Yoki and Santa Helena bet on supermarket activation and digital actions to ensure success during the seasonal period
The month of June is when a seasonal period starts where supermarkets join the Festa Junina atmosphere, one of the most democratic, accessible and fun popular celebration in Brazilian culture. In this scenario, brands as Santa Helena and Yoki use to catch the customer’s attention with different actions in the points of sale.
According to Stenio Souza, director of the Trade Marketing Committee of Ampro (Promotional Marketing Association), the supermarket channels expect this season every year. “That is the period of the year that leverages sales directly in the entire country. Some chains, especially in the Northeast, take greater advantage of the season due to regional identification”, Mr. Souza says.
The Festa Junina period is the most important one to the Santa Helena brand, and supermarkets are critical for the sales. “These points of sales are essential because it is there where 80% of our sales take place. This is the time of the year we connect the public with our products through ambiences, displays in the stores, props, balloons, posters and so on. Festa Junina is our Christmas”, Carlos Gorgulho explains, manager of new businesses and exporting of Santa Helena, who expects a 25% increase in the sales in supermarket this year.
In order to ensure success in sales during this period, Yoki starts working one year in advance, approximately. “Besides the positioning enforcement and store activations, we planned to increase the product distribution on the shelves and defined the structure at point of sales with elements of this celebration and materials that stimulates interaction and engagement with customers”, indicated Manuel Garabato, LATAM Marketing Director of General Mills.
As ambience in the points of sale, another of Yoki’s strategy is the product assortment such as popcorn of different kinds and flavors, but also different complements and ingredients for traditional dishes. “This is a way of delivering experience and have an improvement in sales. The challenge is to assure the availability of the categories and enhance merchandising. Tasting actions are still the best experience tool”, stated the Director of Trade Marketing Committee of Ampro.
This year Yoki will take advantage of the period to reinforce brand positioning “Live your own roots” with activations such as a free concert of the singer Luan Santana in the city of Jaraguari, where his parents were born. Regarding the products, Yoki will launch a new packaging for Paçoca in bars that promotes interaction with the customers, and in the points of sale, the highlight will be the simulation of a kermesse with four tents distributing traditional dishes and related products.
“In addition, we launched the Dona Dita, an online platform where the customer can exchange instant messages over WhatsApp to receive tips on recipe, games, decoration and to have access to a party calculator, which indicates the amount of food and beverage based on the number of guests”, Manuel Garabato remarked.
In the supermarkets, Santa Helena will use the Festa Junina season to create different experiences to the customers. “There is where we see a more emotional connection with the customer. That is why we invested in detailing the work with more creative tents. Moreover, we tried to keep the store ambience for a longer period once there are no important dates right after this season”, Carlos Gorgulho, manager of new businesses and exporting of Santa Helena, states.