Sponsor of APAS Show since 2018, company “hacked” operation, as well, to grow in the channel
APAS Show 2019 is around the corner, with a lot of novelties and this year some of them is on account of one of the sponsors of the event, Casa Flora. For the second consecutive year, the company will provide the official wine to guests of the event, from May 6th to 9th, at the Expo Center Norte, in São Paulo. However, in this edition, the novelty will be the new label of the wine, Carolina Reserva, simpler, light, without setting aside modernity.
In this article you will know that, besides acting in the beverage market, Casa Flora is also present in supermarkets with cold cuts and, according to Antonio Carvalhal Neto, director of the distributor, the trend is to be increasingly more present on gondolas and on the consumer’s table.
In an interview with the APAS Show blog, Neto talked on moments when the company had to “hack” the operation – in harmony with the theme of APAS Show 2019 – to look for new results. The executive emphasized also the participative importance of the supermarkets to Casa Flora’s business. Checkout below:
APAS Show Blog: During these almost 50 years of Casa Flora’s history, the company certainly went through transformations in the course of time. Today we are living Digital Transformation and with it, Industry 4.0. In what way did Casa Flora adapt to these changes in the course of its history?
Neto: In our journey we have to understand that Digital Transformation takes place from the inside out and vice-versa. It is a challenge to all to understand in what way we can offer solutions to our customers. This is our challenge and we believe that the best way of doing it is through education mainly when we talk of wine and beer. Our objective, besides education, is that in the digital environment, the customer has the best experience with the brands we work with. Another challenge for Casa Flora is to tell consumers that there is indeed delivery and it can be done with agility and complete online support.
Technology is knocking at the door, as well as the speed of information, but, at the same time, the customer has to believe in these messages. This includes receiving them personally, by respecting the generations. There are people who have to receive information in a certain way and, for this reason, there is no one medium better than the other, Therefore, what we do is an integration of data which are delivered to each customer specifically to each one.
APAS Show: The theme of APAS Show 2019 is Super Hack: Hacking the Supermarket. In accordance with the specialist Martha Gabriel, “to hack” the supermarket is to optimize the results and to have access to something better for each operation. In which moments Casa Flora had to boost something to reach a new level?
Neto: Today, the consumer looks for specific products and the way of “hacking” our processes, was to offer a solution that served the supermarket. With the growth of the search for wholesomeness, my product had to fit into this category. I had to show what health benefits it has or how it can be more profitable to the supermarket.
I have to get to the retail with a product as a solution and the supermarket administrators know that they must have increasingly more efficiency in the service. Our challenge is to cause the stores not to sell the product alone, but rather a more complete solution for the consumer. Whether wines, beers, distilled beverages or foods, if we do not provide a good service in one of these categories, all others suffer.
APAS Show: The new consumption panorama in Brazil and in the world stimulates a different type of behavior. What are the relevant characteristics for the company in Casa Flora’s distribution process?
Neto: The current consumer is part of a new generation, impacted by technology and with new habits. If we do not understand, experiment and show possibilities to him, we will have a gap. They are different people with specific needs, for this reason, it is essential to identify which is their preferred sales channel, in which region are you going to sell, among other variables.
This changes from one category to another and, for this reason, I believe that the major heritage for making decisions is people. If there is sensitivity to carry out this understanding by region, city and even by country, we begin to reach more efficiently this new consumer.
APAS Show: The use of internet in the supermarkets’ processes is increasingly greater and the trend in this sector is to offer the same experience – or close to – as the physical store in a digital environment. In what way does Casa Flora work on this issue in operations along with sales partners?
Neto: I have to exert effort so that the consumer may go and look for my product at the supermarket, both in the physical store and in e-commerce or in each store’s loyalty program. We seek this involvement to stimulate the trip to the point of sale in order to look for my brands.
Our movement is 100% stimulus, whether in the digital environment or in the store. Today, Casa Flora serves all supermarket profiles and some need our internal agency’s services which uses information regarding our products’ diverse benefits.
APAS Show: What is the supermarkets’ share in the annual revenue of Casa Flora, considering the entire line of products of the company specifically directed towards this point of sale?
Neto: Our strategy is to cause the same consumer to be impacted by our brands in two types of sales channel where we operate. In restaurants, bars and hotels, the end customer now finds the brands Casa Flora distributes, and he can purchase this same product in the supermarket, as well, and place on the table at home.
If in the restaurant he asks for our wine, he also finds it in the main stores specialized in wines. The representativeness of these channels mean 50% of the business directed towards bars, restaurants and hotels, and the other 50% towards supermarkets. They are separate strategies that converge.
APAS Show: What are Casa Flora’s expectations for another edition of APAS Show and in what way the largest supermarket event in the world contributes to the company?
Neto: We try to participate in groups of companies with the same responsibility as ours and APAS Show has an immense positive exposure and is very well positioned in large consumption centers of the country. It is an event very much directed towards developing trends for the sector.
Due to this, for us at Casa Flora, the event is in accordance with our strategies because we are able to present to the entire Brazil our vast history of trends. Today we have to understand what the Brazilian consumer’s table can have in different products, because this is the great experience of people with brands, as well ass sharing.