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

A good packaging we can distinguish it through the quality in which the product is delivered. All at some point we have enjoyed a product with an excellent quality, that is, that still retains its qualities as flavor, aroma, consistency, etc .; and if we analyze this aspect from this first contact (consumer-packaging) we have an experience with the brand.

And when opening the packaging this experience may be satisfactory or on the contrary, you may come to think that the purchase was a bad idea. In this sense, when a product is opened its quality can be judged from the packaging, since it is a differential value of a brand.

Beers, for example, generally only show a label with the brand logo. This allows them to offer a simple yet forceful message to their consumers. On the other hand, the brands that offer products such as cookies, biscuits, etc., have more impressive messages in the packaging of the product, since they seek to capture the attention of their target consumers: children. Therefore, the use of animated characters and, above all, promotions. As we know, brands temporarily launch promotions for their consumers to win other products of the category of the brand, among others.

However, beyond the messages that we can find in the packaging, what is its function? Here are some of them:

Contain

This is the separation of the product from the environment, this allows consumers to manipulate the product without having to touch it directly.

To Protect

Another function of the packaging is the following: protect. In this case, the packaging keeps the product from factors that can alter its natural state or composition.

Keep

On the other hand, the packaging should allow storing and preserving food for periods of time. This factor may vary due to its characteristics.

Written by Guillero Cortés , taken from Informa BTL

As we have pointed out on a number of occasions, customers have modified their consumption habits in such a way that large and small retailers have had to change their way of operating and selling in order to have optimal reach with their consumers and retain them.

This work of change and adaptation by the retailer has been at a different pace, depending on the brand and resources available, but there is no doubt that the changes will continue to be presented, motivated to a large extent by the technological innovations that Over time have also modified the habits of life and consumption of people.

Given this scenario, retailers must raise their commitment to manufacturers to boost their sales and at the same time meet specific needs of customers.

According to the Real Institute of Spain, 77 percent of the people who go to a point of sale usually go there, which is an opportunity for retailers to maintain, and even raise that percentage and retain loyalty To the shopper.

In order to seduce the client and maintain their loyalty, these three ways to do so will guide you.

See fingering as an ally, not as an enemy

The influence of the Internet, the digital platform and the increase in online shopping are undeniable and indissoluble of a consumer who communicates, is informed and consumed through mobile devices, and always seeks to be connected.

Conceiving the digitization as an ally for your retailer will bring you multiple benefits not only to your processes of operation, logistics, optimization of inventories, management of personnel or added value in sales floor with the use of disruptive technologies, but also the impact you will generate In your target will be immediate, positive and valued that hardly look towards another point of sale.

Analyze buying processes and consumption habits of your shopper

This analysis will allow you to identify areas of opportunity, as well as successes and mistakes so you can continue or modify them in time, as well as valuable information on customer purchasing habits and consumer habits that will serve as a basis for the development and Implementation of marketing strategies that surprise the shopper at Point of Sale.

Bet on multichannel

As we said at the beginning of the text, today’s consumer, called millennial, generation Z, generation X, among others, is intimately linked to the use of mobile devices that are already an extension of themselves and are an essential part of their day to day.

Faced with such a reality, it is necessary for retailers to put everything within their reach and invest in being a multi-channel sales outlet that facilitates the circulation of information about their promotions, offers, novelties, launches or product data that, based on their Habits of consumption, may be of interest to you.

You must be aware that the target is multichannel, so as a retailer you must also be immersed in the same dynamic.

Written by Lizbeth Serrano , extracted from Informa BTL

The Point of Sale is the point of contact of the consumer with the brands or products for their purchase. Also, there are a number of elements that influence the buying decisions of the shoppers.

According to Ana Ramírez, Director of Marketing at Sam’s Club Mexico, about 80 percent of the purchase decisions are made at the Point of Sale. Also, a factor that influences the purchasing decisions is the furniture.

 Before choosing a furniture
 
The furniture serves for the presentation, service and sale of the articles. For this reason, it is essential to choose carefully the ideal for a Point of Sale and to choose the best consider the following points:

• Point of Sale Image
  The furniture plays an important role in informing the customer about the type of store in which it is located.

• The cost
  Because you will realize a considerable investment in BTL within a retailer, it is important that you choose the right furniture for your product, since it will provide a series of qualities that will help the product to communicate a better message, that is, it will influence The decision of purchase of the consumer.

• Presentation
  Likewise, the furniture works as physical support for the presentation of the products within the retailer, and as previously mentioned, it favors their display at the Point of Sale.

An Important Element for Promotion

In the same way, they serve to expose elements of promotion in the Point of Sale for the manufacturers and distributors. For example:

• Exhibitors

They are furniture designed to show products and advertising associated with the products displayed.

• Display

These are small holders that show the items for sale.

• Poster

They are the most important element in the Point of Sale and thanks to that they can adopt different forms are a key factor to attract the attention of consumers.

Written by Guillermo Cortés, extracted from Informa BTL