Selling products is only one function of advertising. This is a tool that can and should be used by brands to spread messages, carry out campaigns and show initiatives that can inspire people and organizations. The latter is the case of this campaign. The largest chain of pharmacies in Brazil, comprising the brands Raia and Drogasil, has just released its new case, entitled ’40 Mil Grandchildren’, which has helped the Baby Boomer generation (referring to people born between 1945 and 1964) to adapt to the digital tools and become more independent in the use of ecommerce.
The work, which had the participation of the Zmes agency, came about when the network took the traditional personalized discounts of the physical coupon to the application, with higher levels of discount in the digital medium.
The next step was training 40,000 employees from the Raia and Drogasil pharmacy chains, most of them from Generation Z (born between the second half of the 1990s and the beginning of 2010), to provide assistance to customers in the store. Elderly people had a special focus, as they account for an important share of purchases in physical stores, but are less active in the app, reflecting a generational behavior.
The initiative created a real connection between two generations, where Generation Z was responsible for assisting Boomers in the entire process of download until the completion of the purchase and withdrawal of the product in the store in real time. This allowed Boomers to shop without being dependent on younger family members.
In addition, to help gain the trust of this public, Raia Drogasil began to show, in the physical coupons themselves, that the same offer has a greater discount in the application. And the 40,000 attendants began to compare the offers on the printed leaflets with the offers on the ecommerceshowing Boomers that, in addition to being practical and easy to use the application, it is possible to find better deals.
“The ’40 Mil Netos’ project is an initiative that brings many benefits, not just for the pharmacy chain, which increased sales, but for an entire generation that is adapting to the new tools, in addition to strengthening the brand’s relationship with your customers. This is an initiative that makes the shopping experience easier and more accessible, one grandparent at a time”, comments Marcelo Tripoli, CEO and founder of Zmes.
Thanks to this initiative, Raia and Drogasil had a 29% increase in sales to new buyers online and more than a million downloads of the application each month, with 65% of the downloads being made in the store with the help of employees. The pharmacy app has become the second largest digital traffic in the pharmaceutical sector worldwide. The strategy helped RD reach a record level of 40% market share digital, conquering absolute leadership in the ecommerce of the Brazilian pharmaceutical retail.
“We believe that digital inclusion is everyone’s right. Therefore, with the campaign and the training of 40,000 employees, our stores have become more than just a place to buy medicine and personal care products. Now, our attendants are like grandchildren who help connect the Baby Boomer generation with the current market model, without giving up human warmth and face-to-face service”, emphasizes Vitor Bertoncini, CEO of RD Ads.
Check out the full campaign film below.
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