Mexican retailer sets up online option
U.S. residents can buy furniture for those back home
Clint Engel -- Furniture Today, April 4, 2006
MEXICO CITY — Mexican department store giant Liverpool has launched an online effort targeting Mexican consumers in the United States who want to buy furniture and other goods for their family and friends back home.
The new service, Liverpool Entrega Directa, enables consumers to buy furniture, appliances, electronics and other merchandise online at liverpoolentregadirecta.com, or by calling a toll-free phone number.
Mexico City-based Liverpool, with 57 stores and an estimated $3 billion in sales last year, is targeting what it believes is a lucrative market for incremental business. The retailer said an estimated 60% of Mexicans living in the United States regularly send money to their families in Mexico, at a monthly rate of about $250 to $300 per person.
“We are giving Mexicans in the U.S. another option to just sending money,” said Ignacio Aguiriano, manager of Liverpool Entrega Directa. “Giving their loved ones high quality merchandise from Liverpool is a tremendous way to express their love and gratitude.”
Some two-thirds of the online catalog is dedicated to furniture, including dining room, living room, bedroom, occasional tables and bedding. Key suppliers include Mexican producers Boal Muebles and Gabite, Aguiriano said.
Consumers can pay by credit card as well as by cash and check. Delivery dates are guaranteed throughout Mexico.
Aguiriano said he hopes business eventually will come from all 50 states, though Liverpool narrowed its initial marketing launch to consumers in the Los Angeles area.
“Since we started on the first days of March, I would describe the response as conservative,” Aguiriano said, noting that consumers generally are careful with their purchases and that they “are trying to understand the convenience of the service and the guarantee we are offering.”
“Little by little sales have been (coming) in our call center and hopefully they will start growing steadily,” he said.
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Liverpool site targets Mexicans in the U.S.
Apr 23, 2006
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