The Americanas Gap: How to identify and recover from economic crises
Posted: Mon Dec 09, 2024 5:06 am
What makes Magalu and its virtual assistant different?
First of all, we know that nowadays the presence of social networks is indispensable in everyone's life. Aware and taking advantage of this factor, through Virtual Marketing , Magalu was the company that brought an innovative way of presenting itself to the public. Thus, it investor database became one of the 5 largest retailers in the country.
In a short period of time, the company acquired stores in 17 states in the country, around 18 million collaborative customers and more than 25 thousand employees, being elected the best company on the stock exchange. But how did this happen and what was the difference that turned this key?
First of all, many questions arise about how Magalu's virtual marketing plan allowed it to become the first Brazilian retailer to reach more than 1 million followers on YouTube . Likewise, Magalu has more than 5 million followers on Instagram and an impressive 14 million on Facebook .
In any case, first we need to understand a little about the past of the retail pioneer in Brazil:
What is Magalu's history?
The history of Magazine Luiza began in 1957, with businesswoman Luiza Trajano, the company's founder. However, it was only in 2018 that the company entered the digital world head on. Rafael Montalvã , e-commerce marketing manager at Magazine Luiza, explains more about this major turning point . He mentions that it occurred when Magalu went from being a “ traditional company with a digital channel” to a “virtual platform with physical locations and human warmth”.
Knowing this, the factor that most boosted the brand's growth was the creation of Lu, the company's virtual assistant.
Through it, several strategies were adopted to increase public engagement with the company, always aiming for a targeted and accurate reach. Therefore, to better understand the use of these strategies and get inspired by Magalu's virtual marketing , follow them in the following topics:
Storytelling : tell a story that engages your followers!
Initially, in its advertisements and publicity, the company's virtual assistant always experiences a previous situation. This situation serves to provide context for the product it wants to sell or the attention it wants to seek. In this way, the public feels more comfortable and closer to the company because there is a more humanized relationship, even if it is with a virtual character, between them and Magalu.
This creates a certain empathy between leads and the company and, consequently , increases the sales rate and success in attracting new audiences.
Make use of tools in your segment:
Furthermore, one of the main tools currently used on digital platforms is the presence of influencers to promote content and sell products. Knowing this, Magalu's big idea was to create its own virtual influencer to achieve its main goals.
In addition to this, Lu is present on several social networks, increasing the chance of reaching audiences of the most varied ages and niches . Likewise, this ease of disseminating materials and the breadth of networks becomes a very important, versatile and powerful tool through quality planning . Learn more about Strategic Planning by clicking here or reading more about it in our Services highlight on Instagram .
Brand vulnerability and positioning are essential :
Pedro Alvim is the Marketing Manager for Magalu, a company that does not only work online. According to him, “during a story, people admire the character more for their attempts than for their success. They get involved in the story and look up to it.”
Knowing this, in Lu's case, several situations put us in the character's shoes so that we can delve deeper into an empathetic relationship. This way, we feel what she is feeling, thus creating an almost affectionate bond between you and the influencer .
First of all, we know that nowadays the presence of social networks is indispensable in everyone's life. Aware and taking advantage of this factor, through Virtual Marketing , Magalu was the company that brought an innovative way of presenting itself to the public. Thus, it investor database became one of the 5 largest retailers in the country.
In a short period of time, the company acquired stores in 17 states in the country, around 18 million collaborative customers and more than 25 thousand employees, being elected the best company on the stock exchange. But how did this happen and what was the difference that turned this key?
First of all, many questions arise about how Magalu's virtual marketing plan allowed it to become the first Brazilian retailer to reach more than 1 million followers on YouTube . Likewise, Magalu has more than 5 million followers on Instagram and an impressive 14 million on Facebook .
In any case, first we need to understand a little about the past of the retail pioneer in Brazil:
What is Magalu's history?
The history of Magazine Luiza began in 1957, with businesswoman Luiza Trajano, the company's founder. However, it was only in 2018 that the company entered the digital world head on. Rafael Montalvã , e-commerce marketing manager at Magazine Luiza, explains more about this major turning point . He mentions that it occurred when Magalu went from being a “ traditional company with a digital channel” to a “virtual platform with physical locations and human warmth”.
Knowing this, the factor that most boosted the brand's growth was the creation of Lu, the company's virtual assistant.
Through it, several strategies were adopted to increase public engagement with the company, always aiming for a targeted and accurate reach. Therefore, to better understand the use of these strategies and get inspired by Magalu's virtual marketing , follow them in the following topics:
Storytelling : tell a story that engages your followers!
Initially, in its advertisements and publicity, the company's virtual assistant always experiences a previous situation. This situation serves to provide context for the product it wants to sell or the attention it wants to seek. In this way, the public feels more comfortable and closer to the company because there is a more humanized relationship, even if it is with a virtual character, between them and Magalu.
This creates a certain empathy between leads and the company and, consequently , increases the sales rate and success in attracting new audiences.
Make use of tools in your segment:
Furthermore, one of the main tools currently used on digital platforms is the presence of influencers to promote content and sell products. Knowing this, Magalu's big idea was to create its own virtual influencer to achieve its main goals.
In addition to this, Lu is present on several social networks, increasing the chance of reaching audiences of the most varied ages and niches . Likewise, this ease of disseminating materials and the breadth of networks becomes a very important, versatile and powerful tool through quality planning . Learn more about Strategic Planning by clicking here or reading more about it in our Services highlight on Instagram .
Brand vulnerability and positioning are essential :
Pedro Alvim is the Marketing Manager for Magalu, a company that does not only work online. According to him, “during a story, people admire the character more for their attempts than for their success. They get involved in the story and look up to it.”
Knowing this, in Lu's case, several situations put us in the character's shoes so that we can delve deeper into an empathetic relationship. This way, we feel what she is feeling, thus creating an almost affectionate bond between you and the influencer .