For a long time, building materials retail has been known for its more conservative look in marketing and communications. Large brick-and-mortar stores, personal services, and brick-and-mortar operations have shaped the relationship with consumers for decades. However, this dynamic is changing – and fast. In a market that generated R$222.8 billion in 2023, according to the National Association of Building Materials Merchants (Anamaco), the pressure to innovate is becoming more evident.
The digitalization of consumption and the emergence of new purchasing habits have completely reshaped the sector’s strategies. Research shows that Brazilians spend between 9 and 10 hours a day online, with more than 3 hours devoted exclusively to social networking – one of the highest rates in the world.
Additionally, 55% of consumers watch videos before making an online purchase, and 58% of TikTok users have made a purchase through the TikTok Store.
These indicators reveal a new journey behavior: the consumer discovers, compares and decides within the digital environment itself. Platforms like TikTok, Instagram, and YouTube influence everything from decor inspiration to art purchasing decisions — a function that was once limited to a dedicated salesperson in a physical store. The impact of short videos has also been enhanced: 82% of people say they are influenced by this format when making a purchase.
In this movement, construction retail has begun to adapt, and some chains, such as the Balaroti Group, one of the largest building materials chains in the south of the country, have implemented changes in the way they communicate with customers. The company was one of the first in the sector to join the TikTok Shop, seeking to reach younger audiences and expand its presence in product discovery.
“TikTok Store opens up an unprecedented opportunity for retailers: generating sales in a single in-app flow, without breaking the entertainment of the sale, away from the traditional model, in which it redirects to outbound e-commerce. It increases product discovery, combines content and product entertainment, and reduces the friction between product discovery and purchase action. This ecosystem, which combines discovery, engagement and purchasing in one place, changes the relationship between brand and customer,” says Fernando Becker-Ronke, CMO. network.
For Becker, who was one of those responsible for pioneering and driving this change, “following channel trends is no longer enough – it is necessary to structure teams and processes in a way that is integrated with technological advances, especially in the field of artificial intelligence.”
“Adopting AI allows us to be more aggressive in analyzing data on audience behavior from each new ecosystem we participate in, gaining scale in content production and personalization and increasing our efficiency in outcome indicators. Using generative AI, we reduce campaign production time by about 60%. Having an agile engineer within the marketing team is essential to keep up with the pace of trends on new platforms,” says Fernando.
The combination of a strategic digital presence, use of AI and testing on platforms like TikTok Shop increased audience reach by 40% and increased brand share on social media by 35%. Furthermore, there was a 28% growth in sales made directly through social media.
Engagement increased, the number of qualified visits to official channels increased, and new audiences became aware of the company – results associated with the changes implemented in operations and the expanded use of data on consumer behavior.
The retailing of building materials is going through a process of change associated with technological and behavioral shifts. These changes have affected the way companies operate and position themselves in a market adopting new innovative practices and tools.