This was a strategy that the company adopted to reinventar its mark, to gain space in the market and to take care of to a new type of public. A company to get competitive advantage, the first step if to take is to elaborate its strategical planning. She is of vital importance to know its competitors, thus to take decisions that guarantee competitive success. Sina (2008) explains that the predatory competition is harmful and if substantiates, for example, in the setting of prices bellow evaluation, and this really occurs when a competitor is determined to gain space to the cost of reduction of its edges of profit in determined segment, when he can increase them in another one, operating in relative balance. The price decisions are one of the factors that influence in the decision of purchase of the consumer.

Currently, with the economic growth, the consumer increased its purchasing power and consequently he started to consume more, however, this also became more demanding in its decisions of purchase in relation the price and quality. The great challenge of the company was to adopt practises of good attendance in a dynamic universe where the auto attendance was adopted. From the moment where the company changed its focus, the customers who frequented the store soon if had come across with a different scene in which they were not accustomed. Today the company adopts the call attended attendance, where the customer continues, still if she works with the attended attendance however of one she forms more personalized, the customer always goes to find a collaborator available to take care of its difficulties in any Riachuelo store. This differential brought good results for the company who currently is reference in attendance in this segment.