With support from Adobe Experience Cloud and Accenture Song, GPA becomes a pioneer in food retail by using a data platform to transform the consumer experience
GPA, one of the largest food retail groups in South America, aims, in the coming months, to increase its premium customer base by more than 30% and double sales through digital channels by 2024. As part of the strategy to reach these objectives, the company is the first in Brazilian food retail to invest in Real-Time Customer Data Platform technology, from Adobe Experience Cloud, which enables the hyper-personalization of the consumer experience at scale.
More than the acquisition of the new martech solution, GPA, in partnership with Accenture Song, is adopting a strategy for Real-Time CDP to be the center of the company's martech areas. “Our Digital team is leading the implementation of the solution in the company, but the impact reaches all areas, as this tool allows the personalization of the consumer experience at scale”, explains Alessandra Fort, Director of Growth at GPA.
The executive also highlights that the company was looking for a way to communicate with the entire customer base in a personalized way to enhance the effectiveness of large-scale marketing communications for the Pão de Açúcar and Mercado Extra banners: “we are excited with the first results , we already see a relevant gain in revenue per impact. With the platform, we were able to be more assertive in communications with customers and, with this, we were able to optimize the costs of marketing actions”, he states.
“Customers are impacted at all times by different brands. Therefore, we want our communication to be more relevant and positively surprise customers, with a high level of hyper-personalization”, he adds.
The challenges in building the new strategy
To create and implement the new strategy centered on the use of Real-Time CDP, GPA had the support of Accenture Song, a leading global consulting company for optimizing operations through digital transformation.
The Managing Director of Accenture Song, Fabio Nantes, explains that, among the challenges, is the unification of all channels in GPA's internal vision, since the data was distributed in different silos, and the new technology demands integration, to be the only source of data for the company's millions of consumers. “For this data entry, we use the corporate Data Hub of the entire multichannel consumer journey as a power source for Adobe's Real-Time CDP”, he informs.
The expert highlights that this strategy is an evolution of other well-established concepts in the martech industry, which is why it places GPA in a pioneering position in food retail. “As it is an innovative project, the agile 'test and learn' methodology is a relevant factor in achieving the established goals.”
Technological potential
Adobe Experience Cloud's Executive Director of Retail Accounts, João Paulo Vezzoli Jr., explains that Real-Time CDP is a cutting-edge technology that uses artificial intelligence and machine learning to support companies in their marketing strategies, personalizing experiences In real time.
“A relevant point of this technology, in addition to all onboard intelligence, are the pillars of governance, security and privacy in accessing information”, he states. “Furthermore, as Adobe constantly invests in the evolution of technologies, it is our role to also guide our customers throughout the digital transformation journey, taking advantage of the immense potential of our solutions”, adds Vezzoli.
