Retail: Challenges of the On-Site Experience

Given the gradual return to physical stores, customers will appreciate it if businesses disinfect stores several times a day, if other visitors are required to clean their hands before entering, and if employees use protective equipment at all times.

Wednesday, July 1, 2020

Although in this context of the spread of covid-19, digital channels have gained ground in Central American markets and this trend is expected to continue in the coming months and years, there are commercial establishments that will have to adjust their face-to-face sales strategy to the demands of the new normality, since there will always be customers who prefer to continue shopping in person.

According to reports from CentralAmericaData, since the beginning of May there has been an increase in the number of people who have moved to locations identified as supermarkets or pharmacies in Central American cities. As of June, the upward trend was still continuing.

The biggest challenge of the retail business is to structure and apply a strategy that, in the current business scenario, is adapted to the demands of the customers.

You may be interested in "E-Commerce: What do Consumers Want to Buy?"

Laureano Turienzo, a consultant and advisor to retail companies, told that in the coming months, customers will have concerns such as "... At what time will there be fewer people? How many people will have touched X or Y items before? Will the store clerks be wearing masks? How many times a day will they disinfect the store? Will that customer who is near me have disinfected their hands before entering?"

As for the new ways of behaving of consumers, Turienzo explains that "... it's not the most exciting thing in the world to go to stores where entry is limited for health safety reasons.  We can find most consumers coming in early (especially at weekends), as they will think the store is freshly disinfected, and cleaner. It can happen."

For the specialist in retail companies, for customers to choose to stay longer in stores, strategies must focus on generating security, comfort and speed.

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