Marketing

Strategy for Moving to eCommerce

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In May 2011 Magazine Luiza, a family-run Brazilian retail chain for household and electrical goods, had raised R$926m from its flotation on the São Paulo stock exchange. Luiza Helena, the chief executive, wanted to use the money to expand the business further and was looking at ecommerce: Brazil ranked fifth worldwide for total number of internet users, so the potential market was huge.
Bibliographic citation: Rocha e Oliveira, Paulo, "Strategy for Moving to eCommerce: Focus on Old as Well as New Customers". Financial Times 12/11/2013
Date: 12/11/2013
Author(s): Rocha e Oliveira, Paulo
Document type: Opinion
Sector: Retailers
Languages: English
Company(ies): Magazine Luiza
Geographic area: Brazil