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Módulo VI 2 Tendencias del Sector Retail — Transcript · YTtoTranscript

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Módulo VI 2 Tendencias del Sector Retail

EventuApp - Opinalia · 6,458 words · 32 min read · EN

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Below is the complete, readable transcript of Módulo VI 2 Tendencias del Sector Retail by EventuApp - Opinalia on YouTube. Read the full text, copy any part you need, or generate a transcript for any video with our free tool.

Today we want to challenge you. Yes, we challenge you if you want to be the best engineer working in one of the best car factories in the world. We challenge you, who want to be a doctor, to find a vaccine that will change the history of humanity. We also challenge you who dream of

achieving three Michelin stars for Honduras. Yes, we challenge you too, you who long to bring your analytical talent to a multinational company . We challenge you to change this moment and make the most of it. We want you to be a part of this. That's why we will support you and give you everything you

need to achieve your dreams and goals. We have the best , newest, and most innovative programs. We have a solid platform for you to study all our courses. But you know what? We don't just want to say it. We want you to be able to experience it with us. We want to challenge the future together now, you and us.

Hello, welcome to the diploma course in skills and abilities for social and professional development. This diploma program is structured in modules, and in this case, we're going to talk about module 6, which is directly related to marketing. In this case, we will specifically address the topic of trends in the retail sector, a topic that will be presented by yours truly,

José Guillermo Berlios Pastor. As you may know, retailing is a topic in marketing that continues to attract attention, and of course, the market has been going through different digital transformations. Of course, we also cannot dismiss or ignore the traditional way in which retail businesses have obviously been performing and evolving. This brings us to the point that there must be an

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integration between traditionalism and new technology through this digital transformation so that our customers or strategic partners can have a better shopping experience. Today, through these digital transformations, we can see that e-commerce is becoming increasingly sophisticated and technologically advanced through the development of new software industries. These same software products are generating a positive impact on all

productive sectors. And when we talk about all productive sectors, we are referring to the environment of a company, the purchasing part, the administration part, the sales part. The marketing side and of course retail is no exception because apart from the many productive sectors, retail is the engine of marketing for all these companies and when we talk about companies

we are talking about agricultural, industrial, also all the labor sectors that one can imagine, marketing is always implicit in them. These increasingly sophisticated technologies make it possible to automate different types of processes. These processes, as they are called, are different forms or sequences that we can manage, inventory, and have better efficiency in how we inventory, because

inventory and its management is something that, although it has been becoming more technical over the years, always has its drawbacks, and nowadays, through these new software systems, the margins of error are reduced more and more. So it is through this new industrial software that we do better inventory management, customer testimonials, for example, on

digital platforms that allow us to find out if we want to buy a service or even rent a room through Airbnb. You will see that upon entering the platform you can access these testimonials, and these testimonials allow you to better understand the experiences that customers have had and, in this way, the ratings they give them. All of

this allows us to have better data that generates better information for processing how we will make decisions about whether or not to buy. It also has to do with payment processing. We increasingly want to have better options for different ways to pay, although in some systems there is still a certain degree of uncertainty or distrust;

options are the best tool one can have today. That said , today's retail is growing and evolving through e-commerce. And obviously this e-commerce awakens new store formats or models , in such a way that these integrate the online channel with the offline channel. And in this way, through applications, we can have points of purchase,

pickup points, or points to collect products, offering differentiated experiences. Physical stores and digital stores are obliged to understand each other. It is impossible for one to become detached from the other. Businesses that have traditionally offered products through personalized sales should leverage and take advantage of digital applications, digital marketing, and social media. All of this

is extremely important. Today, retail proposes a symbiosis between the physical store and sales technologies through the digital store. We will be able to see further new trends that have been generated through this symbiosis which obviously allows for greater variety, alternatives, options and better time efficiency for today's, not just consumers, but prosumers. UFO-related phenomena,

or channels through UFOs or their purposes, are emerging more and more frequently today. Having OVN channels, unlike what was previously a one-way channel, has allowed us to evolve through different eras of marketing, from marketing 1.0 to marketing 5.0, which deals with this same artificial intelligence. So, nowadays, the one-way aspect is no longer a trend; the two-way aspect is no longer in vogue

. And why has it stopped being a trend? Because now it has to be the norm. We cannot be present and reach our partners or customers more efficiently, quickly, and with better experiences if we do not give them multiple alternatives. And through this new business model, brands become available to users through multiple platforms and channels. Of

course, guaranteeing better and greater comfort and above all safety in all processes. While it is true that we have suffered a global pandemic since 2020, this pandemic further accelerated digitalization. Today's consumers have higher expectations; they will not only demand brands or a greater number of brands, but also the ability to buy them online with shorter

waiting times, various payment methods, a fast and user-friendly website, personalized offers through these new trends we will see, and quick answers to different questions and inquiries through different channels via social networks. social networks, virtual chats, WhatsApp, market chats, etc. So, we're going to see how artificial intelligence is the star today. It is the star, the

protagonist of these new retail trends that produced a great impact on retail businesses, allowing them to collect, process and analyze data from each of the users, customers or partners, in such a way that this is a relational, personalized sale, but always through digitization. Let's not lose that momentum of personalized one-on-one sales either, but

today we can make personalized one-on-one sales through synchronous virtual systems. Other ways to improve and boost sales include web searches, reviews, recommendations and suggestions, personalized email marketing, and, of course, promotions. Now we're ready. to see what the new trends in retail are. So, we're going to look at them one by one, we're going to see their advantages

and how in a certain way each of these, apart from offering different options, offers an unforgettable experience to the customer. We started with digital shop windows. Digital shop windows are becoming increasingly common these days . It is a norm, a custom, a habit in emerging and developed markets, but not so much in markets that

are still developing and gradually emerging, as you are seeing. There are different ways in which one cannot perceive the experience in a digital shop window. You can go to McDonald's and instead of going to the front counter and ordering by tradition as you have done for years, you now have digital kiosks where you

can order there as you can see in the slide that is at the bottom right. Then one can have that experience of placing the order directly there and making the payment. This type of digital storefront offers different payment methods, and you simply claim your order. This, of course, speeds up order processing times, payment, and, of course

, quickly speeds up delivery time because it avoids those bottlenecks. Another example of a digital storefront could be going to a store like Adidas or a Nike store, or any store that sells products, and suddenly you'll see screens. These screens are smart. You can learn about a product, compare it with others, see the

prices, see the benefits, and even have a personalized experience that allows you, based on your habits and lifestyle, to be recommended the most suitable footwear for you. Because if you suddenly say, "I want some shoes, because I only usually jog." But suddenly you're not jogging. Simply jogging tells you to walk. So sometimes you buy shoes

for jogging when what you're really doing is walking. Then these digital smart shop windows suggest and offer you different options. There are also products like Panasonic that offer smart mirrors. And smart mirrors, it's simply a beauty salon. You stand up and instead of the person telling you how you want the cut, the mirror takes your

physical features and tells you, depending on the event you want to attend, different hairstyles or haircuts according to the clothes you wear. These are different examples that one can see as digital storefronts that are increasingly revolutionizing the retail business, and although they are not commonly seen, there are still few cases. That's why

data personalization is so important. And when we talk about data personalization, this allows us to access the customer base and is known as permission marketing, because it's like asking the customer for permission, please, we are here to offer you a better experience and service. So, from the moment you give them your identity number or something that refers to

you, then no matter which point of sale of that business you go to, the business is collecting how often you visit us, where you visit us, what you are buying, how often you buy that product, what brand you are buying, if suddenly it was on promotion at one time and another, if during that period you stopped

buying it and switched to another alternative brand. So, that allows each business to intelligently get to know its customers, personalize some kind of event when it's their birthday, and say, "Thank you so much for being our customer." They analyze the product you buy most often and suddenly there might be the option of

receiving a free product, although of course you know that today nothing is free, everything has a price, everything has a time, but it is a way of personalizing. Who wouldn't love to walk into a store and be greeted with the product they buy most often, and then be given a free gift? That's

priceless, how can we put it? That's why we call it a personalization strategy. We collect user data again, identify the user, and understand and know both their interests and needs. We set goals to ensure that in our inventories we always, not just to him or her, but to everyone, never sell out. That's why

you'll see that in businesses there are digital displays where you can even ask about the product and tell you exactly where it is in which area. This generates messages related to detected interests, such as the one I just quoted, and in this way drives purchases in the cold, warm, or hot areas that

are generally at the end of the business in any type of taista process. Marketplaces are something that is increasingly popular today. Marketplaces are increasingly generating more attention because they are an excellent source of data collection. If I want to buy a vehicle and I don't want it to be new, well, there are different ways. If I don't go

the traditional route of going to a newspaper and seeing what the daily deals are , because these are generally not up-to-date, and suddenly it's already sold, while in a marketplace people keep adding and updating, evolving, with new options constantly being added. Therefore, retailers and businesses seek marketplaces so that users can spontaneously browse and

search for what best matches their interests. An example is Facebook or Meta, whatever you want to call it. Meta's Facebook page is quite famous because the marketplaces are constantly being updated. Suddenly, a popup appears, and in the popup, you'll be able to see that automatically, from the moment you clicked on a Facebook marketplace, it grants

you permission to register. Once registered, it then becomes part of your modus vivendi when you are browsing around what is meta or Facebook. That way you'll see what they're selling, what they 're offering, how that window or platform is being updated, and in this way you can have alternatives. What is digital transformation seeking today as a new

trend in business? Similar to Facebook Meta with Marketplaces, Instagram also offers the opportunity to tag products in the photos they post. That's something famous. I 've always said, well, what 's the difference between Facebook and Instagram? And why have both if you 're not publishing the same thing with one? Not necessarily. And these are different ways

of marketing the retail business . In one, he uses marketplaces; in the other, he uses tagging products in published photos to learn a little more, to ask questions, to consult, or to find out in some other way about a price, about an offer, about that particular line. In short, on one hand there's

Facebook, on the other hand there's Instagram, and WhatsApp, which belongs to Facebook as Meta, offers the WhatsApp Business channel. Not only can you use WhatsApp as a regular channel, but there's also WhatsApp Business, which allows you to create product catalogs in the profile you want to segment or search for, or in the business or sector you

want to enter. in order to generate contacts, to promote products and thus to more personally disseminate the offers that you want to transcend in one place or another. All of this shows that in the digital age, social media is essential in business; we cannot dismiss it. And a great advantage of social media as a way to promote and

implement this new trend is that the cost is much lower than the way in which retail businesses have been promoting or advertising on television, radio or in the press for many years. I am not saying that we should ignore traditional media. Remember that I said that traditionalism must be integrated with the new

digital age. So there has to be a link that integrates and that you know how to use as a different, novel way. People—millennials, centennials, those who want something new, those who want something fast, those who don't want to wait for an advertisement to come at a certain time, a certain program—simply and simply

go instantly through social media. Okay, continuing with these new trends, we have live streaming ecommerce. Note that this is interesting because on one hand we have live streaming and on the other hand e-commerce. Live streaming is becoming part of e-commerce and is based, of course, on an integration of two great digital worlds, both

social media and e-commerce, and allows us to have all users the typical advantages of traditional commerce, of being in a physical location and having a person live, online, connected talking about a product, its capabilities, it's like suddenly, let's say the new iPhone has come out and right now there's the iPhone 14 Pro Plus and then this new

device or smart mobile system , suddenly there's this person, this collaborator of a certain business and they're thinking about talking about it, promoting it, using it. It 's incredible. Um, recently at an Apple store I had the opportunity to see how they were live streaming and showing the new products, they were giving

live training on how to use them and they were connected through multiple platforms with a lot of people, not only from that country, but from other countries. People could ask questions or make inquiries online. It allows us to know, understand, and be better informed. about the products we are going to buy and in the end

the price or value of the product that one perceived as high at the beginning, after all this information we practically see it as quite tempting. So, these are the great advantages of live streaming e-commerce today. We see more clearly, we ask all kinds of questions and we receive all kinds of answers. And these answers are

n't just for show; they're highly personalized, given the necessary time, and allow us, if we're still unsure, to ask the necessary questions again from the comfort of our homes, wherever we are. So, live streaming ecommerce is a must nowadays, as they say, for what is a new trend, something new that today, especially the Centenans are

looking for, this shopable TV. That's interesting. Let's remember when the famous QR codes started appearing and people asked what they were for. Because we looked at these codes and suddenly associated them with barcodes. Products with barcodes are scanned, and the barcode value is automatically reflected in the price at the point of sale. Well, now there are also

QR codes. There's a program and suddenly it's offering, promoting, showing a product and it says scan to shop now. Then just bring your mobile device close, click on the part that says Maria and that's it, you can automatically make the online purchase instantly. You decide and agree on where the pickup point will be, or the point

where you will go to acquire and collect it. So, these QR codes are extremely important because it's known as a shoppable TV system, which is trending. You're seeing that all these forms, devices, mechanisms, or trends in the new retail are different, new, and interesting. It allows for that alternation, it also allows for that experience of being online

with offline retailing, and in this way it 's a tool that allows you to buy live the products shown on any type of screen, and as these accompanying codes appear, the consumer simply scans and buys any type of product. You see this everywhere, even in our markets, which is becoming the norm. You watch

any television program, you watch any news program, and you have your sane codes. So it's something that I would say any Taoist business today should and must have as an accessible, low-cost, and immediate response means. Okay? As I mentioned at the beginning of this, the payment options are a very smart, very, so to speak,

immediate way. And in this way we try to offer different forms of payment. It's not like I'm suddenly going to pay online with a credit card. Well, you know there's also PayPal. So, in this way we will be offering a cryptocurrency system. Yes, I know what you're thinking. There have been problems, certain

types of inconveniences have arisen, but cryptocurrencies are evolving. The bitcoins of the past are not the bitcoins of today. Businesses and firms that deal in Bitcoin are also diversifying and becoming more and more professional, guaranteeing security, better experiences, and immediate response times . and also digital wallets. I believe that digital wallets are becoming increasingly

diversified and evolving, allowing you to have money stored in a digital wallet that lets you buy something instantly. It's like the famous old cards where you want a load of 20, 30, 50 and you're going to buy x product. Well, now you don't need to have a card. Now with a digital wallet you can

have access to any type of business. So this is constantly evolving and allows you to not have money physically stored in monetary units in your wallet due to the security issues we have and know about today. So, let's not dismiss digital wallets as a trend in modern retail.

What are pickup points and smart lockers for? It's not that you're going to be at a point of sale and see traditional lockers. It's not just any kind of traditional locker. It's simply that you're on an app, you make an online purchase, you choose the meeting point where you're going to pick up

that product, you wait for a notification confirming that your product is already at a certain place agreed upon by you in a certain locker number such and such, and then you can go and pick up the product or products at the time that was determined. So, along with this growth we 've been experiencing in

e-commerce, which the pandemic has somewhat boosted, there has been this boom in home delivery. Home delivery, however, is not the only way that home delivery retailers are betting today. Remember that the pandemic has become endemic, and endemicity will eventually normalize, and everything will reinvent itself. It's not that things will return to the

previous state; simply put, something new will emerge every day . So, pickup points like lockers distributed in different types of premises generate a lot of traffic and are gaining a lot of popularity and are, as I said, storage spaces intelligently designed so that users can pick up their products at various geographical points, depending obviously on

where you are most accessible to them, without the need for any kind of door logistics service. on the door. And when I talk about logistics service, I'm talking about how much extra you're going to pay for having something delivered to your home, door to door. One, two, the time you will have to

wait depends on what it would take on average under normal conditions or what it could take even longer. So this saves you from it, and of course the pickup point is more efficient, it's faster, it's better. What is this all about? What have we been talking about? Yes, we are offering new ways to

improve experiences, speed up deliveries, guarantee repeat purchases, and above all, make an impact; all of this is about ways to humanize a brand. After all, in branding or in the design and construction of a brand, it is necessary to take the brand name, the colors, the packaging, the type of product, the slogan,

the symbol and all this humanizes the brand. It's about giving it its own DNA, having authenticity, having consistency, and in this way, these experiences of humanizing brands will generate a unique and positive experience, and obviously, it will position itself throughout this process in order to create loyalty and achieve an emotional connection, because

humanizing a brand is connecting with that brand, and by connecting with that brand, it's about feeling emotion, creating that impact, and having a sense of belonging. Let's think about it, do we have a favorite brand or is it more difficult to have a favorite brand these days? In fact, it is. It is for many reasons, because

we are increasingly exposed to more products, more lines, more technology, and more alternatives. So it's really hard to think of a brand that truly, wow, we can think of a brand that gives us that wow, but there are others that are thinking about how to improve that wow in you and that's precisely what it's about when we talk about

humanizing brands. This also brings with it the famous augmented or virtual reality. When we talk about virtual augmented reality , nowadays a company comes to mind that—and by this I mean that sometimes businesses never start out as large companies or big companies, which is something different from a large company. Businesses start small from

home. Uh, Phil Knight, for example, the owner of Nike, started selling shoes from the trunk of his car at an American football field, and he didn't do it alone. Then he had to partner with Bowerman because another thing you have to learn is that businesses don't run themselves and you don't run alone; you have to make

contacts, it's part of the networking you have to do. And in networks or digital businesses, as well as in retailing, there is no difference. So I'm talking about a person who connected here, identified a niche or potential in architecture, and applied it to architecture with augmented reality. And what does it mean? When

someone showed you a plan of where your house was going to be, you'd be like, "What does this plan tell me?" I don't understand you. You see it as complex, but if you're going to see it in augmented reality, that plane is no longer a plane. You are seeing the house from different angles,

dimensions, in the third and fourth dimensions. You might even feel like you're part of that environment. You can feel that he's inside. It's like the metaverse. We are talking about augmented or virtual reality. This then generates a much greater positive impact, and obviously we can use our finger on the screen to rotate and view the

different angles. It's like you walk into a store and suddenly see a blouse you want to buy. Then you can zoom in, you can change the side, you can look at it from behind, you can see it as such, you can see, uh, let's say, the type of product it is made of. All of this creates

an augmented reality for you through the virtual part. This technology then allows us to superimpose virtual elements onto the vision of what reality is, to show buyers how the product will look, perhaps from different angles or perhaps even placed in a... until it reaches their hands. This will facilitate a very good impression and, above all, significantly reduces

deliveries. No, I didn't like it, it wasn't what I expected, it wasn't what I actually saw. So, in this way, that type of risk is minimized. Okay? And I had already told you a little bit about the metaverse. The famous housing campaigns immediately come to mind. Remember that this started in 2018, and then I could say that it revolutionized

even more in this last 2022 World Cup which was in Qatar. The housing has a rather humorous, very friendly strategy, that today you had Aish. There we were told, uh, the culture of understanding what it was like, what was allowed, what was not allowed, and generally it told us that it was not allowed, but in a

rather funny way. You know that financial systems are very serious, very formal businesses, but how wonderful it is that these new retailing trends in personal banking invite us to see the bank as a friendly company, a reliable company, a company that is not only interested in making money with our money, but rather in

providing us with different alternatives to make more money. And in this way, to use these products efficiently, and suddenly so many people became involved in the advertisements that the metaverse emerged as an immersive virtual reality, offering endless possibilities for you to feel inside and navigate within Qatar itself, to be in Qatar and

live and have that augmented virtual experience , precisely for an unforgettable experience. And today, that's what people are looking for: the famous metaverse in augmented reality communication strategy campaigns . So, if we look at these types of retail trends, we are seeing that there are certain measurable impacts that studies have brought up regarding

consumption in retail in 2023. And Qualc tells us that even though we have to find that human connection to win hearts, minds, and loyalty, there are always some things we have to be very, very careful about. For example, bad digital experiences result in an 8% loss of revenue for companies. Yes, we need to

evolve, yes, we need to have these kinds of digital experiences, but we have to make sure that they are the most suitable, that they are 100% relevant to our market segment, to the lifestyles of that market segment, and not assume or generalize, when we are talking about multinational markets, that a communication strategy in one country will be well received

in another country. We need to adapt that message to the culture and lifestyle of other countries in those types of digital experiences. It is also said that 63% of customers believe that companies should listen to their opinions better. Look how interesting. 63% of customers surveyed today believe that companies, in this case Retail,

should listen better to opinions. Look out, there are opportunities. And this tells us that companies are not listening, that they still need to be more attentive and propose new and better alternatives. There's a lot of opportunity there. So no matter what type of business you're in, listen carefully to your customer before giving your opinion, commenting, or

speaking. Sometimes we make a big mistake in speaking before thinking. Here it's about listening, analyzing, and proposing. 36% of customers are not satisfied with the empathy they perceive in their interactions with customer service. This means that if you go to any one-on-one, personalized service, 36% of customers are not pleased with the level of

empathy shown by the person who served them. This means that the person didn't put themselves in your shoes; they simply responded based on the interests of the business, what the policy dictates, without offering an alternative or a way in which, while it may not have been what you were looking for, it still came close and

resolved things to some extent. And here's the key word: solve. Customers, partners, or any type of user seeks solutions, and there's nothing worse, whether online or not, than feeling frustrated because there was no solution to what you came looking for, especially if it's one-on-one or more if you're on a platform. There are seven basic aspects to

humanizing digital interaction, because remember, the best way for someone to feel is to be heard, to have their needs met, especially when they are virtual. Think about when you're in a virtual class, everyone is paying attention, everyone is focused on what everyone else is doing. The teacher is motivated to give their best.

With the pandemic, this was completely revolutionized. So one has to humanize people more and see how to further energize the process. And this is when we're talking about energizing. To energize, there are seven ways or seven steps in the process. One is the decoding of intention. Always anticipate the intentions of the customers. Listen to it, analyze it. Each one

is a completely different world. And since it's a completely different world, you have to know how to offer and propose different alternatives. Be flexible. Flexibility in marketing, both one-to-one and digital, is a solution. fast, low cost and at the same time builds customer loyalty and retention. The contextual framework personalizes experiences based on an

understanding of needs. Needs are increasingly manifesting themselves in different ways. Desires can create needs. Listen to it. Sell them a wish or a group of wishes, turn them into needs. Or if there is already a lack of something that manifests as a need, offer them different options. Don't focus solely on one. Empathic agility. And once again, there's the

word empathy. In all of this, in marketing, if there's anything that has to cause emotion and impact, it's empathy and, on the other hand, resilience, right? So, empathetic agility means understanding the customer's emotions. Whether they are good, whether they are bad, whether they are cheerful, whether they are nonconformist. We have to put ourselves in his shoes

, we have to understand him. Yes, there's an old saying in marketing that the customer is always right, even when they're not. Well, it's not that we have to base ourselves on that principle. Simply put, let's become a little more human, and by becoming more human we can better understand the feelings a customer is experiencing and, in one way

or another, be more flexible in how we offer a solution to the changes they intend to make. Fourth, the supporting opinion. So that the customer always knows they are on the right track. When I talk about the right path, it can be perceived in several ways. The right company at the right time, the ideal product to

satisfy that need, the commercial conditions and policies that are more flexible in terms of payment methods, delivery times and the post-purchase experience, how we will always keep you informed of new options. This allows us to stipulate basic manners, and basic manners follow basic social norms. In other words, we will adapt to each system,

to each market. We will have policies that will be flexible for each market, and this will generate a self-awareness that will allow us to design digital experiences that, in a way, will authentically represent your brand . Here's another key word: authenticity. There is nothing more important than for a customer to perceive, feel and experience

the authenticity of a brand and a product line and their experience, which allows me to give an informed and reasoned opinion about my own experience with a brand. Brands can be places, moments, people, products. Today, branding is everything, okay? And also an emotional reflection. Apply what you learned from the digital field to

your future interactions. What have we seen so far here? Well, I can summarize all of this in five trends for 2023 in the retail business. Okay, let's summarize. What is 2023? It will be the digital year. Look at that beautiful word. It's a hybrid, it's the digital age with the traditional trend, or we can

define it as a hybrid purchase in which the customer feels free to decide in which environment they will carry it out for each step we have seen previously, with those possibilities of also being physically in a store, or at least that's how they can perceive it, see the product in person, buy it

online like the TV Shopable we were talking about and later receive it at home on an already agreed or predetermined date. Additionally, we can make exchanges or returns in-store if necessary. Once again, this is an experience comparing the physical store with the digital store. They have to be closely interconnected. Then, as a second summarized trend,

unified trade will continue to be king. For example, in Spain, 75% of companies already want the in-store and online experience to always be one-to-one. And thanks to these technologies that allow both experiences to be unified, it is possible for companies, for people who study the needs, desires, and lifestyles of people, to always be behind the customer and offer them

different forms of payment, the most convenient, of course, for the customer, and even so, they will be constantly updating their data, acquiring more detailed knowledge about consumer behavior. The third type of trend, the mobile or mobile device, as you prefer to call it, will always be considered the most popular and the most suitable by

users, as it offers us, the consumers or providers, the key payment method you are looking for in the shopping process without any friction. And when it comes to evaluating this device for making purchases, this Generation Z generally relies more and more on doing so through this smartphone. In fact, 37% of physical cards today rely more

on mobile devices by using Apple Pay or Google Pay to pay. Therefore, mobile phones, through applications and platforms, must be part of their retail modus vivendi. It's important, and you'll increasingly see on your cell phone that there's an app for an airline, a supermarket retailer, or a clothing retailer, and there you'll be

able to access it, see what's new, buy, make a pickup point, or go in person. It's the way you'll optimize time, financial resources, and above all, experience. As a fourth trend summarized, a single platform to make all purchases. There is a statistic that says that currently 52% of consumers make most of their purchases on marketplaces.

Again, remember when we talked about marketplaces, because there are some on Amazon, eBay, AliExpress, which belongs to Alibaba. Today it is imperative that you have these marketplaces or market shops, whatever you want to call them, because it is a market window, a marketing arm, an option that further makes the process more flexible

and therefore reduces congestion in delivery times, payment methods and, of course, in experience. Consumers increasingly want to buy more digital channels, they are looking for more digital channels. The most expensive ones in developing countries or markets, of course, are financial markets or services, but that is quite understandable. But nowadays it's rare to hear

someone between 20 and 25 years old say they prefer to go to a bank in person rather than use the bank's app. People like myself, perhaps not all of us are used to it, but it's something that little by little, the emotions of our peers create that security, that confidence and that stigma of going to the apps. It is

said that when one is already doing more online business, one should generally have at least 100 apps or applications on their cell phone already in use. A platform for every business. And in fact, you can group different related business apps into different groups to better organize the efficiency with which you will use them.

Fifth, we need to create greater safety awareness among consumers. What exactly was I trying to summarize earlier? Controlling fraud in online payments is as complex as it is constantly evolving, but security is becoming increasingly sophisticated, security filters are becoming more secure, and therefore we are gaining more and more confidence. We are also becoming more

trained and aware of how someone might try to hack or scam us, allowing us to more accurately identify when this might happen and who to trust and who not to trust. One of the main problems for retailers lies in the final step in these payment processes. And sometimes we are and have gone through the

whole process, but when we are about to click to pay, ah, it's kind of hard , but now there is a statistic that for every 10, eight do it. Therefore, it is important to have secure and reliable systems when making your payments . My dear friends, that's all for today. Thank you so much.