The catalog sales it is a business model that is taking on greater prominence as it is an opportunity to increase economic income of many Peruvians, especially in times of crisis. According to a Euromonitor report, the item reached an annual turnover of S/4,902 million in 2018. Although these are pre-pandemic figures, it is estimated that by 2023 sales levels will be recovered with projections of exponential growth.
Currently, the sectors with the highest demand for catalog sales are beauty and personal care, which reach levels above S/2 billion; while the footwear, clothing and accessories sectors together reach sales of over S/800 million.
According to Grace Rojas, commercial manager of Sokso, the segments that most purchase products through catalog sales are NSE A and B, with 75% of Peruvians having purchased at least once through catalogs. For its part, segments C and D consume in a lower proportion and is the cosmetic sector for which there are more sales.
LOOK: Stomach cancer: What are its symptoms and how to prevent it?
“The main motivations for 52% of consumers who buy through catalogs are quality, exclusivity and the search for recognized brands. Likewise, for 28% of Peruvian households, the price, the comfort of receiving the products at home and supporting a family member or friend, represent an important motivation to buy products through this channel”, commented the Sokso spokeswoman.
Economic independence
According to the National Institute of Statistics and Informatics (INEI), as of May this year, it was estimated that there were still 397,400 people actively looking for a job in Lima, while at the national level the unemployment rate was still 0.8% higher than expected. registered before the pandemic. Therefore, the importance of achieving economic independence by generating own resources with new ventures.
By entering this business, catalog sellers have a series of benefits such as choosing how much to earn and how much time to invest, depending on the brand of the product, the type of catalog and special promotions. In addition, when they join they have a series of special prizes in their first campaigns; Another relevant benefit is that catalog sales allow them to have alternative jobs, generating additional income for the family basket.
To mention an example, at Sokso, promoters have access to special campaigns where they are given an additional 10% taking into account the 25% fixed profit, generating the possibility of selling up to S/ 1,000 per month without it being a full-time job. .
According to company data, around 69% of promoters are independent and are dedicated 100% to catalog sales. On the other hand, around 25% are dependent workers, with catalog sales being a source of extra income.
“Nationwide, Sokso has nearly 20,000 affiliated promoters, of which a greater proportion are women, allowing us to be present with our products anywhere in Peru,” said Grace Rojas.
The data
In 2021, Sosko – a Peruvian company that sells footwear, clothing and accessories by catalog for men, women and children – reached the record of launching more than 200 catalog collections. In addition, at Sokso, sales levels at the end of 2021 were maintained compared to pre-pandemic figures, managing to sell more than 1.5 million pairs of footwear.
