Font: O mundo das Franquias
Link: Social isolation triggers pool sales
The network of fiberglass pools, iGUi , grew 215% in August, because families have been betting on swimming pool purchases and small renovations
Social isolation has driven the growth of several sectors, including Home and Construction. According to the ABF (Brazilian Franchising Association) for the first time, since the beginning of the pandemic, the sector returned to record good rates in billing, with an increase of 36% in the last month of July compared to the same period last year. Along the same line of evolution, the franchise network iGUi , the world leader in the manufacture of fiberglass reinforced polyester (PRFV) pools, showed a high sales rate in August, exactly 215% more than the same month of 2019.
According to the CEO and founder of iGUi , Filipe Sisson, was the best month in August of the chain’s history, which this year celebrates 25 years. “I had to convince shopkeepers that I could continue working and that selling by phone was safe. I suggested that they schedule online meetings and thus maintain security because of the coronavirus. In addition, the purchase of the pool is not something that closes at the first contact. The customer is buying a dream and it needs to be matured. Even with the stores closed, we could easily continue to encourage retailing, ”he says.
Also according to the executive, digital marketing was transforming the franchisees’ daily lives. “We realized that our target audience was connected with social networks and driving the franchisees’ change of mindset became our mission. Through UniGUi (University of Swimming Pool) we enable tenants to sell online. They realized that e-commerce had much more to offer than they could ever imagine ”, he concludes.
According to the balance sheet of the franchisor, until March, sales were still aligned with the year 2019. In March, sales fell 20% due to the pandemic. The recovery started in May, followed by June, with a growth of 54%, July with 123% and August with the highest number, of 215%.