Web applications with a global presence, networks for bartering between travelers, specific plans for digital nomads, tours booked through agencies, travel packages that cater to specific interests, shared vacations, websites offering various hotels and hostels, and apartments for rent; the options for travel and booking are so vast that consumers may often ignore the details of the offers. However, businesses competing in this market cannot afford to overlook any data.
This is the case of Viajes Éxito, the travel agency of the Éxito Group, which has been undergoing a digital transformation to innovate technologically. Until recently, one person was responsible for this process, and Rafael Peláez, the agency’s technological innovation manager, and his team realized that this method was not only reactive but also prevented real analysis and scalability.
Unable to find an online tool that fit their needs, they decided, through an open innovation process, to collaborate with another company in the ecosystem to create one.
Their goal was to "improve the value proposition of the most attractive products for customers and internally understand how their products are competitive in relation to online demand," by means of a diligent and continuous process of data collection and analysis. With support from Ruta N's open innovation program, they connected with a startup that helped them achieve this.
Echez Group, a technological group present in 46 countries, designs solutions that act as a bridge between companies that produce and distribute technology and those that use it to solve business problems. Echez found the solution that centralized and standardized online product, service, offer, and industry data, thereby facilitating Viajes Éxito’s competitive analysis to perfect its offer and increase marketing productivity.
This tool, called SaaS – Competitive Intelligence, is a competitor analysis service with daily updates, integrating numerous platforms and analyzing services to identify critical comparison variables for strategic decision-making. It was developed by Echez and strengthened as the relationship between both companies deepened.
For Carolina Arango, Global Digital VP at Echez, the best part of participating in Ruta N's open innovation program was "the great opportunity to present our value proposition to various clients, strengthen our relationships, and ultimately offer services that help them thrive in a digital world," as well as the possibility to negotiate new projects based on the results from this one.
