The matter was discussed this Saturday (19) at the Lide Retail and Marketing Forum, which took place on the coast of SP
One of the consequences of the pandemic, digital evolution has accelerated what today can be called a new form of consumption. And with that, the impact on retail was inevitable. If before the purchase was, most of the time, going to a physical store, now, it is no longer necessarily.
The online has gained prominence at the same time that new technologies, such as the metaverse, for example, gain ground and, thus, arrive to somehow impact the consumer’s journey. This, by the way, was one of the themes of the tenth edition of the Retail and Marketing Forum, organized by Lide and which took place this Saturday (19) at the Hotel Sofitel Jequitimar, in Guarujá (SP).
Fabricio Garcia, Vice President of Operations at Magalu, cited the company itself as an example of a company that was born analog and became digital. The executive said that, during the pandemic, consumers had to resort to digital channels to make purchases and hire services, which led several companies to invest in this market, including Magalu.
“In recent years Magalu has tripled its size online. Our marketplace made BRL 13 billion last year, that’s 25 million online orders a year,” he said.
These requests, more often than not, pass through social networks, which connect brands and consumers, in addition to reverberating the message. TikTok is an example. Gabriela Comazzetto, head of global business solutions for TikTok in Brazil, explains that the platform currently has more than uym billion users, who spend more and more time on it.
“The hashtag #tiktokmademebuyit shows this purchasing influence power. People consume where and when they feel happy, and TikTok is a place people come to feel light, entertained,” he said.
Another line addressed during the meeting, the enchantment was raised by the global CMO of JBS, Sergio Valente, as one of the great points of retail. According to the executive, it is necessary to create a conversation between the two parties to generate connection, relationship and, finally, enchantment.
“We’re not just talking about selling,” he said. “We’re talking about selling, about enchanting and about being important to people,” said Valente.
ESG
In one of the panels, the central theme was the cultural transformations in consumption habits after the pandemic. Elio França e Silva, executive director of Riachuelo, stated that the company needed to review the values.
“We are in the second generation of Riachuelo, we still have a lot of the initial culture, but we reviewed what needed to be modernized. In 2020, everything changed, and we were one of the companies that sold the most pajamas and slippers. In this moment of recovery, the focus is on people’s dreams, as many have lost the ability to dream,” he said.
Antonio Carlos Pipponzi, chairman of the Administrative Council of the RD, stated that the time when companies only needed to generate profit for shareholders is gone. Today, according to him, it is necessary to give results to society. As an example, the executive said that the company created a health ecosystem to promote well-being, such as prevention, nutrition, among other benefits for customers.
“I understood that if I don’t participate in the community, if we don’t have a sustainability plan, we won’t survive,” he said.