What is the potential of small Brazilian retail?*

Small retail, characterized as being widespread and fragmented, holds a significant importance for industry, as, apart from representing a chance to increase the margin in negotiations with the large chain retailers, it is, in fact, a path through which to reach the low-income consumer (given that one of the differentials of the small retail outlet…

What is the potential of the small retail formats in Brazil?*

Small retail formats, characterized as being widespread and fragmented, holds a significant importance for industry, as, apart from representing a chance to increase the margin in negotiations with the large chain retailers, it is, in fact, a path through which to reach the low-income consumer (given that one of the differentials of the small retail…

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Five steps toward influencing the shopper at the “moment of truth”

Self-service is, by definition, a passive agent. The consumer is the star, the protagonist. It is the consumer that directs the action. So, in a matter of minutes the retailer seeks the opportunity to influence the consumer through stimulus provided by the environment of the establishment, leading the consumer, in a positive fashion, to find…

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Shopper marketing and the Internet*

What’s new in retail and FMCG trends. Purchases of high-end household electrical and electronics inspire greater care. Toolbox interviewed 597 people who had bought consumer goods with prices above R$ 200 and discovered that 86% of the people had shopped around before buying. Of these, 75% use the Internet as a source for their research…

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Retail in the XXI century

We are at the end of the first decade of this century. Naturally, much of the past century is still alive, particularly in Brazilian retail. Now is the time to change the focus of this business. I listen to supermarket owners that say the basics need to be done first, before going further in shopping…

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Shoppability – The ability of delivering what the shopper is looking for

We are now seeing the rise of a neighborhood supermarket model to capture the busy shopper that is not bothered about paying 15% more for a product but, instead, demands a tailored and convenient shopping experience. The neighborhood stores of the Pão de Açucar Group are set to capture the custom of the busy people…

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Seconds that really count*

  Sometimes, a few seconds can hold our attention for days on end. In Chicago, on making the payment on a purchase by credit card, we perceived the immense opportunity of reducing the queues that we have at the tills in retail establishments in Brazil, and of making consumers happier with the speed of payment…

Big Retail Show 2010

Between the 10th and 13th of January, thousands of people, like myself, passed through the doors of the Big Retail Show 2010 – the largest retail fair in the world, put on by the National Retail Federation, in New York. The general atmosphere was that of the end to the crisis, as if the economy…