of increased sales
more market share during the activation period
increase in the brand's total market share
See in detail how Newtail helped Yorgus increase its sales and market share at the Zona Sul supermarket.
The Yorgus
Yorgus is a yogurt brand with 3x more protein than regular yogurt, 100% natural, free of preservatives, dyes and sweeteners.
Increase penetration of a new product
Yorgus's challenge was to increase the penetration of the Yorgus Completo product in the Zona Sul supermarket, a product launched at the end of 2022 by the brand.
To do this, it was necessary to understand the industry scenario and its competitors in several supermarket stores in order to propose actions to increase penetration and market share.
Consumer behavior information
Using the Newtail platform, Yorgus received several pieces of information, such as:
➡️ The protein yogurt category grew 42.3% in the 12-month period in the supermarket chain, but the brand's products did not keep up with this growth and the market share was below the category and the competitors.
➡️ Yorgus saw an increase in sales in the period, but did not gain market share.
➡️ Digital channels were relevant to the brand, but competitors were performing better.
➡️ The brand had one of the highest prices in the category and did not carry out promotional actions, which reduced its sales and its competitive performance.
➡️ The brand's product was well accepted in the market, with a high rate of returning customers (buying the product several times) and heavy users (buying the product more than 6 times).
➡️ The consumer of protein yogurt was mainly women aged 35 and over and who bought it from Monday to Friday. On the weekends, sales were low.
Using the Newtail platform, Yorgus received several pieces of information, such as:
➡️ Possibility to increase sales by more than R$190,000 a year.
➡️ It was possible sell more than R$55,000 a year in 3 strategic stores.
➡️ If the activations were performed, the brand would increase its market share by at least 1p.p.
Activations in physical and online stores
With so much valuable information in hand, Newtail suggested that Yorgus do some online and offline activations at stores in the South Zone focusing on 14 strategic physical stores and e-commerce in the South Zone.
Some of the initiatives adopted were:
Physical stores:
➡️ 15% reduction in the price of Yorgus Complete;
➡️ Activate exclusively from Monday to Friday, excluding weekends.
➡️ Taste and display the product on an LED panel.
E-commerce:
➡️ Identification that e-commerce in the South Zone was the 4th store with the highest sales in Yorgus and the 6th with the highest sales opportunity.
➡️ Activate Yorgus via a banner on the site and purchase strategic keywords.
Omnichannel:
➡️ Sending email with a special offer via CRM to 24 thousand key consumers, who were segmented by Newtail's intelligent platform. They could buy the product online or offline.
2x increase in the brand's market share
➡️ The brand's product doubled its market share during the activation period.
➡️ 4.5 pp increase in the brand's total market share from January to April.
➡️ Activated stores sold almost 40% more than those without shares. ➡️ Positive ROI and high conversion rate in CRM action, resulting in purchases made in online stores and e-commerce.
➡️ Banner in e-commerce increased online sales by 8.3p.p of product market share.
Count on the experience of those who understand Brazilian retail and start enjoying a new revenue line with higher margins than any other initiative.
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