With closed stores, sellers flock to digital

Since the end of March, when governments began to enact the closure of non-essential trade, companies have been in a race to adapt their logistics processes and centralize their operations in the digital environment. With these changes, strategies were also born to mobilize the workforce and ensure the commissions of sellers who had their functions changed with stores closed. For Who Said Berenice?, makeup brand of The Apothecary Group, the solution came in the form of coupons. With its physical units closed, the company is providing vouchers that give 10% discount on all brand products and free shipping. Each coupon has a code for one of the 230 brand stores in the country, which are listed on the site. Consumers can choose the voucher from their preferred store or the unit closest to their home when consuming in e-commerce. A portion of the purchase amount is reverted directly to the commission of the sellers of the chosen unit. Also in the beauty segment, Ikesaki decided to take the engagement potential of its sellers into the online sales structure. The company created a customized area for each of its employees in the company's e-commerce. Working with the B2B market, the company also invited beauty industry brands to migrate their sales promoters to the digital environment. In so-called "shops," customers find directions from their favorite sellers and can make their purchases. In 14 days of operation, Ikesaki already has almost 3,000 salespeople and promoters within its e-commerce. The system accounted for 20% of sales in the period. To make the strategy happen, weekly, the company offers digital marketing and influence classes for its employees. They learn how to enable their social networks, make lives, and drive engagement to their sales. Edilaine Godoi, head of digital at the company, believes the timing should bring even more strength to online sales. "We will have a digital population. People, who previously did not shop in e-commerce, will access this medium and tend to stay in it", says the executive. Retailer Magazine Luiza is using a similar system to support small businesses. The company created Partner Magalu. The project allows individual microentrepreneurs to register their inventories on the company's website and application and connect with the brand's customers. Magalu will charge a fee of 3.99% per sale until July 31. Via Varejo is betting on the social messaging network Whatsapp. The company has developed the internal platform "Vendedor Online" so that employees of Casas Bahia and Ponto Frio can continue working from their homes. Sellers receive a customer list, product suggestions, and sales pitches. The approach is done by phone or social network, with ClickToWhatsApp. The purchase is completed by the consumer on the website of the brands and the sales commissioned to the seller. Ilca Sierra, director of marketing and communication at Via Varejo, explains that the action is not only a solution for sellers, but also a possibility to improve the consumer experience in e-commerce. "Customers are much more comfortable being served by a salesperson they already know from the store where they are used to doing their shopping. This proximity to clarify doubts about the products and the possibility of understanding the real needs of the consumer brings confidence to make the best choice", he says. The initiative is being complemented by campaigns that stimulate purchases in the digital environment. Pontofrio has launched "#temNoPonto", with offers in e-commerce for products such as TVs, mobile phones, notebooks, refrigerators and freezers. Casas Bahia, on the other hand, put on the air the campaign "Needed, it's here" with offers that include personal hygiene items, home office supplies and toys. Both brands are giving free shipping to customers in the Southeast, South, Northeast and Midwest regions when purchasing products on their websites and apps.