Whereas the campaign started on August 15 and lasted until about two weeks into the school year, this year Dacris expects it to start early in September and last until late October.
“We expect a decline in revenue from sales to individual customers by up to 30% compared with last year. Parents are in no rush to do their shopping at the beginning of the school year, they are waiting to see how things go,” says Lidia Fati, head of strategy and new markets at Dacris, a business owned by the Fati family.
The Back to school campaign would normally generate up to 15% of the total revenue of Dacris, but 2020 is the first in 25 years in business when its officials could not clearly estimate revenue. The company used to hire extra help during the Back to school campaign, but this year will have to do with its current employees, Lidia Fati says.
“With the lockdown and work-from-home trend, we are happy we preserved our revenue (first half revenue i.e.) about flat on the year-ago period.”
“We will focus on the Back to Office, Black Friday and consolidating our national customer portfolio next. (…)”
Dacris posted 115.5 million lei revenue in 2019 and had 270 employees at its sites in Bucharest, Constanta, Timisoara, Ploiesti, Cluj-Napoca, Sibiu, and Brasov.
(English version by Loredana Fratila-Cristescu)