Strategic Solutions for Shoppr’s Growth

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Strategic Marketing Plan for Shoppr’s Growth

We were tasked with developing a strategic marketing plan to help Shoppr, a premium grocery delivery service in Brazil, address key operational challenges and prepare for future growth. While Shoppr had ambitions to expand into four new cities (Novo Hamburgo, Caxias Do Sol, Passo Fundo, and São Leopoldo), our research showed that the company wasn’t yet equipped for such expansion. Instead, we focused on laying the groundwork to strengthen its customer and driver base, enhance brand trust, and improve its market positioning.

Our primary recommendation was implementing a referral program inspired by Uber’s successful model. This program incentivized customers and drivers to refer others, fostering organic growth through word-of-mouth marketing. Supported by data showing referral programs can deliver a 12x ROI and attract customers with 25% higher lifetime value, we demonstrated how this approach could help Shoppr scale its operations effectively while increasing loyalty on both sides of the business.

Additionally, we proposed enhancing Shoppr’s digital presence through optimized Facebook advertising. By leveraging tools like geotargeted ads, Facebook Pixel, and custom audience retargeting, Shoppr could target key demographics such as Millennials, Gen Z, and high-income households who value convenience and premium services. Our plan emphasized campaigns that highlighted Shoppr’s commitment to quality and safety, helping justify its premium pricing in a market where trust is essential to customer retention.

To ensure practicality, we developed a step-by-step implementation roadmap using cost-effective tools like Referral Factory and Twilio Segment. These solutions were designed to fit within Shoppr’s 5,000 Brazilian Reais monthly marketing budget while delivering measurable results to prepare the company for its eventual expansion.

We had the opportunity to pitch this comprehensive plan directly to Shoppr, showcasing how these strategies could stabilize operations, build customer loyalty, and position the company for sustainable growth. This project was a collaborative effort with my teammates—Jake Boozer, Natalia Kaiser, Will Goin, and Abigail Pothier—whose insights and contributions were instrumental in creating a strategy tailored to Shoppr’s immediate needs and long-term goals.