Para oferecer preços mais baixos sem colocar a mão no próprio bolso, o Grupo Pão de Açúcar (GPA) sacou uma arma poderosa mas até então subestimada: a inteligência de mercado sobre os hábitos de consumo dos quase 12 milhões de membros de seus programas de fidelidade, o Pão de Açúcar Mais e o Clube Extra.
Lançado há um mês, o aplicativo 'Meu Desconto' oferece promoções personalizadas para quem está cadastrado nos dois programas. A cada 15 dias, o cliente recebe ofertas sob medida, que levam em conta o que ele já consumiu e o que pode vir a consumir, dado seu perfil de compra. Para ter acesso ao preço promocional, ele precisa apenas ativar a oferta no aplicativo e fornecer seu CPF ao passar no caixa.
Nos primeiros 30 dias, o app teve 1,4 milhão de downloads, e 400 mil novos clientes se cadastraram nos programas de fidelidade, um aumento de 3,2% na base.
A verdadeira inovação, no entanto, está na outra ponta da cadeia. Nem R$1 dos descontos, que começam em 20% e chegam a mais de 50%, sai do bolso do GPA. Todos os descontos são inseridos no sistema e bancados pelos fornecedores.
A moeda de troca do Pão de Açúcar era um tesouro que estava enterrado debaixo de uma camada de algoritmos: o grupo abriu para a indústria toda a base de dados de seus programas de fidelidade.
Os fornecedores têm acesso ao perfil de quem consome (e de quem ignora) seus produtos, e podem fazer ofertas 'nichadas'. A identidade do consumidor é preservada. De acordo com o GPA, trata-se de um ganha-ganha: o grupo melhora sua margem bruta e tráfego, e o fornecedor aumenta a assertividade de seu produto.
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