Via Retail shops, using physical store stock in e-commerce

Via retail, owner of Casas Bahia and Pontofrio, hopes to strengthen later this year using the stock of physical stores to meet the requests of customers over the internet. The integration between the physical retail and e-commerce company started last year and already allows all the stores have stock available for your customers leave orders placed online.
In an interview with Broadcast, real-time news service of the State Group, the multicanalidade of Via Retail Director, Flávio Salles says that new adjustment should be made even in the second half. The company wants to be able to dispatch also stores items to the customers (today they can only be removed in the shop) and increase the sending distribution centre for products withdrawn in physical store, facility only available in São Paulo and Rio de Janeiro.
"We accelerate the process of withdrawal of the merchandise, we improve the controls and reinforce the stock of products with higher customer identification of e-commerce," says Salles.
The second largest competitor''s strategy of e-commerce of Brazil had a turnaround in the last year with the onset of physical stores and e-commerce. Until then, the companies were independent and joint came amid internal adjustments and change of command in the online business.
Now, Via Retail accelerates the implementation of integration initiatives of the virtual and physical world. Out Easy, how the company calls the withdrawal in products bought online store, arrived in stores in February of that year. To make this possible, the stores stock began to be available for purchases on e-commerce, though still it is not possible to send this stock to customers.
The company believes that integration has already had effects on sales. Remove easy sales reached 30% of the total sold by e-commerce Via Retail in major capitals. According to Salles, that percentage was even greater on mother''s day. Cell phone shopping in the greater São Paulo, the weight of this modality already exceeds 50%, he said.
"When we looked more mature operations numbers outside of Brazil, see above rates of 40% and 50% of representativeness of the withdrawn in store," he said. "We are working to get there," Salles.
Offered as a convenience to customers, the shop also represents a cost reduction. The Retail market released already Via a guidance of earnings with the integration, which include logistical cost savings on initiatives such as this. The guidance is annual gains of R $245,000,000 in synergy with the integration of e-commerce operation and included R $325,000,000 still in non-recurring gains, captured by the end of 2016, most with the integration of the stocks.
Also for the second half the company hopes to equalize incentives for teams of physical stores for sales made online. Today, sales on the internet already have for the sales goals of the stores, but there are hits still being made. "A question of alignment of the company''s strategy, a question of communication and make everyone understand what the benefit to the company," concludes the Executive.
The Retail Route went through a lot of changes over the past year. An internal investigation that found fraud in e-commerce stocks ended in July, the e-commerce joined the physical store in October and in November, the Pão de Açúcar Group controller (GPA) announced interest in selling your participation in business.
Even after all these events, the market has seen improvements in the company''s results. "After only months of consolidation between the online and offline operations, the company seems to have been able to realize synergy gains more accelerated than esteemed", surveyed report Maria Paula Cantusio, BB''s Investments.
With the integration between physical and e-commerce store, Via Retail opts for a different model from that of your main competitor and industry leader, B2W, controlled by American stores. B2W has chosen to stop selling some categories of products directly to consumers and invest more in the marketplace, model in which other vendors pay a Commission to sell products on e-commerce platform company.
"Let the marketplace items with which we don''t have intimacy, but Via Retail is extremely strong to buy consumer electronics items good, telephony and mobile," says Salles. "It doesn''t mean that the marketplace does not have strategic importance for us, but his participation in the recipe tends to be smaller than in the case of competitors who are prioritizing the model instead of the sale to the consumer," he concludes.