Stores try to reset stock until Black Friday

São Paulo-With total focus on big annual trade settlement, Black Friday, which takes place in late November, the major electronics retailers speed up promotions of old products to clear inventory and focus on innovations sought by consumers.

Stores like Casas Bahia, Magazine Luiza and Ricardo Eletro have already launched campaigns to attract customers and spawn items stored in order to negotiate with the prices of those industries most modern and coveted in the promotional period. According to retail expert and CEO of GS & AGR consultants-Gouvea de Souza, Ana Paula Tozzi, the measure is common and aims to balance inventories before Black Friday, when the movement reaches triple. "The stores know that there''s no point putting out-of-line products on promotion. The client wants to buy innovative and discount items. As the volume of sales on Black Friday is too large, a strategic plan for that stocks aren''t even above and not below the ideal, "he explains.

Due to the crisis hitting the Brazilian retail sector since last year, sales retreated and the level of stocks was higher. For specific promotions, Tozzi, as the networks have practiced, serve to spawn these products.

"Care must be taken, however, with the items that are on sale. Because when it comes to a durable good, such as a tv or smartphone, for example, the frequency of purchase is much smaller. You need to align with the industry, which has technology to study this issue, so that the selection is the right one. "

Promotions

According to a study conducted by Hello customer Research, acquire a durable this year, 57 percent of them were taking advantage of the promotion of a store. In 2014, however, the index was only 51%.

Last Friday (30), Casas Bahia announced a new settlement with the name of "popular", where consumers can negotiate directly with the seller of the store the product price and payment conditions.

"Obviously the current macroeconomic scenario brings a challenge to all retailers, and that encourages us to a constant search to be the best option and meet the needs and desires of customers", says in a statement, the Press Office of the Casas Bahia.

The measure may also be linked to promotional opportunity to accelerate the recovery of the sector, since the second quarter of this year, despite the unfavorable scenario, Via Retail, controller, flag grew 2.6% in total sales in the same stores, compared with same period in 2015.

The competitor Ricardo Eletro is another that has sought to burn their stocks.

The company recently launched a campaign that challenges consumers to get a "selfie" with posters of prices of competing stores. With the image, the network undertakes to make a better offer to the client.

Another bet on the model of settlement is the Magazine Luiza, who invited consumers to engage your own smartphone in Exchange for a new handset.

"We offer, on average, between 250 and 300 R$ R$ by the customer''s product. However, the value can reach 1000 R$, depending on the State of conservation and technology from his cell phone, "told the Coordinator of the commercial retailer DCI, Juliana Pereira.