2023-10-30 20:43:48
Milene Gomes, Director of Retail Marketing in the Consumer Electronics division of Samsung Brazil.
To summarize and analyze the current status of the Brazilian consumer, it is necessary to know that, before any attribute, they are looking for the greatest possible convenience in their purchases, whether in traditional or virtual retail – even if they themselves are not even aware of it. This, in fact, is one of the reasons why the division between physical and online environments is gradually being broken down, largely thanks to the most successful strategies on the market for assertive and targeted operations, wherever the customer is.
Purchases made via smartphone, for example, are growing year following year given the ease of the entire process (which can be completed in a few clicks and minutes) and an effective increase in the level of trust and security in these transactions. But the mobile device doesn’t just work as a ticket window: it has become the great instrument for research and comparison in our days, be it products, models, price, reputation, etc. A recent study by the consultancy specialized in consumer engagement MoEngage revealed that social networks are the preferred channel for the majority of Brazilians (52%) to receive information regarding product launches. The survey, which analyzed more than 4 billion interactions and 20 billion messages, shows that platforms such as Instagram and YouTube are preferred for receiving this type of update.
In other words, there is a considerable portion of consumers who seek detailed data before completing the purchase of a product or service, even if this final step is taken in a physical store. And, even in the age of digital information, it is easy to understand the reasons for this: the physicality of tactile and sensitive experiences are still, in many cases, decisive for the final decision, especially in cases of medium and high value purchases. If in digital the attraction is access to abundant information, in physical terms it is personalization linked to quality service, as well as loyalty programs and a differentiated shopping experience, which tend to define the game.
The truth is that, unlike a barrier, the successful path of a channel strategy in retail today involves much more than constant fluidity and interconnection. By expanding sales channels, companies can reach new audiences, strengthen customer loyalty and boost sales, in addition to allowing more careful and qualified data collection for a deep understanding of consumption habits in each channel, enabling personalization of offers, among other improvements.
The omnichannel strategy for retail is today a major competitive differentiator for manufacturers, and this occurs through a relationship built by many hands and minds, with a strong contribution and performance from partners. When well executed, it is capable of offering almost real-time adaptability to all consumer demands. By understanding and adapting to these trends, there is no competitive scenario that prevents companies from winning the preference of a customer who is completely at ease in environments created tailor-made for their satisfaction.
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