Electro Fans: Extended Discount Campaign in Appliance and Technology Chains

Given the good reception of the public and according to the analysis of results carried out by the organizers after the first three days, the Electro Fans - an event driven by the appliance and technology chains that offers discounts and interest-free fees - will run until Sunday, March 20, according to companies in the sector reported.

The discount days are promoted by the companies Cetrogar, Frávega, Musimundo, Naldo, Pardo, Megatone, Coppel, Casa del audio, Sampietro, Hendel and Start, and lasted for four days. In this extended period, customers will be able to access exclusive promotions and discounts of up to 40% and 12 interest-free installments, through physical branches, telephone sales or online platforms, exclusive promotions and discounts of up to 40% and 12 installments without interest, in categories such as LED TV, cell phones, air conditioners, computers, refrigerators, among others.

The event that kicked off the discount season this 2022, exceeded expectations reaching 10% more sales, higher than previous editions of similar events.

Along these lines, the largest household appliance chains in the country argue that there were increases in visits to online sites and that shopping in physical stores was greatly favored. They also highlighted that customers took advantage of discounts and 12 interest-free installments.

Juan Manuel Almeida, Marketing Manager at Cetrogar, said the event exceeded industry expectations: “The great acceptance of the concept by fans meant that in Cetrogar we have 30% more traffic in branches and websites. We continue to build the first major event of the year where opportunities are found in our branches and website. For this reason, and so that everyone can access the best offers, we decided to extend the event.”

Macarena Guerrero, Marketing Manager at Frávega, said that “once again the increase in visits to Frávega branches and the website confirms that our customers take advantage of the benefits of events such as Electro Fans. The acceptance was even between the multiple ways of completing the purchase, as well as the options for accessing the product.”

According to data from the consultancy firm Gfk, during 2021 consumers reactivated online sales of household appliances, although there is still a cumulative drop compared to 2018. Argentine consumers continued their purchasing activity during 2021 and within that framework, the percentages in units reached a 15% growth compared to 2020.

22% of the units sold in 2021 were through the online channel. This channel had its highest growth during 2020, the year of the beginning of the pandemic, where 21.2% of units sold were achieved in this way and its growth was 10.8 percentage points compared to 2019.

In terms of categories, smartphones and TVs topped consumer preferences, reaching 26% and 8.7% of units sold, respectively.

On the other hand, this year it is estimated that the World Cup can boost the sale of televisions, especially the larger ones. According to data from the Association of Argentinian Electronics Terminals Factories (Afarte), based on information from the specialized consultancy firm GFK, 1,724,000 units were sold in 2021, 5% more than in 2020, but still 5% below sales in 2019 and 43% less than the 3 million units sold in 2018 (year of the World Cup of Russia).

Pablo Raviolo, Commercial Manager of Musimundo, also agreed with the other Electro Fans participants and said: “We are happy to extend the event and expand the offerings in our more than 200 branches across the country.”

It should be noted that until next Sunday inclusive, offers will continue to be available on all channels: through physical branches, by telephone or online.

“This edition, which opens a new page in the history of retail chains in the country, leaves encouraging results for subsequent editions, opening the way to a new chapter in the world of discounts,” concluded the participating companies.

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