GPA joins virtual and physical eye operations in greater profitability of Extra

After a phase of conversion of hypermarkets Extra to flag of atacarejo Assai, GPA group starts a race to improve the profitability of the hypermarkets. To this end, the company began to implement the concept of omnichannel, which aims to stimulate customer loyalty with customers and change the strategy on stock composition and sales area. The first unit to receive omnichannel world-where physical and virtual operations complement each other – is the Extra hypermarket in the Itaim Bibi district, in the city of São Paulo. "Our proposal is to add value to all the services and products of the hypermarket. Through the omnichannel concept, we will accelerate the process of customer loyalty and increase profitability of business by m ² ", said the Executive Director of DCI Extra flag, Marcelo David, remembering that the percentage of purchases" identifiable " made by customers was 44% in 2018 to 55% in 2019. In this sense, he points out, the integration between the channels is fertile path to customer loyalty and, above all, know better the consumption habits and frequency of purchase of the customer. "Is the possibility of doing, for example, cross-promotion, thinking about how to be more accessible to the journey to the customer until the time of purchase," said he. Ripple effect With the strategy of integration of digital and physical, another point which must be strengthened and will help improve profitability of hypermarkets Extra will be the increase of sales of own-brand items in the units. "The movement of discounts on products of own brand has grown into a very strong recently, and the trend is that earn more force with the proposal for integration between the channels," said David. He explains that, with the implementation, the client can schedule the time you want to make purchases and avoid queues. "The average spending on the internet is usually greater than the physical. This omnicanal proposal should raise the average ticket price Club, both in the food services industry as non-food categories, "he said. Today the average ticket is R $95. Other opportunities with the strategy is the strengthening of categories of Bazaar and textile, especially for the fall and winter. Moreover, with the application of newly acquired deliveries by the GPA, the James Delivery, the new proposal also should boost sales of categories of products from the segment of pharmacies and restaurants. Without revealing numbers and details of how the movement of expansion of this proposal, David says that should occur the roll out to other units of Extra Hyper flag throughout the year. This first unit where it will be implemented the concept of integration among channels, deliveries will contemplate the districts of Itaim Bibi and Vila Olimpia, on the South side of SP. in the assessment of the Managing Director of business consulting GS & Consult, Jean Paul Rebetez, retailer aims to rethink the central value proposition of the hypermarket format. "Consumers showed a change in shopping habits in recent years. In this way, the GPA has managed a way to integrate the fast delivery logistics with the broad portfolio of food products and other categories ", he noted. HYPERMARKETS unites physical and virtual operations GPA of eye in greater profitability of Extra after conversion phase of large units to the flag of atacarejo Assai, retailer sees room for customer loyalty and optimize operations with unification of the universes online and offline with the acquisition of startup James Delivery, group goes to deliver in some neighborhoods in the city of São Paulo With the acquisition of startup James Delivery, group goes to deliver in some neighborhoods in São Paulo PHOTO: JOÃO VICENTE RIBEIRO • PAULOPublicado in 12/04/19 to 05:00 After a conversion phase of hypermarkets Extra to flag of atacarejo Assai, GPA group starts a race to improve the profitability of the hypermarkets. To this end, the company began to implement the concept of omnichannel, which aims to stimulate customer loyalty with customers and change the strategy on stock composition and sales area. The first unit to receive omnichannel world-where physical and virtual operations complement each other – is the Extra hypermarket in the Itaim Bibi district, in the city of São Paulo. "Our proposal is to add value to all the services and products of the hypermarket. Through the omnichannel concept, we will accelerate the process of customer loyalty and increase profitability of business by m ² ", said the Executive Director of DCI Extra flag, Marcelo David, remembering that the percentage of purchases" identifiable " made by customers was 44% in 2018 to 55% in 2019. In this sense, he points out, the integration between the channels is fertile path to customer loyalty and, above all, know better the consumption habits and frequency of purchase of the customer. "Is the possibility of doing, for example, cross-promotion, thinking about how to be more accessible to the journey to the customer until the time of purchase," said he. Ripple effect With the strategy of integration of digital and physical, another point which must be strengthened and will help improve profitability of hypermarkets Extra will be the increase of sales of own-brand items in the units. "The movement of discounts on products of own brand has grown into a very strong recently, and the trend is that earn more force with the proposal for integration between the channels," said David. He explains that, with the implementation, the client can schedule the time you want to make purchases and avoid queues. "The average spending on the internet is usually greater than the physical. This omnicanal proposal should raise the average ticket price Club, both in the food services industry as non-food categories, "he said. Today the average ticket is R $95. Other opportunities with the strategy is the strengthening of categories of Bazaar and textile, especially for the fall and winter. Moreover, with the application of newly acquired deliveries by the GPA, the James Delivery, the new proposal also should boost sales of categories of products from the segment of pharmacies and restaurants. Without revealing numbers and details of how the movement of expansion of this proposal, David says that should occur the roll out to other units of Extra Hyper flag throughout the year. This first unit where it will be implemented the concept of integration among channels, deliveries will contemplate the districts of Itaim Bibi and Vila Olimpia, on the South side of SP. in the assessment of the Managing Director of business consulting GS & Consult, Jean Paul Rebetez, retailer aims to rethink the central value proposition of the hypermarket format. "Consumers showed a change in shopping habits in recent years. In this way, the GPA has managed a way to integrate the fast delivery logistics with the broad portfolio of food products and other categories ", he noted. According to Rebetez, integration between the channels can promote a turnover and better organization of the stock units. "When we talk about the implementation of the concept of omnichannel, there is great opportunity to raise the productivity of employees within the business. In addition, the stock of goods need not necessarily be in the physical store, but be taken directly from the distribution centers ", added he. In the case of Extra, it considers – in view of the strong performance in areas such as restaurant and Bazaar – joining the integration proposal may cause also a scale occurs in the marketing of these categories in the gross sales of the business. "Within the foodservice area, could be a good opportunity to carry out deliveries of food to consumers."