Brazil’s GPA Launches Personalised Discount Platform
Brazilian retailer GPA has launched a personalised digital platform which aims to provide discounts for both customers and suppliers of its stores.
The platform promises regular discounts of at least 20% on 60 product categories that make up the bulk of consumers' shopping baskets, said GPA food division marketing director Jorge Faiçal, as reported by Reuters. Currently, the average discount offered by the retailer is 12-15%.
The platform is an application that will bring personalized offers to the 12 million customers registered in the GPA loyalty programme. The customisation is based on the purchase patterns of registered users and is similar to selling features already used by online retailers such as Amazon.
According to Faisal, discounts will be focused on the products that consumers buy most often, although suppliers themselves will also be able to make offers directly to customers.
Currently, Extra's loyalty programme accounts for around 38% of sales in the store, while in Pão de Açúcar the percentage goes up to 72%.
The discount app programme should be introduced to consumers in the group's supermarkets on June 29. GPA expects that 20% of the customer base registered in the two GPA loyalty programmes will download the new app by the end of this year.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine