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Own brand gains relevance in Brazil and presents new business opportunities for retail

Antonio Sa
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Own brand gains relevance in Brazil and presents new business opportunities for retail

The development of own brands experiences a movement of legitimation and recognition in the Brazilian retail market by consumers. According to Nielsen data from 2022, products in this category are already present in 40% of the country's homes. This approval represents an important expansion of the sector in recent years, revealing new business opportunities, possibility of increasing revenue, as well as customer loyalty through the creation of an exclusive line of products.

The food sector is responsible for concentrating most of its own brands in marketing in Brazil, which has a robust manufacturing park for food production.However, the exploration of the concept of private label hotel it can be extended to other segments, such as pharmacy and personal hygiene.

Recently, private label items created by pharmacy networks they have outpaced the growth in the supply of this type of product in the food sector. Pet shop, beauty and building materials make up the other strategic areas that have shown solid and sustainable growth in the market of private label hotel brasilian.

The evolution of this business model will be one of the main themes of PL Connection, the largest event in private label hotel from Latin America, which will take place between September 17 and 19, 2024, at Expo Center Norte in Sao Paulo.

Private label expanding

Private brands are gaining more relevance in Brazil and attracting the retail sector, which sees a chance to increase product supply and revenue.This is because the segment still represents only 2% of the retail sector in the country, which gives room for numerous possibilities for expansion.

In Latin America, the presence of private labels in business is about 10%, while worldwide this index is 23%. In some countries of the Europe, the marketing of private label products it represents more than 50% of the offer on the shelves, which corroborates the expectations of growth in Brazil. These items are able to create a communication link that brings the brand closer to the consumer, and where the reputation of the business serves to legitimize the origin of the product.

However, the offer of items classified as private label lacks some care, such as knowing the suppliers deeply through their history of performance in the market. Monitoring the quality level with technical and laboratory tests represents another step in the design of the product private label hotel before marketing.

Expert points out 7 advantages for companies to bet on their own communication channels

E-Commerce Update
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Expert points out 7 advantages for companies to bet on their own communication channels

Social networks dominate business communication, making it vital for companies to develop their own communication channels, such as newsletters. Relying only on social networks, with their unpredictable algorithms, can result in instability and uncertainty which compromises the delivery of content to consumers.

Second Fabio Soma Jr, an innovation specialist and creator of the M.A.G.O Method, which helps entrepreneurs and content creators to succeed with their newsletters, explains that by betting on their own channels, companies ensure that their messages reach their audiences directly, without the intermediation of third parties. 

A practical and economical example are newsletters. This type of content allows a closer and personalized relationship with customers. “In this way, companies can build a base of engaged subscribers, interested in receiving updates and offers. This channel strengthens customer loyalty and increases the chances of conversion into sales”, says the expert.

Unlike social networks, where reach is often limited by the algorithm, a channel of its own allows the company to decide what, when and how to communicate, without restrictions or external filters. “In addition, newsletters offer companies greater control over the content published”, Soma highlights.

Social media independence also means that companies are not at the mercy of sudden changes in platform policies, which can negatively affect content visibility.“Companies can monitor open, click, and conversion rates, adjusting their communication strategies to better meet the needs and interests of their audience.This level of information is invaluable for the continued growth and improvement of” marketing practices.

The specialist points out seven advantages when betting on newsletter.

Full control over the content: By using their own channels, companies have full autonomy to define what will be communicated, how and when. This allows a strategy more aligned with business objectives, without relying on the rules of external platforms;

Strengthening the brand: By developing a solid presence on its own channels, such as newsletters, blogs or proprietary platforms, the company creates a more direct link with its audience. This connection strengthens brand awareness and generates greater loyalty among consumers.

Long-term cost reduction: Investing in owned channels may seem more expensive initially, but over time, the reliance on paid media and third parties decreases.

Unique data: With its own channels, the company has access to more complete data about its audience, such as reading and engagement habits. This allows more precise adjustments in communication and marketing strategies, improving performance.

Independence of algorithms and platform changes: Relying on third-party platforms means being vulnerable to algorithm and rule changes.Own channels ensure that the company maintains its reach and direct communication, regardless of these variables.

Building a loyal audience base: By focusing on its own channels, the company builds a community that chooses to receive its content, increasing the quality of interaction and the relevance of the target audience.

Monetization possibility: Proprietary channels such as newsletters can be turned into sources of income through subscriptions, advertising or even as part of a sales strategy.

With Alibaba, Connectly captures R$ 110 million to expand its conversational AI

E-Commerce Update
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With Alibaba, Connectly captures R$ 110 million to expand its conversational AI

Connectly, a leader in conversational artificial intelligence (AI) for companies, announces a new R$ 110 million, a Series B round led by Alibaba, with the participation of Unusual Ventures, Volpe Capital, RX Ventures (from the Renner Group), Falabella Ventures and Philippos Kourkoulos Latsis. Founded in 2020 in Silicon Valley by big tech veterans such as Facebook, Google, Uber and even NASA, the company uses proprietary models of Generative AI and has helped retailers around the world expand their personalized messaging by means of a day 4 available service.

This Series B investment comes after a year relevant to Connectly's history, which includes its Series A funding in October 2023, marking its entry into the US market. In 2023, the company launched its advanced product recommendation assistant, the Sofia AI, and as a result, almost doubled its revenue and staff in the last year. In this context, Brazil emerged as the main market of the company, representing about 40% of its global turnover. Because of this, it was necessary to strengthen the team here: currently, 24% of its employees are Brazilian. In the country, among the main customers are names such as Lojas Renner, Puravida, Daki and Pharmacies Sao Joao. For 2025, the expectation is to see its revenue grow twice, globally.

Connectly's no-code platform allows companies to create interactive campaigns instantly and use AI to automate two-way conversations at scale, both with potential leads and with loyal customers.

“Now more than ever, customers are looking for personalized interactions with retail and e-commerce brands”, explains Stefanos Loukakos, co-founder and CEO of Connectly.“We are working vigorously to bring conversational AI to brands around the world, creating more personalized interactions at scale.We have already achieved a lot over the last year, including launching the product search and recommendation functionality with Sofia AI for e-commerces.The support of Alibaba, one of the largest retailers on the planet, is deeply impacting to our potential and will allow us to continue investing in our proprietary models and scale our business”, adds Louakos.

Alibaba has sought to partner with innovative companies that pave the way in their industries. This is exactly what they saw in Connectly's proposal and performance, because of its AI-driven conversational model.

Response time: decisive factor in the online shopping experience

E-Commerce Update
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Response time: decisive factor in the online shopping experience

According to research CX Trends 2024, performed by Octadesk in partnership with Opinion Box, the ideal response time varies according to the contact channel. “Today's consumers are accustomed to fast and dynamic solutions. It is no longer enough to have the best product or service. Companies need to ensure that the service is agile, effective and, especially, delivered on the platform where the customer is”, explains Rodrigo Ricco, Founder and Managing Director of Octadesk.

The survey, which heard more than two thousand online consumers, revealed response time expectations across different channels. 35% of respondents, when using messaging apps, such as WhatsApp, and 29% when contacting via social networks such as Facebook and Instagram, they expect an answer within five minutes. For channels such as online chat (41%) and telephone (43%), the expectation is even more immediate: consumers expect to be served within a minute.“Respecting these response times is essential to ensure a good experience and prevent the consumer from migrating to the competition. With digitalization, any delay can cost dearly, both in terms of loyalty and brand image”, Ricco reinforces.

If the contact is made by e-mail25% of respondents are willing to wait up to an hour however, any longer delay can compromise the customer relationship, directly affecting the repurchase. “If the customer response time does not meet expectations, the repurchase may be at risk.In a digital world where everything is a click away, time is not only money, but also trust and loyalty”, Ricco points out.

Response time: a competitive differential
Response time involves much more than the simple interval between contact and the resolution of a demand. It covers readiness, agility and effectiveness of the service provided. Companies that invest in reducing response time are, in practice, improving the shopping experience and ensuring customer loyalty.

“In an environment where the consumer has full control over their choices, the speed in service becomes a competitive advantage so that companies are always ahead in customer expectations, ensuring that each interaction is fluid, efficient and, above all, satisfactory”, concludes the expert.

With an increase of 1%, SME turnover slows in August

E-Commerce Update
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With an increase of 1%, SME turnover slows in August

The Omie Index of Economic Performance of SMEs (IODE-SMEs) shows a high of 1% in the financial movement of small and medium-sized enterprises (SMEs) in August 2024, compared to the same month of the previous year.In the accumulated of the year, the sector has an expansion of 4.9% compared to the same period of 2023.

Figure 1: IODE-SMEs
(Index number 4 basis: 2021=100 average)

Source: IODE-PMEs (Omie)

The IODE-PMEs works as an economic thermometer of companies with revenues of up to R$50 million annually, divided into 701 economic activities that make up four major sectors: Commerce, Industry, Infrastructure and Services.

Felipe Beraldi, economist and manager of Indicators and Economic Studies at Omie, management platform (ERP) in the cloud, explains that the development of SMEs in August 2024 was heterogeneous, especially Trade, which led the expansion (+8.4%), after already having advanced 19% in the previous month.“There are positive signs in the economy of the country, such as the strength of the labor market and the increase in the real average income of families, which have maintained consumption at high levels, boosting the performance of SMEs in this sector”, he comments.

In addition, the figure is explained by the weak comparison base of the second half of 2023 (-11,2%). The evolution has been observed both in wholesale (+22%) and retail (+7%), which reinforces the positive turn of the sector in recent months and increases expectations for Black Friday, an important seasonal date for sales in the second half.

Industrial SMEs, on the other hand, fell by 3% in August. “It is important to note that the movement can be an isolated point, since the comparison base of the sector is considerably high. In the same period last year, the growth was 25.6%”, Beraldi ponders. Anyway, in August, there was a positive performance of the activities of Impression and reproduction of recordings, (Fabrication of furniture and Fabrication of machines and electrical appliances’ (which restricted more abrupt falls in the segment.

In the Services sector, SMEs also registered a slight decrease, - 1.3% compared to the same period of the previous year, after a robust performance in July (+6.2%). During this period, the performance of the sector was uneven between the different categories, with evolution mainly in the Administrative Activities and the Delivery Activities’.

Finally, SMEs in the Infrastructure sector maintained stable real financial transactions (+8.6%), after having advanced in the previous month with emphasis on the segment of (Collection, treatment and disposal of waste’.

Despite the most restrained result in the month, according to the economist, it is still early to point out a possible turn of trend of the economic activity of Brazilian SMEs.“It is a fact that the market expects some slowdown of the economy in the second half of the year.But, the strong performance of the domestic economy recorded in the second quarter (growth of 3.3% in the annual comparison) and the maintenance of the heated labor market are important signs that SMEs can maintain a robust rise in the short term”, he predicts.

Mechanizou launches business unit focused on rental companies, fleet owners and insurers

E-Commerce Update
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Mechanizou launches business unit focused on rental companies, fleet owners and insurers

THE Mechanized, marketplace that connects mechanical workshops to automotive parts suppliers, announces its new business unit, Mecanizou Select, focused on large accounts, such as rental companies, fleet owners and insurance companies.

The company wants to ensure that insurers see them as an indispensable partner, especially with the ability of Mecanizou to provide original parts through dealerships.“We have done some tests and now we are seeing that insurers really need our ecosystem to manage vehicle claims.We want to position Mecanizou Select as a premium service, offering benefits such as competitive prices, express logistics (delivery in less than 3 hours, and in some cases in up to 55 minutes), and a high-level service”, says Ian Faria, co-founder and CEO of Mecanizou.

This new business unit is related to the expansion plan for the entire region of Sao Paulo and Guarulhos, announced by the company in May this year. 

Currently, Mecanizou has more than 300 suppliers and 1 million parts in its database and the registration of the platform is fast and 100% online. In addition to the mechanic, rental companies, fleet owners and insurers will have benefits such as discounts, different forms of installment and optimization in receiving deliveries. 

The Era of Smart Retail: A New Moment Driven by Data Monitoring

E-Commerce Update
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The Era of Smart Retail: A New Moment Driven by Data Monitoring

With Consumer Day celebrated on September 15th, it's clear that consumer behavior has changed significantly in recent years, driven by technological advancements and the digitalization of retail. In today's world, where consumers are more informed and demanding, expectations for fast, secure, and personalized shopping experiences have never been higher. This new consumer profile values companies that not only understand their needs, but also anticipate them.

In this context, the Latin American retail sector has experienced a profound revolution: 87% of organizations already use or are in the process of adopting IT monitoring platformsThis transition reflects the growing need for operational efficiency and technological innovation as consumer expectations rise. With 80% Brazilian companies integrating real-time monitoring systems, retail is at the forefront of this transformation.

One of the pillars when adopting solutions that optimize operations and guarantee a competitive advantage is the use of a performance monitoring platform that has transformed the consumer experience and enabled proactive system maintenance, minimizing failures and optimizing payment transactions. 

Digital transformation in retail and its impact on consumers

Smart retail goes beyond simply digitizing operations. It involves integrating technologies that provide real-time insights, improving decision-making and the customer experience. For retail companies, the challenge is to ensure that their systems and services operate with maximum efficiency and reliability to minimize customer impact at the point of purchase. In the competitive landscape of smart retail, the ability to monitor and optimize IT infrastructure is a crucial differentiator.

According to research released by IDC Brasil – International Data Corporation, 871% of organizations in Latin America currently use or plan to use IT monitoring platforms. On average, 43.2% of these organizations have more than five years of experience using these platforms, while only 13.6% have limited experience. Furthermore, 62.1% of organizations in the region (80% in Brazil) integrate one or more IT monitoring systems into their technological processes. When analyzed by sector, 70% of telecommunications companies use only one platform, while the retail sector shows greater diversity, with 25% using three or more solutions.

"Real-time monitoring is essential for smart retail, allowing you to identify and resolve issues before they impact the customer experience. For example, by not detecting errors in a payment that takes a few extra seconds to load, it opens the door for customers to seek out a competitor who is monitoring the business and seeking to resolve issues before they impact the end customer," emphasizes Luciano Alves, CEO of LatAm at Zabbix.

Smart Monitoring: The competitive advantage in consumer month

In the context of intelligent monitoring, a specific retail experience area has played a key role in welcoming and attracting new customers, positively impacting both online and physical stores. This is achieved through a 24/7 monitoring operation. 

"Monitoring allows companies to penetrate layers never before explored by technical departments. We have clients where monitoring has been created in layers, including Infrastructure, Application, and Business. Through specific collections, it is possible to translate data into something understandable to all types of audiences, whether technical, commercial, or corporate," adds Luciano.

With detailed information such as response time, number of transactions per minute, revenue generated by the system, and average ticket, companies can not only delight customers but also demonstrate how open source technology can evolve businesses beyond the basics, revealing the true value of monitoring in the digital age.

To access the complete research, click on the link: https://lp.zabbix.com/white-paper

Oryx Capital launches fixed income ETF DBOA11 and debuts its first fund on B3v

E-Commerce Update
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Oryx Capital launches fixed income ETF DBOA11 and debuts its first fund on B3v

Oryx Capital, a Brazilian asset manager specializing in international investment solutions, will launch its first Traded Fund Exchange (ETF) on B3. With an expected start of trading on September 27 under the code DBOA11, the fund will be focused on fixed income, with investment in convertible debentures issued by companies in the American market.

“The launch of this ETF marks the beginning of a series of innovative products that Oryx Capital plans to bring to the Brazilian market, with the focus of offering the final consumer access to the best investments available in the American and European” markets, says Veronica Pimentel, CEO and co-founder of Oryx Capital.

The fund named Oryx Debentures Convertibles USA ETF will track the Bloomberg US Convertible Liquid Bond & ETF Tracker index and will feature 274 companies that offer growth potential and are active in a variety of industries, such as finance, healthcare and transportation, with the purpose of providing diversification and convertibility of securities into stocks in case of default.

“Because it is a fixed income ETF, DBOA11 falls under the exception of the new tax law come-quota, so it is exempt from the collection scheduled for November, which provides the individual investor a window of opportunity to achieve greater returns on their investments”, explains the executive.

DBOA11 aims to provide exposure to the US convertible securities market, with an issue value starting at US$ 350 million and a nominal value in circulation of at least US$ 250 million, which represents a high liquidity.With this fund, the asset manager seeks to combine fixed income security with variable income return.

Open to individual investors, DBOA11 will have initial investment starting from R$ 100, with an administration fee of 0.7% per year and liquidity of two working days for redemption. ETF dividends will be automatically reinvested in the fund, which will enable capital accumulation and expansion of long-term investment.

In the last five years, the assets that make up the portfolio have achieved an average annual profitability of 14.3%, which was linked to the stability of the dollar and the appreciation of the assets themselves. In the last ten years, the real has suffered a devaluation of more than 130% against the dollar. From approximately R$ 2.30 in 2013, the dollar's price reached the level of R$ 5.59 in 2024. 

Given the stability of the dollar, it is essential to consider the diversification of investments through assets linked to the American market. This strategy is effective to protect the portfolio against volatility and devaluation of the real, in order to mitigate risks and preserve the value of the investor's equity”, concludes Veronica.

Growth Marketing: the seasoning that was missing

Julia Audi
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Growth Marketing: the seasoning that was missing

In the fast-paced world of digital business, Growth Marketing has emerged as an essential approach for startups and large companies seeking sustainable growth. The term, however, is more than just a series of hacks, and yes, a mindset that combines data and continuous experimentation. That idea that the rapid growth of corporations seems magical, deep down, it symbolizes nothing but the good old “ rice with beans well done. With the right ingredients and a little creativity, it is possible to make any business expand and permance with long-term results.

To explain better, just think of the analogy of cooking and imagine doing it for a friend. It is not consistent to develop a barbecue for a vegetarian colleague and the same goes for Growth Marketing. The first step is to know the target audience well. This means going beyond the demographic data and deeply understand the needs, desires and difficulties of your customers. Create detailed personas and segment the audience accurately.For this, there are tools such as Google Analytics, satisfaction surveys and interviews that allow companies to understand the motivations and behaviors of consumers. 

Still, you need to remember that no audience cutout saves a poorly made rice. The product or service needs to be excellent. Time and effort are decisive to ensure that what is being offered solves a real problem and provides a unique user experience. Companies like Slack and Airbnb are great examples of how continuous feedback can lead to constant product improvement. Slack has implemented several features suggested by subscribers, which resulted in a more intuitive and efficient experience. For this reason, continuous adjustments based on customer feedback are crucial to keep the rice. 

The magic of Growth Marketing focuses on data and testing. The use of analytics tools to monitor behavior and identify growth opportunities can help the business, as well as the A/B testing methodology. For example, when testing two versions of a landing page, the company can identify which one generates more conversions. Features such as Optimizely and Google Optimize make it easier to run and analyze these tests, allowing quick adjustments based on something accurate, such as data. The key is to experiment, measure results and, above all, correct errors quickly. 

Thinking strategically about content, in turn, is the basis of the process. It is no use creating just for creating. The content needs to be relevant and valuable to the target audience and the best way is to bet on marketing that educates, engages and converts potential customers. An effective content strategy goes beyond the creation of articles and videos. Includes search engine optimization (SEO) and collaboration with influencers to expand reach and attract more qualified profiles.

Automation and artificial intelligence is the basil leaf that decorates the dish. With automation means it is possible to achieve accurate segmentation and nutrition of leads on a large scale.In addition, AI can be used to analyze large volumes of data and identify patterns that come to personalized marketing methods and, consequently, more effective.

A satisfied customer is the best brand ambassador.Loyalty programs like Amazon Prime and Starbucks Rewards are examples of how a satisfied consumer can become a defender of the corporation.These programs offer unique benefits and incentives that maintain constant use and brand recommendation to third parties.

With a solid foundation, quality product or service, a deep knowledge of the public and a dash of testing and automation, companies will have all the ingredients for an effective Growth Marketing strategy and, in parallel, a successful business.

What is the importance of positive marketing in compliance programs?

Patricia Punder
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What is the importance of positive marketing in compliance programs?

The importance of positive marketing in Compliance Programs is crucial to the success of this program in organizations. Compliance, in a more conventional context, refers to adherence to laws, regulations and internal policies that ensure that the company operates ethically and legally. However, simple compliance with standards is not enough, it is necessary to create a culture of compliance within the company. Positive marketing plays a key role in this process, helping to promote compliance as something essential, valuable and beneficial, rather than being seen only as an obligation or a set of restrictions.

To get an idea, one research done by Deloitte, a company with audit and consulting solutions, revealed that 73% of Brazilian companies want and plan to invest in training to adapt compliance standards by the end of 2024. The same survey also showed that compliance contributed to the financial growth of 89% of the companies interviewed. This is just one of the contributing factors of the program, because of this is so important its implementation in organizations.

At first, positive marketing creates an environment in which compliance is understood and accepted as a business partner, not as a burden. By emphasizing the benefits of an ethical culture such as protecting the company's reputation, analyzing risks and improving the work environment (positive marketing makes the program more attractive to employees. When they understand that compliance protects the company and also its safety at work, employees tend to engage more with compliance policies and practices. This generates greater adherence and, consequently, a tendency to reduce infractions and ethical deviations.

In addition, positive marketing helps demystify compliance, which is often perceived as something only technical, distant and punitive. A Compliance Program should not be based only on rules, punishments and audits. On the contrary, it should be seen as a tool that drives the integrity and growth of the company. With an appropriate marketing approach, it is possible to transform the discourse around compliance, highlighting success stories and showing how it can be a competitive differentiator. For example, companies that follow strict compliance practices are seen as more reliable in the market, which attracts customers and business partners.

Internally, positive marketing can be carried out through educational campaigns, interactive training and constant communication about the importance of compliance in the day-to-day business. Tools such as newsletters, informative videos and workshops help to reinforce the message that compliance is a commitment of all and that it is possible to even reward positive attitudes in this regard. When employees are recognized and rewarded for acting in accordance with ethical and legal standards, this reinforces a proactive culture regarding compliance.

Externally, the company can use positive marketing to communicate to the market and society that is committed to responsible business practices. This can be done through reports, advertising campaigns that show the ethical values of the company and participation in corporate social responsibility initiatives. Positive marketing, in these cases, helps to strengthen the reputation of the company and increase the trust of investors, customers and business partners.

The future of compliance in companies is very promising. A study conducted by KPMG, a company that provides audit and consulting services, revealed that 75% of senior executives in Brazil consider the compliance program essential for the company.

In short, positive marketing in Compliance Programs is fundamental to create an environment where ethics is seen as an essential part of the company's organizational culture, and not as a set of rigid and restrictive standards. It facilitates employee engagement, improves the company's image and can reduce risks, making compliance a strategic tool for the company's sustainability. By promoting a positive and value-oriented view of compliance, companies can implement more effective Compliance Programs, with greater adherence and with sustainable results.

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