Thanks to advanced Big Data techniques that make it possible to collect and analyze large volumes of mobility data, it is possible to establish where consumers live and where they go before visiting a shopping mall or supermarket.
Today, business leaders have access to Business Intelligence solutions that are based on millions of anonymized data generated every second by cell phones, records that allow increasingly accurate estimates of the levels of affluence received by commercial establishments.
During the first half of 2021, consumers in Central American countries increased their interest in comics, martial arts, motorcycles, vegetarian food, spa services, air travel, weight loss products and sporting goods.
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 the different products, sectors and markets operating in the region.
Companies that offer their customers mobile and digital payment options, and also have cybersecurity mechanisms for fraud prevention, are the ones that will be able to take advantage of their position in this context of e-commerce boom.
The pandemic has considerably changed consumer habits, because of the quarantine decreed in the countries of the region, people prefer to spend more time at home, a phenomenon that forced companies to offer their customers online shopping options.
Using big data management techniques, it is possible to know, with greater precision than with traditional methods, the socio-demographic characteristics, tastes, preferences and interests of consumers living in a specific area of a city or of groups of people who visit particular stores.
Nowadays, with the large volumes of data that exist, it is possible to examine absolute and relative numbers of potential customers of a shopping center or business that are in any other location.
It is estimated that in Central America close to one million people express interest in soups in the digital environment, being Ramen, Curry and Maggi, some of the terms most associated by consumers with high purchasing power with the subject.
An analysis of the interests and preferences of consumers in Central America, prepared by the Business Intelligence Area of CentralAmericaData, yields interesting results on the preferences and tastes of people in various foods, products, services and activities.
By collecting and analyzing the information that Internet search engines store on the queries that consumers make, it is possible to know with a high degree of precision what their interests are and to look for patterns or trends that help to measure performance indicators for a specific topic.
Through systems that provide real-time monitoring of changes in consumer interests and preferences in different countries, it is possible to project short- and long-term demand trends for the different products, services, sectors and markets operating in the regions.
In Costa Rica, most of the customers who make purchases through digital channels are young women, a good part of this group of people resides in San Jose and buy through social networks.
E-commerce has become important in all markets, especially since the declaration of emergency due to the outbreak of Covid-19 and the restrictions on the mobility of people imposed by Central American governments.
In the first week of April 2021, El Salvador, Nicaragua, Honduras, Dominican Republic and Guatemala were the countries in the region where the number of people visiting establishments identified as supermarkets was higher than the figures reported before the pandemic.
Over the course of the months and in the context of the reactivation of commercial activities, more Central American consumers have visited locations identified as supermarkets and pharmacies.
During the first quarter of 2021 in the countries of the region, consumers increased their interest in beer, motorcycles, vegetarian food, spa services, air travel, extreme sports and apartment rentals.
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 the different products, sectors and markets operating in the region.
During March 2021, the Panamanian Consumer Confidence Index increased 2% with respect to the level reported in January of this year, this slight increase is reported in the context of the economic reactivation process of local production.
According to the survey conducted by the Chamber of Commerce, Industries and Agriculture of Panama (CCIAP), in strategic alliance with The Marketing Group, expectations on the probability of saving money decreased 3 percentage points, presenting a result of 75 points, below the equilibrium point, for the measurement of March 2021, so it remains at levels of marked distrust.
Finding out how many people live in the surroundings of the establishment, their income levels, their ages and their tastes and interests, is fundamental information to measure the potential of a supermarket's location.
Using the Geomarketing solutions we have developed for our clients, CentralAmericaData's Business Intelligence team analyzed the environment of some of the main supermarket locations operating in Central American countries. Below is an excerpt of the study's findings.
During the first weeks of 2021, interest in home interior design measured through online searches and mentions in conversations in the digital environment, increased in Panama, Costa Rica, Dominican Republic, Honduras and Guatemala.
Through a system that monitors in real time the changes in the interests and preferences of consumers in Central American countries, developed by CentralAmericaData, it is possible to project short and long term demand trends for the different products, services, sectors and markets operating in the region.
Whether it is a restaurant, a coffee shop, a hotel, a supermarket, or an auto parts store, location is, if not the most important, one of the most decisive factors in determining the success or failure of a business.
Real estate companies, restaurants and retail chains know better than anyone how valuable and decisive it is for the success of a business to find the best location. Technology, together with the new Big Data analysis methodologies, now allow to simplify part of this complex process of location selection, analyzing in detail the pedestrian flow in each location.
Understanding consumers' lifestyles, hobbies, ages and the places they go to, in order to attract a very specific sector of the population, is fundamental to reduce the risk in the investments made for the opening of new specialty stores.
For some years now, the retail sector has been undergoing a transformation, which has been driven by changes in consumer habits and the rise of e-commerce.
Given the new business context in which print media have been hit in recent years by changes in habits and audiences are on multiple channels and digital platforms, marketing and advertising teams must reinvent themselves.
The most recent changes in lifestyle habits resulting from the spread of covid-19 have combined with the increased use of digital platforms, a phenomenon that was already evident before the pandemic.