RIO DE JANEIRO, BRAZIL – Magazine Luiza (MGLU3, Magalu) is the most admired retailer by consumers in two of the 17 categories assessed in the 2020 edition of the IBEVAR-FIA ranking. The company was also considered by teams and employees the most widely appreciated to work for.
The ranking prepared by the Brazilian Institute of Retail & Consumer Market Executives (IBEVAR) and by the Administration Institute Foundation (FIA) elects the most representative companies in the Brazilian retail sector in 17 segments.
“We are well adapted to the reality of 2020, with solid foundations and solutions for the current requirements. We are following our main purpose of digitalizing Brazil, focusing on small and medium-sized companies which are still out of the online universe,” said Júlio Trajano, executive director of Magalu‘s e-commerce, during the event to announce the results.
In the beauty and personal care segment, O Boticário was the most admired company; on the sports sector, Centauro was the leader. Among super- and hypermarkets, the brand most admired by consumers was Carrefour. In the wholesale sector, Assaí was the preference.
“In this challenging consumption scenario, Assaí has strengthened its role in society, to keep low prices, to continue investing and opening stores, contributing to the economy and generating jobs,” said Belmiro Gomes, president of Assaí Wholesaler.
Below are the most admired brands in retail, according to the IBEVAR-FIA ranking:
| Sector | Most admired company |
|---|---|
| Fashion | Riachuelo |
| Sports | Centauro |
| Pharmacy | Pague Menos |
| Department Stores | Lojas Americanas |
| Beauty and personal care | O Boticário |
| Food | Cacau Show |
| Electronics | Magazine Luiza |
| E-Commerce | Magazine Luiza |
| Building materials | Leroy Merlin |
| Bookstore | Saraiva |
| Toys | Ri Happy |
| Pets | Petlove |
| Fast Food | McDonald’s |
| Specialties | Vivara |
| Home & office articles | Tok&Stok |
| Super and hypermarkets | Carrefour |
| Wholesaler | Assaí Atacadista |
To define the most admired companies, the survey uses two data-processing models. Initially, over a million messages about companies on social media were collected through data mining technology, from opinions, texts, or videos, freely posted by consumers.
After the mapping and selection of data, semantic and linguistic analysis criteria are applied, through the Natural Language Programming technology, which seeks to examine the opinion of consumers and define standards. With this methodology, a grade is awarded to companies.
“We have a very fierce competition at the retail level. The IBEVAR-FIA Ranking aims to show precisely which these companies are and the position they hold in the market, in order to identify benchmarks and cooperate with the development of the sector,” says Claudio Felisoni de Angelo, IBEVAR’s president.
This year’s edition has also included a ranking of the most admired companies to work for, based on the team and retail staff opinions. The main winners in this category were Magazine Luiza, O Boticário, and Leroy Merlin.
Source: InfoMoney