“How might we continue to be one of most loved brands in Brazil? And how might we better serve our customers’ needs?”
The Business problem
Casas Bahia is one of the biggest retailers in Brazil and known for its great appeal and offering to low and lower-middle income population.
Their customers have been forever loyal to the brand mainly for its in-store experience. However, with the outstanding advance of mobile phones and digital channels in Brazil, the brand needed to understand their customers’ new behaviours to maintain their market-leading position.
The Approach
Qualitative and quantitative customer research to uncover customers’ behaviours and analyse patterns when interacting with the brand, both physical (in-store) and digital experiences.
Customer profile identified, personas and insights generated to guide the development of Casas Bahia future-state customers experience.
Main customers profile identified and research insights.
Digital customer journeys and empathy maps.
Personas creation based on research insights.
Future-state journeys (storyboards).
The outcomes
Combining digital-physical channels into one single experience.
WhatsApp as a sales and relationship channel, as the app is one of the most used in Brazil.
Personalised mobile experiences as a way to tailor and guide the customer to make better informed decisions.
Future-state storyboard / service blueprint.
High-fidelity mockups to illustrate aspirational functionalities.
Value proposition and service vision.
