Pague Menos delights customers

Pague Menos leverages personalized marketing, assortment and space planning solutions to promote health and well-being, delighting its clients and improving customer engagement.

BACKGROUNDPague Menos logo

Pague Menos is a Brazilian drugstore company based in Fortaleza. With operations throughout Brazil, it is the third largest drugstore operator in the country, with more than 23,000 employees across 1,150 stores and aggressive expansion plans.

  • Video transcript in English
    Pague Menos is an innovative company focused on customer service.
     
    It’s not possible to do that today in the competitive and dynamic market like ours without technology, right?
     
    So we chose Symphony RetailAI as our partner to leverage technology, big data, analytics, to truly understand the habits and needs of our customers, as well as streamlining and accelerating internal processes.
     
    Together with this partnership, we will transform technology into the best service and experience for our clients.

 

CHALLENGE

Pague Menos’s core values are to promote health and well-being while delighting its clients. There are three key values at the heart of its business: innovation, convenience and community. These have underpinned the company’s strategy of sustainable growth for over 36 years. To improve the customer’s shopping experience, Pague Menos selected Symphony RetailAI as its partner to help transform the hidden insights from its large pool of customer data ―  drawing on the more than 17 million active customers enrolled in the loyalty program ― into actions that will best serve the individual needs of its customers.

SOLUTION

With improved customer insight, Pague Menos can now make better, customer-oriented decisions, generating localized assortments, and more effective price and promotion strategies that improve customer engagement and increase loyalty.

With Personalized Marketing, the company has executed personalized omni-channel marketing campaigns. Sophisticated targeting and offer management has also enabled Pague Menos to better understand its customers and to execute promotions based on preferences and shopping behavior. Combined with the Shelf Space Planning, Pague Menos can also quickly create customer-centric planograms with tailored assortments for its customer base.

“Pague Menos is proud of the innovative approach it takes to serve the customer. And it is not possible to do this in a competitive and dynamic market without investing in technology. We selected Symphony RetailAI as our partner and together we are translating technology into better customer service and experience.
 
A core focus of Pague Menos is the well-being of our customers. During a recent project our marketing and category management teams collaborated and identified customers at risk from hypertension. We were able to offer value-add services to these customers, elevating us from retailer to a health partner.”

Thiago Chicaroni, Head of Category Management and Pricing, Pague Menos

BENEFITS – PERSONALIZED MARKETING

Throughout 2018, Pague Menos executed personalized campaigns for its 17 million active customers in its loyalty program that brought in approximately R$ 45 million incremental sales, representing 1.5% of available categories. This surpassed the established goal for 2018 of approximately 1.2%. During the second half of 2018, Pague Menos evolved by adding in intelligence based on their customers’ life cycle stage with a focus on increasing engagement.

Today, Pague Menos’s personalized marketing campaigns show strong engagement, including:

  • Participation Rate: 14.8%
  • Redemption Rate: 2.46%

BENEFITS – Shelf Space Planning

After only 4 months of implementing the software, Paugue Menos delivered customer-centric planograms that represented 50% of their health & well-being product range, rising to 90% coverage during 2018.

Symphony RetailAI has also being working closely with Pague Menos’s category management team to achieve key benefits including:

  • Training and qualification of the category management teams
  • Processes automation and reduction of manual activities
  • Scalability of activities and significant increase in productivity