Via Retail takes ' marketplace ' for inside the store

Via retail, owner of Casas Bahia and Ponto Frio, will sell products from retailers in the marketplace (virtual mall) in physical stores of the company. The consumer can view and purchase the products in tablets, desktops, and smartphones, installed in stores, from the fourth quarter of this year. The Group has 970 stores and 30000 sellers. "Today we sell what is on the site and only a small fraction of this are products of the ' marketplace ', but design it is possible to arrive in 100%," said the Director of marketplace Via retail, Paulo Madureira. The company has 3100 retailers hosted on their sites and receive a Commission of 12% to 18% of the value of the sale. The company does not report the percentage of sales people in stores that sell by tablets or smartphones. Other retailers are following the same path. In Magazine Luiza, all 860 stores have employees that sell items from the site by tablets or smartphones. Until end of the year, comercializarão the portfolio of retailers virtual shopping Magazine. To raise the volume of sales of marketplaces, experts say that, in addition to the scanning of physical stores, you must deliver the product faster, and offer the option of quitting the consumer purchase. There are small and medium-sized retailers with long and expensive freight deliveries. Via retail, to advance in the logistics plan for retailers of your virtual mall, should reduce the period of delivery of the products. This is one of the main arms of the marketplace in the world-manage the delivery of system vendors, and earn greater revenue by offering this service. Over time, the idea is Via Retail consumer show first, retailers that have distribution agreements with the company because, in theory, they will have better service at present. Via has 26 Retail distribution centers in the country that can store stocks of these retailers. "There will be a management that retailer will be featured on the sites," said Madureira. The issue is sensitive because there are retail companies reducing selling online direct to consumer and sell more items from various retailers, and small and medium-sized retailers are those that determine shipping price and delivery time. They deliver many times in long periods. B2w and Walmart were the companies that most reduced its direct sales a year, and increased sales of other retailers. M. says that the company is still in talks with 30 customers (between industries and retailers) to which they will use the set of services offered in the marketplace, such as storage, advertising and sale, for example. Currently, the company offers the complete set of services to four customers: HP, Nike, Fuji and Editora Abril. "Until September, we must include the Philips Group and designed to reach 20 customers by the end of the year," said the Executive. "Everyone in this group of customers with the use of all services will have the option to use the ' remove in store ' [sell the site and removed the points Via retail]," he says. "Maybe we can't get everyone [retailers] at once with this option. The company does not talk about deadline for that. The "remove in shop" complicates for retailers because it requires that the stores have the storage area in points. About the financial transaction in the marketplace, by creating a template of company payments, M. says "this is one of the projects under discussion." Carrefour also is studying the idea. The Free Market uses the market Paid, and the Magazine Luiza will begin a pilot with Magalu payments.