Makro Colombianext to the VML agency, he has launched “Deskshops”an initiative that redefines the relationship between wholesale consumption, informal entrepreneurship and urban microdistribution. The proposal allows Colombian workers to transform their desks into small points of sale – modular same manufactured in recycled cardboard – from those who resell Makro products at wholesale prices. No initial investment, without own commercial structure and without technical barriers: only A direct channel to generate income From the workplace itself.

The initiative arises in response to an extended reality in Colombia: according to the OECD, more than 50% of the active population operates within the “informal economy.” Sell ​​snacks, cosmetics or food in the office It is a usual behavior among those who need to expand their sources of income. Therefore, “Deskshops” recognizes that logic and reinforces it with structure, brand and direct access to the assortment of Makro.

“Deskshops is more than a marketing idea: it is a business transformation”Daniel Payán, Chief Creative Officer of VML Colombia points out. “We create a new sales model that expands the scope of Makro and offers a real economic opportunity to thousands of people.”

Participants have to register through a digital platform to receive their “deskshop” in the workplace and start selling. The product replacement It is done directly in the office, facilitating logistics and eliminating the need for warehouses or personal transport. The store, designed in cardboard, occupies little space and turns the desk into an active node within an informal distribution network with structural support.
Unlike others Affiliation models or catalog sales“Deskshops” reduces entry friction: there are no fees, there is no initial stock to buy, or investment.

The campaign has also served to introduce the new brand positioning: “Makro is also Mikro”. A message that clearly summarizes the ambition of the project: to demonstrate that a company born in the volume retail can also operate at a minimum scale, but with the same effectiveness.

“The inspiration behind Deskshops was clear: bring quality products to those who need them most, giving them the possibility of generating income without taking risks. We take an existing structure and transform it into an entrepreneurship platform”they explain from the VML strategy team.

The result is a Alternative retail channel For Makro, which can thus expand its coverage without opening new physical stores; And for workers it is a tangible way to improve their personal economy from a space that already inhabit.