Ringing Up Change: Gustavo Lemos’s Journey from Store Manager to Retail Tech Visionary
In the dynamic world of retail technology, meet Gustavo Lemos, the visionary CEO of Mediar Solutions. His journey from managing a convenience store to leading a cutting-edge AI company in the retail space is not just inspiring—it’s a testament to the power of curiosity, innovation, and the relentless pursuit of transformative ideas.
The Seeds of Innovation
Gustavo’s fascination with technology and data began early. Exposed to the internet in its infancy, he built his first website at just 15 years old—a feat that earned him recognition from NetGuide as one of the top 50 websites globally in 1996. This early success was just the beginning of a career marked by technological innovation and entrepreneurial spirit.
His professional journey took an unexpected turn during his time managing a convenience store. It was here that Gustavo first discovered the profound impact of data and location on retail success. “I learned from a Coca-Cola specialist about the crucial importance of product placement,” Gustavo recalls. “People look at shelves the way they read, meaning the most attractive products should be placed in the upper left corner.”
This insight sparked a revelation: the principles governing product placement on a shelf were strikingly similar to those used in choosing locations for new gas stations. Both relied on understanding human behavior, analyzing data, and applying marketing intelligence. This connection between micro and macro retail strategies would become the foundation for Gustavo’s future endeavors.
The Birth of Mediar Solutions
Years later, while pursuing his MBA, Gustavo met his co-founder, Cris. Together, they transformed a conceptual technology Gustavo had developed during his undergraduate years into what would become Mediar Solutions. Their vision? To revolutionize retail trade and advertisement by making it as actionable, targeted, and profitable as online advertising.
“Our goal is to position Mediar as the ‘Google AdSense for Offline Retail,'” Gustavo explains. “We aim to redefine the interface between physical retailers and brand advertisers, leveraging deep shopper insights to drive unprecedented results for both parties.”
Navigating Challenges and Achieving Milestones
The journey from a college lab project to a global AI company hasn’t been without its challenges. Gustavo candidly shares one of his biggest hurdles: “As a CEO, one of the biggest challenges I’ve faced is scaling myself and not becoming the bottleneck for the company’s growth.” His solution? A combination of self-reflection, delegation, and personal growth, aided by practices like meditation.
Under Gustavo’s leadership, Mediar Solutions has achieved remarkable milestones. The company has evolved from a local project to being recognized as IBM Global Entrepreneur of the Year. It has expanded its reach from serving local retail chains in Brazil to partnering with global consumer packaged goods companies. Perhaps most impressively, Mediar has successfully transitioned from a hardware-heavy model to pioneering lightweight AI software in the industry, showcasing its ability to adapt and innovate in a rapidly changing technological landscape.
The Future of Retail Technology
Looking ahead, Gustavo sees a retail landscape transformed by data and AI. “In-store behavior data will become the standard for planning and measuring in-store executions,” he predicts. “It will be a key performance indicator for measuring and improving sales efficiency. Programmatic media advertising will be driven by real-time shopper behavior.”
This vision aligns with two major market trends Gustavo identifies. First, there’s a growing push for efficiency in trade marketing. Brands are actively seeking ways to optimize their massive trade marketing expenditures, which often exceed $1 billion annually. With a significant portion of this spend currently yielding no return, solutions that enhance sales efficiency are becoming increasingly valuable.
The second trend is the rapid growth of retail media. Retailers are increasingly pivoting towards this area, attracted by potential gross margins far surpassing those seen in traditional grocery. This shift underscores a lucrative pivot in the retail industry, aligning perfectly with the capabilities of data-driven, AI-powered solutions.
A Culture of Innovation and Resilience
At the heart of Mediar’s success is a corporate culture that values innovation, resilience, and personal growth. Gustavo leads by example, fostering an environment where mistakes are viewed as opportunities for improvement and calculated risks are encouraged. He promotes an owner’s mentality among team members, emphasizing the importance of taking responsibility and maintaining integrity and transparency in all operations.
The company culture also strongly emphasizes team unity, with Gustavo often reminding his team that they win and fail together. This collaborative spirit, combined with a commitment to continuous learning and improvement, creates a dynamic and resilient organization capable of adapting to the ever-changing retail technology landscape.
“Life should be like an adventure, taking risks and having fun while doing it,” Gustavo reflects. “The path may be challenging, but we should be proud when we look back on what we accomplished together.”
The Road Ahead
As Mediar Solutions continues to grow, Gustavo’s goals remain ambitious yet focused. The company is committed to expanding its retail network globally, enriching its proprietary dataset of anonymous shoppers, and enhancing its shopper behavior AI algorithms to bridge the gap between offline and online worlds more seamlessly than ever before.
The development of cutting-edge in-store trade marketing and retail media capabilities remains a key priority, positioning Mediar at the forefront of retail technology innovation. With these objectives, Mediar Solutions is poised to become a definitive force in trade marketing and retail media attribution in brick-and-mortar retail.
Gustavo’s journey from a young tech enthusiast to the leader of an innovative AI company in the retail space serves as an inspiration to entrepreneurs and business leaders alike. It showcases the power of perseverance, adaptability, and visionary thinking in navigating the complex and ever-evolving world of technology and retail.
As the retail landscape continues to transform, companies like Mediar Solutions, under the guidance of forward-thinking leaders like Gustavo, are not just adapting to the future of retail—they’re actively shaping it, promising exciting developments in how we understand and interact with the shopping experience.
