The famous slogan of the Sugarloaf supermarket chain promised good times for those who can afford, on average, 15% more expensive.

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“Place of happy people”

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After Report a loss in the first quarter of 2023 the network intensified its movement back to audiences A and B.

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These happy people are less sensitive to the prices charged by the network and, in the higher ranges, they even prefer to buy in even more expensive places, such as the network St. Marché Or on Santa Luzia House.

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Faced with a consumer crisis, everyone rushes to what they consider to be their shelter, either returning to the lower classes, such as Riachuelo, who closed Oscar Freire's store, to Renner who is closing Camicado stores, or GPA reconnecting with the high standard, as stated by its CEO, Marcelo Pimentel.

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The executive led the movement Upscale at Lojas Marisa and promises to do the same with Bread:

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Sugarloaf will become a supermarket again Premium

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The locations of the stores favor this movement, and the partnership between Abílio Diniz and Carlos Alberto China was one of the largest cases of Geomarketing in Brazil, ensuring strategic points in the main urban centers.

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The strategy of a brand, as in the successful case of Sugarloaf Mountain, when it starts from a clear vision of Product, Price and Promotion, results in locations that support this positioning Premium.

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Thus, locations were selected in regions with audience profiles A and B, many of these places qualified and today they are essentially A.

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The right choice of locations is a safe haven where the network can return from its unsuccessful experience with other audiences.

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In all cases, these and other networks are seeking closeness with their target audiences, almost like a “missing Hi” in times of crisis.

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It's like that in Brazil, it was like that in the United States when Amazon acquired the high-end supermarket chain Whole Foods for 13.7 billion dollars in 2017.

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The unusual movement of an ecommerce network for the business of fresh and perishable products had among its main motivations:

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• Stores in high-income areas
• Whole Foods is more like a vegetable, selling fresh produce, than a classic market, which sells more industrialized products
• Fresh products are much more expensive than industrialized products
• FLV items (fruits, vegetables, and greens) are frequently purchased and picked on the fly
• Amazon can use for stores for modality Buy it and come get it or as an outpost for quick deliveries
• Data from the purchase history of high-income consumers
• Hundreds of private label products that are very well recognized

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For these movements to be accurate, it is necessary to be guided by maps that indicate the path to consumers.

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