Imagine accessing the application of a large Brazilian virtual store and being faced with a discount of R$ 1 thousand. Well, that's exactly what happened at Magazine Luiza e-commerce.
But, anyway, was this a mistake or a marketing strategy?
Learn more about the unfolding of this story below.
Access and read the post “ Raia Drogasil buys Onofre ” as well. See how this acquisition will impact the online and offline pharmaceutical retail market.
SYSTEM ERROR TURNS PROMOTION ON E-COMMERCE MAGAZINE LUIZA
It was around 4 am on Thursday, July 11, 2019, when some internet users who were browsing the Magazine Luiza app came across a super discount.
The app was granting a BRL 1 coupon for purchases over BRL 1, that is, an irresistible promotion.
Without delay, these internet users purchased expensive televisions, notebooks and smartphones for only R$50,00 to R$400,00.
On social media, some people posted posts about the products they were able to buy. Others, however, about the frustration of not having seen the coupon.
However, it is not known how many people managed to make a purchase.
Later, the retailer reported that the promotion only occurred because of a system error. Despite this, the company said it will deliver the purchased products.
Access and read the article " Buy and Win Promotion " as well. Learn how to conduct raffles in e-commerce without breaking the law.
ERROR OR MARKETING STRATEGY?
So, huh? Did e-commerce Magazine Luiza make a mistake or perform a Marketing action?
The fact is that on the morning of the same Thursday, the subject was already on Twitter's trending topics.
Later, during the day, the Twitter profile “Lu do Magalu” published a post in which it mentioned the following text:
“Guys, you saw that this morning I bugged, right? Who never!"
Next, the profile asks Internet users to download the company's app.
Guys, you saw that this morning I bugged, right? Who never! 😂
— Lu do Magalu (@magazineluiza) 11 July 2019
Whoever had the Magalu app did well. Download the app yourself, who knows, I might give another bug… #BugDaLu pic.twitter.com/lvMqLibM0m
In the end, according to UOL Economia, the magazine's president, Frederico Trajano, would have decided to turn the episode into a Marketing action only after the “error”.
Be that as it may, to engage more internet users in the app, the retailer has already warned that the action may be repeated in the future.
Access and read the post " Digital Marketing for Small Businesses " as well.
USING MARKETING TO MAKE IMPACT
Marketing has several strategies that make it possible to promote an e-commerce like yours in a conventional way, that is, that everyone does.
However, if you want to make an extra impact, then you need to go beyond the conventional.
As an example, during his time as CEO of Pepsi, British businessman Kevin Roberts fired rubber bullets at a Coca-Cola vending machine during a sales convention in Canada that discussed competition between the two companies.
Imagine a guy with a machine gun putting bullets in a soda machine. Before you ask me, this was all done with the consent of the Royal Canadian Mountain Police.
Next, Roberts' team blew up the machine to give the staging a special effect.
For the next three weeks, according to Roberts himself, the media covered the episode everywhere, always with the slogan: “Here's Pepsi. It will pass through Coca-Cola”.
Obviously, you don't have to go that far.
Just do as Magazine Luiza, whose promotion of R$ 1 thousand totally unconventional attracted the attention of many people. It is not possible to know exactly if it was a mistake or if it was a purposeful Marketing action, but what does it matter?
What matters is that it worked! =)
