IMEC AND DESCO
The spice of design
Design for supermarket retail: creating attractive promotional pieces.
The client
6th largest supermarket chain in Rio Grande do Sul, with a presence in the regions of Vale do Taquari, Caí, Rio Pardo and Serra Gaúcha. Imec Supermercados stores operate with a greater focus on convenience and mix diversification.
Objective
Delight and attract customers by improving the design quality of promotional items and generating positive experiences at the point of sale.
Partnerships
for the POS
The client
Desco is the wholesale arm of the Imec Group, with stores with a supply profile, a transforming public and a popular language, totally focused on low prices.
Campaigns
themes
The price approach is always present, in all campaigns, because it reflects the brand positioning.
Gimmick
We created a mascot to make the brand’s popular and approachable language and tone tangible. A superhero of discounts and low prices, capable of “saving” the customer in that monthly bargain.
As in the case of the Easter campaign, sponsored by Divine , which featured displays for the ingredients of a special themed recipe : the Easter egg with a spoon. On the same support, the folder with the recipe and the necessary ingredients, in a strategy to increase the average ticket .
Valuation
from the Bakery
The Imec Group has its own bakery, Italianinho , an important service for generating perception of quality. Therefore, seals, packaging and specific promotional actions developed by Bistrô sought to value this differential for the end customer.
Attracting suppliers for strategic partnerships at the POS is a way to generate positive customer experiences.
Networks
Social
On social media, the search for proprietary content is a fundamental guideline for our work. In Pink October , Imec brought cards about foods in this color that are functional for women's health and well-being.
Internal marketing
Bistrô also worked in the internal marketing of the Imec Group, developing internal campaigns focused on Training & Development, recruitment, awareness and valuing a good organizational climate.
Highlights include some projects such as Novos Caminhos , which welcomes people with disabilities, and the Butchers' School , which aims to train and recruit women to work in the supermarket sector, an activity that requires specialization and training, paid for by Imec for the selected participants.
The Loss Prevention Program provides for the instrumentation, engagement and control by teams for practices and care routines that improve the performance of supermarket operations, generating savings and optimizing resources.
Also check out other works by Bistrô
