Plan of Pernambucanas is occupy spaces before the competition

To fulfill the task of increasing by more than 30% your presence in the country by 2021, the Pernambucanas rush. According to the President of the retailer, Sergio Borriello, it is important to map opportunities for opening of retail outlets both in shopping malls and in the streets to ensure real estate cheap and well located before the competition. "My strategy is to accelerate. The space that exists today to negotiate won't be available in a year. " With the projection of a more robust economy growth from 2019 – some banks and consultancies have design a breakthrough in GDP up 3%-, the expected gain to rivals Pernambucanas to be with the stores ready to receive customer from next year, should be more willing to spend. The expansion strategy rescues the search for "classic" of the retailer, according to Alberto Serrentino, founder of consultancy Varese. While networks such as Riachuelo and Renner grow following the opening of shopping malls in the country, the Pernambucanas has stronger presence on the streets and in smaller cities. To abandon the sale of appliances and bet the chips mainly in the clothing-even selling bed, bath & beyond, small appliances and cell phones – Serrentino says Pernambucanas recovered part of the space that had lost between the class C public. "in this sense, just taking market share from Marisa, who is still experiencing problems." Although retail consultants say that the return to the origins of the Pernambucanas is right, the company will need to face a tough competitor in smaller municipalities. In recent years, experts say, the Havan won plenty of room in that niche: with revenues estimated at R $7 billion to 2019, the company anticipates investing R $500 million in new stores next year. Agribusiness the emergence of a rival of weight not discouraged Borriello. Pernambucanas headquarters, in São Paulo, he and your team have designed a map of expansion to be filled between 2019 and 2021. To win back the public lost, the company will return your eyes to the "corners" of agribusiness in the country. On the radar of Pernambucanas are cities with more than 50000 inhabitants. For now, the company will run to fill spaces in the South, Southeast and Midwest where currently has relevant presence. Once depleted this area, Borriello says the company will begin to plan your return to the Northeast, for example. Ex-Executive of digital channels of Santander, Borriello also strives to incorporate the technology operation. In addition to having established a new e-commerce for the brand – after two failed attempts –, he also created an application to customers manage the network card and put tablets in stores for people applying for credit. "The granting of credit, which took 40 minutes, is now being held in seven," says Borriello, who ordered to install free Wi-Fi connection at the points of sale to the consumer network captive doesn't have to worry about the internet plan to get offers and services. "The classes C and D may not have the most chic smartphones, but know how to use very well the phone."