Casaideas: What strategies should you do to increase your sales?

Casaideas faces great challenges in front of the pandemic and must enhance its commercial offer to reach its consumers.

Ernesto Aramburú, director de la consultora A&M Gestión y Desarrollo, en una entrevista para el diario El Comercio comentó que la firma deberá consolidar sus tiendas y, probablemente, evaluar el cierre de algunos de sus locales menos rentables.

The social conflicts that occurred in Chile last year and the economic crisis generated by Pandemia impose many challenges on the Chilean chain.Therefore, a great alternative will be the development of its online channel to recover economic losses by COVID-19.

The Executive explains that recovering three and a half months of sale will not be easy and Casaidas will have to seek to get rid of the Overel.

Ecommerce development

The retailer is working to launch its ecommerce and is already in Linio, Platanitos and Cornershop, which has been a big step to start in this new sector.“Hopefully now with their own channel they can consolidate their position, but they have undoubtedly left late.Apart from the pandemic, the ‘online’ sale and omnichannel is a topic in force for two years in our country, ”said Aramburú.

In times like these, companies have the obligation to have online presence, but lose many sales and new customers. “Este canal se ha desarrollado de una manera vertiginosa con la pandemia, ya que aceleró todos los procesos que se avecinaban para los próximos dos años en solo cuatro meses, y ha generado muchas nuevas alterativas como la venta a través de dark store, pick & collect, venta desde bodegas; venta desde la bodega del proveedor, marketplace, entre otros”, aclaró.

Regarding the competition, Ernesto Aramburú referred to Miniso and indicated that Casaideas should focus well on the lines that have given him his personality as a mask, bedding, home ornaments, in addition to being very important in toys.Miniso is more of ‘chics’, cheap and low -price products and focused on personal use, ”he added.

M2 sales of Casaideas in Peru are not very high and these vary according to their location.The specialist estimates that they border US $ 140 and US $ 200, approximately.

What is the financial situation of the brand?

Regarding the economic situation of the company, it is very likely that they will be overwhelmed and with few sales since it delayed entering marketplaces to start selling its products.

The chain does not quote on the stock market but, in 2018 the Abraj Group Investment Fund (based in Dubai) was made of 51%, participation that in 2019 was sold to the Colony Fund, after being involved in several corruption scandals.

In this way, the Americans Colony Latam Partners took these actions in order to optimize houseoids, eventually take it to Mexico and sell it when reaching US $ 200 million annually in sales in two years, according to the third.Aramburú explains that the appearance of the pandemic interrupted this process and complicated things since it has almost four months with locals closed in several countries.

Finally, he mentioned that Casaideas is in a special niche, however, its growth strategies apparently were not giving the results due to the speed with which they were done and lack of support to enter the online channel.