Brazil has the second largest delegation looking for news to generate business and monetize the volume of data that retail has
The National Retail Federation, a global retail big show, had Make it matter as its central theme. The fair is no longer just an accessories showroom for sales chains. Now, it wants to make its ecosystem count as an inspirational and strategic source for solutions that incorporate technology, marketing and the use of retail as a medium.
Closed last week, it attracted hundreds of Brazilians, not only those new to trade marketing, shopkeepers and live marketing professionals, mainly the delegation organized by Gouva Ecosystem, led by specialist Marcos Gouva de Souza. The magnetic field of the event also drew names from design, advertising and other disciplines who know that understanding the repertoires that move through the commerce environment, physical and digital, makes sense. With the challenge of transforming hype into execution.
AI was present in at least 170 talks at the event held in New York. The Innovation Lab showed how personalization, analytics, AI, augmented reality, robotics and other technologies for the future are decided in real time. Of course, AI is already common in various stages of retail. Virtual assistants are small fish in ongoing offers and will guarantee purchases, generate new experiences for shoppers, customized information, connection and, for example, efficiency in financial transactions.
AI is among the main trends because it will encourage new forms of consumption and consumers who are in tune with the offers that technology provides, and are almost always within reach through smartphones (in the palm of your hand), facial recognition, uncomplicated logistics, etc.
Microsoft launched tools at the NRF recognized as innovative for retailers to optimize and unify data, such as Copilot and the Fabric solution. Bill Gates’ company saw retailers begin to contemplate the possibilities of generative AI, but filtering potential use cases to just a few of the most promising opportunities.
Usability managed to normalize some high-impact cases. Microsoft provides AI services for both natural language-based generative use cases and use cases that require a reasoning engine to work on an organization’s data, providing new ways to answer questions.
Retail media is another phenomenon in a growth phase that can ensure a leading role in advertisers’ advertising budgets. Warc expects this type of brand exposure to reach 3rd place in budgets with more than US$ 200 billion by 2027. In 2025, it will exceed US$ 100 billion.
Jean Paul Rebetez, head of strategy and management and founding partner of Gouva Consulting, and specialist in retail, consumption, omnichannel and management transformation, listed four factors that are in commerce: The aging of the population in the main consumer markets, changing the entire way of consuming; the financial pressure arising from a world in conflict and post-Covid-19 with inflation eroding global purchasing power; the end of linear consumption, carried out and influenced by different channels, formats and digital media; and the star of all influences, artificial intelligence, being the main tool for the entire consumption process.
Rebetz continues: For Brazilian retail the applications are multiple, from reviewing processes that contribute to productivity and operational efficiency,
In the case of AI, how much does seeking to understand that the store is much more than a point of sale and monetizing as retail media, delivery point, sale of services, etc. My personal observation indicates more connected and integrated stores, without digital pyrotechnics, with a vision of engagement and valuing customers’ useful lives. Lots of guidance on working with your client communities and ESG is definitely on the companies’ agenda. Retail media is the big thing at the moment, retail has an asset that until then was little explored and it is clear how much this asset has value for consumers and industry.
Founder and CEO of Bornlogic, Andr Fonseca participated in the NRF for the third time and sponsored BTR Varese, one of the largest Brazilian delegations. The lectures bring incredible perspectives. Startups working with AI, logistics companies creating robots and automating warehouses and more ERP, CRM, martech companies and many payment systems and ecosystems, comments Fonseca.
The founder of Bornlgzic goes further: Retail media is an opportunity of the decade, all retailers are creating their own RM networks and teams to manage industry funds, inflation and economic trends by 2024. Many lectures talked about macroeconomic conditions, influencer marketing and social commerce: the growing role of social networks and digital influencers in retail.
Read the full report in the print edition of January 22nd
