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Grupo Herdez is a multinational company based in Mexico that markets through numerous well-known brands such as Barilla, Helados Nestlé®, Nutrisa, Búfalo, Aires de Campo, etc. Grupo Herdez is a leader in the processed food sector and one of the main players in the ice cream category in Mexico, as well as one of the leaders in Mexican food in the United States, with more than 1,500 products, 24 distribution centres and presence in 21 countries. Grupo Herdez is publicly traded on the Mexican Stock Exchange (BMV).
Market research, as in many other large companies, meant for Grupo Herdez a large investment, decentralisation and long and costly processes for strategic decision making. Grupo Herdez joins the bet on Social Advisors as do other market leaders such as Grupo Bimbo, Coca-Cola, Ab Inbev, etc.
By distributing this large amount of food, the data, variables and insights that can be obtained from consumers can be infinite, Social Advisors will allow them to keep in constant contact with their consumers to analyse their consumption and purchasing behaviour, to know their preferences and tastes and to involve them in strategic decisions.
With Social Advisors, Grupo Herdez will be able to make its consumers, distributors or any other stakeholder, the protagonist and collaborator of its business decisions, directly managing its consumer community, gathering all kinds of insights and generating advanced analytics in real time. Social Advisors will allow to streamline processes, reduce decision time, optimise costs and increase customer satisfaction by having a real approach to their needs.
Social Advisors is a platform created by Social Labs to put any stakeholder at the centre of business decisions and digitise market research and intelligence, reducing costs and improving response time in key business decisions.
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Social Advisors represents the power of direct community management of key business stakeholders and real-time analysis of the community's business activity.
How does Social Advisors work?
The company will be able to select its stakeholder communities (consumers, distributors, buyers, sellers...) and segment and filter its group of advisors under multivariable criteria (age, gender, location, socio-economic level, consumption and purchasing behaviour...) assigning them the execution of numerous missions. They will have a mobile application to maintain continuous communication with the organisation and carry out numerous missions that provide real-time market information of high value for the business.
The missions can be surveys, purchase records, behaviour and evidence of consumption and purchase (sending photographs, videos, OCR), execution at the point of sale (with image and pattern recognition), consumer lifestyles, product testing, competitor analysis, empathy sessions (focus groups), product co-creation, loyalty and tracking, etc. All these missions are associated with rewards for the consumer, in the way defined by Social Advisors: monetary, in products, merchandising, subscriptions to digital services, attendance to events, etc.
Contact us if you want to know more about our Social Advisors platform.
