The biggest omnichannel Easter in Brazil. This is the concept that guides the advertising project developed by Americanas SA with Lacta, a brand belonging to Mondelez Brasil that turns 110 years old, on Easter 2022. The affective memories of this very special date were the inspiration for the multichannel advertising actions created to engage customers in the purchase experience of Lacta products in the physical and digital environments of Americanas and Ame, financial platform of Americanas SA.
In an innovative and pioneering partnership project, conceived by Americanas Advertising, Americanas SA’s omnichannel advertising hub, consumers will be invited to playfully explore the Lacta Universe in a 3D hotsite made exclusively for Lacta. The 360º strategy includes solutions across multiple channels, in physical stores and digital platforms. Lacta products will be displayed through the Mídia Display solution, in various visual formats strategically positioned on the main pages of the Americanas website and app. sponsored windows and, in the physical environment, digital panels and panels on the sides of gondolas with QR Codes to direct the customer to the 3D hotsite.
Bruno Tabosa, advertising director at Americanas SA, explains:
“With a base of more than 51 million customers, we have the necessary expertise to offer the best advertising strategies to our customers. Due to our omnichannel structure, we are able to offer solutions that integrate website and app sales with the more than 1,800 physical stores of Americanas, giving customers the freedom to choose between delivery within three hours or in-store pickup. The objective of the campaign is to generate awareness and increase sales for the brand”.
The project also generated an unprecedented initiative in partnership with Ame: a special activation within Ame Go, an autonomous store of Americanas SA located at Tom Jobim International Airport — RIOgaleão. The space will be enveloped for Easter Lacta and will have an area for displaying the brand’s portfolio, including Easter eggs and regular products such as truffles and tablets.
Ame Go offers a completely autonomous, fast and secure shopping experience. In the customer journey, the Ame super app allows access to the store via QR Code; the cameras recognize their body biometrics, and sensors and scales identify when the consumer removes the products from the shelf. The value of purchases is debited in the super app, right after the customer leaves the store, without checkout.
In addition, Ame, Americanas SA’s financial platform, also promotes another activation for the date.
In addition to browsing through all the variety of chocolates and Lacta Easter eggs, consumers will also be able to relive the children’s game of ‘egg hunt’, at Toca do Cashback, where they will look for coupons that will be converted into cashback in Ame’s digital wallet. To participate, the consumer must make purchases with a minimum value of 30 reais on selected Lacta products and pay with Ame on the website, in the app or in the physical stores of Americanas.
Theo Vieira, e-commerce director at Mondelez Brasil, explains:
“Lacta’s partnership with Americanas includes a series of initiatives that guarantee this online to offline journey in a totally phygital campaign. The objective is to ensure strong visibility within Americanas and Ame’s points of contact so that consumers can get to know and purchase their Easter products in an interactive, agile and differentiated way. We want to ensure that consumers find the right product in the right place at any time, in addition to offering the best online experience, leveraging sales in Americanas’ physical and online environments”.
Another differential of the partnership between Americanas and Lacta is the intelligent suggestion of Easter products at checkout. Based on insights into the category’s online shopping journey and consumer behavior, industry and retail have come together to develop a solution that offers product suggestions to be included in the cart just before payment. The objective is to ensure the presence of Lacta products at the end of the conversion funnel, increasing sales by encouraging impulse purchases.
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