With stores 24hs open and always near you, they promote the "Convenience and comfort at any time" experience.
Brand Promisse: "It's your way. The way you like it."
A Brand which aims to provide this kind of experience cannot make basic mistakes at its touchpoints with the consumer. As i am insisting in my posts: A good experience is the one you can manipulate and control. Coincidences are not included.
The Pão de Açucar holding has acquired a lot of companies recently and its brand portfolio had grown substancially, as follow.
Besides that brands it recently bought "Ponto Frio" a huge chain of eletronics store.
Let's take a look at a consumer journey in a Pão de Açucar store.
Time: 0:30
Store: Ana Rosa (São Paulo)
1) The shopping cart.
In a premium supermarket the shopping cart should not be a problem for the consumer. This is the basics for any supermarket. Shopping carts are critical touchpoints in the consumer experience.
It is clear that this shopcart is in bad, bad shape. 2) Entrance hall
The moment you go into the store you face the fruits hall. In the picture you can see the stock "refill" boxes that stands in the way of the consumers.
3) Corridors
Full of boxes, difficult to move the shoppingcart.
4) Products Shelfs
Empty shelfs all the way through the store.
This is a private label Brand.
5) Checkout
Paper Boxes instead of plastic bags.But paper boxes that once holded products. Not special "takeaway" boxes.
6) Parking lot
After speak with some employees here are some things that they told us:
1) Bad timing.
2) Running with less employees
3) Paper Boxes are for sustainability purpose.
4) Corridors are not so messy.
5) At that hour it was always like that.
Brand Promisse: "It's your way. The way you like it."
... Maybe they got lost?
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