Desafios e Oportunidades das Estratégias de Reativação de Clientes Inativos em Atacados Alimentícios de Campinas

Abstract

Reactivating inactive customers is a central challenge for food wholesalers in Campinas, given the intense competition and constant changes in consumer behavior. This qualitative, exploratory, and descriptive study interviewed marketing, CRM, and operations managers to understand how companies define inactivity, manage customer data, segment portfolios, and conduct reactivation campaigns. The findings highlight a critical issue: incomplete and poorly integrated databases, which make it difficult to identify customer profiles, personalize approaches, and measure results accurately. The use of predictive analysis and customer lifetime metrics remains limited, with an excessive focus on short-term returns. On the other hand, promising opportunities are emerging — such as process automation, artificial intelligence for early inactivity detection, personalized multichannel communication, and compliance with data protection laws as a trust-building element. The application of the Ishikawa Diagram and SWOT Matrix clarified root causes and strategic priorities. Based on the study’s findings, it is concluded that reactivation is no longer a one- time effort but a continuous process supported by reliable data, thoughtful communication, and technological integration; when these pillars evolve together, return rates increase, reactivation costs decrease, and long-term relationships in the wholesale food sector are strengthened.