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Time Travelers
The important NRF fair took place in January in New York City and was attended by thousands of Brazilian retail representatives, including the mission of ABF.
After visiting hundreds of stands, participating in conferences and events of Wrap-up, this enormous content was refined into important insights and presented at a meeting at the headquarters of Banco Santander in São Paulo.
Much more than a consolidated set of concepts, the ABF post-NRF event brought a vision of the future of retail.
Off-Off
That article can even be understood as a post-post-NRF, or as New Yorkers call smaller theaters outside the main circuit, Off-Off Broadway.
Without data you're just a person with an opinion;
Without opinion you're just a person with data.
This powerful statement brought by Tom Moreira Leite, president of ABF, from a lecture by Waze, shows how data culture is a culture of people and sets the retail tone shaped by information.
It won't just be about people, not just about data.
Also CEO of Grupo Trigo, Tom reinforced the importance that information that points the path to growth has in his business, with a team of 50 people taking care of the Growth.
This is also ABF's agenda for all of its 1700 associates.
Therefore, a look that goes from the big players that are able to absorb the heavy burden of current solutions, to the search for startups that can take care of smaller franchises.
With a focus on taking the Geomarketing for everyone, Mapfry has partnered with ABF and we also offer a professional qualification program and Geomarketing Certification.
Growth & data analytics They are technologies that have long since passed from Hype, but which still have the challenge of reaching everyone.
The widespread use of the term Hype to describe the moment of Gartner curve In which technologies promise much more than they deliver refers to the old saying:
A dog bitten by a snake is afraid of sausage
A person who has suffered before becomes cautious
The time when physical and online retail were different things is long gone, but the time when technology companies invaded retail territory is not so far off.
After so many blows and scares, retail has become the best radar for new technologies.
All will be tested and evaluated according to profit, carefully separating the promise from the delivery.
No wonder, the NRF was presented as a technology fair, the kind of technology that works.
Metaverse
It tends to follow until someone learns how to make money with it.
Until then it can be used in marketing campaigns.
Creative economy & influencers
They're in charge, these modern artists create narratives that fit style and consumption.
Brands aren't working with them, Are they working for them.
Artificial intelligence
Millions of people tested Chat GPT in a few days, but it will be retailers who will find lucrative applications for the new technology.
Modern phenomena such as Great Renunciation and Quiet Quiting, where jobs are rejected, pressure retailers to find alternative ways to serve customers.
Artificial Intelligence is a super interesting case in which the technology was understood even before reaching its technical maturity.
Maybe that's where its most special element is, we already know how to use it and we're just waiting to arrive.
The medium is the message
Um Communication classic In full retail shape, stores are high-value spaces because they don't compete for attention on the cell phone screen, but capture it with experiences increasingly immersive.
Think that Shoptime had a child with TikTok.
CAC matador
Metrics of e-commerce compared to physical business show how much cheaper it is to attract customers with a commercial outlet than to invest in paid internet traffic, in addition to the fact that the store works as an outpost.
#SóViVantagens
Food, Fun, and Art
Art galleries sell works of art, so they are stores, in the same way that stores can display their merchandise How and with works of art.
A complete loop that points to the day when we will visit an exhibition of partially dressed mannequins and have drinks at the store's renowned restaurant.
Fasten your seatbelts, the seller is missing
Retail is no longer divided between physical and digital, but it is still divided.
The real need for Automate service with empathy, using lights, scents, intelligence to smooth out the purchase of machines, comes from the lack of people willing to do this job.
Systems of recognition by multi-sensory cameras they allow theft control to make Robocop jealous.
Robots come on the scene because both salespeople and police officers are no longer able to live in the cities where they work.
If in large cities retail seeks answers in automation, in smaller cities the bills are balanced, it is possible to find labor, the automation that speeds up purchases is less important, while the role as a last-mile logistics center is fundamental.
Big city
Average experience, high automation
Smaller cities
High experience, medium automation
Final Thoughts
It is interesting to observe the pragmatic and respectful assimilation of new technologies by a sector that has already been divided between 100% online and 100% physical, which merged into large cities and now the model is advancing Physital for smaller cities.
At the end of the event, drawing a parallel between the technology market and the full understanding of what retailers expect from technologies, it was possible to see that Technology company crisis it's also an identity crisis.
Being a technology company ceases to be something mystical to be admired and returns to the role of just having to work and thank you very much.
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Link to post-NRF event
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