Brazilians have experienced significant changes in their lifestyle in recent years, among them the "urban exodus", what is the exchange of large capitals for smaller cities in search, mainly, of quality of life. This movement has reshaped the retail market, creating a growing demand for solutions that are close, agile and accessible. Everything aligned with the style and expectations of this new audience
Hyperlocal retail, how was this phenomenon titled, it is based on the premise that both consumers and companies look at what is close, thinking locally and prioritizing convenience and opportunities, respectively
Examples are not lacking. Large networks like Grupo Pão de Açúcar and Carrefour are already investing in smaller formats that are closer to communities, like Minuto Pão de Açúcar and Carrefour Express. Already startups like the Swedish Lifvs, with autonomous stores available 24 hours, or the Brazilian Ame Go, that automates purchases with AI and wi-fi, show how convenience is transforming retail
The future of retail will be increasingly decentralized and connected. Shops do not need to be large, but rather agile, convenient and adapted to local needs, highlights César Baleco, CEO of IRRAH, technology group specialized in solutions for the retail sector
In addition to the large chains that have invested in local businesses, hyperlocal retail is also aligned with the growth of small businesses in Brazil, that represent the majority of the companies recently opened. In September 2024, 349 were registered,5 thousand new small businesses, 96% of the total CNPJs created in the period, according to a survey by Sebrae with data from the Federal Revenue. In the year-to-date, 3,3 million new companies were opened, being approximately 3,2 million, composed of MEIs, micro and small enterprises
According to Baleco, this transformation tends to become even more pronounced. During the pandemic, 72% of Brazilians have started to prioritize small businesses, and 80% stated that they will continue to support local businesses, according to Accenture.
The future of retail is in being close, agile and, перш за все, connected, he claims, highlighting that technology ceases to be just a facilitator to become a strategic differentiator for those looking to stand out in this new market format
And the ways to use this differential are countless. We cannot forget that the consumer is close, but is also connected, and, although more likely to buy than what is nearby, faces often overwhelming competition in the virtual universe. In light of this, it is necessary for local merchants to make use of the existing technologies today to stand out, says the CEO of IRRAH. He cites emblematic examples, like the case of the Swedish retailer Lifvs, for example, what, chose the rural area as the destination for its automated stores, offering more options to communities without access to supermarkets. The network opened 19 in container format are transported to the operating location, being unlocked via an app
But, local businesses do not need to resort to such bold strategies to captivate their audience and overcome competition in the technological world. According to Baleco, there are accessible tools today in the market that, for example, automate campaigns and services and, what, with a little creativity, can make a difference and ensure an unforgettable experience for customers
Imagine launching a digital campaign to attract people who do not yet know your store. You can offer exclusive discounts for these people to come to your establishment, creating an opportunity to win them over. For customers who already visit the place, the campaign can encourage them to subscribe to your online channel to receive updates, promotions and updates, stimulating more frequent purchases. The possibilities to increase engagement and sales are numerous!”, explain
Baleco reports that the IRRAH Group is present in more than 70 countries, driving the hyperlocal retail concept. The company has been helping businesses automate customer service and connect consumers to companies. Among the innovative solutions is the GTP Maker, that uses AI to create virtual assistants; Shoot it there, that develops campaigns that boost sales; the E-sold, an e-commerce optimized for WhatsApp, and the KIGI, a strategic ERP that transforms retail management into a fully integrated ecosystem
These technologies not only optimize operations, as well as making retail more dynamic and competitive. The integration between innovation and proximity is, without a doubt, the key to success in this new scenario, concluded César Baleco
