Big data is no longer a novelty to businesses. More and more companies in Brazil are developing big data projects to take advantage of multiple layers of information of their clients as a gateway to reorient strategies and increase sales.

But despite the clear advantages of using algorithms to enhance communication and price policies, the retail sector in general was behind the wave. Until now. A new project started by Brazil’s main supermarket chain promises to start a new data rush in the sector.

Grupo Pão de Açúcar (GPA) developed an app called “My Discount” that offers customized offers to the costumers that register their data into the application. “My Discount” is being promoted among the 12 million members of GPA’s fidelity program, named Pão de Açúcar Mais. The early results are astonishing: 1.4 million downloads and 400,000 new members in the fidelity program.

All discounts - that can reach up to 50% - are provided by GPA suppliers. They now have access to an exclusive and revolutionary profile of their regular customers. With this information, both Brazilian and foreign industries can deliver customized sales promotion, targeting specific groups with an accuracy never witnessed in the retail sector.

Such tool allows companies to develop assertive strategies to reach clients more or less faithful to their brands, clients that buy the same category from their competitors, or even the ones that purchase cheaper products from their brand, in order to make them rise to a premium category. Plus, GPA doesn’t impose any limitation: the pricing is set directly between the supplier and the customer, who only needs to give his ID number at the store to validate the prices available in the app.

As the major supermarket chain in Brazil, GPA’s “My Discount” initiative has triggered a rush among other chains to develop similar apps, granting more bargaining power to the suppliers and changing the retail landscape in Brazil.

Since 2015, Dubai Exports Overseas trade office in Brazil has been matchmaking Dubai-based companies to the major retailers in the country, as well as offering market assessment and benchmarking to expand UAE presence in the Brazilian market.

Source: Brazil Journal