The action, carried out in partnership with Zmes, aims to increase the presence of the generation born between 1945 and 1964 in network applications.
The chain of pharmacies comprising the Raia and Drogasil brands announced the launch of its “40 Thousand Grandchildren” campaign, designed to help the Baby Boomer generation, people born between 1945 and 1964, to adapt to digital tools and become more independent. in the use of e-commerce.
Zmes took part in the work and came about when the network took the traditional personalized discounts of Coupon Fsico to the application. For the action to fulfill its function, the chain trained 40,000 employees (mostly from generation Z, made up of people born between the second half of the 1990s and the beginning of 2010) to provide assistance to customers in the store.
The ’40 Mil Netos’ project is an initiative that brings many benefits, not only to the pharmacy network, which increased sales, but to an entire generation that is adapting to new tools, in addition to strengthening the brand’s relationship with its customers. customers. This is an initiative that makes the shopping experience easier and more accessible, one grandparent at a time, said Marcelo Tripoli, CEO and founder of Zmes.
The initiative led to Raia and Drogasil registering a 29% increase in sales to new online shoppers and more than one million downloads of the application each month, with 65% of the downloads being made in-store with the help of employees.
“We believe that digital inclusion is everyone’s right. That’s why, 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”, added Vitor Bertoncini, CEO of RD Ads.
