INDEX
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JUST<br />
DO IT<br />
Chalenge Implementati Results<br />
The need to reinforce targeted<br />
actions, with a focus on discount<br />
coupons that we send to our<br />
customers, in order to assure<br />
a value proposition that is both<br />
relevant for the customer and<br />
sustainable for the company.<br />
A new promotional management<br />
process, which is adaptive and<br />
evolutionary and radically alters<br />
the main stages of implementing<br />
targeted promotional activities.<br />
The main changes include<br />
a new process for selecting<br />
the offers based on a customer’s<br />
historical behavior, as well as an<br />
iterative process in place with<br />
commercial teams. The offers<br />
are then adjusted, based on new<br />
information produced during<br />
each interaction, in relation to<br />
upcoming promotions.<br />
GROWTH IN INCREMENTAL<br />
SALES GENERATED THROUGH<br />
THE COUPONS SENT BY MAIL<br />
+69%<br />
DECREASE IN<br />
INCREMENTAL DISCOUNTS<br />
-5%<br />
CATEGORY<br />
PROCESS<br />
TEAM MEMBERS<br />
MARTA CUNHA<br />
ANA ALVES<br />
ANTÓNIO MENEZES<br />
CARLOS SILVA<br />
EDGAR FERREIRA<br />
ELSA ROCHA<br />
FILIPE SILVA<br />
HELENA MARTINS<br />
LILIANA BERNARDINO<br />
LUIS AZEVEDO<br />
NELSON PEREIRA<br />
NUNO FONSECA<br />
PEDRO GONÇALVES<br />
RAFAEL DIAS<br />
RUI CABRAL<br />
RUI MENDONÇA<br />
TIAGO SIMÕES<br />
TOMÁS RIBEIRO<br />
PROJECTS 81<br />
RETAIL BOOK of INNOVATION 2016
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