Indulgence, forgiveness of a fault, kindness, which excuses what is objectionable or annoying, remission of sins granted by the Church, according to Aurélio.

Indulgence purchasing was studied by consultant Faith Popcorn and is characterized by the search for rewarding sensations before the sense of usefulness or need, such as an affordable reward.

I can't go to New York, but I can go to Rio de Janeiro, I can't buy a Mac product, but I can buy it from Boticário, I can't buy Zara, but I can buy Renner...

When we go to the mall or access online stores, most of the time there is no intention of buying, we are looking for new things, going for a walk, meeting friends, window shopping...

Most purchases are motivated by consolation and reward, “I deserve it!”, in addition to emotions such as anxiety and lack being associated with the act.

Frustrated for various reasons and not knowing exactly what to do to alleviate the pain, they look for something within reach, not always within their pocket, that provides pleasure, happiness, satisfaction and relaxation.

Under the temptation of indulgence, but in times of greater financial control, demand is directed towards more accessible products, but which seduce us in the same way.

Some brands and products have greater appeal, such as accessories, what is a complement becomes a main item, products aimed at impulse purchases, generic products and online shopping are strong allies.

Be prepared to receive sinners! Analyze the consumer profile through habits, uses and customs.

Always increase the product mix with new products by adapting the price ranges, don't forget to analyze the product turnover time and communicate. A showcase, whether online or physical, is one of the best forms of attractiveness; a product that does not attract people must be replaced quickly.

Circumvent the CRISIS and CREATE!

Alessandra Tortelli

Alessandra Rech Tortelli is CEO of Conex Negócios, graduated in Administration and has an MBA in Retail Management, Franchise Management and Omnichannel Retail. She worked as an internal consultant and manager of large companies, such as: Tintas Renner, Arezzo, Portobello Shop, Mormaii, Confecções Brandili, etc., in 2010 she founded Conex Negócios, a consultancy company focused on Structuring and Expansion of Companies, she is also a speaker, teacher and creator of the startup ConexHub. Alessandra loves challenges and being connected with entrepreneurs, promoting exchanges, experiences and knowledge. She believes that we are all interconnected, that the challenge of one is the challenge of all!