The RS Retail Federation, represented by its president, Ivonei Pioner, and vice-president, Marcos Carbone, participated in the main global retail event, the NRF, in New York, from January 14th to 16th. The personalization of products and services, the humanization of team management and customer relations, and the use of technology, especially Generative AI, were the main trends presented.
One of the points that made the most positive impression was the discussion of practical themes, which can be effectively implemented in local retail. This approach indicates a more homogeneous moment, facilitating the adoption of concepts, strategies and technologies. “The current reality is that retail without technology is unthinkable. This includes social networks and technologies for integrated physical and digital service. It may seem complex and expensive, but not anymore. And artificial intelligence (AI) will democratize this even further”, predicts Pioner.
Another highlight of the NRF was the space dedicated to technological solutions. Among them, Generative AI, which allows you to personalize e-commerce products according to each user’s consumption style. In this context, experiences show that the physical and the digital merge. “Without existence and work in both, everything will be very difficult”, analyzes Carbone. Given this reality, the vice president also highlights that the expression “customer service” needs to be changed to “customer journey”, which often starts digitally and can end in the physical store. “We cannot generate friction for the customer, everything has to be fluid”, he analyzes. With a focus on digital, the store’s showcase becomes everywhere. “Even a simple WhatsApp Business has a storefront. Taking care of the environment to welcome customers will always be a mission”, observes Carbone.
Pioner highlights that customer loyalty was one of the topics widely discussed during the NRF, a subject that needs to be well addressed given the diversity of the consumer public, currently made up of five different generations. “Everyone values different things. They use different channels for research and to communicate. Understanding them and satisfying their expectations is a great challenge that only omnichannel, including the physical, can help us with. And, of course, many indicators and the help of AI, which is monitoring this consumer all the time”, observes Pioner.
This is the same challenge retailers face in attracting new customers. For Pioner, no one accepts being deceived anymore. “We need to understand what has value for each generation and align deliveries. As an example, I highlight something notable at the current moment: deliveries that provide a lot of convenience and speed”, says the president of the RS Retail Federation.