A survey by the Brazilian Association of Shopping Store Owners (Alshop), carried out across the country, showed that 62.5% of the 1,200 members will carry out promotions at their points of sale during the sexta-feira Negra (Black Friday), at the end of November, while 18.8% of shopkeepers would like to participate in the date, however, they will not be able to due to the increase in costs that pressure prices and sales margins.
Those who admitted that they will not participate are 12.5% and those who will only bet on internet promotions on e-commerce platforms are 6.2%.
Even so, Alshop’s expectations regarding the date are positive, possibly exceeding the 2020 numbers by 5%. “We know that retail has been rising little by little, and even in the face of high prices, in conversations with other businessmen, there is much more optimism for this new phase,” said the institutional director of Alshop, Luis Augusto Ildefonso.
According to him, even with the rise of the dollar and the increase in indirect costs, consumers can visit stores expecting significant discounts. “The discounts will not be as generous as in previous years, but they will definitely make a difference for the consumer who is looking for smartphones, appliances or even other products that are already on the radar. The important thing is to take advantage of the date and search to find good discounts”, he stated.
Discount limit
The Federation of Commerce of São Paulo warned that preparing for the date requires attention from retailers when identifying the discount limit to attract consumers without compromising cash flow, even more in a scenario of economic uncertainty and with deteriorating consumption indicators (high unemployment, inflation, deteriorating income and more expensive credit). On the other hand, some critical points must be analyzed regarding the sexta-feira Negra this year.
“The scarcer offer of durable goods, such as electronics and household appliances, may to have impact on sales, considering that the inputs needed to manufacture these products are priced at higher prices. In addition, the worldwide growth in demand and the lack of electronic components may compromise the supply of certain products”, said the organization.
According to Fecomercio, with the economic recovery, there was a significant growth in demand, reaching transport logistics, with the number of containers, ships and planes not increasing to meet the orders that were already delayed due to restrictive measures to control the pandemic and new global orders simultaneously, raising freight prices and deadlines for exporting and importing products. The rise of the dollar is another component to be considered, increasing the cost of products.
“Due to all these problems, retailers are already working with lower inventories to serve customers this year. One of the great challenges will be to carry out promotions that are interesting for consumers, considering the increase in costs, without compromising the business’ finances”, informed Fecomercio.
For the entity, the point of attention for shopkeepers in the sexta-feira Negra This year is to place the consumer at the center of business strategies, providing the best shopping experience, from the first contact to the post-sales.
Guide help shopkeepers
Data from the São Paulo Trade Association (ACSP), based on a survey by the consultancy Neotrust/Buy&Trust, show that, last year, even with the strictest social distancing measures and the most intense effects of the economic crisis triggered by the new coronavirus, sales in the sexta-feira Negra grew more than 30% compared to 2019 and reached R$ 5.1 billion.
On account of these numbers and to boost sales this year, the organization created a guide to help retailers seek alternatives to leverage sales. First, the association guides you to take advantage of the reach of social networks. “Many entrepreneurs, especially those who only have a physical business, still cannot see the real need to use social media in their favor. In addition to opening a company account, it is worth considering the idea of investing in advertisements to impact more users with your offers”, stressed ACSP.
Another tip is to offer real discounts, as the period is a sales success, but it also arouses distrust regarding discounts. “That’s because, in recent editions, many companies have increased prices on the eve of the event to, on the day of the campaign, announce greater price reductions. The reminder is that gaining the public’s trust on a date like this can build customer loyalty for the whole year.”
It is important to control inventory and cash to define the marketing and pricing strategy, not forgetting to assess the inventory and check with suppliers whether purchase contracts will be fulfilled or if they may be delayed.
“Another point of attention is to ensure that the team’s training is up to date so that the process does not fail. Answers to customers in the Whatsapp, email, social networks and all after-sales support must be cordial and convey credibility to the public”, suggested ACSP.
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