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Luiza Trajano led the Family Business since 1991

The BBC, the weekly-in-chief-series-profiles of various executives from all over The World . This Week , we speak to Brazilian retail billionaire Luiza Trajano. to beat

With inflation, a whopping 3,000%, and new currencies are introduced And Then quickly abandoned, it was not easy for a merchant in the Brazil of the early 1990s.

the difficult economic context faced Luiza Trajano, then 40, was when she took The Top job in their family chain of stores for consumer electronics and household appliances in 1991.

The Business , called, Magazine Luiza , had a small chain in the southern state of Sao Paulo . But Luiza had ambitious plans to expand nationwide. And she had a cunning plan.

With the inflation that high, and the Brazilian government, the introduction And Then give up, not less than four different currencies between 1989 and 1994, it would be risky to start to open more large stores stocking the entire range of products.

The Company has now decided to More Than 1,000 stores in Brazil ,

So, Luiza, a chain of micro-transactions, not stocks, nothing. From 1992 onwards, the customer would, instead of sitting at a computer terminal, and navigate a computerized catalogue of all the products for sale. You would then order what she wanted, and Magazine Luiza would deliver it to their homes camps from a network of nationwide delivery.

It was a precursor to the online sales, to a time before the Brazil of The Internet got Access to The Net , was only the consumers in Brazil in 1997.

in addition to the activation of the Magazine Luiza , in order to quickly and cost-effectively expand the small "electronic business" also meant that the companies don't have to keep up the pressure, new physical price label in response to inflation or a new currency. It had to be easy to update the prices on your computer system.

Looking Back , Luiza, who is now 68, says: "It was introduced a great revolution, a new type of virtual sales. It prepared us for The Internet before anyone else. "

she says she also made sure that the companies are planning a lot of effort in the explanation of the expansion personnel, to ensure that they are happy and motivated, and therefore good Customer Service .

"We have Intensive work with our team, about our goals and how we all need. We were very transparent, as they played an important role in this new Movement . "

Luiza says that she loved, a seller

Within three years, Magazine Luiza had a few hundred of its stores in Brazil , with some large cities, as many as 58 outlets. Today, The Company has More Than 1,000 stores in Brazil , and 30,000 employees. In the meantime, his web site accounts for 48% of sales and it has an annual turnover of 19. 7 billion real ($4. 9bn; £3. 7bn).

The Success of The Company Luiza is one of the richest people in Brazil . Your Net Worth is.

The First Magazine Luiza store was chosen, opened in 1957 by Luiza ' s uncle and aunt, in her home, The City of Franca, 400 km (250 miles) North of The City of Sao Paulo , The word "magazine" was, as a variation of the French word for shop, "magasin", while "Louise" was her aunt's first name.

Luiza started to help her aunt and uncle at The Shop of 12 years, work in the afternoon and early evening, after they had finished school. "I was a saleswoman, and it was still a very small shop [at the time]," she says. "I loved The Experience , and it was a Success . "

If Luiza went to University to study law, she still has time for the work in The Shop . And after graduation, she joined the Family Business full-time.

in the next two decades, she filled a series of increasingly senior positions before becoming chief executive in 1991, when her uncle and aunt took a step back from the day-to-day business.

Another Innovation Luiza was introduced, shops are open very early in The Morning , during sales periods. This could be a long time is a common practice in the UK and North America , but in the 1990s Brazil was a novel development.

"We opened the shops at 5 in The Morning , something we had never seen before, in Brazil . ", she says. "Other shops started to do the Same . "

she regularly lectures on entrepreneurship

Today, The Company is one of the largest retailers in Brazil . Almost half of the sales now come online, the small, non-inventory transactions have been replaced in The Years with larger companies, some or all of the products that it to Take Away . The focus on employee happiness, however, remains, and Magazine Luiza to work consistently companies The Top of The List of The Best Brazilian trade.

"We were saying in the First Place since 2006," she said. "It is one of my greatest pleasures After All these years. "

While she has no plans of retiring in the year 2016 Luiza handed over The Chief executive role, compared to her son Frederico, while turned on, the Chairman.

Additional features:

If you don't help run The Company gives regular talks on entrepreneurship. Luiza also helps the runs, the organisation promotes women in business, health and education. This body that you created in 2013, according to the Brazilian women's group and now has More Than 4,000 members.

Fernando Blanco , professor at EOLAS Business School in Sao Paulo , says Luiza is "an icon among the entrepreneurs and also an inspirational speaker".

"So it's not hard to imagine, to motivate their power, the commercial team at Magazine Luiza . "

Luiza is working hard to advance women in business in Brazil

Looking Back on Brazil in the 1990s, Luiza says that the country "is only The Best of things must always with crises", and The Company .

"Many people believe, I am optimistic," she says. "But The Truth is that my mind is always focused on The Solution . Not complaining, to solve the problem, we need to focus on The Solution . "

it adds that whatever the economic backdrop, "there are two things in common in business, for Success , Customer Service and Innovation ".

brazil, women in business, retailing, entrepreneurship, female entrepreneurs

Source of news: bbc.com