Consumers want transparency in information and sustainability in the products they seek, research shows.

Research conducted by the Brazilian Automation Association-GS1 Brazil reveals the needs of consumers across the country as the industry and retail sectors align new strategies to captivate a more demanding and well-informed audience. Starting with access to technology and connectivity, in a survey of 4,000 consumers across the country's five regions, 44% stated they wanted an app that would allow access to complete product information by scanning barcodes. This functionality not only provides greater transparency and convenience but also increases trust in brands, enabling consumers to make more informed, secure decisions aligned with their values and needs. Furthermore, 33% of consumers expect smart terminals that provide detailed data on the origin, traceability, and proper disposal of products. These innovative solutions strengthen the connection between brands and consumers and reinforce the commitment to sustainable practices. This includes contributing to the development of more conscious and responsible consumption, essential for the retail sector. :: Personalization Personalization and conscious consumption are already significantly shaping consumer expectations. Approximately 33% desire automated identification systems upon entering and exiting establishments, with payments registered instantly, providing a fast, practical, and technological shopping experience. This preference reflects an interest in convenience and integration with innovative digital solutions. Another 30% prioritize the possibility of purchasing products in bulk, by unit or weight, for more sustainable and economical consumption. This trend demonstrates the search for personalized choices that align with individual needs and reduce waste. It is behavior that reinforces the commitment to conscious consumption practices. A trend evident for some years, the omnichannel consumer journey is now taking new directions. The boundaries between the physical and digital disappear, creating an ecosystem where consistency of information becomes essential for a fluid and reliable experience. Consumers navigate between websites, apps, stores, and marketplaces expecting to find not only convenience but also uniformity in prices, descriptions, images, and codes, which need to be equivalent to support the purchase decision. Given this scenario, industry and retail are challenged to raise their standards, adopt innovative technologies, and also systems and processes that ensure data integrity throughout the consumption chain. The Brazilian Automation Association – GS1 Brazil contributes to this movement by offering companies a solid foundation to ensure that consumers have confidence in their data. The entity provides standardization and information quality standards through a cloud platform for manufacturers and barcodes for data access, which are currently undergoing a global transition from traditional linear codes to the GS1 Standard QR Code. The QR Code provides a huge range of possibilities for both supply chain members and consumers, who access information via mobile phone. Social networks become a key player in the omnichannel concept, serving as a source of information for purchase decisions, as shown in the figure below. :: Hybrid Purchase The physical and digital channels complement each other in the consumer journey, revealing a more flexible behavior, in which consumers choose where to buy according to their needs, convenience, and the context of the moment. These are fluid, dynamic, and increasingly common behaviors. It's important to highlight that the growth of the hybrid model is not due to the weakening of one channel, but to the strengthening of the idea that both have complementary roles—each offering specific advantages that, when combined, increase the value perceived by the consumer. Thus, it's no longer a matter of online versus in-person, but of the ability to navigate between channels in a complementary way. Hybrid shopping serves the consumer more broadly, with freedom, autonomy, and consistency. The increase in hybrid preference also indicates greater digital maturity among the population, which has organically integrated technologies, platforms, and routines.

This text was translated by machine from Brazilian Portuguese.