Aplicação do geomarketing para melhoria dos resultados do departamento de açougue em supermercado: um estudo de caso

Abstract

The retail sector, especially self-service food retail, plays a significant role in the Brazilian economy, with supermarkets being essential in this scenario. The location of supermarkets is crucial, as the majority of sales occur with customers in the region, highlighting the importance of the area of influence that has been studied with advanced analysis through the Geographic Information System (GIS). Using a database of the housing location of consumers from January 2023 from the butcher's department of the analysis supermarket located in the Farol neighborhood, Maceió-AL, this study used the geomarketing methodology to analyze correlations between sociodemographic variables and the areas of influence of the supermarket. The objective was to develop action plans designed to boost the department's sales. Thus, it was possible to draw up a map of opportunities that took into account the strategic positioning of the organization and the limits of its area of influence, identifying the neighborhoods with the best performance. After implementing improvement actions for the butchery department, a result was achieved in July that was 28% greater than the target achieved in January 2023, in addition to a 14% growth in the number of customers visiting the butcher shop. Using a threat map, it was also possible to identify relevant direct competitors and their locations, as well as neighborhoods subject to direct competition to attract customers to the business. The geomarketing study proved to be highly effective in optimizing business performance and understanding its area of influence, enabling the development of targeted sales strategies to improve the results of the supermarket's butchery department.