CVC’s dive into the digitization of its stores

In October last year, CVC, the largest tourism company in Brazil, inaugurated its flagship in Shopping Cidade de São Paulo, in the capital of São Paulo, a unit born with the mission of bringing, in the same space, some of the concepts that translate brand features .

Shortly after opening, the store started to sell 20% more than a comparable unit in the same region and with the same business potential. What justifies the excellent performance in such a short period of time? In addition to the new layout, the flagship has one feature that made it special: high digitization.

“Our new stores came to quickly translate the changes that have taken place in society,” said Daniela Bertoldo, executive director of B2C brands at CVC Corp. “The units do not represent a break, but are an experience place for the customer.”

One of the ways to deliver unique experiences is by offering digital products, services and amenities. This is exactly what CVC is looking for by making the contact between the company and its consumers more technological.

The intense digitization process of the company and its stores is a question that has arisen from the customers themselves. CVC commissioned research that confirmed the perception that they value digital tooling throughout the process.

In fact, consumers crave these end-to-end capabilities — from the store visit to choosing the journey, from signing the contract to interacting with business advisors. “Whoever dictates the rules is the customer,” Daniela sums up.

Daniela Bertoldo, Executive Director of B2C Brands at CVC Corp

Because there was no other option, the pandemic has accelerated digitization. In May 2020, at the height of the coronavirus crisis and with unit closures, the company decided to take lives to get closer to its audience. Then he started connecting it via WhatsApp.

At the beginning of 2021, a more ambitious step was taken: the implementation of QR codes in shop windows and doors of shops. To access what the company calls a “deal show,” the customer simply holds their cell phone close to the code and then discovers what the company has to offer.

It is in fact a great transformation. It is possible to access the QR code even when stores are closed, making them productive for longer periods of time. “Customers load everything on their mobile phone and can share the offers with customers and friends,” says Daniela.

The director also emphasizes that, as in the past, the person does not need to enter the unit and pick up printed flyers to see the contents. Likewise, signing contracts can be 100% digital, through the DocuSign system.

“In other words, digitization has a high sustainable value, because it eliminates the excessive paper consumption”, confirms the director. The new stores, Daniela says, are designed to give customers the best possible experience.

Starting with the windows. Instead of the old static format, they are now electronic. In fact, the digital windows show a series of screens — six, eight or even more, depending on the size of the store — displaying the routes and tours conducted by CVC.

The interesting thing is that digitally sent content can be modified. If the possibility to travel abroad is greater in one region, the screens show images of, for example, Paris or Rome.

It is also possible to adjust the content for certain periods. In shopping malls, for example, the night crowd may be one and the lunch crowd another. “The electronic display case adapts to the public that is walking in front of the store at the time,” said Melina Vacopoulos Vidaller, director of customers at CVC Corp.

“The electronic display case adapts to the public that is walking in front of the store at the time,” said Melina Vacopoulos Vidaller, director of customers at CVC Corp.

To do this, CVC uses predictive models that can anticipate what customers are likely to be looking for according to their profile. From there it is possible to create highly personalized offers – and then insert them into the electronic storefronts.

Currently, some CVC stores already have electronic counters. Since the start of the project, in October last year, every new unit brings the concept. Going forward, the more than 1,200 CVC spaces across Brazil will have the system.

The concept of digitization manifests itself on several fronts. One of these is the installation of electronic totems in the shops. According to Daniela, they provide tour tips, package information and the option for the customer to put together their own package.

Interactively, the totems capture customer data and preferences, and this input is then used by the company’s artificial intelligence systems to get to know its audience better.

The same logic applies to tablets, which were also made available to shoppers to do their own research.

It should be noted that the strategy offers the customer desired freedom of choice. If he wants, he can do self-service. If you prefer human contact, go to the specialized consultant.

CVC also invested in what it called an “Instagrammable Space.” In it, the visitor is confronted with images rendered in 3D format, which convey the idea that the person is in fact already traveling to a certain destination. “It’s a place where the customer can start dreaming about the journey,” says Daniela.

The joke is effective from a business point of view. People often post the photos on social media, which will surely lead to some of their followers becoming interested in CVC’s scripts.

Currently, about 20 stores have reserved the space for photos, but the idea is to increase this number significantly by the end of the year.

Daniela explains that the new stores are anchored in three pillars: digitization, sustainability and diversity.

The latter is reflected in the ability to receive all types of audience. At Espaço Kids, for example, children play with games and interactive activities, while parents look for a script.

All of this is designed to make physical spaces truly special. “After all, the journey does not start the moment the customer gets in, but upon arrival at the store,” concludes Daniela.

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