Trends 2024: strategic pillars for business outliers

In a business world that continues to evolve, anticipating trends is essential for success.

In the CRMbonus Talk “Trends 2024: Strategic Pillars for Outlier Businesses”, we highlighted the strategic views of renowned leaders during the panel. The event included the expertise of Alexandre Zolko, CEO of CRMbonus, Tallis Gomes, founder and president of G4 Education, and Guilherme Wadouski, Commercial Director of Essilorlux Optics.

In this article, we will address the valuable insights shared by these experts, offering an in-depth view of the directions that innovative businesses must take in the coming years. Check it out!

High performance management

The search for excellence in management is a constant in corporate environments. High performance management emerges as a strategic differential for leading teams to success. Then, understanding the pillars that support effective management and the role of technology in this game is crucial.

Pillars of high performance management

If we want our team to be dedicated, we need to lead with dedication.

The central idea is clear: as managers, we must set clear expectations for our team. High performance management is achieved when we exceed goals and encourage our team to deliver more than expected. The key to that? To be leaders that inspire.

In addition, three routines are indispensable for effective management:

- Weekly One-on-One: to align goals, progress, and set the stage for next week. This routine strengthens communication and reveals demands that need attention.

- Weekly business review: focuses on strategic exchange with the different areas of the company, providing crucial tactical alignment.

- Weekly meeting with the board of directors: fundamental to provide the necessary resources and solve specific challenges.

Role that technology plays in supporting business management

A key point is to understand and optimize the potential of the technologies we use. Many companies make a mistake hiring advanced technologies without exploring everything they have to offer.

Another important detail is the challenge of using various technologies without properly understanding how to apply them. It is essential to recognize the role of technology in today's business game, especially in retail.

When technology is understood and used in the right way, it has the power to change the business game. The quest for simplicity remains the key to overcoming the challenges of today's digital revolution.

‍Rituals and processes that allow EssilorLuxottica's culture to be perpetuated from leadership to store staff

In the bustling retail universe, the culture of recognition and leadership of EssilorLuxottica, the Italian eyewear brand famous for Ray-Ban, Oakley and Persol, is a highlight.

This culture goes beyond being just a business strategy; it's the heart that works the magic in all the brand's stores in Brazil.

This philosophy, driven by specific rituals, seeks to establish an organizational culture that stands out. One of the rituals is when choosing new collaborators, where the leadership interviews everyone. This ensures that people are aligned with the company and is also a long-term investment in success.

For Guilherme, one of Essilor Luxottica's secrets is based on the triad of culture, attitude, and trust. In his words, culture defines the company's way. Attitude, on the other hand, is the individual expression of this way, adapting to the Brazilian context in a positive way. And trust is the glue that unites everything, from self-confidence to trust in the relationship between the company and its employees.

This triad - culture, attitude, and trust - is seen as essential to ensure cohesion and success in all dimensions of the organization.

Trends of 2024

With the business world evolving fast, it's important to anticipate what's coming in 2024. Two themes stand out: omnichannel 3.0 and the role of data in optimizing store experiences. In addition, we analyzed how retailers in Brazil can prepare for the challenges that are coming.

Omnichannel 3.0: the integration of the physical with the digital

At the forefront of evolution, an idea is changing the way of buying: Omnichannel 3.0. Going from the basics, this idea proposes a more advanced approach, marking a revolution in the interactions between the online world and the real world.

Omnichannel 3.0 wants to create a fluid experience, bringing together the online and offline worlds in a more intimate way.

In this new way, the idea of WhatsApp recognition as a key tool stands out. The proposal is simple and powerful: when visiting a site, customers are invited to start a chat on WhatsApp, providing a more personal interaction, powered by artificial intelligence.

Omnichannel 3.0 not only wants to maintain, but to expand customer engagement even after they go online. In conversational commerce, the strategy is to provide a real-time experience, simulating the presence of a dedicated seller.

This approach is not just a technical evolution, but a redefinition of the relationship between consumers and companies, in line with the growing need for more personalized, engaging and continuous experiences.

O CRM Chat, a CRMbonus product, is already advanced in this regard. With it, shopkeepers are able to create automated service with chatbots, available 24/7 to customers. In other words, having a relationship and maintaining it with consumers became easier and more practical.

How Data Helped EssilorLuxOttica Improve the In-Store Experience

In a world where measurement is the key to improvement, data is the essential basis. At Ray-Ban, this philosophy is followed from the launch of camera glasses, in partnership with Meta, to the Smart Shopper program, which is currently being tested.

The Smart Shopper is more than a tool; it is a strategy designed to use data to optimize inventory, giving the consumer access to the entire portfolio through digital screens in stores. This improves the customer experience, streamlines delivery, and strengthens logistics efficiency.

In parallel, disciplined routines are established to monitor key indicators, ensuring that action plans are executed and best practices are disseminated throughout the network. The true power of data lies not only in having it, but in refining it and integrating it into company culture.

At Ray-Ban, we understand that the secret is not in the amount of data, but in its relevance to support strategic decisions that drive the company's results. We are attentive to the balance between the abundance of information and the wisdom to use it strategically.

Retail in Brazil in 2024: how retailers can prepare

For most entrepreneurs and business leaders, worrying excessively about the macroeconomic scenario may not be the most sensible approach.

The fundamental message is that, even in the midst of global economic challenges, primary attention must be directed to individual business strategies. The focus should be on business logic, offices, factories, and brands. Those with well-aligned principles have the opportunity to find loopholes even in challenging times.

It's natural that 2024 presents its own challenges, just as it did in past crises. However, resistance and the ability to adapt are fundamental.

Marketing strategies for acquisition and loyalty

Loyalty strategies are fundamental to the success of a business, going beyond simple transactions and promoting lasting relationships with customers. See below for more details about the strategies.

Importance of loyalty strategies for retail

Retaining the customer is the icing on the cake, because the longer we can make the customer buy, the more chances we have of increasing revenues without bursting costs. The question that comes on time is: how do we make the customer return? This goes beyond price and need; it's about brand strength, the loyalty generated, and the ability to provide a unique experience.

It is necessary to create a strategy that allows the customer not only to return, but also to shorten the buying cycles. If we shorten the cycles, we increase the amount of future buying propensity (LTV), which, in turn, increases the contribution margin.

The formula is simple, but the right question is fundamental. What events and processes are motivating our client to return? Are we correctly measuring your desire to recommend our product to others? Every time we don't reach the maximum grade, it's an opportunity to learn, adjust, and improve.

What is the Bonus Voucher and how does it help retailers?

O Bonus Voucher is a rewards program that allows retail and beauty brands to attract new customers and rescue those who haven't bought in a while, using artificial intelligence to create personalized offers according to the preferences of each customer.

The Vale Bonus app has more than 2 million users, more than 400 brands, more than 2,000 restaurants, and has generated more than R$ 100 million in potential sales for our partners.

The differential of the Bonus Voucher lies in the possibility of exchanging these credits at partner brands. Imagine the opportunity to exchange R$ 100.00 of Bonus Voucher for a credit of R$ 100.00 at Ray-Ban, requiring a minimum purchase of R$ 200.00. This intelligent strategy allows not only to retain existing customers, but also to attract new consumers to specific brands. Its ability to serve several companies, adapting to different sectors, highlights its transformative potential.

When exploring the different aspects of the business world, from high-performance management to 2024 trends and marketing strategies, it is evident that adaptation and innovation are the keys to success in a constantly evolving scenario.

Companies that understand and embrace change, implement solid strategies, and remain customer-focused are prepared not only to face challenges, but to find opportunities even in the most challenging moments.

Do you want to watch the full lecture? Check it out in the video below!