Objectives

Offer convenience to the shopper at the time of purchase and promote innovation at the Point of Sale (POS), establishing greater proximity between brand and consumer.
 

How were the objectives met?

Considering the shopper's difficulty in finding specific products at the POS, Emporio Seara Gourmet has made life easier for consumers by providing easy access to the brand’s categories. After studying the shopper's profile with the agency's own tool, it was found that the low temperature of the refrigerators and frozen gondolas makes them uninviting, impacting the decision for brands and products. Likewise, it was identified that the fact that the products of the Seara Gourmet are exposed separately at the POS, made it impossible for the shopper to have complete knowledge of the brand’s portfolio.
Therefore, the proposed solution was to create a proprietary space for the brand inside the store, aiming to optimize the shopper's journey and give greater visibility to products. The concept of Emporio Seara Gourmet provided hope to the shopper in a pandemic moment, as its ambience was designed to offer new perspectives of purchase, in a complete sensory experience. It was developed so that the entire portfolio could be found in a single place, besides it provided display spaces for the application of cross merchandising. This enabled a perfect experience to the shoppers, as they had everything they needed to have a gourmet experience in a single space, optimizing time and facilitating the purchase decision.
Seara obtained very expressive results with the project. Data from internal company surveys showed a 50% increase in sell in versus the average for the first half of 2020 and a 2-digit increase in sell out during the same period.

Location: Taboão da Serra - SP, São Paulo, Brazil

Submitter: PROMO2GO CENOGRAFIA & MERCHANDISING

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