Grendene

For the head of retail tech Melissa, Walter Duarte, these recommendations will bring benefits to employees on several fronts.

Gandolfi also points out that the initiative is one of the company's first to bring technological solutions, common in B2C relationships, to B2B relations as well. “E-commerce usually provides recommendations for the end customer.

Grendene's open innovation analyst, Bianca Nascimento, explains that Charla is being fed with the descriptions of Melissa's last four collections. “She will also receive information about the sales behavior of two of the Melissa clubs, which will allow us to test the assistant in a controlled environment so that it can later be scaled,” she says.

Tremarim believes that the introduction of new technologies tends to make results appear more quickly. “With this joint movement with AWS, we tend to gain a lot in the assertiveness of what consumers will receive, not only with what they order, but also regarding other products that may be offered together,” he says.

We are talking about a value chain, made up of franchisees and sellers who also need to receive these recommendations,” he says.

When the testing phase is complete, the new virtual assistant will be made available to the sales teams of 403 active Melissa clubs in Brazil, the vast majority of which are installed in shopping centers.