Retail strategies in Brazil focus on consumer behavior and store layout

Retail operations in Brazil utilize specific organizational strategies to influence consumer behavior and optimize logistics. In supermarkets, the placement of staple goods like bread and milk is often determined by a combination of commercial exposure, operational needs, and store architecture. While placing essential items deep within a store can encourage unplanned purchases by exposing customers to more aisles, positioning is also heavily dictated by the need for refrigeration infrastructure for dairy and specialized production areas for in-store bakeries.

In the cosmetics sector, Natura transformed its gifting strategy by treating 'gifting' as a distinct consumer behavior rather than a mere product category. Under the leadership of Érica Vieira, the company developed a global business unit that turned seasonal gifting into a multi-billion real revenue platform. This approach focuses on the consumer's intent and the decision-making journey, positioning giftable cosmetics to compete with other premium categories such as gourmet foods, fashion, and decor.