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There is an increasing importance of hyperconnectivity, e-commerce and online presence of brands, even before COVID-19, but this megatrend has certainly been accelerated by the pandemic. We suggest to invest more on Coppel’s social media marketing, promote the brand in the most famous platforms and invest on influencers to be able to expand the market and make the company’s products more appealing to different people. In Mexico the usage of social media has increased during the pandemic. Actually, mexicans spend 42% more time on social media since the start of confinement, and according to Comscore, an international multiplatform measurement company, 9 out of 10 mexican netizens access social media of different types.

Sources: https://www.jornada.com.mx/ultimas/economia/2020/05/06/mexicanos-estan-42-mas-tiempo-en-redes-sociales-en-cuarentena-nielsen-1173.html
https://www.eluniversal.com.mx/techbit/9-de-10-mexicanos-entran-redes-sociales-y-permanecen-37-horas-al-mes-comscore#:~:text=De%20esta%20manera%2C%20M%C3%A9xico%20se,87.6%25%20ingresaban%20a%20redes).

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Impacto de las Redes Sociales en México y Latinoamérica

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Información actualizada: Septiembre 2012. Business Thinking es la empresa mexicana que hace un año fue reconocida por un caso de éxito, desde Facebook Headquarters en Dublín. Esta empresa recibió su primera capacitación con lo más novedoso para agencias reconocidas que cuentan con soluciones Premium.

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We have seen many companies with two different “versions” of them, one more low-cost and the other one more exclusive. Coppel has low to medium class consumers, so with this they would strive for a different market (middle to middle-high), creating a Premium version of the company, offering different products, concept, environment, prices, customer experience  and payment plans (like months without interest instead of credits) for this version. They would have to invest more on their marketing strategy in order to be able to change the image they currently have, so that new consumers actually being attracted to the idea. We have examples of success with other companies in the retail industry, such as Chedraui, who came up with “Chedraui Selecto” and now they are even competing with supermarkets like Superama or City Market. We take this as an example because the normal Chedraui was not seen as deluxe or expensive, but since they created this verison of their company in which they offer different products directed to a richer sector of the population, they have managed to create a good image for these type of customers and attract them to their stores.
Companies often use a premium pricing strategy to establish its products as high-quality in the minds of consumers, which could be an opportunity for Coppel to expand its market.

Sources:
https://www.dineroenimagen.com/supermercados-pelean-clientes-mas-ricos-mexico

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Create a program to increase interest from childrens in the company, make kids being interested in the way the company operates, gain their confidence by implementing activities, programs and aspects that could atract them.

MAKE KIDS DESIRE TO GO TO COPPEL

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Create better quality advertisements of different types, depending on the kind of public they are trying to reach and the media being used to reach certain persona. The goal is being able to catch their attention, attracting new clients of the same econonomic status (due to the economic crisis caused by COVID-19, many people who probably did not buy in these type of stores, may need to now). Moreover, we think it is important to educate the customers about how they can use the technological resources Coppel has, by providing a simple and understandable explanation in the form of marketing, so they know how easy it is to use the website, the app, etc.

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CANVAS BLOCKS THAT WILL BE AFFECTED. (PROPOSAL 2)

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CANVAS BLOCKS THAT WILL BE AFFECTED. (PROPOSAL 2)

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Key activities
Customer Relationships
Channels
Cost of structure

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Develop a sort of loyalty system where, after getting a Coppel membership card, clients are able to obtain points each time they make a purchase in Coppel, as well as distinctive benefits that other customers won't get without it. Coppuntos can be used to buy more products from the store, stimulating the continuous consume of products in the store. Due to the Coronavirus situation, we will encourage users to utilize the online stores, selling them the idea of it being easier and more convenient for them, as well as motivating them to stay home.

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Cards in "orange" are the final proposals chosen by the team.

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PROPOSAL 6: RENGAGED CUSTOMER IN-STORE BUYING EXPERIENCE 

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PROPOSAL 6: RENGAGED CUSTOMER IN-STORE BUYING EXPERIENCE 

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According with the "segmented treatment" aspect, in which coppel treats it's customers in a certain way, depending the zone or area in which the store is located.
Our proposal is to reinvent the in-store experience by implenting a specific guidance, from an employee to the customer:

Employee will search to engage with consumer, changing the initial introduction of " hi, can i help you with something?"

CUSTOMERS DON'T WANT TO BE BOTHERED

"They just want to buy"

WHAT COPPEL NEEDS TO FOCUS ON.
IS ENHACING DIFFERENT ACTIVITIES FROM COMPANY TO CUSTOMER IN WHICH THE FAMILIES HAVE A MUCH BETTER TIME WHEN GOING INTO STORE.
-Games
-Challenges
-Free products by accompshing certain tasks
-Give somehow a "malltertainment" experience.

DO NOT GIVE FAKE GUIDANE TO CUSTOMERS, ENGAGED WITH THEM BY OFFERING SOMETHING THAT ICREASES THEIR "BUYING DESIRE"

https://www.milenio.com/opinion/barbara-anderson/nada-personal-solo-negocios/malltertainment-un-invento-mexicano#:~:text=Estamos%20creando%20una%20categor%C3%ADa%20nueva,Gicsa%2C%20de%20la%20familia%20Cababie.

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CANVAS BLOCKS THAT WILL BE AFFECTED. (PROPOSAL 1)

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CANVAS BLOCKS THAT WILL BE AFFECTED. (PROPOSAL 1)

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Customer Relationships
Value Proposition
Key Activities

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CANVAS BLOCKS THAT WILL BE AFFECTED. (PROPOSAL 3)

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CANVAS BLOCKS THAT WILL BE AFFECTED. (PROPOSAL 3)

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Customer Relationships
Channels
Customer Segments
Key Activities