Stefanini Inspiring e Farmarcas criam valor no varejo farmacêutico brasileiro

 

aplicativo farmarcas
A Farmarcas encontrou na plataforma da Stefanini Inspiring o que existe de mais sofisticado e inovador no gerenciamento de marketing de relacionamento

Publicado em 11/10/2016

A Stefanini Inspiring e a Farmarcas analisam os primeiros resultados do projeto que disponibilizou novos canais digitais de relacionamento e engajamento entre as lojas das redes associadas à Farmarcas e consumidores. Os números iniciais superam as expectativas e indicam que a parceria segue no caminho certo.

Tendo como missão a orientacão de seus associados para a promoção da eficiência operacional e competitividade, a Farmarcas encontrou na plataforma da Stefanini Inspiring a ferramenta ideal para entregar aos associados o que existe de mais sofisticado e inovador no gerenciamento de marketing de relacionamento com o consumidor.

Por meio de um conjunto de funcionalidades – chat com o farmacêutico, gerenciamento de conteúdo, ofertas e cupons em tempo real, enquetes, monitoramento da jornada de valor e portal de atendimento para o lojista –, a Farmarcas foi capaz de propor e estabelecer um novo patamar no relacionamento entre suas associadas e o consumidor, numa proposta completamente única no varejo farmacêutico brasileiro.

“Somos uma empresa que busca constantemente oferecer às redes que administramos novidades que se posicionam como diferenciais de mercado. Dentro deste conceito, nada mais lógico do que saírmos à frente no desenvolvimento de um aplicativo que impulsione a venda das nossas farmácias. Com essa ferramenta, possibilitaremos um relacionamento entre as lojas e o cliente final, impulsionando os negócios”, explica o gerente operacional da Farmarcas, Ângelo Vieira.

A tecnologia que viabilizou o projeto é resultado de um trabalho conjunto realizado pela Stefanini Inspiring e a Federação Brasileira das Redes Associativistas e Independentes de Farmácias (Febrafar). A solução da Stefanini Inspiring, a Inspiring Engagement Platform, foi capaz de aportar ao já existente plano de fidelidade da Febrafar, o Programa de Estratégias Competitivas (PEC), novas capacidades de relacionamento e engajamento com o cliente, por meio de aplicativos inovadores e tecnologia que permite o gerenciamento automatizado da jornada de valor do consumidor.

O projeto inicial envolveu  26 lojas de duas redes associadas à Farmarcas. “A taxa de retenção registrada nos aplicativos alcançou os 50%, enquanto o benchmarking de mercado gira em torno de 7%”, afirma Felipe Prada, diretor de tecnologia da Stefanini Inspiring.

Ao longo do período de observação foram registradas 210 mil interações dos consumidores com o aplicativo. A busca por ofertas foi uma das funcionalidades mais acessadas, representando 52% deste total.

Um grande destaque do projeto foi o chat do aplicativo, pelo qual os consumidores trocaram mais de 12 mil mensagens com as lojas. Por meio dessa ferramenta, os consumidores buscaram, principalmente, atendimento farmacêutico e informações sobre produtos.

Também foram registradas vendas pelo chat, confirmando a versatilidade deste novo canal digital. O aplicativo de cada rede sempre sugere ao consumidor a loja mais próxima que irá atendê-lo, conectando-o diretamente com o farmacêutico. Essa abordagem O2O (Online to Offline) com atendimento humanizado e personalizado é única no mercado, representando um dos grandes diferenciais da plataforma da Stefanini Inspiring.

“Tínhamos uma expectativa positiva em relação à utilização dos aplicativos, contudo, os resultados que estamos obtendo estão nos impressionando pela relevância dos números. O aumento de frequência do consumidor na loja subiu em, aproximadamente, 35%, já o gasto médio mensal saltou em 20%. Isso sem contar com a satisfação dos clientes com nossos serviços, que é muito maior”, explica o diretor da Farmarcas.

De acordo com João Mota, presidente da Stefanini Inspiring, os resultados iniciais superaram as expectativas. “Este projeto com a Farmarcas demonstra que a digitalização da jornada do cliente, suportada em nossas plataformas tecnológicas, quebra barreiras, inova o negócio, capturando valor junto ao consumidor, ao mesmo tempo em que estabelece um relacionamento de confiança entre ele e a marca”.

Com informações da assessoria de imprensa da Stefanini



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