Data-driven decision-making, Artificial Intelligence and operational flexibility are emerging as decisive factors for retailers aiming to stay competitive in an increasingly demanding market, says Jean Carlo Bob, Commercial Director, Diebold Nixdorf Brazil.
What has the potential to differentiate the retailers that will lead the market in 2026? In an industry pressured by increasingly tight margins, constant exposure to risks and more price-conscious consumers, retail no longer has room for slow or generic decisions. Transforming oneself has become a basic condition for sustaining the business.
What we will see from now on is a sector that is increasingly data-driven, more automated, safer and above all more adaptable to what each operation will demand. From this reality, some movements will gain decisive weight and consolidate throughout the year.
The adoption of AI will be one of the main drivers of evolution. If before the technology still seemed in the experimental phase, today it is already present in several stores and its adoption will become even more concrete throughout the year. AI will increasingly be the key to more efficient inventory management and demand forecasting.
The use for the automation of controls, such as for age verification in products with restricted sales and the identification of errors in the scanning of purchases, in addition to the automatic recognition of items without barcodes, such as fruits and vegetables, will make it even clearer that AI is a true ally for reducing risks and increasing efficiency.
This same logic of intelligence applied to the operating environment extends to another central challenge of retail: security. The fight against fraud should be a priority, since it is one of the main pains in the sector, responsible for significant losses. In 2026, retailers will invest in a more structured way in innovations capable of identifying suspicious behavior, preventing fraud and reducing losses before they happen.
The integration between data analysis, computer vision and Artificial Intelligence expands the capacity for prevention and detection, while creating more reliable environments for customers and employees.
The rise of cash and carry will also continue to rise. The combination of wholesale prices with the convenience of retail responds directly to a more discerning consumer, who analyzes more of the available product options, makes conscious choices and values every penny invested. This format has been redefining the dynamics of the segment, encouraging traditional retail to review its structure.
In this scenario, putting the interests of the consumer at the center is no longer a differential, but a decisive factor for differentiation in the market. The focus on services and customer experience gains even more relevance to generate loyalty.
Last but definitely not least, flexibility will consolidate itself as a primary requirement. Each retailer operates in its own reality, with different audiences, regions, assortments and challenges, which reinforces the notion that rigid platforms, rigid models and poorly adaptable structures do not keep up with the speed of the market.
Given this scenario, the search for machines and solutions capable of quickly adjusting to the processes, strategies and particularities of each point of sale is increasing, a decisive factor for those looking for sustainable growth.
The movements that are gaining strength now point to a combination of intelligence, technologies and business models suitable for the new consumer. The road to 2026 requires strategic vision and discipline in decisions and execution, as well as an understanding that technology is the means to healthier operations and consistent evolution.
More than following these transformation vectors, it will be essential to know how to apply them strategically. Those who can balance experience, efficiency and continuous adaptation will be better prepared to deal with market changes and grow.
