Via Retail Ads intend to raise in 10 times your base of clients until 2020

The number of advertisers Via Retail Ads, responsible for the sale of advertising in all media channels of the retailer, must increase ten-fold to 2020 with the marketing of "multichannel" packages. The trend is that the strategy will become more common in the trade, but to achieve a mature market, it is still necessary to overcome the challenges of scale and skilled labor. The structuring of the business model of multichannel media-IE packages of spaces that include online and physical environments –, was released in January and according to the marketplace Via Retail Director-administrator of the brands Ponto Frio and Casas Bahia, Paulo M., the news has been welcomed by the market. "The funny thing is that there was interest not only from suppliers, but also other related industries and", explained the Executive. According to him, companies such as Unilever and Danone have sought the company for this type of action (see image). The idea, according to Madureira, is that the use of the spaces is increasingly diverse. "The flow of people in stores and in the channel is of millions [about 60 million visitors a month in stores and e-commerce]. We can, for example, sell media to the awareness of the scanning of the vote ", he adds. According to M., this project specifically does not exist, but admits that intends to put proposals such as this in some advertising agencies and thus get into government agenda. Currently the media at the point of sale (POS) is now available in all stores and the wi-fi in 150 units. "The expectation is to be in all by the end of the year," he says. The packages are hired through Retail Ads, and allow the ads to be served on page of registration of the Wi-Fi network of stores, in products sold in PontoFrio, Casas Bahia and in booth sales and sampling, in addition to commercials radio airplay and digital displays in the establishments. Despite the structuring of multi-channel packages be a novelty, the e-commerce of Casas Bahia, the Xxxjulzrrxxx and the Extra GPA Group controlled brands, offer, since 2014 advertising space in the online environment. Barriers according to Madureira, sought, none of the physical stores in the network infrastructure-related barriers have pointed in time to offer wi-fi. The big challenge, according to him, is finding skilled labor. "Today we have people who specialize in the digital environment and other offline media, but we need a general-purpose team to help us in the value proposition. We're working on it, but we know it's a challenge. It's something new, "said Madureira. For the CEO and founder of Chroma research and consulting firm, Edmar Bulla, a challenge that the retailers must also find time to offer this type of solution is the scale necessary to justify the investment in the industry. "I need volume to justify the supply," he says. Bulla still mentions that in the last three years there has been a big drop in the stream of consumers and a downgrade of consumption, caused by the crisis and have yet to be recovered. On the other hand, the Executive points out that the sale of advertising space in online and offline channels, coupled with integration, will help not only on monetizing digital channel, but also in appreciation of revenue per square metre (m ²) from physics to store calculation, for example, of gondola point. He even adds that the value proposition of an integrated action will help the industry identify much better return on investment, allowing more easily identify errors and correct future campaigns. The big secret is retail's ability to map more clearly the whole route and customize the actions. "Quantifying each point of contact and make investments of surgical way," he says. The Director of the Brazilian Association of marketplace electronic commerce (ABComm), Carlos Alves, does not believe that this type of solution turn a business or a revenue channel for the retail sector, but to become a complement to other existing businesses in company. For example, in the sale of spaces for the promotion of physical stores. "Today the Prosecutor expected sales the customer, but with the integrated consumer action, to make a login to access the wi-fi, can receive a message or even a push. If you get that 80% or 90% pass through there decreases the Creepage and gives the scale demonstration "comments.