Netshoes Pop Up Store
Netshoes
Issue 35 | June 2015
Agency
DM9Sul
Creative Team
President: Marcio Callage Creative Vice-President: Marco Bezerra Assoc. Creative Director: Everton Behenck, Rodrigo Pereira Head of Art: João Pedro Vargas Creation: Guilherme Altreider, Felipe Libano, Bruno Medeiros, Roberta Zanette
Production Team
RTVC: Thiago Vanigli, Bernardo Silva Movie Director: Marcelo Stifelman Film Production: Elisa Celia Execution: Mescla Graffic Production: Mariene Braga
Other Credits
Customer Relations Director: Cláudia Schneider Customer Relations: Paula Raymundo, Fernanda Prestefelippe, Anne Abdon Media Director: Silvio Calissi Media: Adriano Souza, Leonardo Adriano Social Media: Anna Martha Silveira, Bibiana Saldanha PR: Mariella Taniguchi Planning: Liane Santi Approval: Juliano Tubino, Sandra Dias, Fábio Akel, Bruno Couto
Date
March 2015
Background
Have you ever imagined a store with 40 thousand products in only 37 centimeters? Add that to over 17 million visitors a month. Sounds impossible, doesn’t it? Not for Netshoes, the biggest sporting e-commerce store in the world.
Idea
To show how all of that is possible DM9Sul, agency of the ABC Group, the biggest advertising and communication group of Brazil, created Pop Up Store Netshoes, the “smallest biggest store in the world”: A tablet, set at 1.149 & ½ Oscar Freire street, in São Paulo, considered the biggest index of retail in Brasil, where over 35 thousand people pass by. Here’s the video of the campaign:
https://www.youtube.com/watch?v=eV_S666NtqA
This campaign was responsible for pushing the download of their app, which hit one million downloads in seven months, positioning Netshoes amongst the 25 companies that lead the mobile adoption in Brazil in 2014, according to the Mobility Index study. “Aside from contributing to the popularization of the app, the Pop Up Store brought the online store concept to the street retail reality, which allowed the consumer to have 40 thousand products available for sale anywhere, 24 hours a day.” states Marcio Callage, DM9Sul President.
“Today mobile devices represent over 10%, in average, of all the unique monthly visitors of Netshoes. Mobile commerce already is a reality and this initiative of the Smallest Biggest Store in the World was another, creative, way of motivate people to know our Netshoes App” explains Juliano Turbino, CMO of the virtual store.
Netshoes has recently announced that Riverwood Capital, a technology specialized investment fund, and the International Finance Corporation (IFC), an organization part of the World Bank Group, made an investment of U$45 million to reinforce brand awareness and presence in Latin America, expanding in Brazil, Argentina and Mexico. The contribution ends the investment round received by the company in May 2014, lead by GIC (Singapore sovereign wealth fund) that, at the time, invested a total of U$170 million, the biggest investment in the history of the company. In 2014, the company hit a total net revenue of R$ 1,2 billion, a 20% increase compared to 2013 and, for the first time, registered a positive cash flow in Brazil.