Le Postiche studies ways to make scale on sale online

There are 40 years in Brazil, the traditional retailer of luggage, handbags and Le Postiche embarks on the process of digitizing its operations. The aim of the recent virtual project is to leverage brand sales online and physical channels through the concept of omnichannel and creation of the marketplace within the e-commerce business. " We started this initiative this year. Our expectation is that sales increase in 20% with the introduction of the marketplace on our platform, although it should happen in stages, "explained the President of Le Postiche, Alessandra Restaino. According to her, the idea is to introduce the participation of suppliers that have complementary products to the online portfolio of the company. "We are already in negotiations with some partners," says Alessandra. According to her, the e-commerce business – since 2007 – has grown annually between 25% and 30% in relation to the volume of sales. As a result of this increase, the platform went through changes-such as the customer's possibility to customize the product. This investment in online channels, according to Alessandra, if also rolls back an increase in the percentage of participation of these platforms in total sales of the brand. Currently, the virtual platform is responsible for 10% of total items sold by retailer – slice which "shall provide long-term growth." As regards the average ticket spent by customers on the online platform, the Executive indicates values in house of R $270; in physical stores, the average expenditure is in R $210. In addition, the process of integration between physical and digital operations – in which the client can buy on the site and remove the product on the nearest unit – will require a relocation in logistics, says Alessandra, without giving further details. "We intend to launch own application, but this is not a plan in the short term," added she. Physical stores Tied to investment and expansion of the range of brand, says that the physical Business Executive will also expand. "Only our own stores, the focus is in the Southeast, especially in the Rio-São Paulo corridor," said Alessandra, noting that – through the opening of 20 new stores-the tag must end the year 2018 with 250 physical units, between franchises and own operations. Last year, the network made some R $450 million. With that, the President of Mark explains that, according to the location of the physical store, there is a different assortment and specific marketing strategies. "For example, we realize that it is more attractive we carry out promotional activities and for installment class C public. To customers A and B, there is a more focused on the concept of branding," explains Alessandra. She exemplifies this last strategy mentioning a partnership that the network held with the Swiss company of cutlery and travel articles Vitorinox. Dollar at the door asked about the effects of the recent rise of the dollar brand operations, the Executive acknowledged that the price increase is inevitable, considering the dependence of the sector as a whole in the import of products in the Asian market. "We feel the impact, Yes. We have sought alternatives to this readjustment of prices of our products, with the least possible transfer, "he said. According to her, I establish a percentage for this high is still something unpredictable. " The source of the supply sector is foreign, one of the only national materials is leather. We're just going to have a clearer picture about this when we start nationalizing these items, "said Alessandra to DCI.