# Brazil retail marketing transformation

> Live situation record from CLSTR: https://clstr.news/situations/brazil-retail-marketing-transformation
> Updated: 2026-08-03T17:26:08.000Z. Sources: 10. Developments: 2.

By mid‑2025 Brazil’s digital advertising market was projected to grow 12.7% to R$ 42.7 billion, with retail media expected to reach R$ 4.8 billion and expand at 37% annually. Supermarkets and e‑commerce platforms became primary venues for shopper‑targeted campaigns, while social media, video and search dominated spend. Selbetti Tecnologia introduced a new generation of electronic shelf‑label tags featuring e‑paper displays, multi‑color LEDs, NFC and long‑life batteries, planning deployment in 100 stores by the end of 2026.

By August 2026 retailers such as RD Saúde, Pague Menos and Panvel were establishing dedicated retail‑media units to generate new revenue streams and improve EBITDA. Companies were merging marketing and sales functions, adopting shared metrics for revenue, conversion and retention, and emphasizing customer experience over product photography. Executives highlighted that integrated models reduce waste, lower acquisition costs and make growth more predictable, signalling a shift from pure advertising spend to a holistic, data‑driven retail‑media ecosystem.

A Salesforce report released in August 2026 warned that poor product photography can erode brand credibility and deter online purchases, prompting Brazilian retailers to invest in higher‑quality visual assets within their retail‑media platforms. The same retailers continued to expand their dedicated retail‑media units, using revenue‑focused KPIs and integrated marketing‑sales structures to further lower customer‑acquisition costs. The ongoing emphasis on visual content quality and shared performance metrics underscores the deepening integration of marketing and sales in Brazil’s retail sector.

## Claims

- Poor product photographs can reduce brand credibility and perceived value. (single source)
- Visual content acts as a silent salesperson influencing purchase decisions. (single source)
- Salesforce 2025 State of the Connected Customer Report found experience is as important as the product. (single source)
- Retail Media has become strategic in Brazilian pharmaceutical retail. (single source)
- Companies such as RD Saúde, Pague Menos and Panvel have consolidated retail‑media operations. (single source)
- A well‑structured retail‑media unit can generate new revenue, contribute to EBITDA, boost sales and create ecosystem value. (single source)
- Rising customer‑acquisition costs and margin pressure are prompting firms to integrate marketing and sales functions. (single source)
- Companies adopting shared revenue, conversion and retention metrics see more predictable growth. (single source)

## Timeline

### 2026-08-03: Retail Media and Integrated Marketing Strategies Reshape Business Growth

Businesses are overhauling visual content, platform use, and internal structures— from better product images and Reddit's daily‑feed push to Brazil's Retail Media units and merged marketing‑sales metrics—while

10 sources. https://clstr.news/cluster/brazilian-retailers-integrate-marketing-and-sales-to-boost-revenue

### 2026-07-09: Brazil's retail marketing morphs with soaring digital ad spend and interactive shelf‑label technology

Brazil's retail sector sees digital ad spend rise to R$ 42.7 bn and Selbetti roll out interactive e‑paper shelf labels, boosting in‑store media and shopper engagement.

3 sources. https://clstr.news/cluster/brazils-retail-marketing-morphs-with-soaring-digital-ad-spend-and-interactive-shelflabel-technology

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Cite as: Brazil retail marketing transformation. CLSTR, https://clstr.news/situations/brazil-retail-marketing-transformation