With an investment of R$ 300 million from the Hindiana Fund and the acquisition of Bnex, ROCK enters the market as the most complete customer engagement solution in Latin America. Also formed by the recently acquired companies Directo.ai, Izio&Co, LL Loyalty, and Propz, the group is born covering various segments of the Brazilian market with its data intelligence and loyalty-based solutions, serving companies such as Arezzo, JHSF, Itaú Shop, Assaí, Supermercados BH, Plurix, Roldão, Martminas/Dom, Savegnago, Ultrabox/Bigbox, Novo Atacarejo, Jaú Serve, Pague Menos, Farmais, Farmácias São João, Nissei, among others.
With over 320 active clients, Rock projects revenue of R$100 million in 2024 and double that in 2025, always striving to delight each client with personalized shopping journeys. With its SaaS CRM solutions alone, it already has over 130 million registered users in loyalty and benefits programs managed for its retail clients, totaling over R$310 billion in GMV (Gross Merchandise Volume) and 1.3 billion transactions per year.
Led by Carlos Formigari, founder of Netpoints Fidelidade and former CEO of Itaucard, and Jorge Ramalho, former CTO of Itaú and CIO of Alpargatas, ROCK Encantech emerges with the commitment to redefine Customer Knowledge standards in Brazil, integrating technology and humanity. The ROCK brand, in fact, is an acronym for "Return On Customer Knowledge," thus positioning the resources allocated to CRM, Loyalty, and AI platforms as investments with measurable returns.
According to Formigari, CEO of ROCK, the numbers highlight that the company is prepared to inaugurate the e-commerce technology segment in the country, with the purpose of transforming the shopping experience, engaging customers to achieve exceptional returns. “The acquisition of Bnex was strategic because ROCK not only gains in the number of customers and registrations, but also gains the most complete engagement platform on the market by incorporating Consumer Science, since BNEX developed its CRM solutions looking not only at the shopper or consumer, integrating the household and geodemographic dimensions into its entire analysis. With this, we want to continue collaborating and innovating with the retail sector, ensuring the customer is at the center of its strategies, engaging with their behaviors, interests, and preferences through data and technological innovation,” he explains.
From data to engagement: an integrated strategy
According to Opinion Box and Octadesk, 87% of consumers prefer brands that offer a good experience. Proof of this can be seen in the behavior of millions of customers engaged in loyalty programs over 12 months. While consumers average 4.0 purchases per month, those who adopt engagement solutions from the group's companies more than double their average purchase frequency, reaching up to 9.0 purchases per month in the supermarket segment. With campaign personalization using artificial intelligence algorithms, ROCK registers ROAS (return on ad spend) above 400%, thus ensuring that the investment in customer knowledge is profitable – a commitment that gives the company its name.
Today, ROCK's products are primarily aimed at large and medium-sized retailers operating in highly competitive segments. These include: CRM, a complete loyalty and marketplace platform, omnichannel cashback solutions, market and geographic intelligence, shopper analytics, offer personalization algorithms, promotional automation, customer research and lab, white-label applications for loyalty programs, retail media applications, and AI for engaging consumers with industry offers.
Jorge Ramalho, CIO of ROCK, emphasizes that the great differentiator of the portfolio compared to others found on the market is its 100% integration and high level of data governance. “Currently, there are numerous intelligence solutions being offered to the retail sector, but due to the complexity of the segment, these solutions end up being implemented in a fragmented way and without adequate data management, often putting retailers and their customers at risk,” and he emphasizes, “ROCK companies will continue to serve clients with the same dedication, commitment, and quality, maintaining their culture of excellence in performance. Furthermore, they will receive the robust structure that ROCK will now provide, further strengthening their operations and capacity to generate results.”
“We are embracing the mission of catalyzing change, establishing new paradigms for the retail and consumer intelligence industry,” reinforces the CEO regarding ROCK's role in the current market. “Retail is innovative by necessity, as it depends on a keen eye for consumer evolution. Therefore, we have structured a platform that analyzes purchases, personalizes offers, and promotes measurable behavioral changes,” adds Formigari.
Regarding the products and services currently offered by the group's companies, Formigari emphasizes, "Initially, the products and services offered by ROCK companies to their current clients will maintain the same quality standard, and with the additional investments that ROCK is making, very soon our clients will experience significant gains in quality, innovation, and safety."
Possibilities for new acquisitions
Looking to the future, ROCK must maintain an active market stance, identifying and mapping opportunities to acquire new companies that complement its business strategy. Formigari emphasizes that each move in this direction should focus on companies committed to promoting and delighting customers, as well as excellence in the digital age.
“Our company name is an acronym that refers to one of humanity's most disruptive movements, rock, so we need to live up to that definition,” points out the CEO. “Every person and partner involved in this journey needs to value authenticity, because only the celebration of individuality can make clients unique in the midst of a dynamic and challenging scenario like the current one. So, we will always continue to seek what makes us exceptional,” he concludes.
