Increasing Profitability And Subtle Market Research- Business Tips From Brazil
Increasing Profitability And Subtle Market Research- Business Tips From Brazil
In this blog, there are actually two business tips that are being offered. First is the ability to retain customers by offering credit through the use of a private label card, thus increasing profits. The second, is taking advantage of the customer's spending habits on this private label card to perform market research and understand the customer's habits. These customer habits, stored on an information base, can then be used in future for business planning-potential services to offer, etc, etc.
The original version in Brazilian Portuguese was written by Márcio Marcondes. His contact information is provided at the bottom of the article.
For the sake of those who are new to this series of blogs, an introduction to the purpose of these series of blogs is given in small print below. If you are a returning visitor, you can skip the small print below and jump to the main article.
Introduction-The American way of life in BrazilOther than the world's fascination with Brazilian soccer players, Brazil is assumed to by most people to be an underdeveloped 3rd world country. In truth Brazil is South America's largest economy, having advanced industries, and is now considered an emerging economy rivaling China, India and Russia. Not only that, the Brazilian lifestyle has been, unbeknown to most people, a typical western, if not American, in flavor, as we will see.Brazilians love watching imported television shows and movies translated to their official language, Brazilian Portuguese. Imported television shows have had a significant influence on Brazilian culture. The influence of American TV in Brazil has resulted in Brazilians participating in culture that is considered predominantly American. For example, Brazilian children now participate in Haloween on the same day it is held in the USA. Brazilians also love their Internet. For example, Orkut, a social networking website initially targeting the American audience, now derives over 70% of its traffic from Brazil. All major search engines and social networking groups, including Google, Yahoo, MSN, Youtube, Myspace and Facebook have a presence in Brazil. Instead of using dot com, sites in Brazil often use a dot com dot br configuration, for example http://www.google.com.br/. Often, instead of using www as a prefix, sites in Brazil will use br, for example, br.myspace.com rather than http://www.myspace.com/.In these series of blogs, we will try to bring out the Americanisms of life in Brazil. We will translate articles touching the everyday lives of Brazilians and see the similarities to their American counterparts and the common problems they share: buying a car, buying a house, choosing a good school, getting loans for education(get student loan), having to get a bank student loan consolidation, buying life insurance(get cheap life assurance quote online, just like Americans), get auto insurance online, dealing with remortgage problems such as shopping for good rates, getting loans to refinance the home(refinance a home equity loan), difficulties in acknowledging mesothelioma(Brazil is one of the world's largest producers of absestos, and acknowledging that a miner is a potential mesothelioma patient is opposed actively by many trade unions), etc. In short, these series of blogs will try to bring out the American way of life in Brazil that that is not documented well by the main stream media.
The Portuguese text is printed in blue, and the English translation of a phrase appears directly below.
AUMENTANDO A RENTABILIDADE ATRAVÉS DO MARKETING DE RELACIONAMENTO.
INCREASING PROFITABILITY THROUGH RELATIONSHIP MARKETING.
Através de ferramentas que suportam uma Estratégia de Marketing de Relacionamento, deverá ser criada uma Base de Informações Atualizada, Fidedigna e Padronizada, contendo todos os Contatos e Relacionamentos que ocorreram entre o Comércio e seus Clientes: Quem são, Quais são os Melhores, O que, Quando, Quanto e Onde Compram e Como Pagam.
Through the use of tools that support that support a strategy of Relationship Marketing, an information base that is current, accurate and standardized should be created, containing all contacts and the relationships that occur between the business and your clients: who they are, who are the best, what, when, how much and where they buy and how they pay.
Neste momento passamos a ter dados Reais, que possibilitarão identificar os Anseios, as Necessidades, os Sonhos, etc. dos nossos Melhores Clientes. Baseado no fato de que tempo é o bem mais precioso que todos têm, poderemos descobrir que em uma daquelas três vezes em que o Cliente entra no Ponto de Venda, poderia ser oferecido a ele mais que “Feijão e Arroz, Remédio ou Perfumaria, Azulejo ou Tinta, etc.”. Perceberemos que é possível atender algumas das suas Necessidades ou Sonhos, fornecendo-lhe Serviços.
At this point we start to have real data, which makes it possible to identify the anxieties, the necessities, the dreams, etc, of our best clients. Based on the the fact that time is most precious asset that everyone has, we will be able to discover in a third of the times the client enters a point of sale, the client could be offered more than just "rice and beans, medicine or perfume, ceramic or paint", etc. We will be able to recognize that it is possible to attend to some of the customers necessities or dreams, by offering them customer services.
Nossos Clientes, nossos Pontos de Venda e nossos Colaboradores, são nossos principais ativos. A fortuna ou a derrota está diretamente relacionada com a forma que cuidamos deste Patrimônio. Porém existem ações externas a nossa estrutura, que influenciam diretamente no resultado do negócio, acirrando cada vez mais a Concorrência, o que irá determinar uma redução impositiva de Rentabilidade.
Our clients, our points of sale and our collaborators are our principal activities. Fortune or defeat is directly related to the manner that we take care of these assets. However there exist external forces in our framework that directly influence the result of business, stimulating more and more competition, what is going to determine an imposed reduction of profitability.
Quando somamos: Clientes + Satisfação + Facilidades, passamos a ter um forte instrumento para viabilizar a implantação de um Programa de Relacionamento com Clientes, este Programa necessitará estar suportado por Ferramentas Informatizadas, que deverão estar disponíveis em todos os níveis de Contato e Relacionamento com os Clientes, se integrando naturalmente nas Operações de Venda ou Atendimento, Gerando e Mantendo uma Base de Dados Atualizada, Fidedigna e Padronizada.
When we sum: clients + satisfaction+ease, we start to have a powerful instrument in order to make viable the implementation of a program of relationship with clients; this program will need to be supported by informed tools, that should be available at all levels of contact and relationship with with the clients, integrating naturally with the operations of Sales and Customer Service, through creating and maintaining a base of current, accurate and standardized data.
A partir desta Base, iremos identificar, por exemplo, que um grupo muito grande de Clientes, uns cem mil, teriam uma grande chance de comprar um Seguro Perda de Renda, uma Assinatura de Revista especializada, um Curso para Formação de Enófilos, etc. que seria cobrado através de Pequenas parcelas mensais, em seu Cartão Private Label, podendo este contratar e pagar estes Serviços com muito mais conforto e comodidade, sem gastar mais seu tempo e potencializando a sua presença em nosso estabelecimento.
From this eventually created base of information, we will be able to identify, for example, that a group of a very large number of clients, some 100,000, has a high probability for making purchases of insurance for loss of income, subscription to a specialized magazine, payments for a course in wine making, etc, that will be charged through small monthly installments, on a private label card, the customers being able to contract and pay for these services with a lot more ease and comfort, without spending a lot of their time and having the potential to keep them within our establishment.
Evidentemente não iremos sair montando Seguradoras, Editoras ou Escolas, existem empresas especializadas nestes tipos de Produtos. Podemos realizar um Convênio com uma destas Empresas, terceirizando para elas o gerenciamento da oferta de seus Produtos e o Relacionamento com os Clientes, cobrando em pequeno valor por este Serviço (spread). Desta forma transformaremos Base de Dados em Receita, não necessitando vendê-la diretamente, desconfigurando o nosso objetivo, visto que não somos Empresas de Dados.
Obviously we are not going to put up insurance firms, publishing houses or schools; there are already establishments specialized in these products. We are going to have some kind of pact with these businesses, outsourcing to them the management and offer of their products and the relationship with the clients, paying a small fee for this service (spread). In this manner we will turn our information base into revenue, not requiring to sell it directly, impairing our objective, given that we are not data house businesses.
Estes oitenta centavinhos, por exemplo, a diferença entre aquilo que cobramos dos Clientes e pagamos a Empresa Conveniada, que será faturado mensalmente de cada Cliente, poderá representar uma Receita fixa mensal bastante significativa, muito importante para a Gestão e Rentabilidade do Negócio, dependerá apenas da capacidade de escala que se conseguir atingir.
These mere eighty cents, for example, the difference between what we charge the clients and what we pay on the business arrangement, that will be invoiced monthly for each client, will be able to represent a fixed monthly income that is quite significant, very important for the development of profitability for the business, and will depend only on the capacity of scaling up that you are able to achieve.
Este é só um exemplo de como criar Receitas não Operacionais em nosso Comércio, existem diversos outros, que podem ser utilizados, a partir do Momento que implantamos o Marketing de Relacionamento e conquistamos uma Base de Informações Significativa.
This is only one example of how to create non operational revenue in our business; there are several other examples that could be used, from the point in time that we implement marketing relationships and create a significant information base.
Além destas importantes receitas, quando descobrimos o que os Clientes necessitam e lhe oferecemos, através dos nossos Pontos de Venda, estamos satisfazendo-os e mostrando claramente que o Reconhecemos, que segundo pesquisas realizadas, é o que mais os Consumidores estão cobrando hoje em dia do Varejo.
Apart form this important revenue, when we discover what the clients need and offer it to them, through our points of sale, we are satisfying them and demonstrating clearly that we recognize them, that, according to surveys, is what the consumer is demanding most nowadays in retail business.
O instrumento que normalmente é utilizado para este fim é um Cartão Private Label, seu Cartão, com a sua Marca, Administrado por você, que deverá identificar seus Clientes Especiais, fornecendo-lhes Serviços, como por exemplo: um programa de Crédito pré-aprovado, uma Cobrança voltada ao Cliente especial, que nunca o achacará e sim, prestará um serviço para ajudá-lo a resolver uma situação de imprevisto, possibilitando que ele volte a ter capacidade de consumo através do Crédito que lhe fornecemos.
The instrument that is normally used to achieve this end is a private label card, your card, your brand, administered by you, for example a program of preapproved credit, special pricing offers for the client, that you never put the client down but offer a service to help the client resolve an unforeseen situation, making it possible for the client return to having the capacity to be a consumer through the credit that you offer.
Outro Serviço que poderá ser implantado em seu Cartão Private Label é um Programa de Fidelidade, estimulando-o a se identificar cada vez que realiza uma compra, um pagamento, uma reclamação, um elogio, etc.
Another program that you could implement on your private label card is a loyalty program, creating self recognition on the part of the client each time the client makes a purchase, makes a payment, files a complaint, offers a compliment, etc.
Esta é a única maneira para que seja conquistada uma Base de Dados com as características já citadas (fidedigna, atualizada e padronizada), transferindo para os Clientes a responsabilidade de mantê-la, quando ele exige que seja registrado o seu Cartão em todas as ocasiões, seja para ganhar Pontos no Programa de Fidelidade ou pagar uma compra, utilizando o Crédito que o Comerciante lhe ofereceu.
This is the only way that one will be able to create an information base with the characteristics already cited(accuracy, currency and standardization), transferring to the clients the responsibility of maintaining the information base, when the client demands to be registered into your private label card program, by using the credit that the business person offers the client.
A cada vez que ele realiza uma destas Operações, o Sistema de Gerenciamento do seu Cartão Private irá registrar em uma Base de Dados, todas as informações pertinentes. De acordo com o seu Fluxo de Cadastramento de Clientes, Vendas, etc., rapidamente teremos uma Base bastante significativa, pré-requisito para o Planejamento de novos Serviços a serem oferecidos, com a sua conseqüente venda.
Each time the customer performs any of these actions, the management system of your private label card is going to register all the pertinent information in an information base. Depending on the progress of registration of clients, sales made, etc, we will rapidly have a significant base of data, a prerequisite for the planning of new services to be offered with consequent sales.
Este não é um trabalho fácil, exige Investimentos, Planejamento, Profissionalismo e muitas vezes, meses ou anos de trabalho, até conquistar uma Base significativa de Informações. Todos estes pré-requisitos têm que ser cumprido, pois eles irão gerar Credibilidade ao seu Negócio, item importantíssimo para o sucesso do Projeto.
This is not easy work, it demands investment, planning, professionalism and, often, months or years of work, until you build up a significant information base. All the prerequisites have to be met, because they are going to generate credibility for your business, an extremely important factor for the success of the project.
Márcio Marcondes
Palestrante, Consultor e Diretor de Private Label e Fidelidade da Rentech,
(marcio.marcondes@rentech.com.br)
Márcio Marcondes,
Speaker, consultant and Director for private labeling and loyalty programs at Rentech
(marcio.marcondes@rentech.com.br)
You can reach me at translate_brazilian_portuguese_to_english@hotmail.com
In this blog, there are actually two business tips that are being offered. First is the ability to retain customers by offering credit through the use of a private label card, thus increasing profits. The second, is taking advantage of the customer's spending habits on this private label card to perform market research and understand the customer's habits. These customer habits, stored on an information base, can then be used in future for business planning-potential services to offer, etc, etc.
The original version in Brazilian Portuguese was written by Márcio Marcondes. His contact information is provided at the bottom of the article.
For the sake of those who are new to this series of blogs, an introduction to the purpose of these series of blogs is given in small print below. If you are a returning visitor, you can skip the small print below and jump to the main article.
Introduction-The American way of life in BrazilOther than the world's fascination with Brazilian soccer players, Brazil is assumed to by most people to be an underdeveloped 3rd world country. In truth Brazil is South America's largest economy, having advanced industries, and is now considered an emerging economy rivaling China, India and Russia. Not only that, the Brazilian lifestyle has been, unbeknown to most people, a typical western, if not American, in flavor, as we will see.Brazilians love watching imported television shows and movies translated to their official language, Brazilian Portuguese. Imported television shows have had a significant influence on Brazilian culture. The influence of American TV in Brazil has resulted in Brazilians participating in culture that is considered predominantly American. For example, Brazilian children now participate in Haloween on the same day it is held in the USA. Brazilians also love their Internet. For example, Orkut, a social networking website initially targeting the American audience, now derives over 70% of its traffic from Brazil. All major search engines and social networking groups, including Google, Yahoo, MSN, Youtube, Myspace and Facebook have a presence in Brazil. Instead of using dot com, sites in Brazil often use a dot com dot br configuration, for example http://www.google.com.br/. Often, instead of using www as a prefix, sites in Brazil will use br, for example, br.myspace.com rather than http://www.myspace.com/.In these series of blogs, we will try to bring out the Americanisms of life in Brazil. We will translate articles touching the everyday lives of Brazilians and see the similarities to their American counterparts and the common problems they share: buying a car, buying a house, choosing a good school, getting loans for education(get student loan), having to get a bank student loan consolidation, buying life insurance(get cheap life assurance quote online, just like Americans), get auto insurance online, dealing with remortgage problems such as shopping for good rates, getting loans to refinance the home(refinance a home equity loan), difficulties in acknowledging mesothelioma(Brazil is one of the world's largest producers of absestos, and acknowledging that a miner is a potential mesothelioma patient is opposed actively by many trade unions), etc. In short, these series of blogs will try to bring out the American way of life in Brazil that that is not documented well by the main stream media.
The Portuguese text is printed in blue, and the English translation of a phrase appears directly below.
AUMENTANDO A RENTABILIDADE ATRAVÉS DO MARKETING DE RELACIONAMENTO.
INCREASING PROFITABILITY THROUGH RELATIONSHIP MARKETING.
Através de ferramentas que suportam uma Estratégia de Marketing de Relacionamento, deverá ser criada uma Base de Informações Atualizada, Fidedigna e Padronizada, contendo todos os Contatos e Relacionamentos que ocorreram entre o Comércio e seus Clientes: Quem são, Quais são os Melhores, O que, Quando, Quanto e Onde Compram e Como Pagam.
Through the use of tools that support that support a strategy of Relationship Marketing, an information base that is current, accurate and standardized should be created, containing all contacts and the relationships that occur between the business and your clients: who they are, who are the best, what, when, how much and where they buy and how they pay.
Neste momento passamos a ter dados Reais, que possibilitarão identificar os Anseios, as Necessidades, os Sonhos, etc. dos nossos Melhores Clientes. Baseado no fato de que tempo é o bem mais precioso que todos têm, poderemos descobrir que em uma daquelas três vezes em que o Cliente entra no Ponto de Venda, poderia ser oferecido a ele mais que “Feijão e Arroz, Remédio ou Perfumaria, Azulejo ou Tinta, etc.”. Perceberemos que é possível atender algumas das suas Necessidades ou Sonhos, fornecendo-lhe Serviços.
At this point we start to have real data, which makes it possible to identify the anxieties, the necessities, the dreams, etc, of our best clients. Based on the the fact that time is most precious asset that everyone has, we will be able to discover in a third of the times the client enters a point of sale, the client could be offered more than just "rice and beans, medicine or perfume, ceramic or paint", etc. We will be able to recognize that it is possible to attend to some of the customers necessities or dreams, by offering them customer services.
Nossos Clientes, nossos Pontos de Venda e nossos Colaboradores, são nossos principais ativos. A fortuna ou a derrota está diretamente relacionada com a forma que cuidamos deste Patrimônio. Porém existem ações externas a nossa estrutura, que influenciam diretamente no resultado do negócio, acirrando cada vez mais a Concorrência, o que irá determinar uma redução impositiva de Rentabilidade.
Our clients, our points of sale and our collaborators are our principal activities. Fortune or defeat is directly related to the manner that we take care of these assets. However there exist external forces in our framework that directly influence the result of business, stimulating more and more competition, what is going to determine an imposed reduction of profitability.
Quando somamos: Clientes + Satisfação + Facilidades, passamos a ter um forte instrumento para viabilizar a implantação de um Programa de Relacionamento com Clientes, este Programa necessitará estar suportado por Ferramentas Informatizadas, que deverão estar disponíveis em todos os níveis de Contato e Relacionamento com os Clientes, se integrando naturalmente nas Operações de Venda ou Atendimento, Gerando e Mantendo uma Base de Dados Atualizada, Fidedigna e Padronizada.
When we sum: clients + satisfaction+ease, we start to have a powerful instrument in order to make viable the implementation of a program of relationship with clients; this program will need to be supported by informed tools, that should be available at all levels of contact and relationship with with the clients, integrating naturally with the operations of Sales and Customer Service, through creating and maintaining a base of current, accurate and standardized data.
A partir desta Base, iremos identificar, por exemplo, que um grupo muito grande de Clientes, uns cem mil, teriam uma grande chance de comprar um Seguro Perda de Renda, uma Assinatura de Revista especializada, um Curso para Formação de Enófilos, etc. que seria cobrado através de Pequenas parcelas mensais, em seu Cartão Private Label, podendo este contratar e pagar estes Serviços com muito mais conforto e comodidade, sem gastar mais seu tempo e potencializando a sua presença em nosso estabelecimento.
From this eventually created base of information, we will be able to identify, for example, that a group of a very large number of clients, some 100,000, has a high probability for making purchases of insurance for loss of income, subscription to a specialized magazine, payments for a course in wine making, etc, that will be charged through small monthly installments, on a private label card, the customers being able to contract and pay for these services with a lot more ease and comfort, without spending a lot of their time and having the potential to keep them within our establishment.
Evidentemente não iremos sair montando Seguradoras, Editoras ou Escolas, existem empresas especializadas nestes tipos de Produtos. Podemos realizar um Convênio com uma destas Empresas, terceirizando para elas o gerenciamento da oferta de seus Produtos e o Relacionamento com os Clientes, cobrando em pequeno valor por este Serviço (spread). Desta forma transformaremos Base de Dados em Receita, não necessitando vendê-la diretamente, desconfigurando o nosso objetivo, visto que não somos Empresas de Dados.
Obviously we are not going to put up insurance firms, publishing houses or schools; there are already establishments specialized in these products. We are going to have some kind of pact with these businesses, outsourcing to them the management and offer of their products and the relationship with the clients, paying a small fee for this service (spread). In this manner we will turn our information base into revenue, not requiring to sell it directly, impairing our objective, given that we are not data house businesses.
Estes oitenta centavinhos, por exemplo, a diferença entre aquilo que cobramos dos Clientes e pagamos a Empresa Conveniada, que será faturado mensalmente de cada Cliente, poderá representar uma Receita fixa mensal bastante significativa, muito importante para a Gestão e Rentabilidade do Negócio, dependerá apenas da capacidade de escala que se conseguir atingir.
These mere eighty cents, for example, the difference between what we charge the clients and what we pay on the business arrangement, that will be invoiced monthly for each client, will be able to represent a fixed monthly income that is quite significant, very important for the development of profitability for the business, and will depend only on the capacity of scaling up that you are able to achieve.
Este é só um exemplo de como criar Receitas não Operacionais em nosso Comércio, existem diversos outros, que podem ser utilizados, a partir do Momento que implantamos o Marketing de Relacionamento e conquistamos uma Base de Informações Significativa.
This is only one example of how to create non operational revenue in our business; there are several other examples that could be used, from the point in time that we implement marketing relationships and create a significant information base.
Além destas importantes receitas, quando descobrimos o que os Clientes necessitam e lhe oferecemos, através dos nossos Pontos de Venda, estamos satisfazendo-os e mostrando claramente que o Reconhecemos, que segundo pesquisas realizadas, é o que mais os Consumidores estão cobrando hoje em dia do Varejo.
Apart form this important revenue, when we discover what the clients need and offer it to them, through our points of sale, we are satisfying them and demonstrating clearly that we recognize them, that, according to surveys, is what the consumer is demanding most nowadays in retail business.
O instrumento que normalmente é utilizado para este fim é um Cartão Private Label, seu Cartão, com a sua Marca, Administrado por você, que deverá identificar seus Clientes Especiais, fornecendo-lhes Serviços, como por exemplo: um programa de Crédito pré-aprovado, uma Cobrança voltada ao Cliente especial, que nunca o achacará e sim, prestará um serviço para ajudá-lo a resolver uma situação de imprevisto, possibilitando que ele volte a ter capacidade de consumo através do Crédito que lhe fornecemos.
The instrument that is normally used to achieve this end is a private label card, your card, your brand, administered by you, for example a program of preapproved credit, special pricing offers for the client, that you never put the client down but offer a service to help the client resolve an unforeseen situation, making it possible for the client return to having the capacity to be a consumer through the credit that you offer.
Outro Serviço que poderá ser implantado em seu Cartão Private Label é um Programa de Fidelidade, estimulando-o a se identificar cada vez que realiza uma compra, um pagamento, uma reclamação, um elogio, etc.
Another program that you could implement on your private label card is a loyalty program, creating self recognition on the part of the client each time the client makes a purchase, makes a payment, files a complaint, offers a compliment, etc.
Esta é a única maneira para que seja conquistada uma Base de Dados com as características já citadas (fidedigna, atualizada e padronizada), transferindo para os Clientes a responsabilidade de mantê-la, quando ele exige que seja registrado o seu Cartão em todas as ocasiões, seja para ganhar Pontos no Programa de Fidelidade ou pagar uma compra, utilizando o Crédito que o Comerciante lhe ofereceu.
This is the only way that one will be able to create an information base with the characteristics already cited(accuracy, currency and standardization), transferring to the clients the responsibility of maintaining the information base, when the client demands to be registered into your private label card program, by using the credit that the business person offers the client.
A cada vez que ele realiza uma destas Operações, o Sistema de Gerenciamento do seu Cartão Private irá registrar em uma Base de Dados, todas as informações pertinentes. De acordo com o seu Fluxo de Cadastramento de Clientes, Vendas, etc., rapidamente teremos uma Base bastante significativa, pré-requisito para o Planejamento de novos Serviços a serem oferecidos, com a sua conseqüente venda.
Each time the customer performs any of these actions, the management system of your private label card is going to register all the pertinent information in an information base. Depending on the progress of registration of clients, sales made, etc, we will rapidly have a significant base of data, a prerequisite for the planning of new services to be offered with consequent sales.
Este não é um trabalho fácil, exige Investimentos, Planejamento, Profissionalismo e muitas vezes, meses ou anos de trabalho, até conquistar uma Base significativa de Informações. Todos estes pré-requisitos têm que ser cumprido, pois eles irão gerar Credibilidade ao seu Negócio, item importantíssimo para o sucesso do Projeto.
This is not easy work, it demands investment, planning, professionalism and, often, months or years of work, until you build up a significant information base. All the prerequisites have to be met, because they are going to generate credibility for your business, an extremely important factor for the success of the project.
Márcio Marcondes
Palestrante, Consultor e Diretor de Private Label e Fidelidade da Rentech,
(marcio.marcondes@rentech.com.br)
Márcio Marcondes,
Speaker, consultant and Director for private labeling and loyalty programs at Rentech
(marcio.marcondes@rentech.com.br)
You can reach me at translate_brazilian_portuguese_to_english@hotmail.com
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