[ad_1]
The party of Mother’s Day, held next Sunday, has led various sectors of commerce in the Federal District to seek strategies to minimize the impacts of the crisis caused by new coronavirus. With the closure of physical stores, merchants deposit most of the tokens in sale and delivery online to take advantage of the date, which, historically, is the second largest in terms of income for the sector, second only to Christmas. The doors are closed, the communication channels are open. Sites, social networks and personalized services are some of the features that appear as an alternative.
The Courier listened to merchants and entities representing different segments, such as clothing, confectionery, bakery, restaurants and florists, to understand how the adaptation has been and what are the projections related to the second Sunday of May. The drop in income is safe for most. However, Mother’s Day should mitigate the loss in some cases.
Owner of a traditional bakery in 113 Sul, Luiz Guilherme Carvalho, 38, implemented the delivery system in his business during the pandemic. According to him, with the approach of Mother’s Day, the demand grew considerably. “The store is open because it fits in with essential services, but delivery orders have been growing. We did not have that service. There was only one sector of orders, “he says.
The businessman already projects a drop in income, compared to the same period last year. However, the perspective is that Mother’s Day will bring at least some encouragement in the past few weeks. “Everything very new. We are also learning about customer behavior. On each holiday, we increase our average ticket by 30%. But on the last vacation, it was like a normal day. There was no increase in sales. There was no increased flow. as if there was no commemorative date. But we expect an increase in sales of 10% to 20%, compared to the past few days. Belini is known for afternoon tea, breakfast … We can’t do that. Then, sales will be much lower than last year, “he explains.
Projections
Luiz Guilherme’s business reflects the projections of the Sindicato Sindical of the DF (Sindivarejista). The entity expects very distant numbers of the approximately R $ 90 million collected in different sectors of the production chain with the Day of the Month 2019. “The segments that will be most missed are women’s fashion, shoes, perfumes and accessories”, projects the vice president by Sindivarejista, Sebastio Abritta.
However, according to Abritta, consumers and merchants are adapting to the means of selling and buying products. “What will prevail in online sales.” This is the case of a Brazilian women’s fashion brand that has been in the market for more than 30 years. With six physical points in Mexico City, the company intensified the service provided through the Internet store to continue serving customers. “As soon as the quarantine started, we focused on the online service, which was already in place, but still slowly,” explains Daniella Naegele, founder and style director at Avanzzo.
However, according to Daniella, some people have shown difficulties in adapting to the virtual market. With this, the company implemented a kind of drive-thru in the 206 Sul store. The doors of the store remain closed to the public, but customers can go to the place to pick up products or ask questions about the parts.
“We have always had a very strong job of maintaining customer loyalty. Very efficient online, but sometimes people feel a little insecure when making a purchase or choosing, “says Daniella. “We are testing the drive-thru to take advantage of this week, which is very important, and also to provide this support to the seller to help people choose the best gift.”
According to the company, all the professionals involved take preventive measures to avoid possible contamination by the coronavirus. “The entire team is ready. Vendors wear gloves and masks. We have three people to organize this, “he says. Even with all the specific strategies, Daniella projects a drop from 80% to 90% in sales, compared to Dias das Mes last year.
Accustomed to sales through the website, the manager of a florist in 302 Sul, Luciana Cardoso, 24, still does not know what the commemorative date of next Sunday will be for the store. “Our delivery service is already widely used. For the practicality of the website, where you can order, and also by phone. But an unknown. The expectation that customers who would come to the store would entertain themselves to deliver. We prepare in advance. We have many options of flowers, planted pots and arrangements. So delivery can be good. But face to face also counts a lot ”.
Counterpoint
If there are those who are sure of the losses of the crisis, there are optimistic businessmen. Beatriz Fernandes, 24, has seen orders for her homemade sweets increase during the last Mother’s Day. “I programmed myself to do much less than in other years. But I am having very high demand. Bigger than I imagined. I will have to buy more packaging, “he says. According to her, the income will be at least double, compared to 2019.
The crisis, however, also caused the pharmacy student to restructure All Sweet’s business. “Before, I used social media more as an alternative tool. Today they are my main instruments. I try to explain everything there is. I make a catalog about the product, with information on conservation and expiration date. Before, it was not delivered, it was sold at the university. Now, I started to deliver, and my father, who is unemployed, became my delivery man. We drink gel alcohol and look for a mask. There is a client who is afraid. But, when we see that we take care of ourselves, they trust us ”, Beatriz points out.
Pharmacist Mariete Cardoso do Nascimento, 36, is one of the people who continued to preserve the tradition of giving gifts to the family matriarch, despite social isolation. She ordered some cakes with Beatriz to care for my mother, even from a distance. “The way I will deliver it will be different. There will be no contact, that hug. But we will not stop doing what we always do, “says the Gama resident.
Guidelines
According to the association, orders are expected to double this Sunday. For this reason, the guide for restaurants to increase the number of employees, in addition to increasing the number of motorcycle emails, so that there is no “congestion”. The association also advises clients to request in advance. “The expectation that Mother’s Day will greatly increase restaurant sales. a very strong appointment ”, says Beto Pinheiro, president of Abrasel / DF.
Drive-thru in shopping malls
With restrictions on store openings, shopping centers in the Federal District have adopted drive-in cinema as an alternative for customers to buy gifts for Mother’s Day. Ptio Brasil is one of those that provide the service. Customers order the products by WhatsApp and collect the pieces in the garage of the shopping center.
Purchases are finalized directly with stores, through the app, and withdrawals are made in person. However, customers do not have access to the mall facilities. A 70% alcohol dispenser is available next to the extraction counter so that the order can be cleaned. In addition, measures such as the use of the mask by sellers are adopted.
Taguatinga Shopping also joined the modality to reduce the impact of the closing of the store on the billing of tenants and allow customers to give gifts to mothers. The service has been open since Tuesday. Contact is also made directly with the store. In this way, customers can verify the collections by video or photos, choose the product, the payment method, and then program the date and time of the collection.
Payment is made in the parking lot of the shopping center, with an employee who delivers the product. According to Mara García, marketing manager of Taguatinga Shopping, security measures are respected to preserve customers and employees. “The moment is delicate and requires care. We believe that novelty can provide more comfort to the customer, allowing purchases and access to news from our stores. All employees are oriented and the service follows the recommendations of the World Health Organization ”, he says.
