Clearance sale with discounts of up to 70% starts on the first weekend of January and involves 15 of the Group's malls
The year of 2016 is being kicked off in Multiplan's malls with the summer edition of the traditional Lápis Vermelho Sale. A total of 16 of the Multiplan's malls are involved in this stock clearance sale, with discounts of up to 70%.
In the light of the dynamics of each region, the sale is scheduled for different dates in the various participating shopping malls. BarraShopping/New York City Center and ParkShoppingCampoGrande, in Rio de Janeiro, are running their sales from January 7 to 10. From January 14 to 17, the Lápis Vermelho promotion comes to MorumbiShopping, ShoppingAnáliaFranco and ShoppingVilaOlímpia, in São Paulo; ParkShoppingSãoCaetano, in São Caetano do Sul (SP); JundiaíShopping, in Jundiaí (SP); ParkShoppingBarigüi, in Curitiba (PR); and BarraShoppingSul in Porto Alegre (RS). From January 28 to 31, it is the turn of BH Shopping, DiamondMall and Pátio Savassi, all located in Belo Horizonte, along with ParkShopping in Brasília. Finally, RibeirãoShopping and Shopping Santa Úrsula in Ribeirão Preto run their sales between February 18 and 21.
To check the prices of the products on sale, customers can use the QR Code (codes readable on cell phones) visible on the malls' interior banners, displays or posters. Upon scanning the code, the consumer's phone will automatically open to the mobile site, in which each store's main off-price offers are displayed. In addition, a Facebook Lápis Vermelho Sale application also allows consumers to search for products with special prices.
Multiplan's malls are also conducting a number of special actions for the Lápis Vermelho period. Some of the malls are offering shopping advice and will research prices through their social media (Facebook and WhatsApp) and act together with Snapchat bloggers; in addition, they will feature musical performances on their premises with DJs enlivening the public, among other scheduled activities.
"Now completing 25 years of existence, the Lápis Vermelho Sale is still a good opportunity for consumers to purchase the products they want at more affordable prices. For our malls, it is also a strategy to increase foot traffic in the holiday period and boost numbers of visitors to the shops, allowing them to renew their stocks at the beginning of year," said Multiplan marketing manager Rodrigo Peres.
Calendar of sales:
07/01/2016 a 10/01/2016
Rio de Janeiro:
BarraShopping
ParkShoppingCampoGrande
14/01/2016 a 17/01/2016
Grande São Paulo:
MorumbiShopping
ShoppingAnáliaFranco
ShoppingVilaOlímpia
ParkShoppingSãoCaetano
JundiaíShopping
Curitiba:
ParkShoppingBarigüi
Porto Alegre:
BarraShoppingSul
28/01/2016 a 31/01/2016
Belo Horizonte:
BH Shopping
DiamondMall
Shopping Pátio Savassi
Brasília:
ParkShopping
18/02/2016 a 21/12/2016
Ribeirão Preto:
RibeirãoShopping
Shopping Santa Úrsula
History
The Red Pencil Sale was held for the first time in 1981 in BH Shopping (MG), RibeirãoShopping, in Ribeirão Preto (SP) and BarraShopping (RJ) - Multiplan's first malls. The campaign was created by the now-defunct Estrutural agency run by advertising executives Rogério Steinberg and Armando Strozenberg. Multiplan's George Blum developed the idea for the "Red Pencil" character, a cartoon doll shaped like a coloring crayon. This image was used throughout the 1980s and early 1990s. In 2008, the Sale was run for the first time simultaneously in all the company's malls, featuring two annual editions: summer and winter. Currently the Red Pencil also symbolizes promotions in the stores year-round.
