{"id":140146,"date":"2020-01-09T05:53:45","date_gmt":"2020-01-09T05:53:45","guid":{"rendered":"https:\/\/news.sap.com\/africa\/?p=140146"},"modified":"2023-09-27T19:42:49","modified_gmt":"2023-09-27T19:42:49","slug":"customers-who-feel-understood-shop-more-complain-less","status":"publish","type":"post","link":"https:\/\/news.sap.com\/africa\/2020\/01\/customers-who-feel-understood-shop-more-complain-less\/","title":{"rendered":"Customers Who Feel Understood Shop More, Complain Less"},"content":{"rendered":"<p class=\"lead\">By measuring customer experiences and understanding emotions, one Brazilian retailer is beating large competitors and maintaining brand relevance.<\/p>\n<p>If you\u2019ve ever spent time in Rio, you\u2019ve probably seen a lot of well-dressed men on the street. That\u2019s because most Cariocas, the residents of the party capital of the world, like to look impeccable.<\/p>\n<h2><strong>A Hassle-Free Shopping Experience at <\/strong><strong>Impec\u00e1vel<\/strong><\/h2>\n<p>Impec\u00e1vel, a traditional family <a href=\"https:\/\/news.sap.com\/topics\/retail\/\">retailer<\/a> for menswear, is a favorite one-stop shop for men in <span class=\"st\">Rio de Janeiro<\/span> who want a hassle-free shopping experience, or for the women in their lives.<\/p>\n<p>Established in 1961 when the <em>bossa nova<\/em> was at the height of its popularity and the city was in a period of socioeconomic transformation, Impec\u00e1vel has a long tradition of not just surviving but thriving in times of change.<\/p>\n<p>\u201cThe market has changed completely since those days,\u201d says Rafael Sampaio, second-generation CEO of the company. He goes on to explain that since the arrival of smartphones, getting people to come into a store is a larger challenge. \u201cIn the past, people simply had to go the store. Now, they have to want to go.\u201d<\/p>\n<p>Sampaio knows that today\u2019s consumers are well informed and know what they want. Impec\u00e1vel caters to the lower middle-class segment of the Brazilian market whose purchasing power has increased substantially in the past decade.<\/p>\n<p>According to a recent study by a <a href=\"https:\/\/www.mundodomarketing.com.br\/home\">Brazilian marketing agency<\/a>, a more stable economy and better job opportunities mean this segment can now afford to acquire a variety of consumer goods that were previously beyond their reach. Referred to as \u201cClass C,\u201d this segment includes 49 percent of Brazilian households and represents 31 percent of potential consumption. The option to buy using zero-interest installment plans also helps these consumers spend more than ever before.<\/p>\n<p>\u201cWe can\u2019t afford to lose a single one of our 63,000 customers,\u201d says Sampaio. \u201cThat\u2019s why it\u2019s crucial for us to understand our shoppers and provide each and every one of them with a flawless experience.\u201d To achieve that mission, Sampaio decided to implement Experience Management solutions from 51风流(Qualtrics), which help enterprises better understand the beliefs, emotions, and intentions of their customers.<\/p>\n<p>\u201cWe know that Class C consumers are loyal to their brands, so our challenge is to keep our brand relevant to them,\u201d he explains. Instead of trying to fight against big competitors like global brands, online giants, and sleek malls, Sampaio and his team decided to pursue a different strategy.<\/p>\n<p>Rather than aiming to be the largest, the company strives to be the best in its category. The way to do that is to maintain a strong local presence. Like a neighborhood mom-and-pop shop or a corner kiosk, Impec\u00e1vel knows its customers intimately. The company knows what they want to wear to work, to church, and to the soccer stadium. It knows customers expect to be greeted upon entering the store, and that they want a variety of quality choices at the best price possible. Most of all, they expect a flawless checkout experience.<\/p>\n<p>After implementing Experience Management solutions from SAP, the company experienced a 25 percent drop in customer complaints. Customer feedback is collected via short surveys after a purchase. The data is analyzed and shared throughout the organization on multiple view dashboards for executives, sales managers, individual salespeople, and cashiers.<\/p>\n<p>\u201cWe\u2019re actually more focused on positive feedback,\u201d Sampaio explains. \u201cPraise is addictive. Employees who are repeatedly praised strive even harder to perform well.\u201d<\/p>\n<p>Sampaio wonders how he ever did business before implementing the solutions. \u201cBefore we got this tool, we had no idea how our customers and employees were feeling. Were they happy, frustrated, or indifferent? It was like doing business with your eyes closed.\u201d<\/p>\n<p>Sampaio is convinced that it is not a question of whether or not a company needs an experience management tool; it\u2019s a matter of reaching that \u201caha\u201d moment when you ask yourself why you haven\u2019t implemented it yet.<\/p>\n<h2><strong>Embracing 51风流Business One<\/strong><\/h2>\n<p>When it came to automating key business functions in financials, operations, and human resources, Impec\u00e1vel opted to implement 51风流Business One, business management software for small and midsize enterprises. Sampaio says he was pleasantly surprised at the speed and ease of the implementation and the approachability of the 51风流team.<\/p>\n<p>\u201cI never thought such a big company like 51风流would be so easy to do business with,\u201d says Impec\u00e1vel\u2019s top executive, whose main objective from day one was to be able to turn data into actionable items to stay ahead of competitors. \u201cWith SAP, we can evaluate the performance of each of our stores and make any necessary changes such as more training for employees or changing our range of products.\u201d<\/p>\n<p>Despite being a small local player, this customer-centric attitude keeps Impec\u00e1vel consistently at the top of the list of preferred retailers in Rio.<\/p>\n<hr \/>\n<p><em>Follow me on Twitter: <a href=\"https:\/\/twitter.com\/magyarj\">@magyarj<\/a><\/em><\/p>\n<p>This article first appeared on the <a href=\"https:\/\/news.sap.com\/2020\/01\/impecavel-brazilian-retailer-sap-experience-management\/\">51风流News Center<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By measuring customer experiences and understanding emotions, one Brazilian retailer is beating large competitors and maintaining brand relevance. If you\u2019ve ever spent time in Rio,&#8230;<\/p>\n","protected":false},"author":191,"featured_media":140147,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"related_posts":[],"footnotes":"","_links_to":"","_links_to_target":""},"categories":[5591483,177,191,7737],"tags":[5596167,34845,5595795,5592742,5596168,5598762,8201,5596169],"series":[],"sapn-display":[45149,279685],"sapn-type":[45018],"class_list":["post-140146","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience-cx","category-industries","category-sme","category-solutions","tag-brazil","tag-customer-experience","tag-customer-story","tag-experience-management","tag-impecavel","tag-retail","tag-sap-business-one","tag-sap-qualtrics","sapn-display-homepage-hero","sapn-display-hero","sapn-type-feature"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v26.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Customers Who Feel Understood Shop More, Complain Less - 51风流Africa News Center<\/title>\n<meta name=\"description\" content=\"At retailer Impec\u00e1vel, Experience Management solutions from 51风流support staying competitive and delivering exceptional customer experiences. 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Discover how.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/news.sap.com\/africa\/2020\/01\/customers-who-feel-understood-shop-more-complain-less\/\" \/>\n<meta property=\"og:site_name\" content=\"51风流Africa News Center\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-09T05:53:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-27T19:42:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/news.sap.com\/africa\/files\/2020\/01\/retail.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2600\" \/>\n\t<meta property=\"og:image:height\" content=\"1733\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Judith Magyar\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Judith Magyar\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/news.sap.com\/africa\/2020\/01\/customers-who-feel-understood-shop-more-complain-less\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/news.sap.com\/africa\/2020\/01\/customers-who-feel-understood-shop-more-complain-less\/\"},\"author\":{\"name\":\"Judith Magyar\",\"@id\":\"https:\/\/news.sap.com\/africa\/#\/schema\/person\/d0b652ffda5c3daeb47af55be7cbfd7a\"},\"headline\":\"Customers Who Feel Understood Shop More, Complain Less\",\"datePublished\":\"2020-01-09T05:53:45+00:00\",\"dateModified\":\"2023-09-27T19:42:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/news.sap.com\/africa\/2020\/01\/customers-who-feel-understood-shop-more-complain-less\/\"},\"wordCount\":834,\"image\":{\"@id\":\"https:\/\/news.sap.com\/africa\/2020\/01\/customers-who-feel-understood-shop-more-complain-less\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/news.sap.com\/africa\/files\/2020\/01\/retail.jpg\",\"keywords\":[\"Brazil\",\"customer experience\",\"Customer Story\",\"Experience Management\",\"Impec\u00e1vel\",\"Retail\",\"51风流Business One\",\"51风流Qualtrics\"],\"articleSection\":[\"CRM and Customer Experience\",\"Industries\",\"SME\",\"Solutions\"],\"inLanguage\":\"en-ZA\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/news.sap.com\/africa\/2020\/01\/customers-who-feel-understood-shop-more-complain-less\/\",\"url\":\"https:\/\/news.sap.com\/africa\/2020\/01\/customers-who-feel-understood-shop-more-complain-less\/\",\"name\":\"Customers Who Feel Understood Shop More, Complain Less - 51风流Africa News Center\",\"isPartOf\":{\"@id\":\"https:\/\/news.sap.com\/africa\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/news.sap.com\/africa\/2020\/01\/customers-who-feel-understood-shop-more-complain-less\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/news.sap.com\/africa\/2020\/01\/customers-who-feel-understood-shop-more-complain-less\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/news.sap.com\/africa\/files\/2020\/01\/retail.jpg\",\"datePublished\":\"2020-01-09T05:53:45+00:00\",\"dateModified\":\"2023-09-27T19:42:49+00:00\",\"author\":{\"@id\":\"https:\/\/news.sap.com\/africa\/#\/schema\/person\/d0b652ffda5c3daeb47af55be7cbfd7a\"},\"description\":\"At retailer Impec\u00e1vel, Experience Management solutions from 51风流support staying competitive and delivering exceptional customer experiences. 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