Extra creates pop-up stores for Easter

The objective is to boost the purchase of chocolates before an expected optimistic scenario in APAS’ study

Easter is just around the corner and the supermarkets are already ready to welcome consumers for this period. In a recent survey of the Brazilian Supermarket Association (Associação Brasileira de Supermercados – ABRAS), 60% of Brazilian supermarket entrepreneurs expect stability for Easter 2019, with sales at the same level as of last year. The survey conducted by the Economy and Research Department of ABRAS, also points out that 22% of supermarket owners are more optimistic as compared to 17% who believe in a result lower than that of 2018.

This survey took place between January and February this year, in all regions of the country. According to the president of the association, João Sanzovo Neto, despite the backward economy and unemployment, the forecast of stability is positive and Easter is one of the best moments for the industry after Christmas.

Case

In order to motivate the consumption of products, symbols of Easter, such as chocolate eggs and bonbons, Extra installed pop-up stores inside its physical space. The pitstop format will be implemented in ten stores in the Greater Metropolitan Area of São Paulo, all with their own checkout counter and assortment of only chocolate eggs and gift items.

The objective is also to awaken the attention of the infant public, the great influencer in this type of shopping. At the Extra Morumbi unit, for example, Nestlé placed an interactive trellis that has light and sound. The assumption is to help the consumer choose the most adequate Easter egg for his need or desire. The novelty is on account of a “psst” which the machine emits when a consumer passes by it, and furthermore offers an egg to each customerr.

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