Text commented by Cláudio Santos - Executive Director of Galeazzi & Associados

I have written before about the closure of physical stores that major brands have been facing in the United States. Beyond the growth of e-commerce and the high investment required for leasing properties in major centers, consumer behavior has gained new layers with the pandemic, demanding from companies a multichannel flexibility, a differentiated customer experience, and the enhancement of data and technology usage.

        (Source: MIT Sloan Management Review Brasil, 2023)

As an example of this trend, two professors from Fundação Dom Cabral analyzed the business model established by the Novo Mundo group, which has become the largest retail chain in Goiás. For the brand, multichannel is taken to its maximum potential: total recursion (and, more importantly, pricing) between physical stores, the app, and the website.

Another interesting strategy was the hiring of Generation Z employees to teach their user experience and consumer insights, transforming both physical sales techniques and digital interactions.

This is an example of how, although retail changes may seem daunting to the market, it is possible to turn a "crisis" into an opportunity by aligning with trends and respecting the movements and new habits of consumers.

Even better, this is a Brazilian example. What are you waiting for to think differently?

Click here to read the full article