Company founder explains the brand’s goal in promoting a distinguished experience at the point of sale and creating partnerships with big chains in the country
Technology is increasingly present on customers’ everyday life, and if we project these novelties to the supermarkets, the main references are spread throughout the world. Actually, they were. Brazil has now its own case of technological supermarket: Zaitt.
Today, the company is about to open its second store based on the same technology of its first store. Facial recognition to entering a point of sale, not a single employee around, everything automated and secure. This is the store profile that customers from Vitória, in the state of Espírito Santo, find at Zaitt.
According to one of the company’s founder, the second store will be open in the last week of February. To learn more about the brand concept and his market perspectives, the APAS Show Blog interviewed Rodrigo Miranda, one of the founders of Zaitt.
APAS Show Blog: Too much is said about technology in retail and Zaitt is exactly the technological store model that we see abroad as Amazon Go and itinerant stores in china. Where did the inspiration for this store model come from?
Rodrigo Miranda: We did not thought about any specific player and we had a traditional convenience store operating with employees. We thought about this model to solve problems and challenges, as being open 24 hour, for example. The idea was to have a store with the possibility to serve customers just like the e-commerce does. With the autonomous store, we offer a model that meet these demands.
APAS Show Blog: What were the main challenges during the implementation of this store model in Brazil?
Rodrigo Miranda: Finding the right spot for building the store. That, actually, is the great challenge for any retail store. Moreover, another difficulty was to find adequate work force to deal with the technology we use in the store, as machine learning, for example. That is so that the project developer lives in China e solve all demands remotely.
APAS Show Blog: With all this technology available nowadays, how does Zaitt can simplify the users’ purchase process?
Rodrigo Miranda: We have a great commitment with the store from the future idea, and that is why we use technology to offer a much superior experience to the customer. These are the experiences that will deliver to the customer what the e-commerce and delivery never will. Zaitt technology is in line with the store experience as a whole. Using interaction to go beyond the simple purchase. Therefore, the store foundations are based in absence of frictions, interaction in the store, social environment and the products available.
APAS Show Blog: Brazilian customer is used to human contact and many enjoy going to the supermarket, not only for shopping, but also to talk to the associates. How does Zaitt do to meet this national characteristic?
Rodrigo Miranda: Just like any other business, we have a target and a market niche to reach. There are business that serve those people who are in search for human contact, but there is also the niche of customers that would rather have a quick service that would just solve their problem. That is why Zaitt has a position focused on quick purchase. Maybe this is not the ideal model when shopping for the entire month. Our goal is to serve a group of people that would rather make a faster purchase than it is done in traditional stores.
APAS Show Blog: Considering the experience acquired with the store in Vitória, will the point of sale in São Paulo bring anything new in relation to the first model?
Rodrigo Miranda: Our model is constantly evolving with new technology as product monitoring cameras automation and shelves. We think about the entire customer experience. One of the differences from the first one will be the store size, almost three times bigger. Besides meeting the need of a higher demand, the store will offer an experience with less friction.
APAS Show Blog: Besides an enhanced experience inside the store, what is the other goal the company has with this new model of autonomous point of sale?
Rodrigo Miranda: Commitment with the long term, building an area of great retail circulation with high capillarity. In addition, our strategy includes not only our own stores, but also partnerships and co-branding with other companies of the retail market. We already have partnerships arranged with supermarket chains, but it is still in negotiation phase, although with advanced conversations.