Retailers bet on livestreaming, enhanced logistics for Black Friday
On Black Friday this year, large retailers such as AliExpress, Amazon, Americanas, Magalu, Mercado Libre and Via are betting on sales of products via live transmissions on the internet and strengthening the logistical structure to serve consumers who, during the pandemic, became more demanding with delivery times.Starting this Thursday, Amazon will debut a live-streamed reality show on YouTube, bringing together six influencers who will demonstrate and test products for five days. On the opening date, Amazon’s "Casa Black Friday" will feature a concert by singer Pablo Vittar.On the same day, Americanas will compete for the audience with Amazon also in a live broadcast with influencers on YouTube. "In the last show, we reached 5.5 million unique visitors," said Marcio Cruz, CEO of Americanas S.A.’s digital platform, which encompasses e-commerce operations Americanas.com, Submarino and Shoptime.Mercado Libre, which launched its "live commerce" model earlier this month, will also have influencers making live sales at the height of Black Friday, while Via’s livestreaming will be made by sellers. "They bring credibility," said Abel Ornellas, the retailer’s chief commercial and operations officer. This year, Via, which owns Casas Bahia and Ponto (formerly Ponto Frio) chains, chose not to do shows to draw the public. "Instead of doing a show, we are going to offer everything at a discount," Mr. Ornellas said.After the increase in demand for e-commerce driven by the pandemic last year, the logistics structure of the main online retailers is more robust for this year’s Black Friday.The reinforcement starts with temporary hires for the end of the year. Amazon opened more than 5,500 temporary jobs in November and December, of which 3,100 in São Paulo. "Many of the company’s employees started out as temporary workers," said Daniel Mazini, Amazon’s CEO in Brazil.Most of Amazon’s hires are aimed at supporting the company’s logistics, which has expanded the number of distribution centers to 12 from 8 since last year’s Black Friday.The same is true for the 2,000 temporary employees expected by Mercado Libre between October and December. "A good part comes for the entry of products, movement in warehouses and transport," said Julia Rueff, head of the online marketplace in Brazil.This year, the company increased the number of distribution centers to eight from five and accelerated delivery times, starting to send orders on the same day in 50 cities in...
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