Success Story: How Drogaria Araujo Embraced People, Process and Pricing

A Brazilian drugstore chain with more than 200 stores, Drogaria Araujo began its search for a price optimization partner in 2016, ultimately selecting Revionics for its reputation and technology leadership. From the beginning the joint Araujo-Revionics team adopted price optimization in orderly phases, returning ROI in each phase and taking outcomes from every phase to set up the next phase for success. Leonardo and Guilherme describe the successes (and challenges!) as they implemented KVI analysis, zoning, Market Basket Analysis, full price optimization using cannibalization and affinity and positioned for planned Promotion Performance Analysis and Promotion Optimization. The team’s measurable business impact won over initial skeptics among top executives and the board of directors, who now have rewarded the price team’s successes with significant internal recognition.

About the Speakers

PABLO SERAFIN
Chief Commercial Officer
Drogaria Araujo

Prior to joining Drogaria Araujo, Pablo worked as a commercial executive in several multinational companies in the mining, food, real estate and wholesale industries. He holds a B.S. in Chemical Engineering from the Federal University of Minas Gerais and a M.B.A. from Cimba University in Italy.

LEONARDO LAGE
Competitive Intelligence Manager
Drogaria Araujo

Leonardo began his career as a business consultant in Brazil and abroad for 10 years. After leaving the consultancy, Leonardo dedicated his career to market intelligence, and today he is Competitive Intelligence Manager at Drogaria Araujo. Leonardo holds a B.B.A. in Business from Federal University of Minas Gerais and a M.B.A. from Fundação Dom Cabral.



 

See Also