Açaí stores are increasingly present throughout Brazil, from large franchises to small businesses. This means two things: First, demand has increased, and second, competition has also grown.
Therefore, açaí stores need to build a differentiator to attract more customers and not be overwhelmed by competitors. With this in mind, today's case is a local store that is managing to grow through its loyalty program.
How is the loyalty program
Eco Açaí has two local stores, without a website and very targeted marketing. It focuses on natural food, emphasizing health and simplicity. Its loyalty program maintains these characteristics.
When served by a store employee, the customer is informed about the loyalty program. They access the program's App and register by providing their CPF, name, and phone number.
After completing this registration, the customer just needs to mention their CPF when making a purchase to earn points. As points accumulate, the customer will be able to exchange them for coupons.
Each coupon has a defined score that must be reached to redeem it. Redeemed products range from ice creams, juices, fruit salads, and tapiocas.
Targeted marketing
Marketing is carried out locally and digitally through Instagram. The link in the Instagram Bio already directs the audience to the loyalty program App.
Realizing that the audience was health-focused, Eco Açaí targeted the fitness audience to direct its marketing. Thus, it shows how açaí pairs with physical activities and all the benefits it provides to those who practice them.
Besides focusing on health, they also use humor to convey the company's light and fun personality. Images of the products and stores are posted on Instagram without much editing, evoking a sense of familiarity in the public.
In addition to serving açaí, the company sells freedom and autonomy, composing the company's fitness profile. Using phrases like "your way," it values each customer's individuality.