The retail of the future is digital, but it is also physical

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Source: NOVAREJO, by: Melissa Lulio

In an interview with NOVAREJO, Liq CEO Marcelo Chianello presents his impressions about the NRF 2019.

More than ever, the digital perspective is closely tied to the retail routine. And this reality tends to intensify year by year. However, there are many factors to consider within what we know as digital: channels, data, information, interfaces, and many other technologies that can be used in physical and virtual stores.

“Retail needs to learn to rely on strategic data to facilitate consumption,” said Marcelo Chianello, CEO of Liq. “The superconsumer is becoming more aware, so if the marketing strategy was to arouse a desire, today, the so-called New Retail seeks to understand the desires of the consumer and deliver what he seeks.”

In an interview with NOVAREJO, Liq CEO talked about trends and insights gained during a visit to the National Retail Federation (NRF) event in New York. Check out:

NOVAREJO – Is the interaction between technology and consumers a trend? How does this reality apply to Brazil?
MARCELO CHIANELLO – We can no longer talk about the shopper’s experience without thinking about technology. The companies of the future will be essentially technological. What was a trend, has become a basic and fundamental premise to maintain a competitive brand in the market. Regardless of the segment of activity, every relationship between a company and its consumers needs to include technological resources. The superconsumidor, increasingly demanding and connected to everything that happens, seeks quality and practicality in the interaction with brands.

NV – What is the concept of New Retail? How does it impact retail in Brazil?
MC – This is a topic of great interest to Liq and should be of all those who are part of the retail market. The New Retail concept emerged from Alibaba’s creator Jack Ma, who realized that he could innovate in the market by turning shopper data into strategic decisions for business growth. Since then, China has relied on data to differentiate itself from other players on the world market. Today, the best way to deliver a personalized experience, which integrates the complete experience of this customer, is through data. It is no coincidence that market research indicates that, by 2020, 50% of retail customer requests will be conducted, at least partially, through Talking Intelligence applications.

NV – What is the role of technology in this scenario?
MC – New Retail is built on technology and the consolidation of consumer data usage. For this to be possible, it is necessary to invest in tools that allow the structuring and creation of a data intelligence network, counting on technology, Business Intelligence and Analytics. In the case of Brazil, this concept is starting to consolidate, but it still needs to take off.

NV – What can Brazilian retailers learn from Amazon and Alibaba companies? How did the NRF address the pioneering nature of these companies?
MC – We live the age of intelligent combination of the online environment with the physical, what I call a ‘fital’ experience. One of the most talked about points at the event was the importance of brands being aware of this scenario and preparing themselves. Moving forward on a sales front does not mean giving up another path. So we see companies that have opened physical stores, even though they were born in the digital environment, like Amazon. These companies are clearly showing that they needed to review their own strategies to fit in. Physical stores still play an indispensable role in the consumer journey. Last year, 61% of Brazilian consumers pointed out that stores remain a key channel for the purchase decision. But physical retailing needs to change: now, these retailers must see their stores as smart centers for capturing consumer data.

NV – How can the area of ​​trade & live marketing collaborate with the increase of the quality of the experience in the physical store, in the Brazilian retail?
MC – Trade & Live Marketing strategies, in addition to helping to direct the best execution process and potentialization of branding and sales actions in the POS, are also important to generate opportunities in which companies can use the data collected in different ways, getting perceptions directly from real life, always with the goal of developing ways and means to connect more and more with the shopper.

NV – What does this area represent for Liq today?
MCLiq‘s commitment is to work with increasingly qualified professionals in the area of ​​Trade & Live Marketing. For this, without a doubt, we need to understand more and more technology. This is a unique opportunity to work together with the brands that need to specialize or increase their presence in Trade & Live Marketing. At Liq, we had a 66% revenue growth from September 2017 to September 2018. We also won 21 new clients, proving that our all-line strategy is assertive.

NV – What are the main trends perceived by Liq in the NRF 2019?
MC – The main trends are the evolution of technology and the opportunity of data analysis. Technology is adding intelligence to the sales process – both in the store and in all the service provided. Today, the consumer can even be called by name when entering a store, because technology already exists to identify it through the cell phone. Another possibility is to simplify the moment of purchase, which becomes more shopper-oriented.

NV – Is Technology So What a Brand Needs to Conquer the Consumer in Retail?
MC – This easy access to information has brought a new consumer profile, which is more and more curious, connected and that encourages the exchange of experiences about products or services. The digital natives of the “Ctrl Z” generation, for example, are accustomed to consulting social networks during their buying processes to assess what is being said about companies. The organization must be multiplatform, have a concept of sustainability and a purpose that adheres to the wishes of this new consumer, who is increasingly empowered. In addition, you also need to offer a personalized experience that adds value to the purchase, use of the product or service, and your experience beyond business. What we can not forget is that technology is a means to reach and delight customers. That is why it can only be considered a smart solution if it serves consumers’ wishes.

Click here and read this interview in its entirety in the NOVAREJO Portal.