The big challenge for retailers: humanization

Together with the arrival and development of technologies work-oriented, there are also changes in the Consumption habits of customers, which obliges retailers to constantly seek to reinvent themselves. Bearing this in mind, many people are curious to identify the moment retail is currently going through.

In an overview, the business, today, has been following the behavioral trends presented by its customers, in a way that is in line with technology, which was characterized by the recent proportion taken by the e-commerce in the world of shopping and consumption habits.

Conducting a debate about the entire path covered is to discuss the central point of operations: the customer. And it was looking at this that Soul Trade Marketing promoted the lecture “Humanized experience for the shopper in the digital environment", which was attended by Cibele Fisher Mendonca, CEO of Journey Consultoria in CX; Maria Emilia Velloso, recognized as Person of the Year by Popai; Tania Zahar, who serves as CEO of Trade Design; Tatiana Thomaz, CEO of Shopper Centric and Jacques Meir, Executive Director of Knowledge at Grupo Padrão.

“Retail has basically learned that the equation for success is trying to reconcile humanity with technology, in order to make the customer have more and more organic experiences”, says Jacques Meir.

Emilia Velloso thinks that the way to find the much sought-after humanization is for brands to face this process as something beyond “closing an account”. “I worked at Amazon and understand the success there. There is a humanized relationship in brands that think beyond the simple account. That's because they know what to ask and when to ask with technology. They know how to advertise too: some data even endorse that there are 30% more sales when the product page shows videos in addition to just a photo”, she explains.

Brazilians are demanding

The data to reach the customer is very valuable, however, this alone is not enough: it is necessary conduct technology training, that is, train the artificial intelligences that work in large and small e-commerces.

“It is necessary to think about ways to evolve in the literacy of your technology and access to your page. In the end, it is not only necessary to know what the customer wants, but also to train the machines to humanize this assistance throughout the journey, so that they ask the right questions and at the right times as well”, argues Tania.

This idea is shared by Tatiana. At Shopper, Tatiana reinforces the importance of implementing filters and placing them as valuable solutions for the consumer journey.

“There is no such thing as a frictionless experience, this only happens if we don't know the customers, because the “now costumer” wants us to be available to consumers 24 hours a day, every day of the week. But, to work on this experience, we need data to understand, for example, that the consumer is very focused on personalization”, shares the executive.

Today's consumer is demanding, requires personalization and an experience that is pleasant enough to convince them to buy from that brand again.

“A Salesforce survey has already shown that 89% of Brazilians think that the shopping experience is as or more important than the product, which is a very high number and demands that the store be almost like an amusement park”, he adds Tatiana.

Lover of movies and series and everything that involves cinema. An active curious on the networks, always connected to information about the web.