Supermarkets are beginning to change media investment

São Paulo-supermarkets, traditional mass media, advertisers begin to decrease their investments. Costly advertising campaigns on TV, on the radio, in magazines and newspapers, gradually are replaced by disclosures in the social networking and changes in visual communication, which are less costly.
U.s.-based Walmart, for example, increased by 30% its contributions in visual communication in stores, the result of a promotional campaign in which the network undertakes to deliver products with competitive prices while it is in the gondola. "In addition, we made a change in our strategy. We decided to focus more on digital media and expand our presence in social networks. It is important for the Walmart have this close relationship with the consumer, using these channels such as disclosure and loyalty tools ", explains the Director General of marketing for Walmart Brazil, André Svartman.
Three years ago the retailer keeps a channel on the YouTube video site, with campaigns and dissemination of information to customers. In June this year, according to Svartman, Facebook and videos have been given even greater priority.
"We conducted a campaign via Facebook and we had a great acceptance, a pleasant surprise with the responses of consumers. But also don''t we do campaigns on TV. Is a vehicle that is still very important for Brazilians and for us, "he says.
In the internal areas of the shops there were also changes to ensure that consumers have access to information that those products offered were, in fact, being offered by lower prices. In the economic crisis, with the reduced purchasing power of consumers, the strategy was essential.
"We realized that it was important to identify the best opportunities and ensure that the customer could buy that brand was set, without losing their purchasing power. We did this amplification [communication] in our stores. Visually it is clear ", he comments.
The competitor Coop-Consumer Cooperative-followed the same line. Upped their spending in visual communication in stores, part of a strategy of change of the visual identity of the brand, and expanded its presence in the online environment. "Within the R$ investment plan for 2016, 121,000,000 was included increasing their contributions in visual communication, having regard, in particular, the opening and reform of some units," said Coop, in a note.
Projects like the Coop Portal, where the client may have access to information and campaigns of the retailer, has gained priority. The company even admits that evaluates the launching of new projects in this sense. "We have the channel on Facebook, on Youtube, and also work with email marketing," says the company.
Trend
For retail and specialist consulting Chief of GS & AGR (Gouvea de Souza), Jean Paul Rebetez, the reduction of contributions in offline advertising and the greater presence of retailers on social networks meet with the economic moment lived in the country, and even without the crisis, would become a natural tendency to be exploited.
"If we take into account that an advertisement of 30 seconds in prime time on offline media costs somewhere around 250,000 R$, worth investing less than 8000 R$ to disclose the same information on online media, via social networks, for example," exemplifies the consultant.
Strategy followed by the Coop, the e-mail marketing is also very affordable in comparison with the TV or radio.
According to Rebetez, with an investment of up to 2000 R$, it is possible to shoot about of 100000 e-mails with the campaign proposed by the network.
"The food retailers certainly took the foot of the contributions in television media, which are very expensive. In the crisis, it has become even more visible. This should continue and get stronger in the years to come. Folders and catalogs also should stay in the past soon ", submitted to the Executive INN.