Commerce is already in the spirit of Liquida Porto Alegre

The largest and oldest discount campaign for retailers in Rio Grande do Sul starts on Friday (24th), but already has stores and even shopping centers “dressed” for the action. Liquida Porto Alegre runs until March 5, and the new edition comes with reinforcement in the adhesion of shopping centers, informs the Câmara de Dirigentes Lojistas (CDL-POA), promoter of Liquida, which was only not done in 2021, due to the pandemic .

This year there is also a bet on a higher level of discounts, with the appeal of “melting prices”. The footprint has a lot to do with the situation and sales in the sector. Apparel and electronics segments, mainly, closed 2022 with a performance that did not come well and still indicates that the pandemic liabilities were not zeroed.

As the clearance campaigns have been on the street since the beginning of January, CDL-POA’s expectation is that Liquida will be the final stretch of promotional actions, with an eye on replenishing cash and reducing inventory, which is cost, of past collections. Now retail needs to finance the new collections.

Until this Wednesday (22), the adhesion of shopkeepers also already exceeds the approximately 4,600 of the 2022 campaign, according to the entity. Large malls, such as Iguatemi, BarraShoppingSul and Praia de Belas, got in on the action, as well as street malls, such as Paseo, in the South zone, and Trend, on the Guaíba waterfront, both belonging to the Dallasanta group. The stores in the developments decide whether or not to wear the campaign’s colors and motto. Details of the actions are on the site liquidaportoalegre.com.br.

“The moment is propitious for strong actions of promotions”, believes the president of the CDL-POA, Irio Piva. But Piva also warns that “whoever tries to deceive the consumer will be the first to lose”.

“The consumer is not silly, research and still has strong competition”, warns the director. This year, CDL also relied more on tenants to support them when designing strategies. A campaign mascot is going to establishments to provide guidance on actions.

“You don’t need to put all products at a discount, otherwise the company goes bankrupt. It is important to have offers with very good advantages for customers”, reinforces Piva.

This year, the CDL registers a greater participation of shopping centers of different sizes and locations. Photo: Pop Center/Disclosure

One of the developments that is decorated for the season is the Popular Shopping Center (Pop Center), a former camelódromo, in the Historic Center. The direction of Pop says that 70% of the approximately 700 businesses with service units also got into the action.

“The mall is ready for Liquida”, says CEO, Elaine Deboni. Those who do not enter will be more due to the price cut limit. “Some already have a very low price and can’t get any lower”, explains Elaine, who believes in double demand for some sectors.

Management bets on impact on sales. In January, many operations reported lower movement, associated with vacations and a consumer with a shorter income.

“We know the difficult period we are going through, but we still have the loyalty of our customers. Back to school is a new accelerator (of sales), in addition to the change of season”, bets the CEO.

According to the CDL-POA, the limitation on credit, check or protest hit 32.49% of consumers in January. In the state, the level was 29.69%.

At Shopping Total, which adheres as an operation and not just with individual store engagement, the marketing manager, Silvia Rachewsky, says that the expectation is good for the 10 days of discounts. Total registers the highest number of operations in the stock this year. There were 136 in 2022, and now at least 140 have been confirmed.