2023-12-01 20:32:19
Altenburg, one of the bigger Brazilian textile companies, headquartered in Blumenau, Santa Catarina, present in more than seven thousand multi-brand stores in the country and with 15 own stores and their e-commerce portal, recorded 300% growth in Black Friday sales, compared to the year 2022.
The result of the Santa Catarina company goes against national data. Company information such as Neotrust e NielsenIQ Ebit reveal that revenue and orders in e-commerce in 2023 fell compared to the date in 2022.
Among the products in greatest demand are bedding sets with a satin touch, pillows, waterproof pillow protectors, 300 thread count bedding sets. “Almost 90 thousand items were sold on our e-commerce portal. Our communication strategy focused on direct relationships with our consumers, with a focus on quality of life”, highlights the vice-president of Altenburg, Tiago Altenburg.
Furthermore, anticipating offers was a strategy used by retailers so that consumers could prepare for the date. The company focused on customer experience. “Our objective was for consumers to make the most of the “Black Alt” campaign, so that they could enjoy a whole month of incredible offers and promotions that could reach discounts of up to 40%”, explains the vice-president of Altenburg.
Fabrício Juvêncio, retail manager at Altenburg, highlights that the company prepared its entire operation for the date. “We carried out a major mix analysis, with product performance, preparing stock coverage and all our delivery logistics, this way the consumer was guaranteed their purchase and receiving the products in the comfort of their home”, he explains. .
The work developed by Altenburg also has synergy with what the FGV MBA professor says, Roberto Kanter, that retailers need to educate Brazilians about the promotional date, in order to better take advantage of the discounts offered. “There is a clear error on the part of retailers who continue to believe that sales are just about offerings and not about emotional connection,” he points out.
Otávio Correa de Arruda, brand manager at Santa Catarina’s Altenburg, a century-old company in the textile segment, with five plants – four in Brazil and one in Paraguay, and which is a leader in the production of pillows in Latin America, highlights that the result reflects the new brand positioning. “The new focus includes a robust and consistent marketing plan, digital acceleration, actions for retail, such as strengthening consumer experiences in our own stores and on our e-commerce portal”, he explains.
Data from the industry in Santa Catarina reinforce the research data Linx, a company from the Stone Co group, specializing in technology for retail, which pointed out that sales made by stores on their own websites increased this Black Friday. “The success of this result was the balance of maintaining growth records without compromising margins and, mainly, delivery times”, concludes Tiago Altenburg.
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