Sistema do Grupo Pão de Açúcar usa big data para fidelizar clientes

12/01/2015 19:07

FONTE: REVISTA EXAME.COM

Representantes do Grupo Pão de Açúcar apresentaram nesta segunda-feira, durante um painel na feira National Retail Federation Big Show, o novo sistema de relacionamento do Clube Extra. Voltada para clientes, mas também ligada a fornecedores, a ferramenta se aproveita do big data para “criar” ofertas e tentar gerar fidelização à marca.

O programa foi lançado há cinco meses e relaciona os consumidores com seus produtos favoritos. As informações vêm do banco de dados do sistema Cliente Mais, criado anteriormente para a rede de supermercados Pão de Açúcar, e estão integradas aos fornecedores – que escolhem que tipos de promoções podem oferecer aos consumidores interessados.

No exemplo citado no painel, um grupo de clientes deixa de frequentar os mercados da rede. Para trazê-los de volta, o sistema acessa o banco de dados e descobre que todos eles são fãs de uma marca de refrigerante. Assim, começa a oferecer cupons de descontos para que voltem à rede para comprar a bebida – mais ou menos como fazem os sites com seus anúncios personalizados.

Segundo comunicado enviado pela consultoria da empresa, a GS&MD, os associados ao programa de fidelidade do grupo já passaram dos 5 milhões. O número representa uma bela base de informações, que ajudam na organização desse tipo diferente de promoções.

Comentário do grupo:

A noticia sobre tecnologias de sistema da portal online da revista Exame, retrata o caso do Grupo Pão de Açúcar, em que este utiliza de uma extensa pesquisa de marketing e principalmente de big data para atrair antigos clientes e fideliza-los.

                        Para isso, criaram um novo sistema de relacionamento que é essencialmente voltado para clientes e fornecedores, este faz uma relação entre os consumidores e seus produtos favoritos, assim de forma integrada, os fornecedores são informados e escolhem os tipos de promoções oferecidas a tais consumidores interessados. O movimento do grupo lançado há 5 meses, está sendo bem aceito pelos clientes, uma vez que os associados ao programa passaram dos 5 milhões , tal numero exibe uma ótima base de informações que auxiliam na organização de diversas promoções.

                        É evidente que para elaborar tal plano de ação os especialistas da área de marketing e comunicação do Grupo Pão de Açúcar, já realizaram inúmeras pesquisas de mercado. Tais pesquisas são projetos específicos e são guiadas pelo objetivo final, que pretende identificar problemas, oportunidades e indicar caminhos que reduzam as incertezas do negócio em questão e influencie boas decisões. Para executa-las é necessário comprometer-se a diversos passos, como: identificar o problema, desenvolver um plano de pesquisa, pois esta pode ser quantitativa, isto é, mais rápida impossível para não aborrecer o cliente; qualitativa, a qual deve ser feito um estudo para saber quais perguntas devem ser feitas; escolher se irá usar primar data ou secundar data; como tais dados serão coletados; o público alvo; tempo; se a pesquisa pretende ser correta ou exata; posteriormente os dados devem ser coletados, analisados e enfim os resultados serão apresentados. Esse processo é um método básico de realizar pesquisas de mercados, para ir mais a fundo e possivelmente conquistar de melhor forma seu cliente potencial é necessário utilizar da técnica do Big Data, como o Grupo Pão de Açúcar fez.

                        O recurso de Big Data criado em 2001 é um termo que engloba conjuntos de dados grandes ou complexos que os meios anteriores não eram capazes de suportar.  O termo pode ser definido por três Vs: Volume, Velocidade e Variedade. A questão do volume de dados foi resolvida pelo Big Data, pois este analisa e assim determina a relevância entre os grandes volumes de dados e cria valor a partir de tal relevância. A velocidade significa que tão rápido os dados estão sendo produzidos os mesmos devem ser tratados com rapidez para atender a demanda. Por fim, variedade, pois os dados atualmente possuem diversos formatos, mas precisam ser incluídos nas analises e nas tomadas de decisões das empresas. Assim, o termo simplesmente auxilia na realização de uma análise preditiva e de alguns outros métodos avançados para então, extrair valor de dados. Esse, baseia-se no conceito de que  quanto mais a precisão nos dados melhor  e mais confiantes serão as tomadas de decisões, e estas representam maior eficiência operacional, redução de risco e  eventualmente redução de custos.

                        Por fim, percebe-se que a ação de marketing do Grupo Pão de açúcar foi muito bem feita, uma vez que utilizou de todos os atributos do Big Data, para lançar uma campanha precisa que encontra o que cada cliente gostaria de comprar, ou eventualmente ser lembrado que aquele mercado possui e com um preço mais em conta, reduzindo o risco de suas ações e reduzindo o custo de campanhas gerais, visto que estão realizando campanhas precisas e individuais para cada consumidor.

What the hell has McDonald's China done now?

"Drunk food with Chinese characteristics': we try the new Menu at McDonald's so you don't have to"
First published on 6 Oct 2015. Updated on 6 Oct 2015.

McDonald's is getting weird again. Really weird. A couple of years ago, culinary explorations into brave new (barely edible) territories were the norm for McDonald's. There was the 'Bacon Mashed Potato Double Beef Burger'(as gross as it sounds) and, more recently, the grey ice cream – which was actually pretty damn good.

Now is the turn of the 'Modern China Burger', a fusion of East and West that will once and for all transcend cultural and culinary boundaries. Or maybe, just maybe, it's just another vaguely offensive attempt to attract a new class of Chinese fast-food goers.

The new seasonal menu at McDonald's also features a curious new nugget, which we guess is similarly aimed at the would-be 'Modern China Burger' eaters. Ladies and gentlemen, introducing the 'Fish-Tofu-Veggie Nuggets'. Barf.

Just an idiot with a plan, a plan to eat some weird burgers...

Like the intrepid investigative lifestyle journalists that we are, we couldn't resist the urge to go out and try for ourselves. Like a car crash you can't peel your eyes away from, this culinary Hindenburg was too good to ignore.

I'll have a weird burger, some horrible-sounding nuggets and a serious rethink of my career choices to go, please.

Editor Lee Williamson and Food and Drink Editor Nick Gollner walked across the street from Time Out Towers and bought each of the above mentioned 'dishes'. They then retired to their desks to sample the food and talk about it on WeChat, like the total nerdlingers that they are. The following is a transcript of that WeChat conversation:

LW Okay, so what is this bad boy?

NG Is that cheese? No, I guess it's some kind of ‘Modern Chinese’ special sauce?

LW Yeah, but seriously, what the hell is this? I've never dreaded McDonald's so much in my life.

The Modern China Burger, with some not-so-subtle product placement for Time Out's new merch in the background. We love the merch. Cut us and we bleed merch.

LW [Opens packaging] Oh f**king holy God.

NG So Sichuan pepper ketchup is a thing, I could be into that.

The advertising.

NG Wow, I have never been so grateful for the numbing properties of ma in my life.

LW [Takes first bite] Oh yeah, that peppercorn hits you. Not bad.

LW This is why I don't do food blogs. Man, just roll me out when there's aluxury car to be driven at the Ritz, can you?

LW So this is being dubbed the 'Modern China Burger'?

LW It's pork and bacon, right? So pork on pork. That's pretty Chinese, I guess.

NG Double the pork, double the happiness.

LW True. I heard that China consumes half of the world's pork. I guess with monstrosities like this, it's easy to see how.

NG Except this pork tastes more like a cheap breakfast sausage than any Chinese roast pork I’ve ever been happy to encounter.

NG I think I would prefer it if the mantou bun were replaced with two more pork patties.

LW Hmm, yeah. What's the deal with the bread? It's mantou? I get that:mantou + burger = 'Chinese'. But why the hell is it grey? Surely grey is the last colour you want your food to be?

NG Well it isn't active charcoal, that's for sure. I think it's black sesame.

NG If you're bothering to add black sesame to my mantou, at least go all the way – you can't taste it at all. Maybe they meant the 'Modern Beijing Burger'?

LW Fluffy grey buns to represent clouds of pollution?

NG Nothing stimulates my appetite like respiratory failure.

LW Indeed. Oh, it's black sesame? That makes sense.

Editor Lee Williamson digging the Modern China Burger.

LW The worst thing? I actually quite like this burger. I can totally imagine ordering this weekend a few pints in. It's dangerous.

NG It’s frightening... I actually agree.

NG If you know what you’re getting into, and I expect you do if you've just walked into McDonald's, you could do a lot worse. I actually like the sauce and the pork patty combo.

LW I really wanted to hate it and disparage it for jokes, but I find it surprisingly palatable – kinda like Coldplay.

NG The Coldplay of burgers.

LW Yeah. The Chinese fast food Coldplay – I wanna hate it but it's too lovable. I'm into it.

NG I was going to say more like the Justin Bieber or Chinese fast food. So much fun to hate, and really a soulless and offensive bastard deep down, but in my car, alone, and utterly unwatched, you know I’m really enjoying it.

LW Massive lolz.

LW The bun kinda gets stuck in your teeth.

NG Yea, you would think that the mantou would actually be the best part, this being the land of steamed bread, but alas, way too sticky and not nearly salted enough.

NG Also the shredded lettuce, Sichuan-Thousand Island dressing mess just shoots out all over your desk – not a pretty picture.

LW I love how you're actually giving a thoughtful critique to a f**king Maccas horrorshow grease monger. Let's call it what it is: drunk food with Chinese characteristics.

LW Love that sauce. Really hate leaning on this cliché, but it's like Ronald [McDonald] shifu took Thousand Island Sauce and turned it up to 11.

The packaging is innocent enough, but it can't hide the Pandora's Box of worms that lies within.

check more about it on:http://www.timeoutbeijing.com/features/Blogs-Food_Blogs/146149/What-the-hell-has-McDonalds-China-done-now-.html



Comentário do grupo:

Os chineses têm uma relação diferente dos ocidentais com as cores, já que são uma cultura especialmente supersticiosa e vêm significados maiores em elementos que não damos tanta importância no Ocidente, como os sons, cores, números, palavras.

Segundo Hofstede em sua Teoria das dimensões Culturais, a diferença de culturas se baseia no fato de que culturas nacionais têm como elemento central os valores, adquiridos na infância e passados por membros da família, da escola ou da comunidade na qual se vive.

Com base na filosofia chinesa taoísta – que aborda o feng shui e outras tradições da China -, tudo tem origem nos 5 elementos: água, fogo, madeira, metal e terra. Isso inclui o simbolismo das cores que correspondem, respectivamente, ao preto, vermelho, azul e verde misturados, branco e amarelo, de acordo com a ordem dos elementos anteriormente citados. Para o povo chinês, a cor alimenta o espírito e expressa a profundidade da experiência humana.

A cor prata, por exemplo, é cor dos metais que nos remete à riqueza, renda, confiabilidade e modernidade. Baseando-se nisso, o McDonald’s da China decide ousar e lançar o hambúrguer com toque de modernidade: o “Modern China Burguer”.

A gigante global McDonald’s decidiu usar uma estratégia de adaptação local, focando seu produto em algo que os chineses apreciam muito: o futuro, a modernidade.
O hambúrguer, que foi lançado como edição limitada, sendo comercializado até o dia 3 de Novembro, deu muito o que falar. Sua aparência em nada nos lembra a modernidade, mas sim algo velho e com prazo de validade vencido. Porém, ao contrário de seu visual, o gosto pareceu agradar àqueles que o experimentaram. Não podemos negar: essa cor inusitada atraiu clientes curiosos.

Além da cor do pão, o Mcdonald’s investiu em outro “queridinho” dos chineses: a carne de porco. “A carne preferida na China é a de porco, que responde por quase três quartos do consumo. Metade dos porcos do mundo, ou 476 milhões deles, vive no país. O consumo de carne é tão crucial na dieta chinesa que em 2007 o governo, esperando se proteger contra altas de preços, criou uma reserva estratégica (embora pequena), para acompanhar as reservas mais típicas, como as de grãos e petróleo.” (José Eduardo Mendonça, Revista Planeta Sustentável, 2012). O Hambúrguer é feito de duas camadas de carne de porco, mais bacon (que também vem do porco), salada e molho apimentado Sichuan. O pão é feito da mesma maneira que os pães ao vapor, populares no norte da China.

The Halal Haribos for Muslim children

By MARTIN DELGADO, Mail on Sunday

Last updated at 21:54 18 November 2006

Leading sweets manufacturer Haribo has launched a Halal version of its products aimed specifically at Muslim children.

Haribo began selling the fruit-flavoured jellies, which have been approved by senior clerics, at Asda supermarkets earlier this month.

The sweets do not contain gelatin, which is unacceptable to Muslims because it is made of animal products forbidden under Islamic law.

Alcohol-based colourings and flavourings have also been taken out.

The only difference in the packaging is a green sticker with the word Halal written in English and Arabic.

It is the first time a major confectionery firm has launched a range of products for Muslim consumers.

At present the sweets are being sold only in areas of the North West with large Muslim populations, but there are plans to extend into other parts of the country later this year.

Eight varieties, including the top-selling Gummi Bears, are being distributed in Britain by Manchester-based businessman Neville Finlay, who claims to have been working on the idea for 15 years. He says the products have been a huge success.

The complex new manufacturing process, which involves replacing gelatin with naturally grown cells called hydrocolloids, is carried out at a factory in the Austrian city of Linz.

The sweets are then imported into Britain by Mr Finlay's company, Forest Tree Foods.

The 54-year-old businessman said: "There is a huge market out there for Halal sweets if you can get rid of the gelatin. The Haribos taste more or less the same as the standard product but their texture is a fraction softer and they are not quite so rubbery.

"Sales have been phenomenal. More than 10,000 packets are being sold each week and we hope to sign contracts soon with both Morrisons and Woolworths.

"We sell in mainly Muslim areas. The supermarkets give us instructions according to their customer profiles and then we react.

"I am an Orthodox Jew so my presence in the Halal market might be seen by some as a little weird. But there has never been any friction with my customers and I see the whole thing as a fine example of peaceful multiculturalism.

"The supermarkets have recognised that they can expand into this market without damaging their core trade by withdrawing existing products from their shelves."

Mr Finlay said an Imam from the Muslim Association of Austria had visited the factory to check on the manufacturing process and every ingredient had been given a Halal food certificate.

The Halal Haribos cost the same as the standard product - 79p for a 100g bag - and have their own display rack in some shops.

German firm Haribo, formed in 1920, is one of Europe's biggest sweet manufacturers, selling its products in more than 150 countries.

Read more: http://www.dailymail.co.uk/news/article-417218/The-Halal-Haribos-Muslim-children.html#ixzz3ndJsSB2w
Follow us: @MailOnline on Twitter | DailyMail on Facebook

COMENTÁRIO DO GRUPO:

Food with Allah's Blessing

Whether drinks, sweets or chocolate: The market for food for Muslims is growing enormously.

For compliance is the strict "halal" standards rewarded from Allah (Islamic God) for the life in this world and in the hereafter world expected the muslims. The opposite of "halal" is "haram", which stands for the "Illegal and Prohibited".

Basically, all kind of food produced from plants are "halal", except intoxicating and toxic products. Particularly problematic is the pig as "omnivorous". On the index so are all foods and ingredients that are components of pork include such as gelatin.

A product can either be Halal or Haram depending on its ingredients and all activities associated with it from the point of origin to the point of consumption and going through the entire value chain of that.

The biggest "halal" markets are  in Malaysia, Indonesia and the Middle East. In Europe there are France, Germany and Great Britain. According to Nestlé, the Muslim population will account for 30 percent of the world population in the year 2025.
Worldwide gross sales would put at Islamic safe food by experts in up to 2 trillion US dollars.

Top of Form 1

The gummy bears make it before. About ten years ago haribo has opened a  factory in Turkey to produce Goldbären & Co. from bovine gelatin. So Muslims can enjoy the confectionery classics, because the products from Turkey are certificated with Halal. The effort is worth it: In the meantime, provides the work in ten European countries. Also in Germany, the "Halal" -Gummibären avialable. People of Islamic faith also has many gelatinfree Haribo products. And that is a good example of what successes can achieve companys if they choose to be targeted to the needs of the a special population.Bottom of Form 1

 On the Haribo Homepage the consumer can read the Helal certifications. There are diffrent Instututions who can give the certification. For the consumer it is easy to recognize the helal product because of the green Halal Stamp on the package.

So not only Haribo is Intressted in the Halal Market. Experts estimate that the food giant Nestlé earned already more with "halal" -Products than with organic products.
The addition of "halal" have meanwhile also drinks, dairy products and chocolate - a total of about 300 goods. From 456 Nestlé factories worldwide have around 75 a 'halal' certification with more than 100 own production lines.

There are many things to be noted to enter a new Market, cultural aspects and in this case specially Religios aspects. The country of Origin  of the Brand is important and where the product that will be Halal is getting produced. The muslim consumer is emotionally very sensitive due to several factors including the unit between religion and life in Islam, unlike Western consumers whose behaviors have largely envolved independent of the influence of religion due the historical seperation between state and faith in western societies. The Haribo Helal Production is in Turkey because the Muslim consumer trust in this production in a Islamic Country more than when it is important from germany the Origin country of the brand.

As we discussed in the class there are many factors an barriers for a global company to enter a new country. In my Oppinion has the consumer acceptance the highest importancy. Without this your going to fail. The Company can have a successful Marketing Mix Strategy maybe that fits for the American Market but this will not fit for every country and every market. The Company have to research a lot before entering a neew market and getting the trust  of their consumers with delivering the truth.

There are Global Helal Standarts which help companies and customers what is acceptet from Allah´s perspective. Before Globalization there was no mentioning of the word Halal among muslim consumers, aside from those travelling to non-Muslim countries. Because in Islamic countrys Halal food is guaranteed. The practize of Islamic branding has been gaining considerable momentum withhin the past few years. Within and Outside the Islamic world where muslim people lives.