Food retail lives ' fever ' of the baby kisses

Join baby kisses to paste on a card and redeem for free gifts turned craze among Brazilian consumers. "It's kind of album of the World Cup, isn't it?" says Maria Cristina Mercon, marketing director of Sugarloaf, which launched this kind of promotion in 2016. At the time, the company was just testing the format and limited campaign in stores of Rio de Janeiro and São Paulo. But the success was so much that, in addition to extend to all network units, the company will launch on Thursday, the fourth version of the campaign. The Extra network, the same group, and rivals like Carrefour and Coop, with 29 shops, also entered in the wave. The "assertiveness in promotions" of Extra flags and Sugar Loaf was cited on the swing of the second half of the GPA. The profit of the conglomerate, controlled by French Casino, was released more than 350 percent between April to June, to $526 million. No wonder that the strategy of the two flags is to continue with the "switch and win" – the Extra already programmed a new phase of your campaign for September. "Compared to the consumer who doesn't join the baby kisses, the participating just spending, on average, 50% more", says Alberto Calvo, Executive Director of the Extra network that launched your first promotion "Joined & Won" in April. 183 million were distributed to more than 900,000 baby kisses and toasts. The explanation for the success of this type of promotion is simple, according to Kapila Ashcar, Chairman of the Board of the Promotional Marketing Association (Ampro): "everyone likes to win a toast and collecting anything." In addition, says the Executive of the sugar loaf, add and change is more tangible than a raffle. "Unlike draw, which depends on luck and has low engagement, the consumer knows he will have to complete the card," says Maria Cristina. The customer ends up concentrating their purchases in one place to add more baby kisses, explains the Executive. "The bread that you buy at the bakery, vegetable, butchers ' meat-he ends up buying everything here." IE: this kind of initiative also increases the frequency of visits to stores. In the case of the sugar loaf, the customer who participates in the promotion ends up spending on average 35% more (in value), according to the Executive. Unlike rules, sweepstakes promotions "and replace" do not require authorization by the Caixa Econômica Federal. Even so, require preparation of retailers. "It took Us six months to launch the campaign," says Calvo, of the Extra. In addition to personal training, production of cards and baby kisses numbered to prevent fraud, you must choose the freebies, negotiate your purchase and provide space in stores to stock these items. Each campaign lasts, on average, four months. At Sugarloaf, as well as in competitor Carrefour – which offered kitchen items with the label, Masterchef TV show that the company sponsors – the freebies are linked to gastronomy. The latest campaign of Carrefour, second Silvana Balbo, marketing director of the brazilian operation of the French group, distributed prizes among 633,000 customers to collect a total of 68 million of baby kisses. The Executive points out that the 2018 Edition of the campaign – which extended from February until the last day 17 – had national reach, although the company has come regional actions similar performing from 2016. At Sugarloaf, have already been distributed more than 800,000 pots and little more than 1 million knives and utensils of the British chef Jamie Oliver – which will also be the star of the next campaign. This time, however, instead of baby kisses, consumers will receive stickers to paste into an album and will plush toys gifts and garden kits. The same package of prizes, with focus on the family and healthy eating, was used by the Australian Woolworths retail network four years ago. Between the networks of the GPA, Pão de Açúcar and Extra have adopted different strategies. In the first, dedicated to classes A and B, but collecting the stamps, some products require the payment of R $9.99 R $129.99. On Monday, as the profile of consumer also covers classes C and D, just collecting stamps was enough to make the switch.