With the pandemic, commerce and retail had to reinvent themselves, and a good part of this reinvention was adherence to online market. Those who had not gone digital yet had to migrate to this area, and now, with the resumption of physical market, it was almost impossible to go back to the exact previous model.
Consumers ended up becoming more demanding and don't want to give up the comfort they experienced during the pandemic years. In addition to comfort, consumers also had contact with other experiences that suited their needs.
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This breaking down of the barrier between the physical and online worlds left a question mark on what stores would look like in the future. So Casa Adyen organized an event in São Paulo, where the debated theme was “Phygital is now”. Adyen is a financial platform used by the well-known companies Magazine Luiza and McDonald's.
One of the guests was the current CEO of Tok&Stok, Octavio Lopes, who said that the customer seeks the best experience in all shopping environments, whether online or physical. In this way, there is no way to further separate the two environments. “Our customers buy in stores, for example, after searching the website. They want to navigate these two worlds, and the transition between them needs to be as seamless as possible,” he commented.
Tok&Stok intensified its technology after the start of the pandemic, and today, 50% of its sales are already digital. And, according to Lopes, even in physical sales this digitization helps, as it is very quick for store attendants to access the history of purchases and customer relationships in the store network.
According to Lodovico Brioschi, who is Amaro's COO and CFO, customers want comfort, they no longer want to queue at stores, they also want fast service and delivery.
The Amaro brand refused to go to the digital world, but ended up changing its mind due to customer requests. In 2015, digitalization began, and initially bet on the guide shop model, where people could try on the models, but there was no stock of the part. The product took about 5 days to arrive at the customer's home, which sometimes ends up making them give up the purchase. But now they have increased their stock and are able to offer much more products, including in their physical stores.
For the store of the future, payment must also be made easy. With the example of payment by approximation, which is done quickly, it increased its number of users from 5% to 30% in Brazil. This means that consumers are looking for faster payment, and retailers need to modernize.
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