How did Frederico Trajano lead Magazine Luiza to success with digital?

Frederico Trajano is not only the CEO of Magazine Luiza, but also the son of the one who took the company to the level of one of the largest in the segment, Luiza Helena Trajano.

Responsible for implementing e-commerce in the business, he not only increased (even more) the company’s revenue, but guaranteed the permanence of essential values ​​placed by his mother.

And it was precisely this strategy combined with other extremely effective ones in the context of the online world that made him win in 2017 the entrepreneur of the year award by EY BRA.

To learn more about Frederico Trajano and some of his infallible balconies, read this text until the end!

Who is Frederico Trajano?

Frederico Trajano is the CEO of Magazine Luiza and the son of the company’s former president, Luiza Helena Trajano, known for leveraging the business that was already in the family.

Since he was a child, Fred was present in the daily life of the company, but he only entered the business in 2000 with the responsibility of acting with the implementation of electronic commerce.

Graduated in business administration at FGV and specializing in Stanford, the businessman worked for four years as an investment analyst at Deutsche Bank before taking over at Magazine Luiza.

And since then it has been only growth (not only for the company, but for him too).

In 2003 he took over the sales and marketing sector and in 2010 the Operations department, which in addition to sales and marketing has Logistics and IT.

In 2016 Fred took on the role of CEO and in the first year he guaranteed an online sales growth that far exceeded the industry average.

It was all of this that made him win the well-deserved entrepreneurial award of the year by EY BRA in 2017.

More than that, like his mother, Luiza Trajano, Fred also values ​​people, which continues to strongly influence the company’s revenue.

To give you an idea, his philosophy considers that e-commerce combines the capacity of modernity with the human warmth of the almost 800 physical stores in the country.

What were Frederico Trajano’s insights at Magazine Luiza?
Frederico Trajano was largely responsible for making Magazine Luiza develop in online sales, an area that already represents more than 25% of the company’s revenue.

Concerned about maintaining the values ​​of the business even in the face of its growth, the entrepreneur implemented some philosophies, such as making Magazine Luiza a digital company that had physical points and also human warmth.

For two decades in the business, Fred created strategies such as Magazine Você, a sales platform through Facebook, and LuizaLabs, focused on the company’s digital development, and was prepared for two years by Luiza Trajano before taking over as CEO.

This caused the entrepreneur to lead the company to a 30% growth in the e-commerce sector only in its first year in office.

The rest of the market averaged 5%.

What to learn from Frederico Trajano?

See what we can learn from Frederico Trajano.

1 — Online, online and online

Frederico Trajano showed by A plus B that online has great relevance for a company.

After him, the coronavirus has shown this very effectively, do you agree?

It’s just not cool to wait for another pandemic to start taking action.

So, if you haven’t been to digital yet, you already know what to do!

2 — Maintain or create strategic values

In team that is winning does not move.

I don’t know whose phrase it is, but it makes perfect sense.

Frederico Trajano was very smart to keep in Magazine Luiza the values ​​placed by his mother, Luiza Trajano.

The fact that she got close to the employees and put them on the front line of the business was one of her great insights to leverage the family company.

Fred went even further with his “human warmth” even in the face of online, a strategy that directly impacts the company’s revenue.

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3 — Humility before the mentor

Frederico Trajano took great responsibility in a company that had all of his mother’s brand.

And that was not ruled out by him, who allowed himself to be mentored by her for two years before taking over as CEO.

Now I ask: is your company familiar?

How do you think you can take advantage of previous arrangements to improve it?

Ah, your business is not familiar, but it is not going well and you think you need a mentor?

Do not hesitate to contact him!

This can make all the difference.

Frederico Trajano got it right with his online sales strategy within Magazine Luiza.

With it he increased the company’s revenue 25 times more than the average made by the others.