México es de los países que más compras realizan fuera del hogar, por lo tanto, para ciertas categorías, el consumo fuera del hogar es importante para impulsar el crecimiento.

Fabián Ghirardelly, Country Manager de Kantar Worldpanel México, agencia líder en conocimiento de hábitos de compra de los hogares, nos comparte su opinión sobre cómo convertir el comportamiento de compra en una ventaja competitiva y crecer ante un entorno de incertidumbre.

A continuación, el directivo comparte 10 puntos importantes a tomar en cuenta para no dejar de estar presentes en los hogares mexicanos, cualquiera que sea la vía por la que se quiera llegar.

1. Impact more households

The most important way for growth is to reach as many Mexican households as possible. This is the best way to obtain a higher return on investment and greater market share.

2. Impact more channels

From the small shop on the corner, the sale of door to door, to the modern channel, the brands must be present in as many points of sale as possible, since this will boost their growth.

3. Cover new cities

Mexico is huge and clearly the brands can improve their development having presence in more cities of the country where they have not yet arrived.

4. Successful innovation, high impact innovation

In the country the development of innovation is high, but unfortunately there are few successful cases. It is important to understand and know the buyers to be able to offer attractive solutions and thus have a high impact on the market.

5. Attacking new moments of consumption

Many brands, by their nature, have concentrated their efforts on specific consumption moments. The challenge now is to look for uses or occasions of consumption to develop brands. Knowing with what type of products the brands coexist will give them a guide to where to go.

6. Attract consumption outside the home

Mexico is one of the countries that make the most purchases outside the home, therefore, for certain categories, consumption outside the home is important to boost growth. Brands must offer appropriate formats in correct channels, it is essential to grow in an uncertain environment.

7. Obtain purchases of new price points

Covering new price points (disbursements) in the category will be a new source of income. From Premium options and also opportunity in affordable options.

8. Communication more linked to consumption

It is becoming increasingly difficult for brands to invest in media, to have a more efficient and effective communication, the ideal is to understand which means the most frequent buyers of the brand consume to seek their loyalty or understanding the non-buyers of the brand to attract them.

For each type of buyer the communication must be differentiated: the first case is the most emotional and for the second most functional case.

9. Optimize the development of categories

Certain chains show less development for certain categories or, conversely, they encourage growth. It is critical that brands optimize development by specific channels and channels.

10. Effective promotions

Promotions are important for brand sales, but they must take care of their planning so that your target audience generates greater impact and loyalty. For example, when promotions last a long time, they play against each other because they lose the credibility of consumers.

Source: Perú-Retail

It is estimated that Mexico would have reached 54.2 billion pesos, according to the InformaBTL portal.

Commercial communication has become increasingly dynamic with technological developments and the interpretation of consumer needs, increasingly present in the tasks performed by brands.

This has allowed the redefinition of the concept of the consumer, because now there is greater knowledge of its route within points of sale, the feelings it registers before certain campaigns and the interest it has for certain products based on needs and demand for content.

From this scenario there are five actions that can be implemented in a BTL strategy:

1. Approach the consumer

• Meet the new consumer
• Identify your omnichannel profile
• Develop predictive models
• Understand privacy that demands
• Identify the digital impact on it

2. Point of sale strategy

• Size the challenge that Mexican retailers have to offer an omnichannel experience
• Know the golden rules to be an omnichannel retailer
• Understand retail pricing strategies
• Know the trends in point of sale: technology, showrooms, smart mirrors, shops without rows and purchase with face reader
• Meet the Shopper journey: the digital future at the point of sale

3. BTL Digital

• Big Data in BTL
• Understand the power of personalization in a BTL strategy
• Social networks as a protagonist in eCommerce and the payment trends within which it has
• Virtual Reality, Artificial Intelligence and Personal Assistance 

4. Experience marketing

• Create an experience marketing strategy
• The tools to generate shopping experiences
• The challenge of experiential marketing: How to capitalize on brand experiences?
• Content marketing as a generator of experiences
• The mobile experience of the consumer

5. Entertainment and influence

• Brands as the future of entertainment
• What role influencers play in entertainment
• The role of stadiums, tournaments, concerts, sporting events, as a marketing opportunity
• Activation of sponsorships and experiences within the event
• The future of entertainment marketing

In order to know each of these points in detail, the Below the Line and Entertainment Diploma is composed of interesting and cutting-edge topics about BTL, through which you can analyze the different strategies used in current commercial communication to understand the consumer purchasing behavior, know what are the different ways to get there, know the global trends of BTL and its effects on the mix of digital marketing, among many other topics.

In 10 classes you can learn from the experience of teachers each with a long career in the marketing industry Below The Line. Undoubtedly, with their teachings you can create innovative strategies that will impact your target audience. The Diploma in Below the Line Marketing and Entertainment is the only program of its kind worldwide, which has an international curricular certification endorsed by the University of Nevada, Las Vegas.

Source: Merca2.0

In corporate events, such as presentations, exhibitions or fairs, it is important to draw the attention of the attendees to approach your advertising stand. Achieving it is essential to get prospects and potential customers.

However, getting attendees to come to the stand, feel interested and ask questions is not an easy task. In the place there will be much competition and distraction, so it must stand out from the crowd and resort to advertising. Given this, the use of technology as an advertising medium is the option that guarantees results, says Stringnet.

What is technology as an advertising medium?

These are solutions that employ technological methods to transmit messages and ideas of a brand or a product with an advertising objective. For this innovative resources are used, such as virtual reality, augmented reality, holograms, 360 ° videos, video mapping, among others.

The combination of types of solutions, whether audiovisual, multimedia or interactive, offers an infinite potential in terms of the way of transmitting a message. Therefore, it is unmatched for other forms of advertising.

Why use technological resources as an advertising medium?

The traditional means of advertising at corporate events no longer offer great effectiveness because they have become a “commodity”. They no longer arouse interest in people. On the contrary, technological means are very powerful resources to capture and maintain the attention of people.

Who would not want to experience a virtual reality game for the first time in their lives? Who would refuse the opportunity to be part of an augmented reality experience? It is just that condition of novelty and innovation before the public that offers an attractive differential in relation to traditional methods.

Of course, differentiating is essential. While all (or most) of companies use traditional methods to promote their brand or their products, the one that differentiates itself with innovative and eye-catching technological resources, will attract the most future clients.

Finally, if the content and the appropriate strategy are added to the technology, you will be able to impact the public with unforgettable brand experiences.

Source: Informa BTL

Se pronostica que en el 2019 las transacciones a través de móviles alcancen los 1,080 mil millones de dólares a nivel mundial.

Las transacciones en efectivo o sin efectivo es un tema importante para toda empresa. Actualmente uno de los principales métodos de pago que está cobrando mayor relevancia en el mercado a nivel mundial son pagos móviles.

A propósito, Accenture realizó una encuesta a consumidores estadounidenses sobre medios de pago en 2017 y descubrió que existen diez tendencias, las cuales impulsarán el futuro de los medios de pago. A continuación te los presentamos:

1. The growth of generation Z

According to the firm, this demographic group does not remember anything before Google, Apple, Facebook and Amazon, so it will influence the payment methods of other consumers.

2. Mobile finds its rhythm

Similarly, delivering a mobile payment experience is basic, and is required for the battle for the consumer.

3. The user experience is the new gold

This battle for the consumer is leading companies to create differentiated experiences to attract the attention of consumers.

4. The revolution of rewards

The award ceremony will be more relevant for consumers. Therefore, the actors of the means of payment have the opportunity to deliver prizes according to the needs of the lifestyles of consumers.

5. The merger between fintechs and banks

Finally, perhaps one of the most interesting trends is the integration of technology to improve financial activities. According to Accenture, fintechs and banks will boost the future of transformation in means of payment. Banks have brand recognition, industry knowledge and a customer base to scale.

The retail and mass consumption sector will back 3.2% in this Christmas campaign, according to EY Peru.

During this year’s Christmas campaign, the retail sector and mass consumption will fall 3.2% in the Peruvian market compared to December 2016, although there has been an increase in the number of buyers since July and a better consumption due to the globalist fever, as revealed in its report EY Peru consultant.

Although football fever slightly overshadowed the start of the Christmas season, retail and mass consumption companies have been launching offers since the end of October as a strategy to counteract the slight drop in consumption that was expected, compared to the Christmas campaign of 2016.

For the Chamber of Commerce of Lima, the demand for gifts and food for Christmas 2017 could decrease due to the expense or indebtedness that many families had to assume as a result of the events of the Coastal Child Phenomenon.

“In the north of Peru, the influx of buyers to retailers has had a constant increase in recent months (5.1% in July, 7.8% in August, 10.5% in September and 12.9% in October) unlike what has been happening in Lima and in the southern region. Despite the outlook, the sector shows strong growth due to the opening of new shopping centers, “said Mireille Silva, Audit Partner of EY Peru.

However, Silva indicated that expectations continue to be auspicious throughout the sector. “Especially, this year sales in traditional channels (markets, galleries, warehouses, among others) will be superior to those of the modern channel (supermarket, shopping centers, online stores, among others),” he said.

According to the pollster GfK, in its 2016 survey about the Christmas campaign, 72% of Peruvians had planned to carry out their Christmas shopping in traditional channels, while 34% thought of doing it in modern channels; and it is expected that the trend will continue for this 2017.

“The reading of this statistic makes it clear that Peruvians are still willing to spend at this time, and identify traditional channels as cheaper and more profitable places to buy. Fortunately, the conjuncture of the classification to the soccer world cup has been a fact taken advantage of by many companies, especially of the textile, garments and household appliances “, the specialist emphasized.

Usually, the months of September, October and November are the most dynamic, since in that period the companies finance their inventories for the Christmas campaign. In this period, the sum of the products imported and acquired locally by the retail and mass consumption companies grew 5% compared to the same period of 2016, according to the logistic operator Dinet.

In 2016, Peruvians disbursed S / 540 million in food (panettone, turkey, hot chocolate, etc.) and more than S / 1,263 million in gifts only for Christmas. However, the demand for gifts for Christmas this year could decrease due to the expense or debt that many families had to assume for coastal El Niño.

For its part, the RDC consultancy, indicated that in December it is expected that the affluence of public in retailers back 3.2%, compared with December 2016. Additionally, Apoyo Consultoría mentions that 2017 will close as the year of lower growth of the last decade, taking into account that the basket of mass consumption between January and August contracted by 5.4%.

On the other hand, EY Peru indicated that in 2018 the sales of the main retailers are expected to improve, with non-conventional formats leading the growth of the sector. “The trends that will shape the business environment will be: the arrival of new international competitors (IKEA, Amazon), the expansion to the provinces of shopping centers, and the accelerated growth of the online channel,” concluded the EY Peru specialist.

Taken from: PerúRetail

With Peru in the 2018 World Cup in Russia after 36 years, various sectors will benefit. Companies, whether small or medium-sized, can generate new opportunities, thanks to the panorama that is presented after the classification of the Peruvian team to the World Cup.

Arnaldo Aguirre, Manager of Multiclient Studies of Arellano Marketing, said that 78% of Peruvians are fans of a national football team and that 83% watch national football games on television, thus proving the interest in this sport.

Regarding the media, Aguirre remarked that there are 1’000,000 radio listeners who dedicate between 1 to 2 hours a day to listen to sports programs and that there are more than 7 million fans on Facebook who follow a team from the national championship.

“Peruvian soccer has a great impact on the written press, since all newspapers have a sports section. In addition, compared to Argentina, Peru has more newspapers especially sports. This is a point that allows us to know the great potential that our country has, “said Arellano Marketing executive.

WOMEN MORE AND MORE FANATICS OF FOOTBALL

Breaking with the prejudice that football is a sport directed only for men, Arnaldo Aguirre said that 1 in 4 women go to the stadium to encourage the national team. This leads to determining that the new strategies should be designed for the female audience, as they are the ones who make the most decisions at home.

AUSPICES AND SPONSORSHIPS

Luis Carrillo, specialist in sports marketing, explained the difference between sponsorship and sponsorship, highlighting that sponsorship is a contract for long-term image rights, while sponsorship is a contract for advertising in a short-term media .

The specialist informed the audience about the different business opportunities that both large and small companies can take into account in order to take advantage of football fever. Being an official supplier of the selection is a business alternative if the company has a large budget. For example, sponsoring a selected player is an option that can cost approximately $ 100,000.

USE SPORTS INFLUENCERS IN SOCIAL NETWORKS

An asset that helps get data is sports tourism, having an alliance with these companies and make a draw. Through this method, you can get 800,000 records. Likewise, working with sports influencers is a new alternative that allows generating greater reach through social networks, since in 2018 there will be 9 million Peruvian smartphones that will be connected.

Taken from: PerúRetail

One of the industries that contributes most to the internal economy of a country and that employs thousands of people, without a doubt, is retail.

Retail stores, in their various formats, are not only an important source of work, but also a sector that makes available to the consumer hundreds of products that are promoted through different marketing strategies.

According to the National Association of Self-Service Stores (ANTAD), its retail chains contribute 3.4 percent of Mexico’s gross domestic product (GDP), with a total of 51,709 establishments, divided into three retailer formats.

Regarding the sales generated by retailers in our country, data from Planet Retail and Deloitte indicate that in 2016 the sum for this concept reached up to 464,940 million dollars, an amount that at the end of this year could reach 490,390 million; and for 2018 estimates of that firm suggest that net sales by retailers in Mexico would reach little more than 517 billion dollars.

What trends will define the retail sector?

The emergence of the Internet and the improvement of processes in logistics, distribution and customer service through the use of new technologies were some of the factors that have been transforming the retail industry worldwide, and that will surely continue to influence in coming years.

But just as the arrival of the network and the optimization of the operation of the retail sector have changed the industry, there are a number of trends that in the remainder of the year and the following may be glimpsed, such as:

• Analysis of location of categories and proximity marketing: the first point refers to a more exhaustive work of analysis of purchasing habits, as well as the existing rotation in each category, to then find a way to redirect the shopper towards certain areas of the POS, which is accompanied by that type of marketing that will try to know with certainty which departments of the retailer are more traveled, why, and based on it create strategies that maximize their profitability.

• Automated stock management: both on the shelf and in the warehouse, the correct and updated management at all times of the stock level in the store will help the retailer and manufacturers to have enough product quantity, and thereby prevent the customer from desisting to buy by not finding their products.

• Shelves monitoring: Modelez marketing director, Luis Lazcano pointed out that each brand and store must have full control of the shelf, in terms of availability, since within a category the competition is constant and it is right there where the decision of purchase is given, so having an adequate supply will prevent a certain brand from being left behind.

• Sustainable packaging with double use: for the new consumer a packaging with a real added value is one that not only looks good and motivates the purchase for its appearance, but also that which is produced with environmentally friendly materials, which does not require of high energy expenditure during its manufacturing process, and that has a second use.

• Application of disruptive technologies in PDV: interactive testers, augmented and virtual reality, use of tablets to consult information about products, dynamics that start in an establishment and end with a publication in social media, are some examples of applications of new technologies that maximize the purchase experience, and this drives more purchases in a single visit.

• Models of predictive analysis: as suggested by its name, this type of models allow the retailer to predict purchasing habits, consumption, frequency of visits, interests and tastes that it will have, to then go one step ahead of the target and offer products and services that he will need.

• Real omnication: that is, the retailer will allow the customer to make purchases online within the PDV, it will offer an efficient online store where you can buy something and pay it in the establishment if you wish, with specific promotions for each channel that, together, give the shopper a range of purchase possibilities, as well as a pleasant experience.

• Geomarketing strategies: as with Waze, for example, the retail sector will keep this trend so that through an SMS or suggestion within the application can know where there are retail stores near the customer, and with this the retailer knows what so often the consumer passes by, if he went to his PDV and locate potential customers.

Written by Lizbeth Serrano, taken from Informa BTL

Usually when we are in a point of sale of a retail store we can find different elements that the brands use to communicate with us the consumers.

Nothing is casual in a retailer. All aspects add to the communication of brands and stores, an experience designed with the intention of influencing purchase decisions.

For this reason, signage, light, advertising, POP material, furniture, among other factors, are of great importance to position a product at the point of sale.

The communication of the marks at the point of sale

An effective point of sale should be visually appealing. For this, it is necessary to design an image that impacts the view of the consumer. This can be done through animation. In other words, elements that add a differential value to the product in its category. POP material, for example, as you know has different types, which will indicate the product category in some way, try to influence the purchase of the product and, above all, to inform the promotions that the brand handles. In a way, all of this helps improve brand communication, and also improves product turnover and increases sales.

In the following example you can see how the brand communicates with consumers. It is a brand specialized in accumulators for cars. The first element that we can observe is a signage that aims to inform the characteristics of the product that is put on sale. On the other hand, it supports the sales work of the vendors, since all data explain how to choose an accumulator.

Finally, another element that adds to the communication of the brand is the use of the catalog. As you can see POP material at the point of sale tells the consumer to locate the make, model and year of your vehicle; then asks you to identify the application code that corresponds to your car; to finish, it asks the consumer to look for the code in the front label of the accumulator or in his case ask the manager.

The catalog is a relevant element, as it describes the most important aspects of the product being offered. Obviously, their function is to give the most outstanding information, which will influence the decision to buy the consumer, since without the catalog the consumer could make a purchase decision according to their needs.

Written by Guillero Cortés , taken from Informa BTL

Los cambios en el sector retail están sucediendo muy rápido y es que la incorporación de la tecnología a la vida diaria de todos ha hecho que queramos realizar cualquier actividad a través de diferentes dispositivos tecnológicos con lo que contamos, lo que lleva a las empresas a tener una comunicación efectiva con su consumidor a través de diferentes canales. Por otro lado, los retailers también incorporan aspectos innovadores en el punto de venta, con la finalidad de atraer más público hacia sus tiendas. Es por eso que veremos algunas tendencias que estamos o estaremos viendo en la industria retail.

La compra se ha vuelto social

Para el consumidor hablar de su vida y actividad en internet se ha convertido en una costumbre, por lo que la compra también se ha vuelto un tema de conversación. El

70 % de los consumidores realiza búsquedas sobre el producto que va adquirir en sitios webs antes de comprarlo. Los retailers ya no pueden ser un observador de estas conversaciones, deben participar necesariamente de manera activa creando contenido alrededor de los productos y el punto de venta, que provoque que el consumidor considere realizar la compra y no sólo ello, sino también que cree un vínculo de fidelidad con las marcas de su  preferencia a mediano plazo.

El poder de los Millennials

En estos días, este grupo de personas son de gran influencia están modificando la manera de tener una experiencia de compra. Se cree que para el 2017 este grupo tendrá mayor poder de compra que cualquier otra generación, por lo que es importante tener en cuenta sus hábitos de consumo, así como la manera en la que desarrollan sus actividades, para que las empresas de retail puedan impactar positivamente en las diferentes plataformas sociales que utilizan y con ello lograr un efecto de atracción hacia sus puntos de venta.

BIG DATA como generador de insights

Durante los últimos años se ha hablado bastante de BIG DATA y la manera en que nos proporciona información valiosa para tomar decisiones. El avance acelerado de la tecnología ha hecho que no nos preocupemos demasiado sobre cómo obtener la información, por lo que el reto se convierte necesariamente en la interpretación de dichos datos para obtener insights valiosos sobre lo que nuestro consumidor está esperando y teniendo como expectativa a la hora de ir a un punto de venta para satisfacer una necesidad.

Independientemente de las tendencias, el foco siempre deberá ser el consumidor y el profundo conocimiento que tengamos de él nos llevará a desarrollar estrategias y acciones en el punto de venta que tengan como consecuencia su satisfacción por consiguiente el desplazamiento de productos.

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