Thais Soares, marketing director at Zé Delivery, explains the app’s strategy of focusing on other scenarios such as concerts and sporting events
Created in 2016 with the purpose of democratizing access to convenience, Zé Delivery has been gaining more and more space both in people’s lives and in advertising. With a consumer more accustomed to online shopping, Ambev’s delivery app found a scenario to grow.
According to Thais Soares, marketing director at Zé Delivery, people are looking for more solutions that make their daily lives easier and, today, the app already has six million monthly customers, with a presence in 714 cities.
“Our marketing strategy seeks to reflect the path Zé has taken, as the application has grown and consolidated itself as an efficient solution for consumers”, explains the executive.
Over the eight years of operation, Zé has evolved its positioning, going from being a delivery app to becoming “part of the crowd”, a member of the family, a persona present in people’s moments of fun and socialization. Therefore, it began to invest in other scenarios such as concerts and sporting events, having already been part of the call-up of players for the 2023 Women’s World Cup.
In the interview, Thais breaks down the application’s strategies and talks about plans for the next semester.
Zé Delivery was founded in 2016, right? What was the scenario at that time and why did you choose to launch the app?
Zé Delivery was created in 2016, when we noticed a trend of purchasing through delivery apps and saw an opportunity to explore this behavior in the beverage universe, bringing our brands even closer to our consumers’ homes. Zé was born with the purpose of democratizing access to convenience by delivering cold drinks quickly and at a competitive price to your doorstep.
What has changed most since then and how have you kept up with these changes?
Brazilian consumers are increasingly used to shopping online, especially since the Covid-19 pandemic, and understand the value that delivery apps offer when it comes to purchasing with convenience. We realize that consumers, in general, are exhausted with their daily tribulations and, even fun occasions, require a level of planning. People are increasingly looking for solutions that make everyday life easier and require less effort. In this context, our marketing strategy seeks to reflect the path that Zé has taken, as the application has grown and consolidated itself as an efficient solution for consumers, being the shortest path to fun. This is because we have a very simple and clear value proposition for consumers: delivering cold drinks, quickly and at market prices.
Recently, you underwent a change in positioning and became the “country’s entertainment platform”, with tickets for shows and games, for example. How did this change occur?
Zé Delivery is Brazil’s great party facilitator, the key element that guarantees that every opportunity to give a toast will be well taken advantage of. We have evolved our positioning to reflect this brand role, based on a deep understanding of the role of fun at home in consumers’ lives. Also observing the relationship that consumers already have with Zé, the moment when an order is delivered is magical: we perceive genuine happiness when seeing the delivery man with the yellow bag. And with this we understand that Zé Delivery is more than just a delivery app, it has already become part of the crowd, a member of the family, a persona present in people’s moments of fun and socialization and this has become our positioning driven by marketing. This forms a connection that brings a more affective experience and allows us to genuinely be present in moments of socialization such as football, shows, entertainment as a whole and expanding the brand’s territory beyond beverage delivery and entertainment delivery. That’s why we created Zé Compensa, our rewards program, in which consumers earn points for every purchase and can exchange them for exclusive experiences, tickets to football games, brand events, shows, cinema, music festivals, as well as discount coupons and even drinks at the bar.
