This is completely different in other areas. In recent years there have been very important changes that affected different industries, all related to the optimization of information management, and all mediated by technology. Then it is worth asking, why are mass consumer brands still handled with the same old cumbersome and ineffective ways? While the main marketing trend was the management of big data, The current way for consumer brands to promote a product and obtain information is the same as 10 years ago: They depend on the exhibition of the channels and the promotion in advertising to publicize their products, and on very expensive surveys and focus groups to know the opinion of the consumers.
We are talking about information management. This is the challenge that Gelt saw in Spain, and today he brought to Argentina, for which the cashback business model began, giving cash in exchange for the purchase of products. Gelt sought to give visibility to traditional products at the time of purchase, during the customer’s stay in the supermarket. So much so that, Currently, most users open the app within the establishment, and it is at the post-purchase moment that the platform obtains valuable market information.
Whether due to a launch, to promote a category, due to low turnover or excess stock, companies go through different stages with their products, and what must be taken into account is the approach to their commercial strategies proposing a new way of interacting with end consumers, giving each one what they need and for whom it is nothing more than profit, since they receive cash for purchases made. In our case, beyond innovating with the concept of cashback, the app offers the possibility of performing segmented actions that then allow impacting on the correct consumer optimizing the investment of the brands.
Undertaking in a sector so neglected by the latest technologies was an opportunity because it responds to an existing need in the market, since Gelt works as the channel that handles direct interaction between companies and users. That is, offering a much more personal and quick feedback between the two nuclei.
Gelt Business Manager
