The Intcomex Retail Workshop 2025 brought together executives, channels, and industry specialists to analyze how to evolve in the face of an increasingly demanding consumer. In this context, Nicolás Boffi, VP of Retail & Accessories at Intcomex, delivered a talk focused on how retailers can differentiate themselves beyond price or speed, emphasizing brand curation, the creation of experiences, and the ability to tell stories that connect with their customers.
Nicolás Boffi presented a “playbook” for retailers: differentiating by “curating” brands and experiences, focusing on shopping (discovery, emotion, learning) rather than just the transaction, and capitalizing on opportunities in pricing, assortment, and portfolios.
Boffi was clear: the competitive edge isn’t in price or speed—it’s in transforming the customer experience through shopping, not just buying, “and winning where it matters.”
He noted that “the pandemic refined transactional, fast, and seamless shopping experiences.” But competing only there is almost impossible: “Two companies dominate the purchase process, and beating them is very difficult.” The real advantage for resellers and retailers lies in storytelling and curating experiences: “Your superpower isn’t speed—it’s the story.”
Boffi also highlighted real opportunities in pricing and product availability across Latin America: “We have better prices than in the U.S.… this should account for at least 20% of total local consumption of these products.”
He reminded the audience of today’s true differentiator in retail: “In a world full of choices and within everyone’s reach, guiding our customers to the right decisions is our advantage. Differentiation comes from our products, services, and experiences, creating value and improving profitability.”
Finally, he emphasized Intcomex’s role as a strategic partner for retailers: supporting merchandising and brand selection to “bring these ideas to life at the point of sale.”