Retail Sales: Physical or Electronic Channel?

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.

Friday, February 7, 2020

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.

You may be interested in: "Geomarketing for Business Decisions"

Allan Cedeño, president of the Costa Rican brand Tiendas Ekono, explained that they have "... invested in technology and e-commerce, convinced that omincanality is the answer to the retail crisis in the world, although at the moment online sales represent 2% of the total."

Cedeno added that "... 'We expect online sales to move between 5% and 7% in two or three years. People are demanding e-commerce, but the real response from businesses is omnicanality: to integrate the physical with the online. Let the client buy according to their convenience, take home or pick up at the store. You have to give them all the options."

Also see "Digital Supermarkets Are Here"

The chain's executive believes that with the rise of e-commerce, companies must not only reinvent their sales models, but also compete directly with the major global brands and digital stores.

At CentralAmericaData we develop geomarketing solutions that allow not only to find the most optimal location for the opening of a new sales point, but also to estimate the sales volume that could be achieved, depending on the potential demand of the chosen area.

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