Business model focused on selling cleaning products stands out with consultants meeting the specific demand of each customer
The experience of buying cleaning products in Brazil has changed since 2016 with a new store model for these items. Ecoville is a supermarket specialized in cleaning products that counts on sales consultants in the stores trained to meet the consumer demands and, if necessary, help choosing the adequate items for the different situations.
However, in the beginning of the project in 2007, the company worked only with direct sales of its products. After understanding how this market worked, from a closer contact with the customer, Ecoville starts to comprehend better the market’s demand. “The feedback was constant and this boosted the company growth until we opened the ‘cleaning supermarket’, in 2012. We succeeded because the customer already knew the product through the direct sales and associated the brand with the point of sale,” explained Leonardo Castelo, CEO and Founder of Ecoville.
Ecoville point of sale
After seven months since opening the first point of sale, Ecoville had already seven stores serving as well the demand of resellers that invested in points of sale of the brand. However, in the beginning there was no franchising format, but a standardization instead. “In 2016, some mismatches with these stores did not allowed us to see the financial health of the point of sale and, for that reason, we became a franchise”, stated the Ecoville founder.
The store works as a “supermarket” but with cleaning products only. Moreover, the point of sale counts with trained consultants to meet any customer demand. This is a “constructive” sales model, as the salesperson indicates a product for each every day situation and this adds value to the brand.
“Although we are not a traditional brand, we teach the consumer how to use the products properly. The housewife knows the basic of cleaning, but when they have doubt about the product on the shelf, there is no one to help them. In the Ecoville stores, she arrives with a problem and we present the solution”, said Castelo during the AEx, a Trade Marketing event that took place in São Paulo, in September.