Magazine Luiza announced that it will offer pre-approved credit to more than 10 million customers.
The campaign targets the company’s customers who meet the criteria for granting credit established by the company itself and by the group’s finance company, LuizaCred, a partnership with Itaú.
Faced with the repercussion, the company’s shares rose 7.6% around 12 pm on Monday (18), but closed the trading session down 0.36%, at R$ 2.77.
About 5 million customers with this profile have already received targeted communication material, which includes a video starring Luiza Helena Trajano, president of Magalu’s board of directors.
The video, however, took to social media this Monday even without an official post from Magazine Luiza, and was accompanied by criticism about the businesswoman’s supposed despair with low sales.
Selling campaign
For Eduardo Terra, president of the Sociedade Brasileira de Varejo e Consumo (SBVC), the strategy is bold, true and with “the face of Magalu”.
He recalls that the company has sought to use more “the figure of Luiza Trajano, who is full of truth and with very low rejection as a sales tool”.
For him, despite the harsh criticism that the video has received, the investor of the paper will hardly look at the content and associate it with despair.
“It is a time when the entire retail sector is in need of creative strategies and this is generating repercussions”, he says.
In the video, Luiza talks about pre-approved credit for customers and invites the public to go to the stores. “It will be in the meat. Remember that ‘yummy little meat’? In installments that you can pay and we will even give a discount on interest. We are waiting for you. Go as soon as possible to one of our stores, please”, says the president of the company’s board in the material sent to customers and shared on social networks.
“A large part of Brazilians depend on credit to continue to consume”, says Frederico Trajano, CEO of Magalu. “At a time like the current one, the trend is for companies to cut their lines. But we know, through our data and analysis system, that there are more than 10 million customers in our base that have all the conditions to honor their commitments. We want these people to know that they can count on Magalu at all times, especially in the most difficult ones.”
The company did not comment on the criticisms of netizens to the company, which also involve Luiza’s associations with the PT’s pre-candidate for the presidency of the republic, Luiz Inácio Lula da Silva. According to the company, the Magalu campaign favors the customers of the company’s almost 1,500 physical stores, distributed throughout Brazil.
Source: CNN Brasil
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