Between January 14 and 17, Multiplan's malls ran their traditional Lápis Vermelho (Red Pencil) liquidation campaigns. At ParkShoppingBarigüi, in Curitiba (PR), the campaign was put on from January 13 to 16. During the promotion period, customers took advantage of discounts of up to 70% on clothing, footwear, technology, perfumery, accessories, home products, among other categories.
In the malls, participating stores displayed the Lápis Vermelho logo in their show windows. Customers also were able to purchase online in two ways: through the Multi superapp marketplace, with delivery within two hours; and the Direct Sale channel, accessible via Multi or the malls' own websites. In this model, the consumer orders purchases from the store via WhatsApp and combines the delivery method — via drive thru or store take out. During the period, purchases via Multi app were free of shipping charges.
The Multi superapp dedicated a page for the campaign to the best offers, as well as coupons with in-person discounts. The app tripled the number of active users in the month of December/2020 when compared to the same month of the previous year and this growth was expected to remain strong. "The Lápis Vermelho sale is a tradition for consumers, shopkeepers and the industry. In order to offer even more convenience and benefits to customers, the first edition of 2021 featured different purchase channels, merging some of the main omnichannel solutions that the Company accelerated throughout 2020," says Rodrigo Peres, Co-Head of Marketing, Innovation and Digital Business at Multiplan.
All the safety measures adopted since the reopening of the malls was maintained: the already intense cleaning routine was bolstered, the air renewal process expanded, mask use by all was mandatory, the number of points with gel alcohol dispensers increased and the implementation of limitations regarding maximum mall capacity, among others actions, pursuant to the determinations of the authorities of each city and state. These measures also complied with the strict protocols developed by infectologists hired by Multiplan, augmenting the malls' commitments to health and well-being.
The offers were publicized on the malls, Lápis Vermelho and Multi app social networks, in addition to the malls' own websites.
