Operating in the retail sector for 39 years, the SEMAR Group's mission is to offer quality products and excellent service. Its 25 stores are located in the city of São Paulo and in the regions of Vale do Paraíba and Litoral Norte of the State and aim to provide a unique experience to its consumers and double the business's revenue by December this year. Therefore, the company decided to invest in technology to further leverage sales in its e-commerce.
Evandro Júnior, E-Commerce manager at Grupo SEMAR, explains that the strategy is to increase participation in this channel. “We want to make e-commerce the biggest store in the chain, increasing revenue through this front. To follow this path, we chose Oracle solutions to help us have a more robust platform and also promote a unique journey for our customers”, he explains.
The choices were Oracle Responsys and Oracle Commerce Cloud, which are solutions focused on digital marketing campaigns and unified e-commerce that create personalized online shopping experiences — both connected by the automation platform Oracle Integration. The innovations have already been implemented in all the group's stores and it is now possible to create campaigns aimed at certain audiences (and according to their consumption habits), in addition to having a partnership with the trade since the beginning of the project - which made it possible to attract of funds to carry out the campaigns.
“We are active in the campaign cycle, being able to offer promotions, tagging the main internet search engines and linking to our landing pages. With this, we provide qualitative information to our partners. Therefore, the impact is very positive for the consumer, who has an intuitive and easy commerce, as well as for our suppliers, who receive data on shopping preferences in our markets”, he says.
In addition to detailing the information, he also highlights that, throughout the implementations, the knowledge acquired by the team was a relevant point. “Today, we have a team that learned a lot during the project and we had the support of Oracle to understand more about how the technology worked. Now, we are restructuring our operation and our challenge is to deliver sales, as we had an increase. We have a different look at the business, as Oracle has given us the freedom to create and improve our operations with flexible solutions to our demands”, he says.
Rubem Minatogawa, Senior Director of Customer Experience at Oracle Latin America, comments that this movement in the retail sector is a win-win game. “Technology is an enabler for different industries to expand their business and it would be no different for the SEMAR Group. Now, both businesses and customers can enjoy the benefits of an agile service and a shopping journey geared to the habits of each consumer”, he concludes.
