Strategic Retail Segmentation

With more than 5,000 points of sale, O Globo needed a strategy to direct its merchandising investments. This way, the project had a geoprocessing activation as its jumping-off point, resulting in retail segmentation according to the socio-economic classes in neighborhoods.

From this activation we projected a family of materials, from the most simple to the more sophisticated, in order to take advantage of all the opportunities to create more visibility and sales for the newspaper, in several retail classes.