Retail: Camila Affonso discusses how to avoid the impacts caused by social media in the sector

In an article published by Varejo S.A., Camila Affonso, partner at Massimo Consulting and a retail segment specialist, discusses the strategies companies need to adopt to avoid the risk of supply chain disruption.

The lack of an urgent process review on companies' part can lead to delays in meeting demand and customer dissatisfaction caused by products going viral on social media.

"Companies today cannot consider monitoring just a single target audience; they need to pay attention to multiple groups and niches, as well as all social media platforms. The universe of digital influencers has been moving the retail sector in a remarkable way, and the engagement power they generate is often surprisingly greater than that of many major brands' marketing campaigns," notes Camila Affonso.