O uso de business intelligence no marketing de fidelização em lojas de vestuário

Abstract

Business Intelligence is responsible for transforming the data into information and then distributing this information for decision making. The use of this technique helps the managers in the decision making of the companies so that they are faster and assertive. Loyalty marketing is marketing that is more concerned with customer retention than with getting new ones. Since the city of Quixadá has a large number of retail stores, this study seeks to evaluate the use of Business Intelligence BI in Quixadá clothing retailers and how BI impacts on loyalty marketing of these companies. The study was conducted through interviews conducted in companies, indicated through a network of contacts, investigating the use of BI in companies, making considerations for a better application of the use of BI to assist the marketing of customer loyalty. As a result it was possible to obtain that companies do not do marketing using the information obtained with the system. Companies could use the information to target customers and make a target audience definition.