Casas Bahia
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Via Varejo | |
| Website | www.casasbahia.com.br |
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Casas Bahia (
The company's mascot is "Bahianinho" (Little Bahian), a toothy little boy wearing a cangaceiro hat, which has been present since 1979.[6] In 2020, the character was redesigned as a modern dark-skinned teenager wearing a baseball cap inscribed with the initial letters "CB," but this redesign received a mixed to negative reception from the public.[7]
Operations
Casas Bahia, unlike many of its competitors, does not rely on an internet presence as a cornerstone of its strategy—only in February 2009 it launched its online store, pressed by an increasing number of online sales in Brazil.
Rather, Casas Bahia makes the majority of its
to purchase products which they would not be able to pay off in a single payment.Another sales technique of the store is to locate cashiers in the back of the store, which requires clients to pass by all the products on the floor each month in order to pay their next monthly payment. Salespeople also consider the lines at the cashiers appropriate potential sales targets (which they refer to as bocas de caixa "open cashiers").
As of 2004, the company employed 22,000 people and was generating $2 billion in profits.
As of July 2020, the company has 857 stores in Brazil. The state with the largest number of Casas Bahia stores is São Paulo, with 358 stores.[9]
References
- ^ "Directors, Executive Officers and Committees" Archived 2019-01-07 at the Wayback Machine, Via Varejo. Retrieved on 7 March 2017.
- ^ "Fourth Quarter and Full Year 2015 Results"[permanent dead link], Grupo Pão de Açúcar. Retrieved 11 August 2016.
- ^ "Sine de Campina Grande abre nova seleção para Casas Bahia". EcoFinancas. 15 March 2013. Retrieved 18 July 2013.
- ^ International Directory of Company Histories, Volume 75 (2004) by Robert Halasz
- ^ Bautzer, Tatiana & Mandl, Carolina (14 June 2019). "Control of Brazil retailer Via Varejo shifts to Klein family from GPA". Reuters. Retrieved 25 June 2019.
- ^ "Casas Bahia mostra evolução do seu mascote". Mundo do Marketing (in Brazilian Portuguese). 2013-03-07. Retrieved 2020-10-21.
- ^ "Casas Bahia atualiza mascote: 'Baianinho' cresce e vira adolescente, o 'CB'". Uol (in Brazilian Portuguese). 2020-10-20. Retrieved 2020-10-21.
- ^ Allen L. Hammond, C.K. Prahalad, Selling to the Poor, Foreign Policy, May/June 2004
- ^ "Our Stores" Archived 2019-10-18 at the Wayback Machine, Via Varejo. Retrieved 27 July 2020.
External links
- Official website—(in Portuguese)
- International Directory of Company Histories: Casas Bahia Comercial Ltda.
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