The process of making a brand international requires periods of adaptation to a new market, and that includes following consumption requirements of this new audience. Thinking about United States’ consumers, Morana started a new strategy to expand its sales channels.

Eduardo Morita, Director of new business at Grupo Ornatus, explains that, in the United States, contrary to what happens in Brazil, the purchasing power is better distributed among different social classes, which allows us to offer products to different audiences. “Morana’s proposal is to offer quality products at an affordable price and, within this context, we have a considerable range of consumers that can be reached."

New channels, new consumers

The brand will serve different channels, such as virtual customer service, external sales, store-in-store and market place. "We already started this work and should have a gradual increase in satellite points of sales. We might reach the end of 2016 with about 20 new channels".

The virtual service channel was created for customers who wanted to acquire products from a distance. "Thinking about retail in United States is to integrate, with the same level of importance, the digital world and your physical business. Thus, taking into account consumers who require convenience in everyday life, we have developed a digital service platform. Through an application integrated with Squareup, the customer can easily request products of his/her interest and acquire them remotely, paying with credit card", he explains.

External sales are intended to promote the brand and generate immediate sales. Thus, Morana store in Miami have participated in events such as the Miami Bridal Expo (targeted to brides), along with brands such as Macy's and Publix. Within the same purpose of external sales, there are store-in-store channels. "Beauty salons are a strong niche and good for promoting a brand. Having a partnership with businesses that already have experience in this activity, we expect that, by the end of the year, about 20 salons in Miami region will enter into a partnership with Morana", says Morita.

Market place is another strong sales channel in the United States and it is connected to the virtual universe. They are buyers’ clubs or even websites that integrate sales of various brands. "In mid-2016, a company specializing in this segment has offered to enter into a partnership with Morana in Florida. In short, we should have news for this channel very soon".