Strategies for Success in the Evolving Retail Landscape
Leandro Calcina, Chief Data Officer at Cencosud S.A.
Leandro Calcina was born in Brazil and has been living in Chile for the past ten years. He holds a degree in Computer Science, a master’s in Artificial Intelligence and Business Management in Service, along with an MBA. With 20 years of experience in Data Science and AI, Calcina specializes in Data Science strategy, leading change management and restructuring processes.
In this insightful piece, Calcina explores the transformative trends in retail, including hyper-personalization through AI, advanced analytics for deep consumer insights and the critical importance of ethical AI and robust data governance. He highlights how these advancements are reshaping retail operations and customer interactions. Addressing future challenges, Calcina emphasizes the need for effective data management, maintaining customer trust and balancing AI with human expertise. He also shares how Cencosud’s democratic data access and self-service framework have significantly advanced their decision-making capabilities.
A Journey in Data Specialization
I have been in the data and artificial intelligence field since I left university. I have always been drawn to the data field because I believe that numbers are the lifeblood of a company or any endeavor that aims to bring oxygen to all departments. It is a field of study that is constantly evolving, and for this reason, staying updated with the latest trends is essential. Studying has greatly helped in the evolution of my career as a data professional; it has kept me focused on the techniques that truly matter.
Another factor that has greatly helped me in my career is choosing only one data specialty. When I moved to another country, I had to start from scratch again—I had to return to being a junior analyst. I come from a data analytics background and have always strived to become a better professional in analytics.
Key Trends and Technological Breakthroughs in Retail
The retail industry is at the cusp of a transformative era driven by rapid data science and artificial intelligence advancements. I see six key trends and technological breakthroughs that will redefine how businesses operate, make decisions, and interact with customers.
Hyper-Personalization through AI: One of the most significant trends is the shift towards hyper-personalization. With AI and machine learning algorithms, retailers can now analyze vast amounts of customer data in real time, enabling them to deliver highly tailored experiences. This goes beyond just personalized recommendations; it’s about predicting customer needs before they even express them, creating a seamless and intuitive shopping experience that builds loyalty and drives sales.
Advanced Analytics for Consumer Insights: The ability to derive deep insights from consumer behavior is more crucial than ever. Advanced analytics, powered by AI, allows retailers to go beyond surface-level data and uncover hidden patterns and trends that can drive strategic decisions. Whether understanding customer sentiment through natural language processing or analyzing social media trends, the depth of insights available today is transformative.
Ethical AI and Data Governance: The importance of ethical AI and robust data governance cannot be overstated as data becomes increasingly central to retail operations. Consumers are more aware and concerned about how their data is used. Retailers prioritizing transparency, fairness and privacy in their AI systems will comply with regulations and build trust with their customers—an invaluable asset in today’s market.
Navigating Challenges of Retail’s Future
The biggest challenges will be closely tied to the trends I mentioned earlier, and how we navigate them will define the success of retailers in the future.
Retailers face significant challenges as they navigate the data-driven future. Managing the vast amounts of data generated by IoT devices and AI systems is crucial, requiring robust infrastructure, scalable storage and a culture of data literacy. Maintaining customer trust in an AI-driven world is also vital, demanding transparent data practices, compliance with privacy regulations and ethical AI to ensure customers feel secure. As technology evolves rapidly, retailers must continuously innovate, adapting with agile teams and a forward-thinking mindset. Finally, integrating AI with human expertise is essential, balancing automation with the human touch to optimize both efficiency and customer experience. This requires reskilling employees and fostering collaboration between AI and human talents.
The key will be to approach these challenges not as obstacles but as opportunities for innovation and growth, preparing today for the retail landscape of tomorrow.
Empowering Data-Driven Decision-Making at Cencosud
Today, we have an extremely democratic structure where our users can access the data and perform their own queries. We created a data university and taught all the necessary techniques so that our employees, clients and suppliers could manipulate our data pipeline in a completely self-service manner. It is incredible how fast Cencosud can advance with the most strategic decisions today. The release of data for massive and orderly consumption has taken Cencosud to the company’s next level. The key and secret to reaching this level of data consumption maturity, without a doubt, was to have impeccable data governance and education in the data field that made people trust the data.
We consider this framework because it allows for freedom of creation and decision-making. The best part about having data intimacy with business people is that they can create many types of analysis that benefit operational and strategic decisions.
Best Practices for Adopting Emerging Technologies
When adopting emerging technologies, it is essential to begin with a clear vision and strategy that align with your broader business goals, such as enhancing customer experiences, optimizing supply chains or driving sustainability. Data governance and ethics must be prioritized to ensure the transparent and ethical use of data. Embrace a culture of continuous learning, encouraging teams to adapt and upskill in a rapidly changing technological environment.
While leveraging AI for repetitive tasks, maintain a balance with human expertise to enhance creativity and customer interaction. Choose scalable, flexible technologies that can grow with your business and mitigate risks through careful planning and pilot testing. Collaboration with technology providers, industry experts and even competitors is crucial for accelerating innovation. Above all, we focus on enhancing the customer experience and ensuring that technology adoption adds genuine value to their journey and exceeds their expectations.
Motivating High-Performing Teams in the Retail Tech Era
Executing a vision that leverages emerging technologies in the retail sector requires a diverse and highly skilled team. The success of such a transformative initiative hinges on the technology itself and the talent driving it.
Keeping these professionals motivated is a big challenge; in my career as a team lead, I applied some technical to do that interesting.
I always celebrate the team’s mistakes. Sometimes, this attitude allows the team to innovate without fear of success. Celebrating mistakes is an attitude that we should increasingly foster as team leaders. Making mistakes is part of the process and helps the team’s self-esteem.