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Last Wednesday (07), we attended Varejotech Conference, an event for the retail segment and for professionals directly connected to operations, strategy, sales, customer relationships, executives, entrepreneurs, and investors in the commerce sector.

Created by Startse, the event aims to boost the retail industry—whether for physical or online companies—opening up countless possibilities: learning for those interested in the evolution and transformation of the future, networking, and opportunities to enter the exponential commerce market.

Throughout the day, different experiences were presented on stage, showing the implementation of technologies already available and, above all, the future technologies that will dominate the market—bringing micro-businesses closer to competing and making competition almost irrelevant.

Provocations and new ideas for the sector, coming from China and Silicon Valley, made the sessions even more relevant when applied to retail. They were based on sales and marketing strategies designed to accelerate the sector and its revenue growth.

During the event

In the talk “Bora vender” (“Let’s sell”), moderated by Alfredo Soares—an expert in e-commerce and sales—he shared his journey from selling business cards to transacting 1 billion in online sales. Here are a few valuable tips mentioned during his presentation:

Based on his book, the talk described Alfredo’s entrepreneurial path and also revealed techniques that made a real difference in his business:

Focus
Focus is the secret of the business. It matters in sales, business management, the solutions your company offers, and especially focus on the customer—meaning meeting needs and exceeding expectations, enabling long-term relationships and loyalty.

Clarity
Clarity of purpose means having as much detail as possible and a vision for the future, even in small situations. To have clarity, you need defined metrics; otherwise you won’t reach the goal.

Team
Whatever your segment is, invest in people. Through training and professional development, you can recognize your team’s evolution—and it will make a difference for your business.

Culture
How can you build culture in a company?

• Have people on your team with different ideas and purposes;
• Align professionals’ interests with your business goals;
• Keep the team engaged in personal and professional growth within the organization, guided by transparent management;

The intangible era
We live connected to the digital environment, and when we talk about business expansion, it’s no longer directly tied to renting buildings or worrying about a “good location”. In the intangible era, results can come from investments in Google Ads, Facebook Ads, or even influencers.

So, as days go by and sales triple, ask yourself: “Have I already explored the entire digital environment?” When you ask that question, you’re on the right path—because investing in digital is the biggest expansion lever for any segment.

Don’t be the only one in your market; be the only one for your customer. Personalize your service and bring the customer closer to the purchase:

• Modern marketing: attention, attraction, nurturing, conversion, and retention;
• Create new sales channels: bring the customer closer to the purchase;
• Turn your customer into media: don’t rely only on discounts—deliver gifts;

Omnichannel

The new omnichannel consumption experience connects different company communication channels to improve the user experience. Omnichannel integrates physical stores, online stores, and buyers—enabling faster deliveries, easy exchanges, and in-store pickup, meeting customer needs. Build your own sales strategy and offer the best purchasing experience to users.