Brand: Almacenes Éxito
Brand owner: Grupo Éxito
In Colombia, consumption tax (VAT) is known as IVA. In previous years, this tax saw its most drastic increase, climbing from 16% to 19%.
In 2018, however, the government attempted the unthinkable – to impose this tax on basic family goods. In a country where the monthly minimum wage is approximately USD$248, the additional 9% tax levied on family goods is simply impossible for millions of families in Colombia to afford. This provoked the anger of all Colombians, who called for a national strike on Wednesday, 28 November.
The strategic challenge for retailer Almacenes Éxito was difficult, but clear: we had to recover visitor frequency to increase our sales during one of the most difficult economic situations for millions of Colombian families.
- During the day of the national protest, achieve the total sales target of USD$300,000
- Keep the average receipt at USD$36 per shopper
- Retain purchase frequency on Wednesdays after the protest