With the last shopping season of the year approaching, with Black Friday, the World Cup, Christmas and New Year’s Eve, the movement of consumption in physical stores – which is traditionally already higher at this time of year – should increase with the advancement of Covid vaccination. -19 and the Black Friday and World Cup double.
Even with the growth of e-commerce, Brazil has a strong tradition of physical shopping and the figital – the union of physical and digital commerce – is here to stay.
In this scenario, impacting consumers on their journeys, at the time known as on the go, gains special prominence. Waze is one of the main media platforms present at this moment considered of high influence and crucial for consumption.
In Brazil, there are more than 20 million users who use the platform for their daily trips such as work, school, shopping and various other day-to-day activities, such as entertainment and sports. But one piece of data draws attention and is strategic for any brand: more than 50% of wazers are linked to consumption.
With the consumption peaks ahead, and the increasing relevance of physical spaces, a platform essentially omnicanal as Waze is a great ally to capture demand.
One of Waze’s differentiators is its contextual segmentations. Through them, the platform offers solutions such as:
- Invite consumers who are close to a POS to drive there;
- Remind consumers on their way to consumer destinations, such as malls, supermarkets and pharmacies, about offers and products they find in these establishments;
- Linking a brand to a territory, such as music, beauty and sports, according to the user’s destinations – going to events, beaches and parks, for example.
This is possible because Waze is the only digital Out Of Home (OOH) platform that knows where the consumer is going, and can be segmented and contextualized according to the driver’s route.
Brands that make use of these native features of Waze, connecting to a qualified audience at the moment on the go, reinforce their presence in pre-purchase moments and have expressive results.
According to internal Waze studies, they gain in brand awareness (+105%), increase browsing (+12%) and sales (internal testing done by Waze with partners over time).
In this sense, Carrefour is an example of a proven case of success. The retail chain not only increased the flow of consumers to stores through campaigns on Waze, but also had a direct impact on physical store sales as a result of these campaigns.
“Waze showed that it is super aligned with Carrefour’s strategy and that, in addition to taking consumers to the stores, it actually generates more sales”, says Marco Parreti, Carrefour’s Media Manager.
Want to know more? Check out the video.
(Sponsored Content)
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