DPSP presents Drogarias Pacheco’s digital influencer

Bel is being treated like a professional, who has just joined our team of 26,000 employees

The new generation of virtual assistants wins Bel, a digital influencer from Drogarias Pacheco, a network that was born in Rio de Janeiro 130 years ago, and today belongs to the DPSP Group, also owner of Drogaria São Paulo.

The São Paulo brand should also launch its avatar in the coming weeks, strengthening the transformation journey of the group created in 2011 from the merger of both pharmacy chains.

Present in eight states, with 1,400 stores, the company still operates in e-commerce, telesales and through the application. “Digital sales already represent almost 10% of revenues”, says Andrea Sylos, commercial and marketing director of the DPSP Group.

Created by a multidisciplinary team, the Bel assistant aims to humanize customer service in order to establish in digital the same reception and trust already known in physical stores.

At 34 years old, the digital influencer is pharmaceutical, black and comes from the periphery of Rio de Janeiro. She brings in her feisty and charismatic personality the strength of the Brazilian woman. “Bel is being treated as a professional, who has just joined our team of 26,000 employees”, contextualizes Andrea.

Today, the DPSP Group has around five thousand pharmacists, half in each network. “They are the heart of our company”, points out Andrea. The strategy values ​​the work of this professional, who historically has had the highest levels of engagement among residents around the drugstores.

This relationship was accentuated during the Covid-19 pandemic, which put pharmacies in the spotlight of the health journey. More than selling products, they provided assistance, increasing the commitment to serve well whatever the channel.

With 3D modeling signed by Caraminholas, Bel started appearing on May 9th on Instagram, Facebook, Twitter and in the after-sales channels of Drogarias Pacheco. For the previous two weeks, teasers invited the audience to guess who was coming.

In addition to Rio de Janeiro, the connection with employees and customers will also take place gradually in Espírito Santo, Minas Gerais, Distrito Federal, Goiás and Paraná, markets where the brand is present.

Topics related to health, well-being, prevention and treatments are among the contents disseminated by Bel, which reflects the brand’s attributes. “We combine the care of the pharmacist and the positioning of Pacheco with omnichannel evolution and maturity”, reinforces Andrea.

Expectation
The DPSP Group does not reveal numbers, but Andrea guarantees that this is one of the company’s main marketing projects in 2022. “The potential for reaching the health sector is high”, believes the executive.

Bel will announce tips on services and pharmaceutical products, and also interact with influencers and customers of Drogarias Pacheco. It will be present in special actions and offers of the network, and will comment on matters of general interest in evidence on the internet.

The launch of the project took place during a convention with more than two thousand managers of the DPSP Group, held on May 3 and 4, at Anhembi, in São Paulo.