The big discount month, November, is in full swing - and it seems as if the entire chain has been filled with discount publications on almost every possible product, which can cause confusion among consumers who do not always know how to deal with the flood of promotions. "It is always worth comparing prices, and not just seeing the advertising and immediately thinking that it is a good price," recommends Avishai Paris, CEO of Runlight, "Even within Israel, the same product from the same importer can be sold at price differences. You should check if there are coupons and promotions in all kinds of groups, sites and clubs and find out if there are double promotions. Those who are considering buying products abroad should read the fine print - from warranty, Hebrew support, the issue of luggage that is not always suitable for connection in Israel and more. If the price differences are not large, it is more worth buying it in Israel ".
What discounted products does Runlight offer us?
"We have a 20 percent discount on a variety of smart sports watches from GARMIN, and on home appliances from JIMMY - for example, a vacuum cleaner that also washes the floor for NIS 1,700 for NIS 1,349, a Go Pro Hero10 camera that was launched worldwide about 1,890 months ago. NIS instead of NIS 2,200, and a variety of special offers on many products, including electrical products, laptops, tablets, cell phones and more. "
How did you manage to live up to the promises of Black Friday discounts with prices that are only rising?
“Not only in Black Friday, shipping prices have risen in the past year following the corona crisis that has caused both production and shipping problems, but we have been able to prepare ahead of time and bring in respectable inventories at good prices and make aggressive deals on them, supported by overseas manufacturers. Before the current wave of price increases we brought what we could in large quantities, we did not raise prices and we plan to offer large discounts as every year. Our promotions are in the form of 'Black November', we started them on November 9 with the 'Shopping AL' and they will continue for almost a whole month, until December 5, which is 'Cyber Monday'. The only problem that can arise is of inventories, but there is a very wide range of products in different areas, we have armed the chains and authorized resellers in inventories. "
Speaking of the corona period, what change have you seen in terms of sales?
"There has been significant growth with the beginning of the corona and also after it, more people buy products in the country because they hardly travel abroad, there is more money available because the restaurants and places of entertainment were closed, and prices themselves changed in such a way worth buying in the country. The products are available quickly and many prefer local service and warranty over slightly cheaper prices abroad. The issue of online has grown significantly, people have become accustomed to buying on websites, and we as importers have significantly improved our entire logistics system so that those who order from us get the product home the next day. It is easy and convenient for people to order from anywhere in the country and at any time. "
What products went up in sales during the Corona period?
"There were some who were at home and started learning to cook, so everything related to kitchen products, mixers and blenders grew significantly. People were also at home and could not bring a cleaner to the apartment, so they bought electric cleaners like cordless and robotic vacuum cleaners, and lots started doing independent sports in Corona. After the gyms closed, then everything related to fitness and a healthy lifestyle also grew significantly. The whole issue of laptops and tablets has grown, today every child has a tablet - whether to learn from the zoom or to be in communication with friends. "At the same time in zoom classes, while my wife and I work from home. All of these things affect increased consumption."
And after it seems that the corona may be starting to fade, the situation will return to normal?
"Those who are used to buying online will continue to do so because they realized that it is not scary, but easy and convenient. Before Corona there were between 10% and 15% who bought online compared to shopping in stores in our categories, in the Corona peak we reached 40-35% who bought online and now, the decline , The number dropped to 20-25% when shopping on websites. So there was a decrease, but it is still a significant increase in a relatively short period of time. "Mobile phones will not be needed like in Corona, and there is also a huge shortage of computer production, but most things will continue to be consumed."
If you had to bet on a product that would be very successful in the near future, what would it be?
"All sports and fitness products. GARMIN launches about 20 new models of smartwatches a year, also to suit a wider range of people, not only for those who run and do sports - but also for those who walk in the park and want to check their heart rate or oxygen, for those who want Check their sleep quality. It ranges from simple bracelets to smart watches - powerful battery, built-in pulse, option to alert if there is a abnormality in the pulse, etc. It's not a medical device but it is an aid, "Regularly, they went to the doctor and found out they had a heart block and started treatment. It does not replace a doctor, but gives another indication, a kind of friend who sits on our arm all day and helps us live better and healthier."
So fitness and sports products will break out, computers and tablets will buy less compared to the Corona era, but what about cell phones?
"We still have normal consumption and the numbers are stable," notes Paris. "We are representatives of the Chinese OPPO brand, which is number 4 in the world and fairly new in Israel.
Does it also mean that mobile phones are being upgraded less than before?
"There is a decrease in the replacement of the mobile phone. If two or three years ago the cell phone was upgraded every year and a half or a year and eight months, today we stay with them for more than two years. Both because there are fewer revolutionary differences between models, OPPO?
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