Making decisions based on models that collect sociodemographic information of the area, characterizing the commercial environment of the possible locations of new stores and including data on the tastes and preferences of potential customers, reduces the risks of investments in the opening of new points of service.
The work teams and "data driven" companies, organizations that are based on the efficient use of data as the axis of all their processes, have found in the Commercial Intelligence and Geomarketing solutions, a possibility to reduce the risks in new investments associated with expansion plans and opening of new stores.
The Decatlón X store, located in Guatemala City in Pradera Zone 10, has a potential market of 225,000 consumers 15 minutes away by car, 47% of whom are interested in basketball and 9% in swimming.
Using the Geomarketing solutions that we have developed for our clients, CentralAmericaData's Trade Intelligence team analyzed the environment of some of the main locations of the establishments dedicated to the sale of sports articles, operating in the countries of Central America. Below is an extract of the findings of the study.
In Central America, nearly 900,000 people are looking to buy sporting goods online, and of this group of consumers, approximately 4% are exploring options to purchase swimming equipment.
CentralAmericaData's interactive information system monitors in real time the changes in consumer habits in all markets of the region, with fundamental information to understand the current commercial environment in which companies of all industries must operate.
In Central America, more than one million people are looking to buy some type of footwear online, and of this group of consumers, approximately 18% explore options to acquire boots.
CentralAmericaData's interactive information system monitors in real time the changes in consumer habits in all markets of the region, with fundamental information to understand the current commercial environment in which companies of all industries must operate.
In Central America, it is estimated that more than 800,000 people are interested in sports shoes and clothing in the digital environment. Reebok, Under Armour and New Balance are some of the brands that have best positioned themselves in the minds of consumers with high purchasing power.
An analysis of the interests and preferences of consumers in Central America, prepared by the Trade Intelligence Unit of CentralAmericaData, shows interesting results on the preferences and tastes of people in various products, services, store chains, brands and activities.
In recent months, interest in sporting goods in the region's markets has increased, with Costa Rica and Panama recording the largest increases in interactions on the subject.
Through a system that monitors in real time changes in consumer interests and preferences in Central American countries, developed by CentralAmericaData, it is possible to project short and long term demand trends for different products, sectors and markets operating in the region.
In the first nine months of 2019, companies in the region bought sports footwear abroad for $42 million, 5% more than reported in the same period in 2018, a rise explained by the behavior of imports in Panama, Nicaragua and Guatemala.
Figures from the Trade Intelligence Unit of CentralAmericaData: [GRAFICA caption="Click to interact with graph"]
In Costa Rica, 4% of the population shows interest in golf, and about 50% of them are between 31 and 60 years old, and have one of the highest levels of purchasing power.
An analysis of consumer interests and preferences in Costa Rica, prepared by the Trade Intelligence Unit of CentralAmericaData, gives interesting results on the characteristics and people who show interest in any type of sport.
In Guatemala, 5% of consumers are interested in training with weights, and almost 60% of them are between 15 and 30 years old, and have a high level of purchasing power.
An analysis of consumer interests and preferences in Guatemala, compiled by CentralAmericaData's Trade Intelligence Unit, provides interesting results on the preferences and interests of people who indicate a preference for certain fitness and wellness activities. [GRAFICA caption="Click to interact with graphic"]
In Multiplaza Escazú the first store dedicated to the commercialization of sports articles of the Everlast brand was inaugurated, and the company foresees the opening of two more points of sale.
The company disbursed about $150,000 for the opening of the new store specializing in the marketing of items for activities such as cycling, athletics, yoga, swimming, boxing and others.
From January to June 2018, countries in the region imported $25 million in sports footwear, and 50% were bought by companies in Guatemala and Costa Rica.
Figures from the TradeIntelligence Unit at CentralAmericaData: [GRAFICA caption="Click to interact with graphic"]
In 2017, countries in the region imported $87 million worth of sporting goods, 8% more than in 2016, reaffirming the upward trend registered since 2013.
Figures from the information system on the Market for Articles and Material for Physical and Sports Culture in Central America, compiled by the Business Intelligence Unit at CentralAmericaData: [GRAFICA caption = "Click to interact with graph"]
In 2016 Central American countries imported $81 million worth of sports articles and equipment, 8% more than in 2015.
Figures from the Information System on the Market for Articles and Materials used for Physical and Sports Culture in Central America, compiled by the Business Intelligence Unit at CentralAmericaData: [GRAFICA caption = "Click to interact with the graph"]
Between January and September 2016, the countries in the region imported in total a monthly average of $6 million worth of sporting goods and equipment.
Data from the Information Systemon the Market for Articles for Sports and Physical Culture in Central America,presented by the Business Intelligence Unit at CentralAmericaData: [Figure caption = "Click to interact with graphics"]
Footwear imports increased by 62.3% during 2012, reaching $21 million in revenue.
"Stores like Penny Lane, Brooks and Newton confirmed an increase in sales of this type of shoe and this upturn in business is motivating them to open up new premises", reported Elfinancierocr.com.
The increase in sales of sports shoes relates to the increase in the number of races.