The decline in consumption in most goods and services - with significant price increases after the last devaluation - is inducing companies to launch
new promotions or discounts to place the available stock they have of their products
. The strategy covers to all areas but among the “elastic” goods in the face of demand, that is, the most "expendable", are
cell phones
. This market, as well as the rest of the household appliances, comes from a 2023 with falling sales and this year is quite complex, because, with lower income, buyers postpone the decision to renew their mobile.
Samsung, for example, applied a
40% discount promotion
on folding cell phones in March. “As the offer was profitable, we spoke with our partners to
extend the promotion during April,”
said a company source. Therefore, its Galaxy models from the Z, S and A lines will have
discounts of up to 43%
in the main retailers and in the company's online channel.
“We are seeing a process of normalization of the supply of inputs and stabilization of economic variables. For this reason, the company decided to move forward with this type of attractive offers for the consumer,” said the Samsung source.
A showcase that many companies plan to take advantage of to sell their products, in this context of crisis, is
the next HotSale,
the online event that every year
promotes discounts of up to 50%
in items such as Tourism, Appliances, clothing, food and beverages and Cosmetics and perfumery.
This year, the event will be held between May 13 and 15, organized by the Chamber of Electronic Commerce (CACE). For now, companies are signing up to participate and also negotiating promotions. In the new version, “
there is a good response in terms of the number of participating companies,”
says Gustavo Sambucetti, institutional director of the CACE.
It happens that, unlike other years, this time
companies have a greater stock of products
to sell given the events of the last four months, explains the manager. And he adds that this can generate greater competition among the players of the event that ends up benefiting the user, who buys in a more rational way,” he says.
Regarding the reactions of consumers to the stimuli of the promotions, Mariano Oriozabala, CEO of the Brazilian Infracommerce, provider of services for the marketplace structure, says that “the modality has changed: people are buying more units per order, this is "is leveraged with the minimum amounts required to obtain free shipping." The manager added that the trend occurs especially in
clothing
and that it would continue in this next HotSale.
According to Josué Aveiro Ferreira, Head of Sales & Marketing at VTEX, a platform that helps companies sell on the web, "on special dates like the Hot Sale, brands have a great opportunity to grow and expand significantly. The key is taking care of the user experience in detail,
generating attractive and real offers,
providing excellent treatment -whatever channel they choose- and complying with what was agreed."
The firms' strategy to sustain consumption is framed by
a general decline in sales.
According to the records of the Chamber of Medium Enterprises (CAME), this decrease was 27% in the first two months of the year. Also, in the midst of
an inflationary rise of 276%
in the last year, which greatly deteriorated the purchasing capacity of the population.