RIO DE JANEIRO, BRAZIL - Americanas (AMER3) is expanding parcel delivery to the favelas, trying to make its mark among an underserved audience of millions of consumers and establish itself in Brazil's increasingly fierce e-commerce competition.
After a test in April, the retailer extended the project to 4 other such communities this month, including Rocinha and Vila Cruzeiro in Rio de Janeiro, as well as Heliópolis and Cidade Júlia in São Paulo.
The model consists of Americanas delivering the orders to the edge of favelas and a container that serves as a logistics center.
From there . . .
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