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These cookies do not store any personal information. This category only includes cookies that ensures basic functionalities and security features of the website. Necessary cookies are absolutely essential for the website to function properly. Optimised product positioning on shelf based on identified shopping missions.Improved the in-store customer experience with easy-to-shop and easy-to-find exhibitions.Made customer-centric decisions for category assortment and intuitive product flow.
Marcello De Zagottis, VP Commercial and MarketingÄownload the full case study to discover how Raia Drogasil: For me, that is the biggest transformation that we have achieved so far. We used to look at sales information only, now we look at customer data to decide new strategies for the category. We were able to move to a customer-centric category management. RD recognised it was critical to start driving value from their customer data to understand buying behaviour and make informed assortment decisions to improve category performance. Product assortment and display of Over the Counter (OTC) categories has been a major issue for most pharma retailers and CPGs, due to the lack of understanding of their customer data. With operations in 17 states and 26 million customers, RD represents more than 89% of the Brazilian pharmaceutical consumer market. Raia Drogasil (RD) was established in 2011 as the result of the merger between Raia S.A.