The Role of Smartphones to Retailers by José Borghi of Mullen Lowe Brasil


José Borghi is a Brazilian advertising agent. He is the president and co-CEO of the Mullen Lowe of Brasil. He has worked for various marketing companies like Standart Ogilvy and Leo Burnett. Together with Erh Ray, they founded BorghiErh, an ad agency business.

Lowe and Partners acquired Erh Ray shares, and the company’s name changed to Borghi Lowe. Lowe and Partners and the Mullen Group amalgamated to form Mullen Lowe. José Borghi and André Gomes share the role of the group’s CEO.

José Borghi had done marketing and propaganda program from the Pontifical Catholic University of Campinas. It is at the University where he entered the advertising industry through his ad agency, Borghi Lowe. He is a major player in the Brazilian advertising industry.

Role of Smartphone to Retail

In recent times, significant technological changes have continued to be experienced. Uber and Airbnb are large enterprises that have emerged and are based on mobile applications. Uber is already well established in Brazil. Airbnb is a new entrant and allows people to share its houses or apartments with people visiting the areas.

Online commerce has been on the rise despite the poor performance of the Brazilian economy. Mullen Lowe Brasil reported that the sector recorded 15% growth in 2015 and was anticipated to grow by 8% in 2016.

These positive growth rates in times of economic hardships attract the attention of traditional retailers. E-commerce offers consumers with low prices and allows access to more products without any movement.

The potential of e-commerce has been boosted by the increased popularity and use of smartphones. Smartphones are making purchasing faster and easier.

The fashion industry has embraced e-commerce faster than other sectors. Over 40% of sales in clothing and accessories in the US are done through e-commerce. A study by Criteo in 2015 showed over 50% of e-commerce being done through smartphones.

José Borghi further observes that the area of travel is going to see increased use of e-commerce. People are using their phones to locate the nearest guesthouses or hotels while traveling. People are also increasingly buying their mobile phones through the internet.

The Mullen Lowe CEO concludes by advising retailers to be keen and be ready to adapt to these changes. The continued use of smartphones is crucial to the expansion of e-commerce.

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