target audience: TECH BUYER  Publication date: Nov 2022 - Document type: IDC Perspective - Doc  Document number: # LA48864522

Augmented Personalization First in Latin America

By:  Paola Soriano


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Digitization has changed the way people shop, affecting businesses across all industries. Consumers demand satisfying and safe experiences; On the other hand, organizations seek to have the loyalty and trust of their customers. Latin American retailers that implement the new technologies are achieving positive results in terms of profitability, improved collaboration, and increased customer and employee satisfaction. Additionally, AR and VR become staples of the prospective Metaverse, and retailers planning to enter must master these cloud-native technologies.

"Augmented Personalization First still implies much development from Latin American organizations; however, it presents countless opportunities that will allow them to be at the forefront of trends and be competitive in global markets. This objective implies becoming customer-centric, from the organizational culture to adopting solutions and services in the cloud, devices, connectivity, Web3, AI, and AR/VR, among many others. This evolution must be at the core of CIOs' decisions prioritizing customers and users. These changes will eventually affect all industries, although retail, given its direct and continuous interaction with consumers, has become a pioneer in personalization." Paola Soriano, Director Consumer & Research Devices, IDC Latin America.


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