Correios announced, in São Paulo, the strategy of a campaign for November, a month considered strategic due to the demand of Black Friday (next 29th). The public company expects an increase of 10% in relation to the 2023 volume, with a turnover of around R$8 billion.
At the launch of the initiative, this Thursday (31), with the presence of 200 partners, the majority representing small and medium-sized e-commerce entrepreneurs, it was clear that the campaign marks the period of reinforcement for the company’s biggest movement of the year, and It will include reinforcement in relationship policies with commercial customers, with strategies aimed at adapting to regional profiles.
There was also emphasis on the strategies of three of the state-owned company’s large partner companies: the group AliExpressChinese, and the national Arezzo&Co and Mercado Livre. Companies spoke optimistically about the date, focusing on marketing strategies and sales with partners.
The Chinese company, for example, is expected to double the average weekly movement in the three weeks of greatest demand on its platform, with an estimated peak of 14 cargo planes, model 747, with a capacity of 100 tons of cargo. The importance given to sales in own apps was unanimous, in addition to the strategy of directing offers and coupons to increase customers’ time on platforms and apps.
Dynamism
The business segment is looking for solutions to grow dynamically in the country again. According to a survey by the Federation of Commerce of Goods, Services and Tourism of the State of São Paulo, the electronic sales sector went sideways in 2023, with an increase of 0.2%, reaching a level of R$ 200 billion/year since 2021 , but has potential for expansion.
Black Friday begins to move commerce in most cities photo – Rovena Rosa/Agência Brasil
The sector’s greatest moment was during the pandemic, when it went from an average of R$50 billion in 2016 to its current revenue being four times higher. This market is concentrated in the Southeast region, with emphasis on São Paulo, with half of sales and 32% of annual purchases in the sector.
Paulo Penha, director of operations at Correios, also estimated an increase in the company’s workforce for the period of around 10% of outsourced employees, a trend that could change in the coming years with the public competition underway at the state-owned company, already with two million candidates. registered. The company has 35% of its workforce outsourced in normal periods and has the highest demand in the last two months of the year.
“From the population that posts with us at our agency counters – distributed across 5,570 Brazilian municipalities – to the large international retail customer, who is making sales on marketplaceand domestic retail, which are the objects that are here in sellers national [lojas virtuais que vendem seus produtos em marketplaces ou shoppings virtuais], [todos] They are served through different channels, but the delivery logistics, the deadline offered and the tracking of the objects follow the same standard. So, for us, each package matters and the deadline offered and the monitoring of the objects have the same standard”, explained Penha.
The potential of small and medium-sized entrepreneurs is considerable for Correios. According to Luiz Fernando Lavoyer, from the company’s sales area, this function is not just a commercial strategy, but part of the mission itself, after all, serving small sellers spread across the country is not in the interests of other companies.
Security will have reinforced strategies
A historical problem in the logistics of the commerce sector, security remains reinforced for this period of greater movement.
Penha highlighted that the company has diversified its strategies to guarantee delivery, both through the use of escorts in areas with a history of hostile approaches, and through the use of technologies such as risk managers, tracking and monitoring the end of the delivery route, remotely.
