Looking the customer in the eye: the challenges facing Raia Drogasil to build loyalty by digital means/ Olhos nos olhos? Os desafios defidelizacao da Raia Drogasilpor meios digitais/Vis a vis? Desafios de fidelizacion de Raia Drogasil a traves de medios digitales

The Raia Drogasil Group (RD) is the leader in the national retail pharmacy market, with annual revenues of more than BRL30.9 billion and adjusted net income of more than BRL 991 million. There are 2,697 pharmacies distributed in all Brazilian states, more than 47.5 million active customers and more than 53,039 direct jobs generated. The group is committed to digital transformation to retain customers. Given this context, this case explores the group's dilemmas related to a potential paradox: joining efforts to obtain greater approximation and personalization in customer service and simultaneously seeking to explore opportunities in digital relationships. The purpose of the case is to encourage students to put themselves in the shoes of the CEO of the Raia Drogasil Group, Marcilio Pousada, and his team so that they can make strategic decisions to increase customer loyalty for the current leader in Brazilian retail pharmacy market. This case was designed mainly within the scope of marketing and strategy disciplines and works with the trajectory of RD up to the present moment and with its future perspectives in view of the possibility of greater digitalization for the business. It can be worked with undergraduate, graduate, and executive education students, especially in the areas of administration and applied social sciences. Keywords: Raia Drogasil Group. Pharmacy retail. Digitalization. Loyalty. Strategy. O Grupo Raia Drogasil (RD) lidera com folga o mercado nacional de redes de farmacias, com faturamento anual superior a R$ 30,9 bilhoes, lucro liquido ajustado superior a R$ 991 milhoes. Sao 2.697 farmacias distribuidas em todos os estados brasileiros, mais de 47,5 milhoes de clientes ativos e 53.039 empregos diretos gerados. O grupo aposta na transformacao digital para fidelizar clientes. Assim, este caso explora dilemas da Raia Drogasil referentes a um potencial paradoxo: reunir esforcos para obter maior aproximacao e personalizacao no atendimento a clientes e, ao mesmo tempo, buscar explorar oportunidades nos relacionamentos digitais. O caso tem o proposito de estimular os alunos a se colocarem no lugar do CEO do Grupo Raia Drogasil, Marcilio Pousada, bem como no de sua equipe, de forma que possam tomar decisoes estrategicas para ampliar a fidelidade dos clientes da atual lider do varejo farmaceutico brasileiro. Este caso foi desenhado principalmente no ambito de disciplinas de Marketing e Estrategia, abordando a trajetoria da RD ate o presente momento,