AlterVision & Cobasi on varejocast: foot traffic, conversion, and real results in retail

In episode #617 of Varejocast, Caio Camargo hosts Matheus Budelon (co-founder of AlterVision) and Renato Drumond (Board Advisor at Cobasi) to discuss productivity in retail, the role of data in physical operations, omnichannel challenges, and how Cobasi has been using data to evolve its strategy.

The core problem in retail: lack of data

Matheus explains that AlterVision was created to solve the biggest bottleneck in physical retail: the absence of data about what happens before the sale. Today, most companies only track post-sale indicators — average ticket, revenue — and miss the entire earlier part of the customer journey.

AlterVision provides data such as:

• visitor-group traffic
• attractiveness rate
• store and salesperson conversion rates
• market data by segment
• hourly behavior patterns

With this, retailers can understand customer behavior end-to-end — and, most importantly, understand why they didn’t sell.

Productivity and frontline management

The major impact happens when data reaches the store floor. Managers and sales associates begin working with real, conversion-based goals. Increasing conversion among customers already inside the store can create a massive impact on end-of-month revenue.

Real cases show:

• Stores increasing revenue by 20% after actively managing conversion rate.
• Instant drops in conversion when a good manager goes on vacation (proving the impact of store leadership).

Cobasi’s perspective: customer centricity in practice

Renato shares his journey in retail and how Cobasi became a reference in omnichannel excellence. Key points:

• The company culture is fully consumer-oriented.
• A strong loyalty program with a high rate of identified sales.
• Physical stores used as the primary hub for omnichannel fulfillment.
• Assortment, operations, and journey decisions based on real customer behavior.

Renato highlights how data analysis broke traditional beliefs:

• The real conversion rate varied by 25% compared to the team’s perception.
• Shopping behavior between men and women is completely different.
• Small customer groups can represent a large portion of profitability — but without data, this goes unnoticed.
• Internal teams may make decisions disconnected from the customer (such as discontinuing items that sustain margins).

Productivity = data + routines + better decisions

Renato reinforces that data creates discomfort — and that discomfort leads to progress. Data → discomfort → solutions → results → new data.

Clear indicators allow retailers to prioritize actions, understand true store performance, and structure routines like “series seasons”: continuously evolving without losing direction.

Real impact on operations

With AlterVision, retailers can:

• Identify real bottlenecks (low traffic, weak displays, poor approach).
• Distinguish external problems (weather, empty corridor) from internal ones (leadership, staff, routines).
• Measure team and store efficiency.
• Make data-driven decisions — not assumptions.

All of this supports a more competitive, efficient retail operation prepared for an increasingly challenging environment.

And to start making your store data-driven and increase revenue, talk to our team on WhatsApp.