Greased lightning: Casas Bahia aims low and sells fast to grow in Brazil's challenging retail space.(Ponto Frio)(Casas Bahia)(Wal-Mart Stores Inc.)

Latin Trade | July 1, 2006| | Copyright

Priscila Oliveira Visconde, a 21-year-old housekeeper in Rio de Janeiro, is a typical Brazilian in many ways. She makes US$150 a month, complementing her husband's $500 monthly salary. She's also a loyal customer of Brazilian retailer Casas Bahia, the runaway leader in the low-price segment, controlling 25% of non-food retail market share. The nearest competitor, Ponto Frio, has 7% of the market.

"Casas Bahia's prices are 5% to 10% lower than at other appliance stores, which means I can use that savings for other purchases," says Oliveira Visconde. "That's important ...

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