Presented as a social network, the “Compra Junto” tool will allow consumers to make group purchases and obtain discounts of up to 60%
Magazine Luiza announced today a new way of selling its products, “Buy Together”, available on the retailer’s app. Presented as a social network, the tool will allow consumers to make group purchases, by sharing the link of the products they want to purchase with friends, and obtain discounts that can vary between 10% and 60%.
Each offer requires the participation of a certain number of users and has a deadline to be reached. Among the offers of the moment, there is a Ballantines Bourbon whiskey, which can go for R$ 59.00, with a 40% discount, if 15 people buy together in the next 20 hours.
This business model is inspired by PinDuoDuo, a Chinese social shopping platform that has transformed the shopping experience in the Asian country by offering group shopping.
“This launch marks a very important moment of paradigm shift because it proposes something beyond the transactional. It starts to offer a more fun and more humanized format”, Vinícius Porto, Director of Customer Experience at Magalu.
According to the executive, the “Buy Together” model should bring several benefits to Magalu’s strategy. Among them, allowing consumers to know more categories of products offered by the retailer, which today has more than 200 million products. He cites as an example market and fashion items, segments that still don’t show much identification with the app’s audience.
And the advantages related to the increase in app downloads; low user acquisition cost, increased frequency and decreased uninstallation, which is a recurring problem for companies.
To start the operation, Magalu chose to rely only on its own products from its stock. And the expectation is that the marketplace partners will start to be involved this semester.
As “Compra Junto” has an aggressive pricing policy, which can exceed 60% in promotional periods such as Black Friday, Porto believes that the tool can help to overcome the difficulties generated by inflation and the crisis that the country is facing.
“It’s a way of allowing more people to consume a category that they wouldn’t do or that they reduced due to economic issues”, he adds.
