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Retail Drivers - Brazil - December 2017

“Low price is a major influencing factor among Brazilian consumers, but retailers can explore other ways to appeal to them. Shopping centers and stores capable of creating a pleasant experience, with high-quality customer service and comfortable environment, have great potential to attract consumers."

– Andre Euphrasio, Research Analyst

This report examines the following issues:

Transforming shopping centers into more pleasant environments, with green areas and places to sit, for example, is essential to succeed in this very competitive segment. In addition to low prices and good location, consumers want to go shopping in an enjoyable manner, having a good time.

It is also essential that companies use social media channels, such as Facebook and Instagram, to get closer to their customers, promoting new products and offering online customer service.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Low price is the most significant influencing factor
              • Opportunities
                • Free samples can boost sales
                  • Young consumers use social media to learn about new products
                    • Figure 1: Social media attitudes, by age, Brazil, September 2017
                  • Use of chatbots for a faster customer service among young consumers
                    • Figure 2: Social media attitudes, by age, Brazil, September 2017
                  • What we think
                  • The Market – What You Need to Know

                    • The Brazilian economy shows signs of recovery
                      • Aging population
                      • Market Drivers

                        • The Brazilian Economy
                          • Inflation drops
                            • Unemployment rate is going down
                              • Aging population
                                • Combating food waste
                                • Key Players – What You Need to Know

                                  • Android Pay starts operating in Brazil
                                    • WhatsApp launches verified business accounts
                                      • Magazine Luiza expands e-commerce
                                      • Who’s Innovating?

                                        • Google launches Android Pay in Brazil
                                          • Carrefour inaugurates first hypermarket
                                            • Stock availability through Google
                                              • ShopFacil.com works with voice recognition
                                                • WhatsApp launches verified business accounts
                                                  • Pão de Açúcar starts stores’ reformation program
                                                    • Magazine Luiza expands e-commerce
                                                    • The Consumer – What You Need to Know

                                                      • Pleasant environment is a major influencer
                                                        • Promotions appeal to consumers
                                                          • Free samples can boost sales
                                                            • Having consultants available is crucial
                                                              • Social media is essential for communication
                                                              • Important Factors When Choosing a Place

                                                                • Pleasant environment is the main attraction
                                                                  • Figure 3: Important factors when choosing a place, Brazil, September 2017
                                                                • Young consumers want exclusivity and new shops
                                                                  • Figure 4: Important factors when choosing a place, by age, Brazil, September 2017
                                                                • AB consumers want better quality restaurants/cafés
                                                                  • Figure 5: Important factors when choosing a place, by socioeconomic group, Brazil, September 2017
                                                              • Influencing Factors – Beauty and Personal Care

                                                                • Promotions are strong influencing factor
                                                                  • Figure 6: Influencing factors – Beauty and personal care, Brazil, September 2017
                                                                • Stores that are easy to navigate attract men aged 25-34
                                                                  • Figure 7: Influencing factors – Beauty and personal care, by gender, Brazil, September 2017
                                                                • Pharmacies offer convenience for working people
                                                                  • Figure 8: Influencing factors – Beauty and personal care, by employment situation, Brazil, September 2017
                                                              • Influencing Factors – Food and Drink

                                                                • Possibility to try products influences sales
                                                                  • Figure 9: Influencing factors – Food and drink, Brazil, September 2017
                                                                • Customized coupons appeal to consumers from Brazil’s southern region
                                                                  • Figure 10: Influencing factors – Food and drink, by region, Brazil, September 2017
                                                                • AB consumers are interested in promotional events
                                                                  • Figure 11: Influencing factors – Food and drink, by socioeconomic group, Brazil, September 2017
                                                              • Attitudes and Behaviors

                                                                • Having consultants available is crucial
                                                                  • Figure 12: Attitudes and behaviors, Brazil, September 2017
                                                                • C12 consumers seek cheaper brands
                                                                  • Figure 13: Attitudes and behaviors, by socioeconomic group, Brazil, September 2017
                                                                • Older consumers want discounts when buying food
                                                                  • Figure 14: Attitudes and behaviors, by age, Brazil, September 2017
                                                              • Social Media Attitudes

                                                                • Social media is essential for communication
                                                                  • Figure 15: Social media attitudes, Brazil, September 2017
                                                                • Young consumers learn about new products via social media
                                                                  • Figure 16: Social media attitudes, Brazil, September 2017
                                                                • Women use social media to take part in promotions and offers
                                                                  • Figure 17: Social media attitudes, Brazil, September 2017
                                                              • Appendix – Abbreviations

                                                                • Abbreviations

                                                                Retail Drivers - Brazil - December 2017

                                                                £3,122.80 (Excl.Tax)