Brazil is moving towards a new population configuration: according to Ipea, by 2030, there will be 21 million more elderly people and 8 million fewer young people. This population aging, allied to the increase of smaller households and the growth of the pet market, is creating new demands for retail
According to Fernando Gibotti, CEO of CRM & Consumer Science ofRock Encantech, the adaptation to the new reality requires innovative strategies and a focus on the intelligent use of data. "Companies that want to lead this new era of consumption need to understand the new societal landscape and prepare the right plans", Gibotti states
Furthermore, a study by the National Confederation of Trade in Goods, Services and Tourism points out that more than half of Brazilian families are in debt and the growth of online betting is affecting budgets. According to Gibotti, this scenario presents a more selective consumer and, with digital competition and delivery platforms, has pressured physical retail.
The customer has changed their relationship with retail, seeking practicality, fair prices and personalized experiences. The demographic transition also requires retail to be prepared to serve different generations with segmented offers, new store formats and a portfolio adjusted to the audience, observe Gibotti
To ensure competitiveness, retail needs to adopt innovative strategies that maximize customer experience and drive new revenue models. Some of the main trends include data monetization, the reinvention of store formats and the adoption of extended gondolas
Data monetization: retail as an intelligent ecosystem
Retail generates an immense amount of information about buying behavior daily, preferences and consumption patterns. The monetization of data transforms this valuable asset into new revenue opportunities
Two approaches have stood out
- Personalization and engagement: the use of artificial intelligence allows for customer segmentation and the creation of highly targeted campaigns, increasing conversion and loyalty
- Retail Media and commercial partnerships: retailers can create advertising spaces on their digital platforms, allowing brands to invest in ads directly to qualified consumers
A Rock Encantech, for example, already delivers 3,5 billion personalized communications per year, helping retailers optimize their loyalty and sales strategies
New store formats: efficiency and experience at the heart of the strategy
With the changes in consumer behavior, the traditional format of large physical stores needs to be reassessed. Trends indicate a greater appreciation for smaller and hyperlocal stores, adapted to the neighborhood profile and with a more targeted product mix
Furthermore, the experience at the point of sale becomes essential. Physical retail needs to go beyond the simple display of products, creating interactive spaces and events that increase customer engagement and loyalty
Extended gondola: expanding the offer without increasing costs
The extended gondola emerges as an intelligent solution for retail to expand its offering without needing to invest in more physical space or inventory
The operation is simple
- The customer accesses a digital catalog within the store itself or through online channels
- He can buy products that are not physically available at the unit, but will be delivered directly by distribution centers or by the industry
- Retail becomes a strategic intermediary, adding value to the consumer experience without traditional operational costs
This model maximizes sales, using customer flow and brand credibility as competitive differentiators
He concludes that the ability to transform information into strategies, allied to the focus on personalization and innovation, will define the market leaders. "Whoever knows how to combine technology and humanization will have a competitive advantage", concludes Gibotti
