this journey.However the machine has learned to imitate man, it lacks an essential component: awareness of their own actions, and the ability to make decisions based not only on data, but also on emotions.

Unicamp-based startup offers advanced LinkedIn online and free course

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Unicamp-based startup offers advanced LinkedIn online and free course

THE FM2S Education and Consulting, startup based in the Scientific and Technological Park of the State University of Campinas (Unicamp), has just launched the “ courseLinkedIn Advanced: personal brand building and professional networking“, a free online 100% training, developed for professionals looking to improve their skills in the largest professional network in the world.

With a duration of 10 hours, the initiative was developed by the FM2S team, formed by professionals from the best institutions in the country (Unicamp, University of Sao Paulo (USP) and Universidade Estadual Paulista (Unesp), Getulio Vargas Foundation (FGV), School of Advertising and Marketing (ESPM) (ESPM), based on decades of experience in the market and best practices in the sector.

The content covers strategies for profile optimization, personal brand management e techniques to build a solid and strategic network of contacts. The objective is to enable participants to use LinkedIn tools effectively, raising your visibility and attracting professional opportunities.

“Our purpose with this course is to offer practical and accessible knowledge to all who want to stand out in the labor market. LinkedIn is a fundamental tool for those seeking professional relocation or ascension, and our intention is to prepare these professionals so that they can use the platform strategically, increasing their chances of success”, says Virgilio Marques dos Santos, founding partner of FM2S.

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

The training is divided into practical modules on profiling and optimization, engagement, security and privacy, as well as addressing the trends and news of the platform.

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

The vacancies are limited and registrations can be made until October 31, in https://fm2s.com.br/cursos/linkedin-avancado. Access is valid for one year after registration, with one month of support and certificate included. Classes can be attended at your own pace, according to the availability of each person.

Other free courses

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

Entries can be made by anyone interested, at the address https://www.fm2s.com.br/ cursos/gratuitos , where the full list of trainings is also available.

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

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

The retail landscape is being redefined as consumer practices become more mobile. Device usage is not only limited to online shopping, but also significantly influences in-store experiences.According to a survey conducted by Salesforce, which examined the behavior of more than 300 million consumers in 37 nations, 72% of them make use of their mobile devices during in-person purchases.

The study also points out that smartphones and tablets have emerged as the most disruptive innovation in the retail sector since the arrival of e-commerce in the 90s. This shows that devices not only influence e-commerce, but also play a key role in the shopping experience in physical stores.

For Andrei Dias, head of sales Nexaas retail tech, a specialist in retail solutions, practices known as “showrooming” and “webrooming” have become commonplace in the industry.Showrooming involves the action of checking prices, reading product reviews, and even shopping in online stores as customers walk the aisles of the physical store.

On the other hand, the so-called “webrooming” or “pre-purchase research” refers to the behavior of researching information and evaluations about items before they actually move to the units and buy them. These trends put increasing pressure on retailers, requiring them to provide exceptional experiences in physical units and maintain their competitiveness in the face of the offers available online.

“These two examples are categorical; perhaps few people know them by name, but certainly everyone has practiced. Before the digital age, research prices and ask the impressions of friends fulfilled this role. Only now, you can do this from anywhere, even in the queue of the cash register”, says the expert.

However, such flows also open doors to innovation opportunities.Smart retailers are using mobile technologies to enhance the customer experience by offering apps that make it easier to navigate in stores, offer personalized offers, and even enable mobile payments.These innovations not only improve customer satisfaction, but also collect valuable data that can be used to further enhance sales and marketing strategies. 

“The key to future retail success will be the ability to embrace mobility and adapt to the ever-changing consumer preferences and behaviors.There is plenty of free ground to explore and use in favor of” commerce.

Serasa Experian launches second edition of the “Impulsions Startups” program to foster innovative solutions in financial health

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Serasa Experian launches second edition of the “Impulsions Startups” program to foster innovative solutions in financial health

Due to the success of the first edition, which boosted financial health solutions for 6 startups, Serasa Experian, the market leader in datatech, opens today, October 16, registrations for the second wave of “Impulsiona Startups”, an acceleration program that seeks to scale positive social impact through business and innovative solutions link to participate until November 17.

The ESG initiative of datatech, which has Ace Cortex as a partner, will select eight Brazilian startups, which will undergo an advisory journey of up to 6 months, including also equity free investment for solution development and the possibility of using Serasa services and products free of charge.

The program will be divided into 2 phases. In the first, the objective is to provide the development of prototypes or the evolution of existing solutions, that is, short-term projects, which show the potential and scalability of entrepreneurs.

After this first phase, four startups will be chosen based on the best projects and results to go through 4 months of acceleration with Ace Cortex specialists, executive mentors of Serasa Experian, in addition to receiving an equity free investment & & & & & & & & & & & & & & & & & & & & & % equity free investment that does not require corporate obligation. To stay on top of this website. Registrations can be made until November 17th via the link:

https://www.serasaexperian.com.br/boosts-startups

Startups from various segments with maturity in validation or traction stage and with solutions that fit the following focuses can participate in the Initiative:

· New ways to grant credit.

· Access to credit for SMEs.

support to super-indebted persons.

·Reduction of default.

According to the head of Sustainability & ESG of Serasa Experian, Paulo Gustavo Gomes, “we want to continue scaling the reach of our positive social impact through startups and entrepreneurs who, like us, want to create a better future through their proposals and innovative solutions. Often these businesses only need momentum to reach more Brazilians.,

ACE Cortex, a partner of the program and one of the most renowned innovation consultancies in Latin America, will guide startups during the Boost Startups, offering each one, in a customized way, diagnostics, analysis, guidance, mentoring and support in the implementation of growth techniques.

“Essa is a relevant initiative for the innovation ecosystem that is aligned with the commitment to promote access to credit, reduce default and support innovative and scalable solutions with social impact.We share the commitment to transform the market and believe in the power of innovation to solve the biggest financial challenges faced by Brazilians. For this, we will use our expertise in acceleration to guide selected startups, offering personalized support, from deep diagnostics to practical mentoring. Together with Serasa Experian we have the goal of creating a more inclusive and financially healthy future for the country”, comments Milena Fonseca, CEO of ACEx.

The acceleration program created by Serasa Experian, which is now in the second edition, boosted six startups in its first round. The accelerated ones, which represented the states of Sao Paulo, Distrito Federal, Parana, Pernambuco and Rio de Janeiro identified relevant results on the improvement in the indicators of public outreach and revenue, for example.

What will this new journey of Boost startups look like?

With the end of the registration period and the selection process that will select the eight participating startups, the companies will win the first equity free investment, of R$ 30 thousand, which must be used, for two months, for the development of a prototype. With this, four of the best proposals will be selected and will go through the acceleration process, which has individual mentoring, workshops, free access to Serasa Experian products and a new equity free investment, this of R$ 120 thousand, for business scalability.

Black Friday: E-commerce is expected to bill R$ 7.93 billion in 2024, according to ABComm

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Black Friday: E-commerce is expected to bill R$ 7.93 billion in 2024, according to ABComm

I Delivery expects to have an increase of 30% in sales volume on Black Friday 2024A Black Friday, scheduled for November 29, should reach the impressive mark of R$ 7.93 billion in e-commerce sales, representing a growth of 10.18% in relation to the R$ 7.2 billion registered in 2023. The estimate is of the Brazilian Electronic Commerce Association (ABComm), which considers the period that extends from the beginning of the week of BlackTP Friday to the day of 20, the year 2000, the ticket to 2001.

The expectation is that during the week of the event, adding traditional purchases, e-commerce will reach the R$ mark 11.63 billion in turnover, almost 3 times more than a traditional week of online sales.

In addition to the main categories, such as Electronics, Appliances and Fashion, the Beauty and Health segment is among the fastest growing in the number of searches in recent months. “We hope that this year's Black Friday will exceed expectations with greater consumer engagement. This scenario reflects the confidence in the offers that the event provides”, says Mauricio Salvador, president of ABComm.

To further boost revenue, ABComm suggests that retailers use paid digital channels, social networks, email marketing and WhatsApp messages, among other strategies for advertising and selling products.However, the promotion season also raises alerts about possible fraud.The entity, in collaboration with market experts, emphasizes that consumers should be wary of extremely low prices and always prioritize reliable websites.

“We are confident that this year's Black Friday will be a success, reflecting the resilience of e-commerce and the willingness of consumers to take advantage of” offerings, concludes Salvador.

I Deliver expects to have 30% increase in sales volume on Black Friday 2024

Eu Delivergo projects a 30% growth in the volume of deliveries during the period of this year compared to 2023. The company bets that the clothing and electronics sectors will be the great highlights of the shopping season.

Technology professionals monitor platform data daily and collaborate with the operations department to identify points of improvement, ensuring operations are more efficient in the period of greatest demand.

The company has created a unique system that uses an algorithm based on Artificial Intelligence (AI) and geolocation, standing out as the only one in the market capable of optimizing routes in real time, taking advantage of the analysis of constantly updated data. This allows a more efficient routing, considering dynamic factors such as traffic, weather conditions and fluctuations in demand. The fact of developing and maintaining the system internally ensures the flexibility necessary to adjust its functionalities to urgent needs, as occurs during seasonal dates.

Eu Delivergo, a logtech that connects retailers to the largest network of autonomous delivery companies in Brazil, delivered 12 million deliveries in the first half of 2024. According to CEO and co-founder Vinicius Pessin, the company has more than 1 million delivery companies nationwide.

“Our unique system, based on Artificial Intelligence, ensures real-time route optimization, which allows us to offer an agile and efficient service, even in the periods of greatest demand, such as Black Friday.We are confident that our efforts will bring exceptional results in this” edition, shares Pessin.

How to prepare for Black Friday 2024

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How to prepare for Black Friday 2024

Black Friday sales in 2024 are expected to increase 10% compared to last year, moving up to R$ 7.6 billion, according to Haus, marketing platform of the Stefanini Group. It is a promising scenario for retail, and retailers are expected to implement strategies to win over the increasingly demanding public.

For Bruno de Oliveira, CEO of Ecommerce in Practice and VP of Education Cloudemshop, Black Friday is one of the busiest dates in retail, which is already quite busy: only from January to July this year, online sales grew 18.7%, representing R$ 160.3 billion, according to the 50th edition of the report Webshoppers, produced by NIQ Ebit. 

The recommendation of the specialist is to use the whole month to sell (the so-called Black November), to avoid competing for the attention of consumers in just one day. For Oliveira, it is best to use the strategy of making differentiated promotions every week or even progressive, bringing more sales opportunities and more offers.

“A Black Friday is undoubtedly one of the most important dates for retail and companies need to dedicate and enjoy it in the best possible way.Working well the Black Friday strategy and after-sales, it is possible to further stretch the results for Christmas, moving year-end sales”, he highlights. 

Thinking about how to improve the consumer experience and sell more on one of the most anticipated dates of the year, we have gathered tips from some experts.

Technology integration

For Juliana Giovanini, CEO of Nexaasretail tech, specializing in retail solutions, the integration of online and offline channels are strong allies for the date, as they are transforming the analysis of consumer behavior.

“These tools allow the collection and processing of large volumes of data, based on this information, offer much more accurate product recommendations.Their use increases the likelihood of conversion and makes the consumer feel valued”, he comments.

However, she points out that you need to prepare for Black Friday, not just wait to happen.“In addition to seeking a significant increase in transactions, merchants also need to strengthen the relationship with consumers, ensuring a personalized and fluid experience. All this needs to come with early planning, strategic delivery organization and the adoption of technological innovations”, she explains. 

Means of payment

The moment of finalization of the purchase is one of the points of greatest attention of the journey. The checkout, as it is called the moment when the customer fills the data and makes the payment, needs to work well for this experience to be positive. The expectation of consumers, new and old, is that everything is instantaneous. 

“The customer expects that making an online purchase is fast, without any complication. When you frustrate this user, he can become a detractor of your brand, and no one wants it. So special dates with high transaction volume require preparation and better support”, says Aarin's partner and founder, first tech-fin hub specializing in Pix and embedded finance, Titiana Amorim. 

For the specialist, e-commerce, marketplaces and online stores must go further.“It is necessary to provide a unique experience for this customer, with as many payment methods as possible, within the purchase journey, avoiding removing it from the platform to complete the” operation, he reinforces.  

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