Tool created by Incentive.me reduces investments in promotional campaigns carried out by industries by up to 30%; Customers impacted by the actions can redeem different prize options at hundreds of retailers across the country
Incentive.me, the main technological platform for sales incentive campaigns in Brazil, has just announced the launch of a new product, the My.Promo. The objective of the solution is to enable brands to stimulate the conversion of sales of certain products, offering consumers prizes in the form of products and services – from an ice cream cone to cars – as an incentive for purchasing.
The novelty, which can be used by brands both in physical stores and in e-commerce, deviates from the traditional model as it is less expensive and capable of increasing the likelihood of sales conversions. This occurs because Minha.Promo allows the customer to request the benefit quickly and simply, since its automation captures data and automatically validates participation in the promotion.
Jansen Moreira, CEO and founder of Incentive.me.
According to the CEO and founder of Incentive.me, Jansen Moreira, the novelty shows how technology and its association with incentive actions create a powerful tool for the industry to impact its target audience. “With the solution, sellers and sales promoters become true influencers at the point of sale, as they start using the award to convert the customer to buy the product with them”, he says. “The use of technological tools makes it possible to commoditize solutions, previously reserved only for large campaigns, to resolve ephemeral pains in the sector, such as, for example, accelerating sales in a store with high inventory”, he adds.
Solution is also an alternative to reduce regulatory costs
For regulatory reasons, promotions that provide for raffles, contests or delivery of gift vouchers with limited quantities need to be registered with the Secretariat for Evaluation, Planning, Energy and Lottery of the Ministry of Economy (SECAP). In these situations, in addition to the time required to file an authorization request before the start of the campaign (the body requires a minimum period of 30 days in advance), there is an inspection fee and, prizes that are not delivered, prescribe, having to having their values collected from the government, which makes any initiative of the type very expensive.
“Campaigns as they are done today have their disclosures carried out via promoters and exhibitions of advertising materials at the POS, not to mention the fact of the need to distribute and collect the prizes. This, in addition to taking time and money, forces companies to put a project with a longer term to justify such an effort. In this scenario, brands find themselves obliged to stipulate financial limits so as not to run the risk of investment going out higher than planned”, clarifies Moreira.
As a way of optimizing this process, Minha.Promo allows campaigns to be inserted and removed from the air without the need to define financial limits. “For that reason, the new solution is able to eliminate these regulatory costs, which can often reach up to 30% of an award. Therefore, it is a promotion strategy that is renewed every day, being at the mercy of the stores' stocks”, emphasizes the CEO.
For the entrepreneur, Minha.Promo is part of the revolution that is taking place in the incentive niche, bringing the necessary agility, flexibility and efficiency to operate in the various links of the chain, from the distributor to the retail end.
Moreira also reinforces the importance of action at points of sale for this scenario, as 70% of purchase decisions take place in these environments, as indicated by a report by Nielsen Media Research. “We see several companies becoming relevant in obtaining and making data available, but many of them do not have the tools to engage and encourage customers to consume”, he explains. “Minha.Promo solves this problem, as the sales team is now more capable of guaranteeing conversions and consumers are more satisfied with the shopping experience”, he adds.
Growing promotions market
The new product positions Incentive.me in a market that, last year, registered a distribution of more than R$ 600 million in prizes to consumers – a growth of more than 50% compared to 2020. In terms of the number of registered promotions, the advance is even more impressive : By mid-October, 4,280 campaigns had been formalized, twice as many as last year. The data are from the Commercial Promotions Control System (SCPC).
“Analyzing the sector and our positioning, Minha.Promo manages to double Incentive.me's potential market in the long term. With our base exceeding 100,000 sellers, we have the best value proposition for brands that want to use the Commercial Promotions strategy”, concludes Jansen Moreira.
