From Digital to Physical: How Does the Consumer Choose?

With the accelerated arrival of the new commercial reality, consumers no longer divide the world between the physical and the digital, since now the purchasing processes are a constant succession that combines both aspects.

Thursday, October 15, 2020

Due to the transformation of consumer habits that had been occurring since before the covid-19 crisis and that has now accelerated, companies are focusing on understanding how people decide on the purchases they make. Increasingly, consumers make their decisions through the web.

See "E-Commerce: What do Consumers Want to Buy?"

The rise of e-commerce is one of the most notable effects of recent months. Reports from CentralAmericaData indicate that in the new norm, interest in online sales in the region's markets continued to rise in September 2020, with Guatemala, Costa Rica and Panama being the countries that registered the greatest increases in interactions associated with the topic.

Researches that try to explain the new commercial reality, estimate that the digitalization plans that the companies thought to execute in a period of 1 to 3 years, have now been implemented in a few weeks.

The challenges for companies and brands are to find ways to adequately reach consumers in the new reality.

Cincodias.elpais.com reviews that "... consumers no longer make a clear distinction between the physical and the digital world, but see the entire purchase process as a constant succession, where even if the last step is taken in the store, the purchase decision has been made entirely through the web. Achieving a balance between both categories is the main challenge of the luxury industry today."

For Inaki Trincado, director of Luxury Iberia Coty, "... A luxury perfume is not just a perfume; it is a dream. Can you transmit the dream digitally? Yes, in thousands of ways, but you will always lack the smell. That's why you can't limit your strategy to the online world, but neither should you despise its strength. Nor can you leave the perfume alone in person and wait for them to come and smell it."

According to the experts, with the digital transformation there has never been an opportunity to have the consumer so close, and it is the opportunity to transmit the experience that is expected from the brand.

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More on this topic

How do Purchasing Intentions Vary in Guatemala?

October 2020

When comparing July and October 2020, the number of consumers in the country who were trying to buy a coffee machine via online increased by 87%, and the number of people looking to buy a cell phone increased by 13%.

CentralAmericaData's interactive platform, Consumer Insights, monitors in real time the changes in consumer habits in all markets in the region and in other Latin American countries, with fundamental information to understand their behavior, new trends and anticipate eventual changes in their purchasing patterns.

How to Boost Online Sales?

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Placing the most essential products on the website, establishing partnerships with specialized companies to ensure the shipping and delivery of orders on time, are some of the tips for companies to develop e-commerce in the new business reality.

How to reach customers, implement or enhance the digital sales channel in this context of health crisis, are some of the issues that reveal today to many Central American companies.

Consumers in the New Commercial Era

April 2020

Less impulsive and more reasoned purchasing decisions and the search for product and supplier information on the Internet and social networks are some of the characteristics of consumers in the new business environment.

Given the spread of covid-19, health authorities in Central American countries have been forced to restrict the mobility of people and have chosen to close most commercial establishments.

Online Sales: What are Consumers Looking for?

April 2020

Personal care items, vehicle accessories, food and beverages are some of the products most demanded by consumers, who have migrated to digital platforms to make their purchases.

In the current scenario of confinement due to the health crisis in the region, consumers have disappeared from physical stores and have migrated to digital platforms to buy their products.

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