While some companies in the sector focus their efforts on one or the other channel, others, such as some department store chains, seek a balance between the two marketing modalities.
Companies dedicated to retail sales are facing a context in which consumers are less and less willing to spend their time mobilizing to make a purchase, but managers of chain stores have chosen to integrate physical sales with electronic sales.
Changes in consumer preferences, which increasingly value ease, convenience and time savings in their purchases, are forcing companies to strengthen their online marketing channels to stay in competition.
Several companies that have not developed their digital marketing channels in time have gone bankrupt because of the growing competition represented by online sales.
There is a growing trend in appliances stores and department stores to set up large format stores offering a better buying experience with "everything in one place."
This format allows to the diversification and expansion of the supply of products mainly in middle and upper middle income levels, especially in areas with high population density, which allows consumers to buy more conveniently and for stores to generate more revenue.
The Salvadoran Siman Group, a conglomerate that operates franchises for Zara, Zara Home and Massimo Dutti and the department stores Aliss, Yamuni, Carrion and Ekono has announced expansion plans.
In 2013 the Siman Group will open a new 10,000 square meter store in the new stage of Multiplaza del Este Mall which will generate 250 jobs.
Between 2016 and 2017 it expects to have four or five outlets for which it is investigating venturing into new areas such as Heredia, Cartago and Alajuela.