Lápiz López, Santiago

This is the largest chain of bookshops in Chile. Lápiz López started out in Viña del Mar and later spread across the rest of the country to number 46 branches. Lápiz López offers its customers over 10,000 products at reasonable prices, as well as a telemarketing service, which enables them to make purchases over the phone. The chain has no clear rival because it imports exclusive goods and market needs by obtaining the best brands of each item they stock. The company enjoys custom from across the social spectrum. Some shoppers use the diskette-guide system, which provides all the necessary information for their trip, while others use the cyber market by shopping on the Internet. Others send their requests by fax 24 hours a day, whilst businesses which require special deliveries send requests via their sales executives. Lápiz López is an supermarket that responds efficiently to its customers' needs.